NEA

COURSEWORK
2020
HENNA ASRAR
 TASK ONE
• First thoughts
• ●Write out a series of one sentence ideas for the brief.  Aim to write out at least 5.
• HIPHOP / RAP music 
• Stormzy - talks about very deep/social and representative  issues 
• Recording a music vid for rap/HIPHOP may be challenging but doable 
• REPRESENTATIONAL ISSUE COULD BE ANYTHING – RACISM , INEQUALITIES WITH
MINORITIES
• Mix of genders needed 
• ● Reflect on your ideas and consider which one could fit the brief best and be the easiest for you to complete
because of access to locations, equipment etc. 
• Rap would be easy and HIPHOP is a bit more challenging because the videos are more complex . Rap
doesn’t need many props or anything . 
• Location wise - you just need space which is easily accessible. 
• Not mainstream , it is specialist ( refer to other artists - if their specialist then magazine is specialist ) 
TASK TWO
• Initial Idea (if you are still unsure about an idea, do the following tasks for your short list of ideas)
• ●Music Video – Indie, Folk, Rap, EDM, Rock etc.
• RAP IS MY CHOSEN GENRE - I FEEL AS IF ITS EASY TO REALLY EXPRESS THE ISSUE BEST IN THIS GENRE
• ●What sub-genre or hybrid genre will you use? (ask for guidance if you are not sure)
• Sub genre - would be HIPHOP as they are quite similar and can go well together . 
• ●Why do you think that this type of text would be appropriate for a target audience of ages 18-34?
• Yes I do , many people aged 18 ( well even younger realistically) listen to rap and I feel like 34 is where they know what it
is , they enjoy it and they also understand it . 
• ●What content could you include for the 4’Cs group specified for e.g. Music brief, who need to be fans of your chosen
genre)
• I feel as if rap/hip-hop appeals to ‘the resigned/struggler ‘ people who their core motivation is escape and they live for
the day . Music can be a very effective escape for many people . 
• ●What do you think you need to include
• I need to ensure the music vid covers a representational issue and clearly shows it . 
 TASK 3
• MUSIC MAGAZINE ANALYSIS
• ●What is the genre of the magazine? The genre of magazine focuses on music and the genre of
music they focus on is rap 
• ●What representations appear in the magazines? (people, places, events?)
•  50 CENT AND SOULJA BOY – TWO FAMOUS OLD SCHOOL RAPPERS 
• Title/Masthead
• ●What does the title of the magazine tell you about - XXL 
• ○the contents = BOLD TOPICS/SINGERS
• ○its readership - people who read it are quite outgoing maybe ( X X L ) large letters 
• ○its style - very bold , short and snappy 
• ●Where is the masthead positioned? Right at the top Why is it there? That’s the first thing the
reader will see 
• ●Is there a slogan? What does it tell you about the magazine? How does it help to attract
readers? 
• A HATERS WORST NIGHTMARE – IT ATTRACTS THE READER AS WE THINK WHAT
HAVE THE TWO ARTISTS DONE TO HAVE HATERS .
• Front Cover Image
• ●Who or what is on the front cover and why? 50 CENT & SOULJA BOY `MAIN ARTISTS
• ●How is the image framed?  What effect does it have – what is included, what is left out?
• You can see both artists till about their knees , we can see their whole outfit and jewerlly . They are
standing close together with 50’s arm over Soulja to show some sort of togetherness or unity or friendship .
Some of 50’s body is left out as he Is behind Soulja to maybe show friendship.
• ●Look at the mise en scene – clothes, make up, props etc.  What effect do they have?  What cues do they
bring to mind (cultural codes)
Lots and lots of jewellery on Soulja ( 4/5 chains , two gold watches/bracelet and a Gucci belt ) whereas 50 is
wearing a watch , bracelet and ring along with a white bandana . SOULJA = GOLD AND 50 IS SILVER .
Soulja also has a lot of tattoos over his body , his whole torso and arms are covered in them , which is typical
of many artists of that genre .

• ●How do they contribute to narrative, genre and the representations?

