Interview One

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

Dizzee Rascal – I love you

http://www.youtube.com/watch?v=YH0KWX2a8zY

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.

Interview Two

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

My favourite music video is Usher – OMG ft will.i.am

The reason I love this video is mainly because of Ushers

performance, he shows variety in the video as he dances

different routines. It is set in different location with cool

lighting which makes it different and modern. The different

routines involve women in the video who also dance with him and Usher along with several

silhouettes which is unique. The camera doesn‟t stay still as it rotates around and shows

different camera angles, overall it is my favourite song and video this year because it is so

catchy.

2. Who is your rapper and why?

My favourite rapper at the moment is Drake. I like how he is different

although he is still a mainstream rapper his videos stand out to me. I

like how he uses metaphors in his lyrics and how I can relate to some

of the as well. He sometimes sings as well as raps to show how he is a

versatile artist. He is part of the Young Money Crew alongside Lil

Wayne who is also one of my favourite artists.

3. What does rap mean to you?

Rap is my favourite genre as it isn‟t as limited as other types of music. It comes from the heart

and has more meaning than other songs as it features lyrics from real life experiences. It is

something you can relate to as it can be motivating.

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

apart from other genres?

I think mainstream rap videos right now involve a lot of

showing off. The rappers boast about how much money

they got and flaunt it in their performances. I think if they

kept it simple and stayed humble people wouldn‟t compare

it to typical videos. If the shots were in a rural location

where it showed the „thug life‟ and not in a studio with all.

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

No not really as it is now over-glamorised and it doesn‟t relate to me at all.

The money the cars and the girls aren‟t necessary. I don‟t see why it is

essential to have it in every video when they are rapping to something

completely different. So overall it is not appealing they should focus on the

narrative more and involve a storyline instead then perform in a studio with

money falling from the sky.

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

“bling” videos?

I would shoot it in the street so it shows real life instead of artificial places. I would have it

focused on the artist so a lot of shots on them, and also the scenery around them. I wouldn‟t

have it involving half naked women as I hate the way it is

degrading. And I would entail a storyline to make the audience

want to watch it more and to follow the narrative throughout

and engage in the video. And I would have it all shot in black

and white to keep it simple as possible.

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

I like videos that are unique and different from what is out right now. Videos that engage the

audience are always appealing. And obviously if the song is good and they go together and

relate to each other then I would watch it again and again.