The document provides information about a 16-year-old unsigned grime artist named "Demolisher" who has been recruited for a music video project. As a group, they were already familiar with Demolisher so they thought he would be easy to work with. Demolisher responded quickly to their request on Twitter and seems eager to participate. The document outlines Demolisher's values and target audience as well as details about the grime music genre and common conventions used in grime music videos.

1. Our artist: Demolisher
Our new artist is a 16 year old male from our local area, who goes
by the name ‘Demolisher’, he is an unsigned grime artist with a
song recorded to a professional quality. As a group, we knew him
and were familiar with him so we thought this would make it
easier to work with him and stay in contact with him. We asked
him via a social networking site; twitter. He responded within
hours and was more than happy to participate. We explained the
project to him, and are soon to meet up with him to further
discuss the video concept

2. Artist values
• Family come first
• Money is the motive
• To be successful
• Religion matters
• Education is important
• Relationships are hassle
• Life is hard

3. Target audience
• 16-25 year old males
• Mainly teens
• Usually from a tough household or faced
struggles in their lives
• They can relate to the artist, they feel a sense
of relief as they are not the only ones going
through these sort of issues
• Males trapped in the wrong sort of crowd,
going down a bad path

4. • Grime is typified by complex 2-step break beats, generally
around 140 beats per minute and constructed from
"different" sounds. Stylistically, grime takes from many genres
including UK Garage, dancehall and hip hop. The lyrics and
music combine futuristic electronic elements and dark,
guttural bass lines
• Grime is seen as the movement from UK Garage, set into
more deeper and darker themes and sounds, this including
the convention of a mix between drum'n'bass, a splash of
punk and also hip hop. Grime was invented in the inner cities
of London, mostly in East London. MajorFm.come was a major
promotive institution online station there to support grime
music & gave grime its first appreciation to the international
market.

5. • This genre has been exposed by a number of television stations, these
including Channel U, (which is now known as AKA), Logan Sama's show on
London station Kiss FM, and also the BBC’s youth oriented radio station
1xtra; these of which most young teenagers enjoy watching as they display
maybe similar things that they want to do as a career or sometime in their
future.
Dizzee Rascal and Wiley, both members of Roll Deep (Roll Deep are a MOBO
Award-nominated London based grime music group). They were established in
2002, by a group of MC’s including Wiley and Dizzee Rascal (who have both since
left). Both artists are closely associated with the modernised group, Boy Better
Know. Boy Better know is a British grime label within the grime genre.
• It was created by Jme and Skepta - http://www.boybetterknow.co.uk/
http://www.grimepedia.co.uk is a website of which gives an insight to what grime
is as well as information about the different artists, DJs and producers.

6. Stylistic Origins:
- British Hip Hop
- Uk Garage
- Dancehall
- Drum And Bass
- Dub Step
Cultural Origins:
- Late 1990's-2000
East London in the Uk
Instruments:
- Rapping
- Toasting
- Musical sequencer
- Computer technology
Mainstream Popularity:
Underground with some chart success in the UK/Britain
Fusion Genres:
- Rhythm and Grime
- Electro Grime

7. Grime genre
• Grime music is all about making a better life for themselves and
making themselves publicly known
• They talk about trying to make it in the music industry and highlight
all their life struggles
• Believe in ‘money over everything’
• The artists themselves are the characters in the video
• Usually dressed in well known brands eg. G star, Gucci etc. Dressed
in casual clothing/streetwear
• The narrative resembles real life, usually to do with their past or
present life and home life
• Videos often show they have made something of themselves, or are
going to. Usually to show those who doubted them, often talk
about haters and struggles they have faced

8. • Narrative is hardly complex
• Likely to use ‘slang’
• Location plays a big part of
the video and song
• Often make reference to
failed love or ex-partners,
videos may involve shots of
a female

9. Conventions
• There are many different
conventions that are
accumulated in the grime genre
such as; clothing, locations and
props that are used.
- Often in a lot of grime videos
you see graffiti scattered around
in certain places, this is to show
the levels of social life in these
certain areas, it also shows the
lack of respect these artists have
for their areas. Also by the use of
graffiti people it shows to people
watching the video that it's their
'ends'.

10. • The clothing worn in Grime and rap
videos are very deliberate and carefully
chosen. In more grime videos, a lot of
things like ‘airmax’ and ‘new era’ hats
are worn, this is to try and insinuate
that they are a gangster or 'hardman'.
Also things like baggy clothing are
worn also to reiterate the point of
them being gangster. However, this can
work the opposite way also, as rappers
such as Devlin where expensive retro
clothing like 'Lyle and Scott' to show
his wealth and "swagger".