• They are typically the main story / narrative. You could say that normally in rap genre magazine there is a
large use of excessive jewellery used on the person e.g chains and rings which is displayed in the magazine
. The use of the bandana makes him look a bit intimidating as we cannot see his face only his eyes .
COLOURS

• What colours have been used?  How do they contribute to the

mood/genre/narrative?
• BLACK , RED AND WHITE ( GOLD ON HIS JEWELLERY )
• They contribute to the mood and narrative as they are chosen for a
reason : they could be the artists favourite colours or he chose them
or that’s what he thought represents his music , those colours . 
• Mood = with those colours it must be a very serious or intimidating
or they are trying to convey as message that they ‘ aren’t messing
about ‘
•
Does the image composition form a narrative?  If so, what is it and what does it tell us about the magazine?  How
do the signs work together to form the narrative?
• IN THE MAGAZINE , THE IMAGE IS COMPOSED , IN A WAY THAT SOUJLA IS THE MAIN FOCUS AS
HE IS AT THE FRONT OR POSSIBLY BECAUSE HE IS YOUNGER THAN 50 .
• ●What relationship does the image have with the audience?  Are we included or observers? What effect does that
have?
• WE ARE OBSERVERS ( NOT SHOWN IN MAGAZINE ) , WHICH CAN SORT OF DETERMINE THE
IMPORTANCE OF THE AUDIENCE ,
• ●How does the image relate to/represent the target audience?
• WELL OBVIOUSLY FANS OF THE ARTIST WILL BE APPEALED TO THE MAGAZINE AND THEM
BEING ON THE MAGAZINE REPRESENTS THE ARTISTS AS THEY ARE HIS FANS .
• ●What representations feature on the front cover?
• BLACK REPRESENTATION
STRAPLINES

