1. Roll deep – when I’m ‘ere
Analysis of music videos

2. Video analysis
 For my third video of Wiley’s, I chose to do a Roll
Deep song, as Wiley created Roll Deep. The
song I’m analysing is ‘When I’m Ere’ and involves
Roachee, Wiley, Scratchy, Trim, Manga, Breeze,
Flowdan and Jet Le.

3. Genre
 The genre of ‘When I’m ‘ere’ is grime. This video
complements the origins of grime, with it being a
hood video.
 I feel the audience for this video will be limited.
This is because it is a hood video, targeting a
younger audience directly. It is the typical
stereotype of youths of today, and they are
naturally discriminated against.
 It follows grim conventions by involving a lot of
intimidating figures. Roll Deep want to show fear,
therefore, the setting and clothing have to be
dark.

4. Audience
 The demographic that this song will appeal to
would be a younger generation. They could be
believed to be working class too. This is outlined
as the shoot is not very expensive and is based
on an estate. Also, the lighting isn’t present as
much, therefore it is a very dark video connoting
a younger demographic.
 Furthermore, there are a lot of low angles shown
in this video, this is to prove intimidation. There
are no special effects shown in this video,
connotational of grime videos.

5. Narrative
 The story behind this video is a crew walking
around their own area, talking about when and
why they are there. This is where the song title
‘When I’m ‘ere’ originated from. The clothing in
this video for all of the characters is a black
tracksuit, and some have additional extras such
as a hat. This is to show working class roots,
seen as they are rapping about their own council
estate.

6. Representation
 This video is a hood video, therefore, male gaze
would not be constructed. There are no females
in the diegesis, for that reason it would be
impossible to create a male gaze in order to sell
the product.
 Personally, I don’t think star image is shown in
this video. Although I believe that the artist’s
would like to be seen as intimidating.
Furthermore, it seems like they want to be
portrayed as working class, due to the choice of
mise-en-scene.

7. Characteristics
 I believe the main characteristic of this video is
the black tracksuit used by every artist. This was
in fashion at the time of releasing this video.
Visuals/lyrics
 When Wiley says ‘I make your whole crew sound
lame when I’m ‘ere’ he walks past an unknown
crew. Also, when Flowdan raps ‘so shut your big
face’ he covers his own face with his hood as if its
an impression of what the viewers should be
doing.

8. Visuals/music
 The chorus of this song is quite slow, so whoever
is miming the chorus walks really slow. However,
the rhythm picks up so do the characters. So, the
pace of the song determines the pace that the
characters walk at.
Artist
 There are a lot of close ups shown of the artists in
this video. They are also shown at low angles to
make the artist appear bigger. The mise-en-scene
in this video such as the estate (setting) and
tracksuits (clothing) could be their motifs.

9. Intertexuality and voyeurism
 There isn’t a voyeuristic approach in this video,
as well as there being no intertexuality shown.