11. • -There are often many different props
in grime/rap videos. A lot of things
that are featured in rap/grime videos
are often illegal. Things such as guns,
knives and drugs are featured often in
these genre songs as they are
perceived as "hard" or "bad" because
they are doing illegal things. often a
kind of negative attitude is also shown
towards the police, as if the police are
the bad guys in the video.

12. • -In the video are often lots of things that rappers and
grime artists show as objects. Often there are many
nice cars and other expensive objects such as gold
chains and "bling" to portray the wealth of the
character.
• Also in many videos, women are shown unfairly, as
they are portrayed as almost like a possession. There is
a lot instances where women are portrayed in a
negative light, and they are often referred to as
"bitches".
• The girls are often dressed scantily clad which
reiterates the point of them being treated unfairly

13. • A lot of grime/rap videos are quite high paced and
contain a variety of shots which are edited off and on
the beat to create a specific effect on the viewer.
Often when you see a grime/rap video it isn't just the
singer or rapper in the video, he usually has a lot of
his 'mates' behind him, in order to make him look
popular and respected. In the picture below, you can
see that Devlin is in the centre of the frame which
shows that he has the highest status in the "gang"
and that by having boys either side of him, shows he
is the leader.

14. • Similar artists: K Koke, DVS, Squeeks, J Cole, Eminem, N Dubz, Joe
Black etc
• J Cole: As being a frequent listener and fan of J Cole, aswell as
seeing him in concert, one of the first artists that came to my head
when I listened to Demolisher’s songs was actually J Cole. I found
their style of rapping; not fast rapping, slow rap as if they are
almost talking. The content of their raps were also very similar. They
both go against a typical rap song, which includes topics such as
money, ‘hoes’ and cars and instead both artists focus on real life
issues, particularly focusing on their own real life issues, which may
include stuff like, family, jobs etc. One major similarity in their raps,
is that they both highlight the idea of ‘making it’ in the music
industry and the struggles they have faced. Similarly to Eminem

15. DVS
• The most similar grime artist to our artist is
DVS in my opinion
http://www.youtube.com/watch?v=I3aOI
Yv9v04

16. K Koke

17. JME
• JME is a grime artist from Tottenham,
North London. He used to be part of the
grime crew Meridian alongside his
brother Skepta, another grime artist
however now is focuses more on his solo
ambitions also with his new group BBK
(Boy Better Know), he is known as the
founder of this label which includes big
artists such as Wiley and Frisco as well as
DJ Maximum. ‘Boy Better Know’ is a
catchphrase made by another artist in
the grime genre named Big H. JME has
come into sight on many grime DVD’s
including Practice Hours where
Bossman, Big H and JME did a freestyle
over the beat to his hit single 'Serious'.

18. • 'Serious' was JME’s first song to be published on MTV Base and
Channel U. Both of these are well known television stations, this
therefore helped the song to become a success in sales and
hearings. JME himself first displayed on his MySpace his music that
he was making, gaining views from his friends and fans.
http://www.youtube.com/watch?v=ygIp3WzvR0U&feature=player_
embedded
The clothes that a grime artist would wear is what is usually seen as
the representative of a young boy in mainly London (as this is the
area of which Grime was originated from) or even Birmingham that
has the latest brand wear, this usually embracing the image of
having ‘swagger’, this meaning to have an appealing look to others
including all the updated clothes wear and having the likeable
personality.

19. http://www.youtube.com/watch?feat
ure=player_embedded&v=jPem8TxM
UrI
• If you look at this video, it contains all the well
known grime artists into one song. This definitely
was a big hit for from the entire fan base. All of the
artists are males, this of which attracts the female
audience as they may admire what they see.
However, this is not said that the video is aimed at
only females. The male audience of which may
desire to be more like the male artists in this video,
will be attracted to this video as they would want to
view the characteristics that they could then act
upon in their daily lives as they have been influenced
by what they do. The age audience may be 15+ as
this contains different aspects to the video such as
sexual preferences however not into a major way.
Also, the lyrics suggest to be aimed at this age as
they can understand what they are addressing to the
audience. The setting is set in a club, this of which
most young and old teenagers choose to do to be
entertained in their free time. Therefore, they can
relate to this and recommend the video within its
grime genre.

20. Old digipak

21. The song were going to be using is called ‘Last
Hope’
http://www.youtube.com/watch?v=TB
H4u9xMBGQ