Krept & Konan - Freak of the Week

Drake - Hotline Bling

Fashion

The fashion I will be looking at for my music video will be typical teenage/early adult male clothing.  This will include things such as skinny Jeans, Timberlands and Nike Shoes as these are all in fashion currently. the clothing has to not only be aspirational clothing such as Yeezy's which are expensive but also have to have an affordable appeal to them as most of the target audience will look to my artist for fashion inspiration. Things such as hairstyles will be up for interpretation as there are many current hairstyles that are considered fashionable. for example the idea of having short sides and longer hair on top is extremely popular at the moment.

the girls fashion unlike the male artists fashion will depend upon who is used for my filming and what kind of environment I am trying to portray with my shots. the artist will probably be wearing a snapback or some form of cap as it it quite generic for the artist as it is fashionable. The clothing of the artist is key as it represents the type of artist he is, if he is wearing fashionable and expensive clothing, such as Versace and Louis Vuitton, then they are portrayed in a certain way. Equally if the artist is dressed as scruffy or untidy they will be portrayed in a different way.


I have additionally decided that for some scenes my artist will be dressed in a dinner jacket and bow tie, this is in order to play on the word power which many people associate with rich people, fancy cars, posh dinners and dinner suits. I have therefore decided to fashion my artist in a powerful manor to show that he feels more powerful when he is around the girl that has stuck by him through the ups and downs of his life.

Treatment

J. Cole - Power Trip
Treatment

Historical Context - Artist Deconstruction - Will Smith

Artist Profile
Name: Willard Carroll Smith Jr.
Born: 25th September 1968
Place of Birth: Philadelphia, Pennsylvania
Occupation: Actor, Producer, Rapper and Songwriter
Genre: Hip Hop/Mainstream Rap




Will Smith is one of the most recognizable artists within the Pop Rap genre. He gained notoriety in the 1997 when he released his debut solo album 'Big Willie Style' This album is considered one of the most influential albums for the genre as it was one of the first Rap albums to uses softer lyrics and lighter beats. This album paved the way for artists like Drake and Kanye West in the genre who unlike their Rap predecessors come from a middle class background and don't talk about 'escaping the hood'.



The clothing that Will Smith wears in his music videos will often me the latest fashion if not it probably soon will have been as he and the genre itself were considered the trendsetters of the time. Often his clothing was outrageous and wouldn't be worn on a daily basis but was instead used to make a statement.

Many of the themes of Will Smith's songs are used today, For example the song 'Gettin' Jiggy Wit It' is as the title describes about having sex. He talks about the extravagant lifestyle he lives in his music songs such as 'Miami' and 'Summertime'. All of these themes are extremely relevant to the modern genre and are often the key themes in the song. Although the artist is one of the earlier artists within the genre we are still able to see the relevance he has to it and the evolution the genre has made to become one of the forerunners in the modern music industry

Fetty Wapp feat Remy Boyz - 679

Fetty Wap is one of the most modern Artists in the Pop-Rap genre as he has only been receiving mainstream attention for around 2 years. In this short time he has been able to establish himself as one of the most generic artists in the genre. I have chosen to analysis his newest song 679 which was released in June 2015. it is a conventional song as it's lyrics aren't as harsh as traditional Rap music but isn't as commercial as pop music.

The video itself revolves around a party and the artist, Fetty Wap, chasing a beautiful women. this is a stereotypical theme for the genre and the video also has references to violence, crime, drug use and expensive clothing and cars. The style of the music video is to make it look like cameras at a house party with no real choreography or dance moves, but instead to capture real people having real fun.
unlike may pop rap music video this video is only shot in and around the party, most would usually have shots of cars and bikes racing or pulling up to the house.

The clothing the artists wear within the music video are all labelled and expensive which again is very stereotypical of the genre as the artists are quite flashy and try show off what they own and how much they can spend on clothing. the shot were Monty is showing off all of the money he has again is quite a normal thing to occur in a music video as they are often born into poor areas and families so to them they getting money and making it through 'the struggle' is important so they like to show off their wealth. although this song sides much more towards the themes we associate with Rap it does have one or two connotations towards the Pop genre. for example the language is mainly quite light hearted similar to the theme of the song which is unlike traditional Rap songs which usually take on much harsher subjects.

Artist deconstruction - G-Eazy

Name: Gerald Earl Gillum (G-Eazy)
Born: 24th May 1989
Place of Birth: Oakland California
Occupation: Rapper, Songwriter and Producer
Biggest hit: I Mean It (2014)
Genre: Mainstream Rap/Pop Rap




G-Eazy is one of the current rising stars within my chosen Genre and has gained notoriety within the genre for pushing his music more towards the harder rap side of the hybrid genre. His target audience is mainly the young, urban population of America, his home nation, and the UK. This is largely in part to the UK and America being so similar when it comes to music trends. G-Eazy shows connotations to both Pop and Rap Genres, as he fuses the harsher lyrics of rap with the lighter beat and rhythm of Pop. He again fuses the two genres when it comes his lyrics as they are much harsher than usual pop songs but aren't as hard hitting as traditional rap songs. He also does not talk about the harsher topics that the Rap genre is often accredited for discussing.



This music video has helped me to clarify my idea as although I am  aware that due to its explicit nature I would be unable to use the song itself. I like the idea that the whole video looks like has been recorded in one shot. I also like the Magazine cover affects that take place during the video as I feel it is the unique aspect of the video. this would make the idea difficult to transfer onto my chosen song as the video and music are a perfect match therefore it would be difficult to find a song which could fit having a similar effect for part of it.

G-Eazy has a similar appearance to the artist I have in mind for my music video, a rapper with the good looks of a stereotypical pop star. he sticks to the conventions of his genre as he talks about fast cars, having sex with girls, wearing designer clothes and getting drunk. all of these things make him an artist that I am able to deconstruct and use as an inspiration for my artist and music video.