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 by incorporating more text and not relying on the "male gaze". The performer's ethnicity also challenges conventions by being a white male rather than the typical African American artist. Overall it aimed to balance familiar conventions with some original elements to produce something unique but still clearly within the hip hop genre.