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2. In the J hus “Bouff Daddy” video the duplication effect comes in to play, a commercial effect usually associated
with pop. We chose to replicate this to reinforce this idea that grime has stepped out of its stereotypical
restrictions and is being accepted by a larger audience. These shots accompany the concert setting shots,
sharing the same background and costume, to strengthen this message we are attempting to portray.
The scribble effect was one of our first idea’s, inspired by one of the artists previous videos (AJ
Tracy – Leave me alone), we then thought of making this a reoccurring effect, gradually associating
the scribble effect with the artist.

3. The bright flash of light effect is used occasionally throughout our music video, to liven the environment while also acting as a
transition. This idea was extracted from a video on YouTube called “No Smoke”, this was originally mimicked in our work due
to its aesthetically pleasing nature. However, after reviewing the video numerous times and gaining feedback from others, they
called it an unexpected beauty. As it is an effect you don’t see in a generic grime video, but they claimed it worked as a smooth
transition in our video.
The dominant location that features heavily in our music video is an underground car park in east London. Majorly conforming
to the current expectations of grime video locations, as some of the most well known grime artists have shown such as Wiley
and Skepta. Wiley recently released a music video located at an abandoned train station, stating at the start of the video “we
have to remember where this all started, the rough and gritty roads”. This idea of the genre being based on the rough and
gritty parts of London is reinforced in our video, but mainly the start and is rarely seen in the second half of the video. This is
done purposefully to show that the genre of grime I gradually stepping out this shadow.

4. At this moment of time the leading grime artist is Stormzy. In many ways he sets the conventions for the genre to follow, an example being his website for
his 2017 album ‘Gang Signs and Prayer’. As this artist presents grime as an aggressive underground society that has become noticed, including themes of
masculinity, crime and struggle. This is reinforced by the use of dark lighting accompanied by the groups dark color scheme, as well as the use of props
(alcohol and cigarettes) and the stance of the artist. However, we have presented our grime artist in a different way, as we show an aspirational artist
looking upwards, obsessed with the idea of progress and success. In addition, the color scheme also differs, as our group took a major risk by challenging
conventions and colors associated with grime (grey dark blue and black). As a group we had to take into consideration that Aj Tracy is doesn't’t share the
same stature as Stormzy. Consequently, we knew we would have to take a different approach in order for AJ Tracy to stand out in the grime community.
Artists often create a clear link between all their material, such as images, color schemes and for the album cover Stomzy used the exact
same image from the website, creating a clear link between his all his products. A technique we wanted to mimic in our work, hence the
continuous color patterns including white, grey and red. However, we partly conform to the conventions circling grime, as there is an out fill
of black. The lack of background detail allow the artists outline to easily attract the eye, whereas Stormy’s album cover features a detailed
background that does put forward the idea of unity but may also distract the audience.

5. Usually the back of a grime album cover features dark colors, with minimal content covering the space. This example I have used is a
clear portrayal of this convention. However, as you may have noticed the back of Aj Tracy’s album cover completely contradicts this,
showing a variation of colors and a detailed image including different levels and abstracts. Although Gigg’s album cover differs from
ours, certain elements were used as inspiration during the construction process; as we loved the idea of an animated version of the
artist featuring in the album.