• ●What stories are highlighted in the straplines

• A HATERS WORST NIGHTMARE
• ●How is the audience addressed?
• THEIR ISNT ANY DIRECT ADDRESS ON THE COVER WHICH MAKES THE AUDIENCE THINK OR
FEEL ADDRESSED , THE ONLY PIECE OF WRITING WHICH MAY INTRUIGE THE AUDIENCE IS ‘A
HATERS WORST NIGHTMARE ‘ AS A AUDIENCE WE THINK WHO ARE THEIR HATERS AND WHY .
• ●What other linguistic devices are used to appeal to the audience?
• N/A
• ●Where are the straplines positioned?  Which stories are more prominent? Why?
•  THE STRAPLINES ARE POSITIONED ON THE SIDES OF THE MAGAZINE .
 CONTENTS PAGE
• ●How does the contents page use images? How have these images been constructed?
• THE PAIR ARE SIDE BY SIDE SHOWING THEIR FRIENSHIP AND LOYALTY TO EACH
OTHER , THIS IS BACKED UP ON THE PAGE WHERE IT SAYS ‘ IF THERE WAS NO 50 CENT
THERE WOULD BE NO SOULJA BOY’
• How do they support your initial findings about the style of the magazine and its intended audience?
• LIKE I SAID BEFORE , THE STYLE OF THE MAGAZINE INDICATES VERY BALD AND
INTRUIGING TOPICS E.G CAN I LIVE? , GROWING PAINS .
• ●What colours and fonts are used? Does this support the style of the front cover?
• YES , RED , WHITE AND BLACK ARE PREDOMINANT COLOURS THROUGHOUT
• ●How is the information organised so that it is accessible to the audience? What are the different
sections? What does this tell you about the magazine?
• ITS ALL PLACED ON THE SIDE SO ITS EASILY READABLE WITHOUT ANY CPNFUSION ,
YOUR NOT HAVING TO LOOK EVERYWEHRE FOR THE CONTENTS , ITS THERE AND IN
YOUR FACE . THE COVER STORY IS AT THE TOP ‘ LITTLE FRIEND ‘ THIS IS THE COVER
STORY AS THE MAGAZINE HAVE INDICATED IT WITH A LABEL ABOVE IT
• ●Are there any promotional features? If so, what are they?
• ON PAGE 49 THEY TALK ABOUT SOULJA’S THIRD NEW ALBUM RELEASING , AND
MENTION OTHER ARTISTS E.G LLOYD BANKS
• ●Is the magazine logo placed anywhere on the page? How prominent is it?
• ITS RIGHT ABOVE THE IMAGE OF 50 AND SOULJA , IT IS VERY PROMIMENT , YOU CANT
MISS IT
DOUBLE PAGE
• ●What is the article about?
• THE ARTICLE IS ABOUT ENCOUNTER OR DISAGREEMENTS ( BEEF ) THAT SOULJA HAS HAD RECENTLY ,
HOWEVER 50 SHOWS HIS LOYALTY WITH THE STATEMENT IN BLACK ITALICS ‘ BEFORE SOMEBODY GET
HURT ‘
• ●How does the headline attract the reader? (content, linguistic devices?)
• WELL THE HEADLINE IS ALL CAPS , CONSISTS OF SWEARS AND THREATS, WITHOUT DOUBT THE
AUDIENCE IS GOING TO WANT TO READ MORE INTO IT .
• ●Does it have a sub-heading?  What further information does the sub-heading provide?
• ‘50 IT SEEMS LIKE YOU’VE REALLY RESPECTED SOULJA’S GRIND FROM THE START OF HIS CAREER’
• IT SHOWS THAT INSTEAD OF CONSIDERING SOULJA AS HIS COMPETITON IN THE INDUSTRY HE THINKS OF
HIM AS A FRIEND / BROTHER .
• ●What type of language is used in the article? Is the language used informal (e.g. slang that the audience will understand)?
Give examples of words or phrases which are specific to the style of the magazine. If the article features a person or people, how are they
• THERE ISNT MUCH INFORMAL LANGUAGE SUCH AS SLANG IN THE MAGAZINE APART FROM ‘ SHOOT EM presented to the audience through the images and article text?
