This document discusses the influences and conventions used in the creation of a music video coursework project. It was influenced by alternative hip hop artists like Chiddy Bang as well as more mainstream artists like Kanye West, J. Cole, and Big Sean. While maintaining some traditional conventions of hip hop music videos like flashy costumes, it also aimed to challenge conventions through the use of more text and not relying on the "male gaze". The performer's ethnicity of being a white male also challenges conventions within the genre. Overall it aimed to balance familiar conventions with some original elements to produce a unique yet recognizable hip hop music video.