Copyright Letter

                                                                                                            La Retraite RC School

                                                                                                            Atkins Road

                                                                                                            London SW12 0AB

                                                                                                            UK

745 5th Ave

New York, NY 10151

United States

Midtown West, Midtown East

17 September 2014

Dear Copyright Holder

I am an A level student and I am writing this letter to ask for your permission to use a song for my music video which I will be creating for my practical work in Media Studies. The song that I will be using for my project will be Alicia Keys, 'You Don't Know My Name'.

I can assure you that the music video will only be shown to my Media Studies class, my teacher and the OCR exam board. Your company and the artist herself will have an opportunity to view the final video if you wish.

If possible, could you please send me a written copyright notice to be included in my coursework portfolio?

Yours faithfully,

Ashleigh Jones

Audience Profile

Mina represents a typical member of our target audience. Mina is a young adult studying at university in London.                      

• Mina listens to genres from R&B and Hip-Hop to Jazz and Soul.

• On the weekend, our target audience like to spend time with their friends going out to eat, shopping and concerts.

• Mina's favourite drink is orange juice.

• Mina uses bus, train and trams as her mode of transport.

• Her favourite restuarants to eat at are Five Guys, Nandos and Pizza Hut. 

• Mina choice of breakfast cereals would be Cheerios.

• Tv shows such as, Daria, The Simpsons, My Wife and Kids and Devious Maids are Mina's favourites.

• Her favourite vegetable would be sweetcorn.

• Mina doesn't play any sport but enjoys watching Athletics.

• When Mina goes on holiday, it is often to visit her grandparents in the Caribbean.

         

Conventions of Hip-Hop Music Videos

Jay z - 99 Problems

Jay Z's '99 Problems' video is set in an urban, poverty stricken area where there are several low angle shots showing Jay Z in front of an empowering block of flats reflecting the urbanized culture. This is a major convention of Hip-Hop videos, and many Hip-Hop artists focus on the aspects of Afro-American culture in their videos.

Used commonly in Hip-Hop videos, there are nearly always females whom may be portrayed as "sexual objects". As the two photos show, the females are dressed in hardly any clothing and there to serve male attention. However, this could be seen as an element of  realism as although not all, but in the real world many women are these images of half naked females and the life they live is portrayed in the exact same way in the video.






A lot of low angles are used to show the city and lifestyle in comparison to Jay Z. Many close ups, medium shots, long shots and canted angles are also all used. Shaky cam is present in some parts of the video adding a raw, authentic feel to the it.

Dark clothing and props such as guns, money, stereos are all common costume conventions of
Hip-Hop music videos.

Hip-Hop videos are often edited at a fast pace, '99 Problems' shows a range of different images and activities in the video and transition to the next image at a very fast pace which matches the pace and rhythm of the song.