Target Audience

The general target audience for rap/hip-hop music is mostly of a male demographic, with some females, aged around 14- 25. Also most of the target audience may be of a working class social background as the lyrics in many rap songs relate to life as a working class member of society and this can help the artist relate to their audience.

For my song the target audience should also be mainly British people as the song I have chosen is British.

Don't Go There - Giggs feat. B.o.B

I chose to analyse this music video because I think its very interesting. To start off with the setting of the music is in both England and America, which widens its target audience. Also the entire music video is in black and white which matches with the lyrics as the lyrics are dark and downbeat. The video also relates back to Goodwin's theory as both artists are generally both close up to the camera so this could be to try and match what the record label wants so they can sell the artist as well as his music. The close ups on both artists could also help with selling the music to its target audience.

Conventions of Rap/Hip-hop

I constructed a short prezi to show the conventions of Rap/Hip-Hop music.

Dance Wiv Me - Dizziee Rascal & Calvin Harris

In the music video for 'Dance Wiv Me' by Dizzee Rascal & Calvin Harris, the male gaze theory applies throughout as there are a lot of close up shots of a woman's body and the lyrics comply with the music video as Dizzee Rascal raps about how he likes the look of the woman. There is also a sense of voyeurism as the way the camera looks at the woman it could be to please the male viewers which links to Steve Archer's theory. Overall the music video can be seen as a stereotypical rap music with many close ups of the artists and a generic nightclub location as well as generally dark lighting.

The Next Episode - Dr. Dre

I chose to analyse the music video of The Next Episode by Dr. Dre because it highly contrasts the music video I analysed before, Man Don't Care - JME.



The music video for 'The Next Episode' by Dr. Dre can be described as a stereotypical rap music video with inclusion of the main artists being surrounded by women and them showing off that they have a lot of money by wearing expensive clothing and accessories, which all relates to Andrew Goodwin's music video theory. The music video also has a lot of slow transitions between shots which matches the slow beat in the background.

Man Don't Care - JME

Man Don't Care by JME featuring Giggs is a hip-hop/rap song which is the same genre as my song that I have chosen as well as it has the feel as my song.



Throughout the music video the visuals are really dark as the background is almost always black and there is only one light in the room in which the video was filmed and so the visuals support the music which is very aggressive. The video also applies to the Andrew Goodwin theory as there are quite a few intertextual references, for example we see Iron Man and Giggs wears a Star Wars hat, as well as there are a lot of close ups on the two artists which could reference the needs of the record label that JME is assigned to.

The Song I Chose

This is the song I have chosen to do my music video for. The genre of the song is rap/hip-hop and may be considered part of the grime genre in some cases as it is a British song. I chose this song as I feel it will be a lot of fun to try and come up with a good music video that suits the track.