1. Director Research Tayo ‘Scorcher’ Jarrett Robert Hales

2. Tayo ‘Scorcher’ Garrett Tayo Garrett is better known by his stage name Scorcher as he is also an established Grime artist. As well as making music he also directed and produced his own music video ‘Gangsta’ which was so controversial that it has been banned from TV and some radio stations.

3. Conventions Challenged As Scorcher is still considered an underground artist his lyrics are still seen as aggressive and socially unacceptable by a lot of the public. The video embodies this, depicting many black youths hooded up looking intimidating to the audience. When making our own music video we decided against following this convention as we felt that it would cut our audience massively and narrow it down to just young teenagers, something that would not benefit the success of a music video and song.

4. Conventions Applied Whilst watching and analysing many music videos in the Grime genre I noticed that the rapper is the main focus of attention. There are many close ups of the artist, what he’s wearing and facial expressions so this is a convention that we used in our video. We used body language and facial expressions to illustrate the artists feelings which related to the lyrics and storyline of the music video.

5. Robert Hales Hales is a graphic designer and music video director who has directed music videos from artists such as Gnarls Barkley, Justin Timberlake, Craig David, Kings Of Leon and Janet Jackson.

6. Conventions Applied Hale directed Shwayze’s –Buzzin’’ video which is a primarily narrative based video. The location at which the music video is filmed signifies the overall mood of the video and its atmosphere. For Shwayze’s ‘Buzzin’’ video he is surrounded by people in bikini’s who are dancing which suggests some kind of pool or beach party and so we copied this but instead attempted to create a romantic atmosphere.