UP ‘ AND ‘BEEF ‘ APART FROM THAT THE LANGUAGE IS FORMAL HOWEVER INCLUDES SWEARS SUCH AS IN THE ARTICLE 50 IS PORTRAYED AS THE MAN YOU
‘SHIT’ . DO NOT WANT TO MESS WITH , A MAN WHO HAS
• ●What tone does the magazine use to address the reader (as a close friend, a member of an 'in' crowd or an informed MANY CONTACTS AND COULD EASILY GET THE JOB
intelligent fan?) - provide evidence DONE ( IF YOU GET WHAT I MEAN ) WHEREAS
• A MEMBER OF THE IN CROWD – ‘ YOU’’ SEE THAT STRIKING SIMILARITY IN BOTH THEIR PERSONALITIES ‘ SOULJA SEEMS LIKE THE COOL AND COLLECTED
ALSO AT THE VERY END OF THE ARTICLE IT SAYS ‘ TWEET EM AND US IF YOU DISAGREE ‘ SO THEY WANT APPROACH . What impression do we get of them?
THEIR AUDIENCE TO BE INVOLVED SO THEY MAKE THEM FEEL INVOLVED . THEY ARE VERY CLOSE FRIENDS AND 50 IS
• ● What style of text is used? What font style has been used? PORTECTIVE OF SOUJLA
• BASIC FONT IS USED IN THE MAGAZINE , BOLD LETTERING FOR THE SUBHEADING . ●Does the style of the article match the style of the front
• ●How are the pages laid out? How much of the pages are taken up by images and how much by text? How does this reflect cover? Is a house style being developed across all the pages
the audience? How many columns are there? you have analysed? YES DEFININETLY THE IMAGES
• ONE PAGE IS DEDICATED TO THE IMAGE OF 50 AND SOULJA AGAIN WHERE SOULJA IS IN FRONT WHICH CERTAINYL HAVE A STYLE , WHICH SHOWS THEIR
SHOWS HIS IMPORTANCE AND RELEVANCY AS OPPOSED TO 50 WHO IS AN OLDER MORE SUCCESSFUL SOLIDARITY AS FRIENDS AND ARTISTS .
HOWEVER LESS RELEVANT AT THIS MOMENT . THE HEADLINE TAKES UP HALF THE REMAINING PAGE  
AND THERE ARE TWO SMALL COLUMNS FOR THE TEXT . WHICH SHOW THAT THE TEXT ISNT ALL THAT
IMPORTANT .
TASK 4 – CODES AND CONVENTIONS
What are the conventions associated with this media format? 
MAGAZINES ARE TYPICALLY IN YOUR FACE , WITH INFORMATION WHICH IS EASILY ACCESSIBLE TO THE AUDIENCE AS TYPICALLY , THE
AUDIENCE FOR RAP MAGAZINE IS YOUNGER SO THEY ENJOY LARGE FONT IN YOUR FACE .
RAP :
INFORMAL LANGAUGE / SLANG
PICTURES OVER IMAGES
SHORT CATCHY SLOGAN/CATCHPHRASE
●How do these conventions use visual, technical, language and narrative codes and how these communicate different levels of
meanings (denotation/connotation/myths)?
VISUAL CODES – THE IMAGES SHOW THE UNITY BETWEEN 50 AND SOULJA BOY WHICH MAKES THE AUDIENCE THINK THEY ARE THE BEST
OF BUDS ( SIDE BY SIDE AND BEHIND ONE ANOTHER )
TECHNICAL - TWO LONG SHOTS TO SHOW THE FULL BDOY OF BOTH ARTISTS TO ALLOW THE READER TO UNDERSTAND THEM BETTER
THROUGH DRESS SENSE AND STANCE ETC , AND A MEDIUM CLOSE UP SHOT OF THEM SIDE BY SIDE TO EMPHASISE THEIR FRIENDSHIP .
LANGUAGE CODES – A LOT OF INFORMAL LANGUAGE HAS BEEN USED THROUGHOUT THE MAGAZINE AND SWEARS .
NARRATIVE – THE MAGAZINE ENTAILS A ‘STORY’ OF TWO UPCOMING ARTISTS WHO ARE VERY SIMILAR IN CHARACTER AND HAVE A LOT OF
COMMON GROUND , THEY ARE NOT AFRAID TO MAKE ENEMIES ALONG THE WAY AND THE OLDER ARTIST IS ALWAYS READY TO STICK UP
FOR THE YOUNGER ONE .

