Interview - Julio

1. What is your current favourite rap music video and why?

Dizzee Rascal – I love you

I like this video mostly because of the song, it is a cool video. I like the fact that he raps to the

camera directly and he has mirrors behind him showing different angles and reflections. I like

the use of bright lighting. At the time he is wearing cool clothes which are appealing. When

the bass of the song starts the camera shakes which is cool. There is a repetitive phase in the

song where the female singer says „I love you‟,

and it shows a clip of the womans lips mouthing the words.

2. Who is your rapper and why?

Wiley is my favourite rapper. He makes songs that I can relate to. He‟s a producer and

produces his own songs. Wiley has a unique sound and it is different to the stereotypical grime

scene. I like his personality and the fact that he has loads of arguments with record labels and

you hear him leaving recording companies. He also brings in a lot of new talent.

3. What does rap mean to you?

Rap has a different vocal style; singing tends to be about hitting the right notes while rapping

is more lyrical and is about flow. It is better to relate to.

4. What do you think are the most important conventions featured in a rap music video to set it

apart from other genres?

The use of the urban location/settings, it won‟t necessarily be filmed in a country side. The

urban culture, the dress sense, the cars are generally featured. People like the rap lyrics but it is

also cool if you can relate to the music video too.

5. Do you think the glamorisation of materialistic objects is appealing to you in rap videos?

No, not really because I can‟t afford them. I prefer people that are humble rather than being all

about money money money. Also an inspiration such as Wiley may encourage you to do well

so you can eventually live like him, and aspire to have a similar lifestyle.

6. If you had a chance to direct a rap video how would you make the video differ from typical

“bling” videos?

There will be no fancy cars or “bling bling”. Although I would have women in it as that‟s all

about growing up. Something different and creative, a video using the green screen using all

the effects. I would direct it to my life, I won‟t have someone rapping or dj-ing in a mansion as

it is unrealistic, but instead I would shoot it in a club or on a bus.

7. What makes you watch a music video again and again?

Mostly because of the song, if it‟s cool and creative and something different and interesting. I

am not going to constantly watch a 50 Cent video if there is a similar video by FloRida. If the

video is easy to access I am more likely to watch it again and again, some videos are not

available on YouTube and you have to look for them in other sources or wait for them to come

on music channels to watch them