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  1. 1. George Walker
  2. 2. * * During planning, I intended to comply with the conventions of narrative in the hip-hop genre as I was going to follow the lyricism of Kendrick and make the video about the struggle of living in such a poor environment. This was the approach I took and a large part of the lyricism was acknowledged and manifested as the video was split in two different settings: One side represented the hardships of the working class streets Kendrick and his friends lived on, and the other showing the life after Kendrick has accumulated a lot of money out of his rap career. My interpretation of the song is that each verse was a letter written from his comrades still living in such a rough social climate and therefore Kendrick reads these in his back garden for the video. In this sense, I conformed to the genre's conventions and some of Andrew Goodwin's theory in that the video reflected the lyrics.
  3. 3. * * Merely exacting the lyrics with action in the video is something I think would lack creativity and would bore an audience. Although Kendrick's lyricism is detailed and diverse, I decided to create the general ideas and themes I saw in the song; gun violence and knife crime. This is why I created the repeated shootings of the protagonist which reflects the amount of death and pain described in the lyrics.
  4. 4. * * The visual effects broke the standards of the hip-hop genre as usually rap videos nowadays are made with one of the rappers holding the camera, which creates a very low budget style. This is arguable as there are many different periods of rappers such as the early 90s when it began where the videos were planned and filmed at MTV standard which groups like Souls of Mischief or N.W.A. In contemporary rap videos, we see much more improvisation as the Internet gives a market to anyone with a microphone and a camera. The Internet rappers therefore created a style, which more upmarket rappers have used. I tried to fuse the two in making a structured video that looks partially improvised.
  5. 5. * *I think this was successful with the use of the shaky camera. The VFX use supported this hybrid although I don't think it was successful in that they weren't natural enough to make it look partially improvised. However, it could be argued that with the access to the software, Internet rappers like Onoe Caponoe use a lot of heavy and seemingly random visual effects, which could be what was created in my music video. The camera motion in the garden also showed the improvised styles which uses the conventions of hip hop.
  6. 6. * In terms of matching general music videos' conventions, the video follows Goodwin's theory in matching the style of the artist but not the genre's characteristics.

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