●Which specific codes and conventions should you include, what meanings do you want to communicate?
●Please illustrate your analysis with examples.  
‘ IF THERE WAS NO 50 CENT THERE WOULD BE NO SOULJA BOY’ – SOLID FRIENDSHIP – LANGUAGE CODE

VISUAL CODES – THE IMAGES SHOW THE UNITY BETWEEN 50 AND SOULJA BOY WHICH MAKES
THE AUDIENCE THINK THEY ARE THE BEST OF BUDS ( SIDE BY SIDE AND BEHIND ONE ANOTHER )
THEM SHOWING THEIR SOLIDARITY AND LOYALTY TO EACH OTHER COULD BE A INDICATOR / SIGN TO THEIR
ENEMIES THAT THEY ARE NOT TO BE MESSED WITH , THEY ARE A TWO MAN TEAM .
GENRE
• Analyse how genre codes are being used for the ‘pleasure of recognition’ by the audience and for the ‘marketability’ of the text i.e. apply Neale’s
Theory of Genre
• ●What codes of genre can you identify through repetition - that would be recognizable to audiences? (identify similar use of characters, narrative
elements, settings, iconography and technical/audio codes)
Typically in rap magazine , there is the repeated use of black people as majority of rapper are black or of an ethnic minority . There is a large use of
jewellery and tattoos in typical rap magazines as it’s a indicator of wealth and power . Technical codes allow me to recognise that most rap magazine
either consist of a close up shot or a long shot ( to show full outfit )
• ●Identity specific differences do each of these texts demonstrate to create a point of difference, why might these differences appeal to audiences?
• IN MY RAP MAGAZINE , THE LIGHTING IS QUITE DIFFERENT TO A TYPICAL MAG , NORMALLY THE LIGHTING IS DARK / DIM TO
REPRESENT THE SERIOUSNESS AND TYPE OF MUSIC WHEREAS IN MY CHOSEN ONE THE LIGHTING IS VERY BRIGHT TO SHOW
ALL ASPECTS OF THE ARTISTS – CLOTHING , EMOTION . THIS MAY APPEAL TO AN AUDIENCE AS YOU GET A REAL
UNDERSTANDING OF THE ARTISTS .
• ●Do the differences you have identified specify any recognizable sub-genres or hybrids? N/A
• ●Which genre codes should you include, what differences could you offer?
• I THINK I SHOULD INCLUDE IN MY MAGAZINE : LIGHTING , MES ( CLOTHING AND JEWELLERY IS A MUST IN THIS GENRE E.G A
CHAIN , I WILL ALSO INCLUDE MAYBE A INDICATOR OF WEALTH POSSIBLY A NICE CAR .
• THE SETTING DOESN’T REALLY MATTER TO ME AS THE MAGAZINE BACKGROUND WILL COVER IT , HOWEVER TYPICALLY IN
THE RAP INDUSTRY MOST ARTISTS ARE BLACK HOWEVER MY MAGAZINE ARTIST WILL BE OF AN ETHNIC MINORITY ( ASIAN )
WHICH CAN BE SEEN AS A POSITIVE / NEW INTRUIGING CHANGE .
 TASK 5 – DEF JAM
●Which major company bought the company in 1994? What platinum album was distributed by the at the same time?
• ●Who originally set up Def Jam records,
and who were the first band signed to the PolyGram Records purchased 50 percent of Def Jam, and took control of distribution to save the label.
label?
• Rick Rubin founded Def Jam Records , G Funk Era album, which went triple platinum and brought much-needed revenue to Def Jam
whilst in his dorm in NY university. 
●1n 1998 the company became owned by Universal Music group. They are known as one of the ‘big three’ music companies –
• ●What were their first releases and who who are the others?
distributed them?
Sony Music
• T La Rock & Jazzy Jay's "It's Yours." Warner Music Group 
• Def Jam Recordings catalog numbers
●In 2000 a subsidiary of Def Jam, Def Jam south, was set up. What music did they focus on and who were some of their artists?
were LL Cool J's "I Need a Beat" and the 
Make money off the success of southern rap
Beastie Boys' "Rock Hard
Ludacris 
•  After a lot of sales , Def Jam landed a
Young Jeezy 
distribution deal with CBS records .
DJ Khaled 

●In what year did Jay- Z become president of Def Jam? Who followed him as president of the company?
2004
L.A Reid took over the label after Jay Z did not want to renew his contract in 2007 .
●What is the difference between an independent record label and a major record label?
Independent Record Labels - have very little funding and equipment to produce amazing videos / songs , they work on a smaller scale . ( not many celebs )
Major Record Labels - have money , equipment and funding - in which they can create to a high standard . ( many celebs involved )
●What is a ‘subsidiary’ label?
A label that is party owned by a strong more wealthier and well known label who can really get the small label good exposure etc .
TASK 6
•TASK 6  How does the label use the website to promote the artist?
•JEREMIH Jeremih has other reasons to be proud. Concurrent with his
•●What genre or area of music does the artist belong to?  album release, he’ll be appearing on the second season of
•Contemporary R&B BET’s popular series, Rising Icons.
•Hip Hop 
•Are they the kind of artist associated with Def Jam They talk about his successes in the music world ( with are
Recordings? Explain your answer referring to the research a lot ) and even mention his other sources of fame , shows 
into the label you carried out previously.
•“I feel like I’m on the best label I could be on; I’m not
●Choose one music video from the artist to analyse closely.
intimidated by anyone musically, and I’m honoured and
inspired by the artists around me’ - JEREMIH .  Take notes on the following:
•Def Jam Recordings associate with artists who explore / https://youtu.be/AaXaig_43lU
create songs in the hip hop/ r&b and rhythm + blues
genre , even urban + pop music . So I would definitely
agree that Jeremih is the type of artist that Def Jam
associate with . 
 VIDEO ANALYSIS
●What type of video is it? narrative/performance/dance-based/concept/animation etc. (It may be a combination of these)
Dance Based / Performance - from women -  
Very fast - constant changing shots - mix of medium and close up shots.  
Shaking of camera - maybe the effect of the speakers in the video or effect of loud music . 
●How does the artist feature?
The Artist features through out the song , sometimes alone or with the female dancers in the background .
He features with two different costumes - a black slick suit and a hoodie and top ( opposites ) . He is the main focus , the other artist in the
video has some acknowledgement but not as much as the main artist . 

