The document discusses the conventions, ideology, and target audiences of grime and rap music genres. It notes that the target audience is typically 16-25 year old males from tough households who are overcoming struggles. Common artist values include putting family first, pursuing money and success, and the importance of education. Grime music is often broadcast on stations targeting these audiences and promotes ideals of making a better life through popularity and money. Videos commonly portray narratives of the artist's past struggles and journey to improve their situation.

1. Grime & Rap Genre
Conventions, ideology and target
audiences

2. Artist Values
• Family over everything
• Money is the motive
• Aspiration to succeed
• Importance of education
• Relationships are a source of stress
• Life is hard

3. Target audience
• 16-25 year old males
• Mainly Teens
• Usually from a tough household
• People that have or are overcoming struggles
• Those trapped in the ‘hood’ life hanging with
the wrong crowd and going down a bad path.

4. Distribution
• Music from this genre is broadcasted by
several TV and Radio stations such as ‘Channel
U’ (now known as ‘channel AKA’), Logan
Sama’s show on London station kiss FM and
also BBC’s youth oriented radio station, 1xtra.
• These are broadcasters that are mainly tuned
into by broadcasters meaning the broadcasted
specifically target audiences of Rap & Grime
genres.

5. Grime genre ideology
• Making a better living
• Achieving popularity amongst peers
• Money over everything is the motto
• Artists dressed in casual clothing from
mainstream brands e.g. Gucci, Nike, G star
• Narrative resembles real life (past or present)
• Videos often portray that they have made
something of themselves or have embarked on a
journey to do so.

6. …
• Narrative lacks complexity and is pretty much
straight forward
• Likely to use loads of slang
• Location plays a big part in the video as they
often show where they are now and where
they desire to be (usually estates to city)
• Make references to ex’s and talk of them in a
negative light, videos often include shots of
women portrayed as ex’s.

7. Conventional locations
• We often see the use of locations that reflect
inner city streets and subways.
• Areas that are vandalised often portray the
idea of anti-social behavior something
common amongst the youth today
• Graffiti also symbolises freedom of expression
for the youth of today and allows them to
establish their ‘ends’.

8. Conventional props
• Often we see the use of illegal props in a
rap/grime video, this will include drugs as well
as offensive weapons
• This is done to establish the artist as someone
to ‘watch out for’ it asserts their authority
amongst others.