This document discusses various media theories and how they relate to the music video being produced by the author and their partner. In 3 sentences: The music video tells the true story of the artist "Danny Billz" and his troubled upbringing, portraying the stereotypes of black youth in media but also showing his transformation. Various media theories around narrative, audience reception, and genre conventions are relevant to the project. By connecting with audiences through an authentic narrative and online presence, the authors aim to cultivate connections between the artist and their target demographic.

1. Media Theories
AMEER

2. Blumer & Katz – ‘injecting’
 The idea that me as the producer of this media production is
‘injecting’ a message into the audiences mind, fits in with the
message being portrayed in my me and my partners music video.
The message could be seen that street based artists have had a
hard upbringing like in the narrative of our artist ‘Danny Billz’.
Compared to global artists, Grime artist constantly remind their
audience of their hard upbringing as they are using music as way to
get out of their troubled life.

3. Gerbner & Gross – Cultivation Theory
 The idea of Gerbner and Gross’s ‘Cultivation Theory’ is that
audiences perceive things in a certain way. This has relevance to
my music video as stereotypically in modern day society black
youths that are affiliated with council estates are the ones causing
trouble in society. In ‘Danny Billz – East Side Story’, the artist raps
about how his local area was troubled, which led to him going in
out of prison. These type of narratives are frequently shown in Grime
videos, as Grime is a street based genre, therefore I can infer that
my audience will immediately stereotype my artist as being troubled
due to his ethnicity.

4. Cohen – Moral Panic
 Similar to the Cultivation Theory, Cohen’s ‘Moral Panic’ is about representations that
portrayed in media text. My music video correlates with stereotypes that black youths
are causing trouble in society, as Danny Billz does rap about him being troublesome in
his past life. A way in which our music video subverts this stereotypes is by portraying
present day Danny Billz, as a changed man.

5. Two Step Flow
 This media theory applies to me and my partners music video as we recreated
real events that occurred in an individuals life. As our music video is a true story, I
believe this adds an emotional effect to our narrative, as this will allow our
audience (females in particular) to feel heart-warmed by our artists life.

6. Blumer & Katz – Uses and
Gratifications
 Information – In our music video, I believe we are giving our audience a first
person perspective insight on the ‘street life’, and how it can influence your
life choices.
 Entertainment – Similar to the Two Step Flow I think the fact our narrative is a
true story, this allows the audience to feel in touch with the artist. Especially
audience who live in similar conditions or have lived a similar life.

7. Bentley
 ‘Making of the new and the rearranging of the old’
 Potter Payper – TBH is the song that we are covering, in order to be unique my
partner and I will put our own personal twist on the video, so that ours don’t just
look like a replica. Therefore, I believe this quote from Bentley sums up our
ambitions to make Danny Billz – East Side Story look like a completely different
song to Potter Payper’s.

8. Steve Neale
 ‘Genre is a term that can be split into different categories, based on characteristics
that they share’
 Setting – As Grime is seen as street based genre, conventionally Grime music
videos are shot around the ‘local area’, which included council estates, parks and
post code signs.
 Narrative – The more slow tempo Grime songs generally have rappers telling the
audience about there past life, this is the same in my music video; I find this
effective as it shows how music can unite people with similar backgrounds in one
genre.
 Characters – Grime music videos conventionally have people of a similar age in
them, but my music video subverts this as I have a younger actor resembling the
protagonist artist. This something that would rather be seen in a Hip-Hop music
video, for example Jessie J- Who’s Laughing Now’.
 Themes – Grime artist conventionally rap about how much they love their area as it
is where they were bought up. I believe my music subverts this as Danny Billz, is
rapping about how his area led to him going to prison and doing wrong things.

9. Levi Strauss – Binary Opposition
 The idea of ‘Binary Opposition’ is something that I feel is a underline message
portrayed in my music video. This is the idea of good vs evil, in my music video
Danny Billz is seen as the protagonist, but there is not specific antagonist. In my
music video I believe it’s Danny Billz vs society, as in the lyrics of the song, Danny
raps about how his area lead to him having a troubled life. Therefore, I can infer
that there is a constant battle between the artist and society in this diegesis.

10. Tim O’Sullivan (1998)
 ‘All media texts tell us some kind of story’
 Danny Billz – East Side Story, is telling the audience how hard his life
used to be

11. Gaunlett
 ‘Making is connecting’
 By making this music video, I believe my partner and I are connecting with our
niche audience. As our narrative is first person perspective of our artist life, I
believe this will allow our audience to feel connected and witness of Danny Billz’
life. A way in which we are also connective with our active audience is through
creating a website and twitter page for Danny Billz, from personal experience I
know that this allows audiences to feel more connected with the artist.