●What are the main ways in which cinematography is used?

Camera Motion - as I said before use of shaking the camera is used and turning it - clockwise - anti . 
Lots of lighting used effectively - big lights behind the main artist but ahead of female dancers . 
Focus Setting - main artist in the front while in the back are females and in one shot , theres both of them side by
side and then in the back you can see the dancers behind some wall/ sheet . 
●Is there any obvious symbolism in the video (for example the use of colour)
Use of Colour - well only dark colours are used in the video , the setting is dark , the only light you get is from the
LED lighting strips . The Artists are also people of colour .

●Does the video contain a ‘message’? How does it work to sell the song to an audience?
I don’t think there is a message with the video 
●How does the video reinforce the song lyrics?
Examples
When JEREMIH says ‘ look at your physique ‘ - camera focuses on woman’s body . 

‘Perfect 10 ‘ 50 cent does the        🏾🤚🏾 figures with his hands . 

The video definitely reinforces the song lyrics as the whole song is about a specific woman or all women to entertain/ please ? the artists .  
TASK 7 – MY CHOSEN SPECIALIST RECORD
•ATLANTIC RECORDS 
•Who originally set up this record label, and who were the first band/artist signed to the label?
founded in 1947 by Ahmet Ertegun and Herb Abramson, both avid music fans and record enthusiasts
Ahmet signed his first major artist, Ruth Brown, to the label in 1949

•●Are they linked to any other companies?  Are they a subsidiary of a Major record Label?  Do they have a sister company?  Does this
company share artist with other labels?
Atlantic Records has a sister/parent company - Warner music group which is very successful . 

•●If they are linked with another company you will need to research the linked company and explain it’s operational structure, the types of artist
that are signed to them, and the different genres they focus on.
•Warner Music Group - involved with a vary of different company’s e.g roadrunner records , big beat , asylum . 
•Part of the big three 
•They have a lot of famous worldwide names signed to them : Ed sheeran , the Rolling Stones , Jason Derulo , Kenny Rogers - in which their
genres vary , also they share artists so their genre range is very big . 
•HipHop
•Rap
•Rock
•Does your label have a website
•https://www.atlanticrecords.com/
•
Choose 1 artist.  
• A BOOGIE WIT DA HOODIE 
• What genre or area of music does the artist belong to? 
• HIPHOP 
• Rap - in a way , contemporary 
• Trap
• R&B 
• Are they the kind of artist associated with your chosen label? Explain your answer referring to the
research into the label you carried out previously.
• Yes the artist is most definitely the kind of artist which is associated with my chosen label - they match
the many genres represented in the label . 
• ●How does the label use the website to promote the artist?
• As soon as you go on the artists page on the website - it shows their most popular video , links to their
social media , links to buy their album NOW , all access in which we can see new music coming out  . 
 VIDEO ANALYSIS
●What type of video is it? narrative/performance/dance-based/concept/animation etc. (It may be a combination of these)
Narrative - story the artists are playing a online game , in which scenes from the game are incorporated into the music video .
Concept that life is a game and as of now the artists are winning so much that people think ‘ they got cheat codes ‘ as you would
in a game .
●How does the artist feature?
Features through out the video 

● Research into how the label distributes and markets the artists/songs.
Distribution - Atlantic Record Group ( US) 
WEA international ( OUTSIDE US )  
They market the artists and songs by using a lot of different platforms and media types ; articles , social media , posters ,
billboards 
●Look at how this label uses different media platforms, such as websites and magazines to promote and distribute to different  audiences.  Who
are the audience? 
Magazine Articles are produced to promote an artists new and upcoming song ‘ All Access , New Music Friday ‘ 
They have various platforms like : Instagram = 600k followers , TikTok ( for that younger yet mature audience ) Twitter ( media / tech
convergence) 
They even have a little slogan on their Twitter
‘Music For Everyone ‘ 
So there’s absolutely no way you won’t find a genre of your chosen genre you will not like/enjoy .
My chosen artist even has their own website , where you can listen to songs , buy merch , and keep updated . 
Their audience is quite varied however because of the large use of technology and media usage it’s most likely going to be for a younger
audience aged around 14-28 ( not accurate )