Toluwaloju Awojobi A2 Media Coursework

2. GENRE CONVENTIONS
Codes
This video will challenge genre conventions through its clothing and location.
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Clothing
The clothing at parts will be stereotypical, with hoodies, jogging bottoms and
trainers being worn by the protagonist, however for the majority of the video
people will be seen wearing suits, ties and blazers, which is not often seen in
Hip-Hop and it’s videos
•
Location
The location will also be a challenge to the stereotypical dark, club scene of
the hip-hop/rap genre’s music videos. My video will be shot entirely outside in
natural, green areas, which is rarely ever seen in Hip-Hop. My locations will
be Basingstoke Canal, St. Johns Canal, St. Johns Lye Park & Woking Golf
Clubs outside pond area, which is an open area where lots of people in
Woking commonly go to.

3. GENRE CONVENTIONS CONT.
Laura Mulvey
The Male Gaze ideology is also something that will be challenged in this video, as
one of Hip-Hops main stereotypes and criticisms is its misogyny. In my music
video, there will be no girls at all, in order not to distract from the subject
matter, and to go against the stereotype of Hip-Hop music videos.
Andrew Goodwin
According to Goodwin’s theory, this video will illustrate the meaning of the
song, and help the audience further understand what the artist is trying to say
through an artistic presentation.

4. SONG BACKGROUND
The song I'm using is entitled 'Humidityy‘.
This song was the 2nd single from Gospel Hip-Hop artist Othello’s EP ‘King
Jerusalem’, which was released on July the 1st in 2013.
The single itself was released on the 15th of June without out a video. It was
released on YouTube.

5. SONG MEANING
Song Context
The song is about conformity in the modern day society, and how people are
willing to follow any trend that is presented in front of them. This is done
through many different lyrical examples, similes and metaphors. The second
verse also deals with what the artist deems to be the true meaning of the
word idiot.

6. SONG MEANING CONT.
Plot/Song Structure
The song starts with what seems to be the artist talking to himself about what he sees
in his surroundings, about how a lot of different people are trying to achieve
success by doing the same thing but anyone who tries to be different they push
down and do not accept. This then transitions into the artist saying that his own
lyrics are being pushed because he is different, though he has something to say.
The chorus describes this, as he feels that his music gets people
uncomfortable, which is why they do not what to hear what he has to say, hence
the title of ‘Humidityy’. As the second chorus begins, it seems that the artists is
now speaking to a multitude of people, who he is saying should celebrate his
different approach to the industry and further more tries to explain to people what
he believes is the real meaning of the word ‘idiot’; it’s origins and why it’s meaning
was changed for the culture. This then transitions into the chorus again, after
which we have a long third verse which deals with how it is uncomfortable for
people to hear what he’s saying, his target audience and his faith/beliefs. This
verse, and the song, ends with the lyrics fading out while he is still rapping, as if
he is being told to stop talking by the people he was talking to, illustrating what he
is saying about different people being disregarded.

7. MUSIC
The music itself has a moody, down-tempo sample from a 1970s Grant Green
song, with driving kick drum and snare to give the melody rhythm. The artist’s
delivery matches this dark style beat by the artist using a deep voice to rap
the lyrics, and rarely varying the tempo with which he raps.