This document discusses youth subcultures and provides examples such as punks, chavs, emos, ravers, and goths. It explains that youth subcultures offer members an identity outside of social institutions and may show hostility towards dominant culture. The study of subcultures includes symbols in clothing, music, and their interpretations. Socioeconomic class, gender, and other factors can also be important in relation to youth subcultures. The document then provides details about the music artist Victor Karani and how he fits into the hip-hop youth subculture through his style, background, and music focusing on conscious rap.

2. A youth subculture is a youth-based subculture with distinct styles, behaviours, and
interests. Youth subcultures offer participants an identity outside of that ascribed by
social institutions such as family, work, home and school. Youth subcultures that
show a systematic hostility to the dominant culture are sometimes described as
countercultures
Examples of youth subcultures:
●Punks
●Chavs
●Emos
●Ravers
●Goths
The study of subcultures often consists of the study of the symbolism attached to
clothing, music, other visible affections by members of the subculture, and also the ways
in which these same symbols are interpreted by members of the dominant culture.
Socioeconomic class, gender, intelligence, conformity, morality, and ethnicity can be
important in relation to youth subcultures.
-Wikipedia

3. Victor Karani holds a distinctive, unique
style and youth culture. His background
is multi-cultural; Kenyan, Swiss and
American . His image can be portrayed
as being independent, gifted and
advanced, and his style can be seen as
sophisticated. His passion and
commitment is reflected in his music,
especially in his lyrics.
As the music artist currently studies at
SAE (sound audio engineering institute),
this creates a large influence , however I
also think that his lifestyle is the biggest
influence. Victor fits perfectly into the
category of hip-hop/ conscious rap as
he promotes the style and youth culture
found typically within the genre.

4. I have chosen these images because I
think they represent Victor and his style/
youth culture the best.

5. The main aim of the style and subculture aspect of the music video is to continuously represent
the music artist within the hip-hop genre. My chosen artist, Victor Karani typically represents a
musician who enjoys informing others about his life and current affairs. By researching
thoroughly into Victor’s lifestyle, I am able to classify him into a certain stereotype; this will work
both ways as the audience will understand his lifestyle and culture, as well as myself.
While researching youth subcultures and stereotypes, I came across an overview on hip-hop and
‘gangster rap’ which I found interesting as I think Victor does notintentionally mean to promote:
“Gangsta rap is one aspect of hip hop culture. Hip hop has given youth in the ghettoes a new
identity, one that has arisen in opposition to mainstream culture. This hip hop identity is now a
world-wide phenomena, the cutting edge of global youth culture. The "gangsta" identity both
represents the drama of the streets, but also the "merchandizing of the rhymes of violence" by
profit hungry media companies. As KRS-1 and others tell it, the media companies promote the
most outrageous stereotypes of "violent, vicious" Black youth while ignoring the rappers who
represent the positive and political side of ghetto life.”

6. Hip hop fashion is a distinctive style of dress originating with African American youth on
the scene of New York City, Philadelphia, the San Francisco Bay
Area, Detroit, Memphis, Atlanta and St. Louis among others. Each city contributed various
elements to its overall style seen worldwide today. Hip hop fashion complements the
expressions and attitudes of hip hop culture in general. Hip hop fashion has changed
significantly during its history, and today, it is a prominent part of popular fashion as a
whole across the world and for all ethnicities.
This research has given me further ideas on the styling of my music artist and video.
Despite Victor representing the hip-hop image very well, if he dresses to suit his culture
and ethnicity to his track , it will compliment the music video thoroughly.
1980s 1990s Gangsta style

7. Music artist style: black/navy jeans, Music video: heavy use of black & white
baseball cap? ‘in the making’ studio shots?
expensive jewelry exposure of typical
plain t-shirt /baggy jacket conventions of hip-hop such
as graffiti
conflict imagery (class,
society)
This hand movement refers to
heaven or the stars.
I am influenced by the contrast between
black & white, I think that it represents a
stronger style for both the music video
and the music artist.