A- Level Media Coursework

1. J Hus- Did You See
Representation- Music Video Part 2

2. Locations
There are very few locations used within J Hus’ music video to ‘Did you see.’
Within the video three locations can be seen, these being under a bridge (1), an
alley way (2) and a car park (3) which call seem to be located in the same
suburban/ run down area. The song itself would be classed as a grime/ hip- hop
song and the use of these run- down suburban location reinforced that grime
artist look, as this genre of music is often connected to poverty/ crime, both of
which can be linked back to the run down location. To add to that, the song and
video both present ideas of a ’gangster’ style and by using the locations of a run-
down area this idea is reinforced to the audience. It should also be added that the
time of day the music video is set is during the night (2), again reinforcing this
criminal look as this time of day would be more associated with crime in
comparison to daytime. The use of very limited locations could be for numerous
reasons, such as the style of music video being a performance and in order to
keep the audiences attention limited locations are used in order to not divert the
viewers eyes away from the artist. Furthermore, J Hus is a relatively new artist to
the music scene and due to this he will more than likely have a low/ limited
budget to work on. By using a small amount of locations these funds do not have
to stretched, making it overall cheaper for the artist to produce the music video.

3. Location Images
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4. Location Images
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5. Genders
Within J Hus’ music video there is one gender shown predominantly, this being the male
gender (4). However, the female gender is shown very briefly. In stereotypical fashion the
male gender is presented in a ‘gangster’ style (this could possibly link in to ethnicity which
will be mentioned later in the presentation), which contrasts with stereotypical ideology of
how females would be presented. Despite this though, the stereotypes of females is
challenged as the females within the video can be seen wearing the same style of clothing
to the males, this being a street look consisting of track suit bottoms and hoodies (5). J Hus
is a male artist himself and the song, Did you see, does have a theme which highlights how
he talks about his peers who also appear in the video, with no to very limited mention of
women, hence why women feature very briefly in the video. Furthermore, the song also
doesn’t feature any sexual ideologies surrounding women, again this could be another
reason as to why women do not appear constantly within his music video. Based on
common stereotypes males are seen as more likely to be criminals/ be in gangs compared
to women and within J Hus’ video this theory is used in order to reinforce this look but also
challenged as the same time due to the brief showcasing of women. However, as they wear
the same style of clothing to the males this gang theme is still a central ideology. The
prominent featuring of males could also be considered another connotation of grime music,
as most known grime artists are of the male gender.

6. Gender Images
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7. Age
Similarly to the genders presented in the music video to ’Did you see’, there is
only one real age group shown in the music video. This being adults of the
ages 20 and above (6). J Hus himself is 21 years old and the music video
features him and his friends who are most likely of a similar age. To add to
that, based on common stereotypes adults of the ages 18 and above in
general are often associated with gangs, linking back to both the genre of
music and the representation J Hus wants to highlight to the viewer. By having
this age group featuring in his music video it clearly indicates a ‘gang’ style.
Moreover, this gang style is best presented to the audience by featuring this
age group, in comparison to older/ more mature age groups which wouldn’t
clearly portray a criminal theme as they would be considered more mature in
comparison to 20 year olds. It should also be mentioned that as grime is
considered a relatively new style of music, the artists who are part of this
genre are most likely also going to be young, hence why 20 year olds and
above seem to feature throughout the music video. Furthermore, the target
audience of the grime genre of music matches this criteria and as as result
the music video relates back to the target audience.

8. Age Images
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9. Class
Within the ’Did you see’ music video there is a limited representation of class. It is
not directly clear to see which class is presented within the video as although the
characters themselves can be seen wearing clothing such as joggers and trainers,
suggesting they could be from a lower class (such as working class) (7), the props
featured, such as expensive Mercedes cars (8)contradicts this theory as items
such as this would be associated with the upper/ middle classes in society.
However, it should be mentioned that expensive, up market cars are also
associated with drug dealers and gangs. This is a theme which is clearly present
throughout the music video and by using vehicles such as Mercedes, this is
confirmed to the audience. Although only one class is directly presented within J
Hus’ music video through the costumes wore, it would be considered
contradictory of the actual class presented in the video itself, this being upper
class due to the props featured, like the use of expensive cars. It should be noted,
however, that this could have been intentionally done in order to portray the
artists unique style and the street style which would be connected with the grime
genre, and despite the clothing used indicating lower classes, this is a façade and
in actual fact the artist and class presented within the music video would be
considered middle/ upper class.

