The document discusses the conventions and characteristics of grime music, its historical context, and audience demographics. It explores how elements from related genres influence grime, and outlines Goodwin's theory regarding music video conventions, while also referencing specific music videos for inspiration. Additionally, it details the design elements of a digipak and magazine poster, highlighting the importance of visual branding and information for engaging with the target audience.

1. In what ways does your product use,
develop or challenge forms and
conventions of real media products?
Elliot Stahlmann (5214)

2. Conventions of Grime music
• Grime music is a genre of music
originating in the UK
• Consists of elements from Reggae, Jungle,
and Garage but primarily has grown from
Rap and R ‘n’ B. Aspects from all these
genres can be seen throughout;
• Developed in the early 2000s, Grime is
generally very fast paced, usually
consisting of anti-establishment lyrics,
focusing on women, religion, education
and money
• Predominantly the genre is male
dominated though some female artists
can be identified as gaining reputation
within the genre such as Katy B and Tulisa
from N-Dubz
• As a whole, Grime music is most popular
amongst young males aged 16-25,
perhaps due to the fact that several
reputable artists within the genre fall into
this bracket and therefore the music is
more relatable to those audience
members whom also lie within this group

3. • Grime is characterized by complex 2-step break beats, generally around 140 beats per
minute.
• Stylistically, Grime takes from many genres including UK Garage, R ‘n’ B and Hip Hop.
• The lyrics and music combine futuristic electronic elements and dark, guttural bass
lines.
• Grime, identified as the movement from UK Garage, set into more deeper and darker
themes and sounds with its underlying routes to Rap - as often seen throughout such
music videos and similar imagery – includes conventions of a mix between Punk and
also Rock.
• Grime was invented in the inner cities of London, mostly in East London, where our
artist is from. Thus, we will more than likely utilize the urban city jungles of East London
for the location of our music video. MajorFm.com was a major promotional online
station devoted to support grime music and gave Grime its first rise to the international
market.

4. Goodwin’s Theory
Andrew Goodwin suggests that there are
several typical conventions of music
videos, they are as follows:
• A relationship between the visuals
either illustrating, amplifying or
contradicting the lyrics
• A relationship between the music and
the visuals again either illustrating,
amplifying and contradicting the
music
• Music genres have their own music
video style and iconography
• There is likely to be voyeurism,
particularly in the treatment of
women, and close-ups of the main
artist or vocalist
• There is likely to be inter-textual
references either to other music
videos or to films or TV texts

5. WATCH THE VIDEO BELOW!
The video below is our music video with
annotations of how it follows and challenges
conventions of music videos and of the grime
genre… Enjoy!
https://www.youtube.com/watch?v=KhLsj9fe_tY
When you’re finished be sure to return and find out
how our print products met and challenged their
own conventions

6. Where did our inspiration come
from…?
“96 Bars of Revenge” by Chip
This video was simple and enticing to watch.
The variety of cuts between shots inspired our
own production
“Bigger Man Sound” by Novelist
The shots, in terms of style and location, shaped
our end video product and some parallels can
be drawn between the two. In terms of content,
this is was the group and I aimed to align our
end product with
“One Take” by Double S x Shocka
Shot in black and white, this motivated our
opening as the group and I agreed this was
effective as a grime music video and was
therefore something that we wanted to include

7. Digipak

8. Digipak
Parental
Advisory label is
conventionally
found on grime
album covers as
is informative of
the explicit
content
Spine: features the artist’s name and album title
Bold font is
synergetic with
the Parental
Advisory label
‘Featuring tab’
allows for more
sales as some
consumers
might buy the
product for one
hit single.
Increases
publicity for the
video aswell
Similar
colour pallet
to Wiley’s
“Playtime is
Over”
Similar imaging,
labelling and
titling to NWA’s
“Straight Outta
Compton”
1
2
3
The artist is the main focus of
the album cover, similar to
Drake’s “Nothing was the Same”

9. Digipak Image of the railings is nostalgic of the
industrial London routes of the genre
of music. The simplistic image and
colour pallet creates a grimy effect
and is also in-tune with the genre
This is the disc place. Conventionally, the colours used are
simplistic and lie on the same colour pallet as the rest of
the cover. Overall, this adds to the aesthetic of the digipak
This is
symmetrical with
the other side of
the digipak and
improves the
overall aesthetic.
Conventionally,
images are
mirrored on the
inside
Track list is
conventional for
albums
For the inside we
included a lyrics
page for the hit
single ‘Hype in
the Booth’ as
these are
conventionally
found in albums
and would be a
useful addition
for fans
Low high-angle shot of the artist is
synergetic with themes of
empowerment that are
conventional of the genre. Such
images are often found on albums Barcode
Placing the artist as a central
image for the cover is conventional
as it sells the artist. Also, it makes
consumers visually aware of the
artist

10. Magazine Poster

11. Magazine Poster Imagery: clear parallels can be
drawn between our magazine
poster and that of ‘Forest Hills
Drive’ . Peering off into the
distance is evocative of a
sense of pathos that is
conventional for the grime
genre
Labelling: the use of the
Parental Advisory label is
synergetic with the grime
genre as made famous by the
NWA’s ‘Straight Outta
Compton’ album cover
Information: Conventionally, magazine ads will feature
the artist’s name, album name, name of any featuring
songs, and where and when the album is available.
This is key for audiences as this information is vital for
sales to be made
Institutional: this is the
magazine’s logo, i-D is
renowned for it’s involvement
in the grime genre and so we
thought it would be best to
use this magazine label over
any other. This is
conventionally found on
magazine posters

12. i-D is a popular urban culture
magazine. We aimed to make
the album release a ‘cover
issue’ in order to fit best with
real texts printed by the
magazine
Album title – vital for
audiences to made aware of
this in order for sales to be
made
Artist’s name and
website. This boosts
publicity for the artist
and makes consumers
aware of the artist and
where products can be
bought and information
on the artist found
‘Featuring tab’ creates publicity for the song and music
video which is very important to gain views which can lead
to reviews and further publicity. Informs the consumer
where and when the album and song are available
Parental Advisory label is
essential to inform
consumers of the explicit
content of the album.
Could also act as a
unique selling point for
the artist as such themes
may appeal to
audiences. However, it
could be argued that this
also reduces the artist’s
market to 18+ listeners
Low high-angle shot of the
artist places the artist in
power, making the viewer
seem as though they are
looking up to him. This
intimidates the audience in
a way that intrigues but
also presents themes of
power and conflict that are
seen throughout the
album
Same location as the video.
Creates synergy between the
two texts but is also nostalgic
of grime’s London based
heritage
Same costume as the music video, which also
creates synergy between the texts. This reflects
the artist’s carefree nature and sells him as a
brand. Also nostalgic of grime’s working-class
routes and appeals to it’s largely working-class fan
base