The document summarizes the key elements and intentions behind a music video created by Aisha and Anisa. It discusses how the video visually represents the lyrics about moving forward and achieving success through symbols like a bridge and trees. It also conveys meaningful messages to youth through shots related to the lyrics on topics like drugs, mental health, and friendship. Intertextual references to other songs by the artist and close-ups of lip syncing were included to engage the audience. The video challenges some traditional theories of music videos by not over-sexualizing the female character and prioritizing conveying the song's strong messages over solely selling the artist's image.

1. Aisha and Anisa

6. Communicating the message of the
song through visual stimuli
• Demolisher last hope: The message of the
song is about moving on to bigger things and
trying to accomplish success. The height on
the bridge visually symbolizes how he wants
to move up and achieve bigger and better
things.

8. Performance and conceptual videos.
• Our video demonstrates the performance
element as we have our artist rapping directly
towards the camera. However the video can
be seen as more of a conceptual clip as it
shows things other than the artist.

9. There are several location shots of London, appreciation for where you are from is a
big deal in the rap/grime genre, it is part of your identity.
The image of the trees represent the prevalence of nature, it has connotations
of freedom and no restrictions which is what young people such as our artist
desire.

10. Carlson ‘creating meaning for the
audience’
• The lyrics combined with the images provide
meaning for the audience.
• Separately the images may have no meaning
to the average viewer but for the target
audience they symbolise the struggles in life
and stress the artists values and beliefs.

11. For example this shot touches on issues surrounding abuse of
drugs and alcohol by underage users. The lyrics “still licking
shots” refers to smoking cannabis, and some viewers may in
some way be able to relate to this.

12. This shot appears when the artist says “I keep smiling even when im
feeling down” which is a very heartfelt and positive message to put
across especially to the youth of today. It encourages optimism and
allows people to acknowledge that ‘the struggle’ is immanent in life.

13. This shot visually symbolizes this desire to take over the world and accomplish
dreams. It is part of our artists ideology to achieve success.

14. We know that in the rap/grime genres and in youth culture friendship is a big deal. The
importance of surrounding oneself with people you love is expressed greatly with music
and imagery to highlight its significance in everyday life.

15. Andrew Goodwin & intertextual
referencing
• Demolisher does this as he refers to other
music in his music.
• The lyrics:
• “Demolisher does music, yeah I got a couple
fans”
• Demolisher does music is another one of his
songs.

16. Goodwin says that there is likely to be
voyeurism
• Being an all female group we challenged
this, as not only is our female character aware
she is being watched (established by her
looking directly into the camera), but she is
not dressed in minimal clothing as suggested
by Goodwin.

17. The female feels very strong and confident and looks
straight into the camera challenging the concept of
voyeurism in music videos.

18. Lip sync and mimed actions remain
“heart of the music video”.
• Both the artist and female character lip sync
and we especially highlighted this by showing
close-ups. The audience like to see this in a
music video as it feels like the artist is actually
singing and not just performing.

19. Deborah Holdstein
• We also challenged Holdstein’s theory as it
had too much of a focus on what makes a
good music video, performance wise and
lacked emphasis on the lyrics and their
meaning. Holdstein’s theory works when you
are trying to ‘sell’ your artist to the
audience, however we felt that because of the
strong messages in our song, we wanted to
sell Demolisher’s music not his image.