3. A common convention for uk rap music (grime) is having
black youths in hoods rapping lyrics in front of a camera
with a mic in their hand.The videos try to re create the
scenes that are on the streets of London. It creates a link
between them and their audience as it shows that they
stick to their roots and don’t need flashy things to make
their video stand out as it is just about the lyrics that they
have wrote.
This video takes place in an abandoned car park which
again adds to the image that they are trying to portray.
4. They’re all wearing the same clothing line because this
video that they done was sponsored by trapstar to try and
promote their brand through a popular underground
music group.This is a common convention of grime music
as funds are very limited and at the same time being
sponsored by a clothing line has many benefits for both
the artists and the sponsor
5. Camera
work
A lot of medium close ups were used when the artists are
shown rapping on the mic.The camera often is at eye
level to the artists, perhaps this is to show that they are
on the same level as the audience which makes them
more attractive as people they can relate to. Fast cuts
from artist to artist is a common feature in this video as it
is a fast paced song.
An establishing shot of the whole car park sets the scene
of the video and the mood as it is dark and empty a place
where you would likely find youths involved in gangs and
ultimately associate themselves with grime culture
6. Editing Following common codes and conventions this video
contains a lot of jump shots from artist to artist when
they’re rapping. John Stewart is a theorist who’s ideas link
in with some aspect of this video. For example the video
uses close up to highlight stars faces also fashion is a big
influence in this video due to the artists affiliation with
trapstar.
Half way through the video a facetime conversations is
edited into the video. Its not a common convention
although grime fans would understand why the facetime
video is placed into the video. It is because at that time
lethal bizzle had an affiliation with trapstar and was
supposed to be in the music video.
This video has 131 different shots.