10. Class Images
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11. Ethnicity
In the music video I am analysing, the use of ethnicity as a form of
representation is extremely limited as only one ethnicity is featured, this
being the black ethnicity (9). Although the video only features one gender this
could have been deliberately done for various reasons, such as the ethnicity
of J Hus himself being black, and stereotypically ethnic groups are known to
stay together within society. Furthermore, based on common stereotypes in
society, such as black ethnic groups being associated as being criminals, this
stereotype is played upon in order to reinforce this gang theme the video
presents to the audience. To add to that, the types of costume worn by this
ethnic group is also based upon stereotypes, these items of clothing being
track suit bottoms and hoodies, both of which have connotations and links to
crime (when based on stereotypes) and by featuring this look, again, the gang
theme is cemented. The video also showcases certain props which could
again be linked back to crime. These props being a cannabis joint (common
stereotypes of criminals is that they smoke marijuana as it’s an illegal
substance) and the featuring of flashy, expensive cars which again could be
linked back to the gang factor as criminals are often connected with driving
these types of vehicles.

12. Ethnicity Images
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13. Costumes
There is one prominent style featured throughout the ‘Did you see’ music video,
this style being the roadmen/ street look, which is used upon both the male and
female characters within the video (10) The roadmen look being a style which has
clothing such as joggers and trainers associated with it and within the music video
this is the common style of clothing displayed. By featuring this style in the music
video, the artist is trying to achieve the ‘gang’ look which is constantly
represented throughout the video (such as the ethnicity used and the use of
props, which will be referenced later in the presentation.) Within the video
audiences can clearly see that both genders are shown wearing the same style of
clothing, reinforcing the street look the artist is trying to achieve, furthermore,
another reason for this could be due to males being seen as dominant in gangs
and due to this the females follow this same style (as when based on stereotypes
of gangs females would be often associated as following the same paths as the
males.) It should also be commented on, although, that another reason for this
could be to not sexualise the female gender in general and show they are on level
terms to there males counterparts, hence why the same style of clothing is used,
as the music video itself is quite ambiguous in the terms of how females are
presented and it is not clear for the audience to interpret whether they are
sexualised or not, either through the lyrics or the content of the video itself.

14. Costumes Images
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15. Props
The use of props featured in J Hus’ music video are also limited. Despite this,
the props used can be clearly interpreted as to why they are present and also
what ideas these are trying to represent to the audience. For example, at the
start of the music video expensive cars such as Mercedes can be seen (11).
These types of vehicles often being linked to criminals as stereotypes suggest
that people in gangs drive expensive/ flashy cars. To add to that, within the
video there is also the use of a cannabis joint (12) which again reinforces the
gang/ crime theme the music video has to it, as marijuana is a illegal
substance which criminals are often referred to as using. Furthermore, one of
the other major props featured in the music video is that of two large dogs.
Similarly to the other two props, the connotations of gangs and links to crime
are presented as stereotypes often refer to criminals having large dogs as a
fear factor (13). Moreover, these is also the featuring of props such as gold
chains (14), again being linked with wealth but also the criminal aspect of the
video as stereotypes would refer to this item of jewellery being worn by
criminals. Within J Hus’ music video all the props used are for the same direct
reason, to present a criminal undertone to the music video and clearly show
this gang style the video is trying to include.

16. Props Images
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17. Props Images
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18. Product Placement
There are three major product placements featured within the music video I
am analysing. From the beginning of the video audiences can clearly see
Mercedes vehicles (15). By featuring this brand of car manufacture not only is
the gang theme yet again presented, as criminals are known for driving flash
cars, but also the desired target audience the video is aimed at are enticed
towards the footage. This is because the target audience of J Hus’ music
would be mature teenagers/ people reaching there early teens. By using a
famous car manufacturer within the video this target audience is appealed to
as they would idolise these vehicles and see this type of car brand as
something they should aim for in life. Other product placements featured
within the music video is that of a Nike branded clothing (16). Again, the
brand itself would be linked to the street look and then in turn the gang style
which is presented. Furthermore, the type of music and audience linked to
the type of music J Hus produces would be linked with wearing this style/
brand of clothing. By including factors which directly relate to the target
audience of the music video not only does this appeal to the desired target
audience, but also enables the artist to relate back to them. As viewers would
want to replicate the style worn by J Hus due to the artist being famous.

19. Product Placement Images
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