Research on JaeSwift

This post will contain all background information on the artist my group and I have decided to create a music video for. I will also be evaluating my thoughts on his other songs and be comparing it to our thoughts on the music video ideas so far, including the genre, target audience and style of video.

Matthew James Baker also known as 'JaeSwift' is an English rapper born in Blackburn, 1988. He is a member of the Lancashire's 'MobScene' crew. Not only does JaeSwift rap, he is also a singer, producer, vocal engineer, vocal coach and DJ. \

The song we have chosen is one where he doesn't sing or rap at all, JaeSwift has created the music but the singer is a female, JaeSwift created the music instead of sung it. The song we have chosen is a slow paced drum and bass song with a small amount of Dubstep. We decided this would be a good song to produce a video with because the lyrics can be easily
JaeSwift has released 11 albums and mix-tapes as well as produced a small film called 'A day in the life of a Lancashire rapper'. Matthew has also founded a record label alongside fellow rapper 'Effektiv', the record label is called 'Blackmail Records' under this record label genres are mainly hip- hop and Urban music from similar small time artists and rappers.
Here is a link to youtube that will play the song that we have chosen to produce a video for, there currently isn't already a music video for the song and so we can create a video without worrying how similar it is to any other.

Click here to be sent to the link: JaeSwift Drowning Video


Not completed

Star Image- Professor Green

In this post I have decided to do my research on Professor Green mainly because I have been noticing him on many adverts and labels now like 'Relentless' which is an energy drink. Professor Green is a 29 year old English rapper. He is signed with Virgin Records which of course is a pretty major company that tailors to a wide range of audiences and age group, it is not a niche record company. However being a young rapper from Hackney you can imagine that he is not stereotypically suited for the older generation, because his lyrics involves slang and words which younger generations use. The music is usually quite upbeat and either electronic or sometimes music with a lot of bass, therefore I feel he is more targeted at the younger generation. The types of clothes he wears also match his image as being quite a cool yet ‘hard’ young rapper from Hackney, which in one of his videos explains as being a very violent and aggressive place. In the video ‘Jungle’ his facial expressions are never truly happy, more cheeky and aggressive, it seems as though he is looking at you with a scowl. All this as well as his lyrics add to his overall image  of being a ‘Hard living’ man who has gone through certain personal situations which he includes in his lyrics. Professor Green also comes across as being quite cheeky, his personality during interviews and in his lyrics there is often something humorous being said. Professor Green I believe is not always led by the record label, he wears his own clothes which also are considered ‘popular’ now days with the teenagers and young adults age group. Although he is under a record company, Professor Green doesn’t seem to hold back on what he feels needs to be said, on twitter he stated,  

“I just can't help but question why some people have jobs. All I do is work, so I get extremely pissed off when people don't do theirs. Dignified silence is pointless. A rushed second single, the Remedy video a month late and now similar problems with the Avalon video unfold. How would you feel if a company taking 25% of your earnings weren't doing their jobs properly? Would you pay someone not doing their job?”.

Often Professor Green includes a fragmentation of performance and narrative, although it is mainly performance and of course, he is always in view. He is often under the limelight and includes himself often with many women or men in hoodies and baseball bats etc. depending on the beat and lyrics of the song. For example the song 'Jungle' is a song of how violent Hackney can be and so the video included many 'hoodlums' in the video fighting and staring at the camera. Whereas in others this is not always the case.

Wearing clothes that are considered fashionable in the younger
generation, therefore he mainly appeals to young adults and teenagers
due to to his lyrics, type of rap music and his clothing.

'Hard Man' looks and attitude gives an image of a young man who
has been through a lot in his life. This also gives people a reason to look
up to him as inspiration and as a role model.

Popular hairstyles with obviously expensive clothing makes him
seem 'cool' to the younger generation, they admire him.

Music video Analysis

In this post I will be explaining and analysing 4 music videos of my choice, I have chosen Chase & Status- Let You Go for my first video as there is a lot of key terminology involved within the music video.

In this video the focus is on mainly one man, this man is obviously a famous man by the way people seem to greet and look at him, automatically creating an aspiration to the man where viewers would wish to have his fame. Despite this during the first 45 seconds he constantly has his back towards the camera, if not then his face is shadowy creating an atmospheric mysterious figure of a man. it is only at 45 seconds where we first see this man, to which there is a low angle shot to make him look more dominant and authoritative.

However as the narrative progreses through along with the song we soon find out that this man is just as bad or even worse than those that he judges on his 'Jeremy Kyle' type show. The lyrics in no way have any relation to the actual video, it isn't contradicting but it doesnt illustrate the lyrics yet as the singer gets louder and the music pace increases, he amplifies  he begins to find hismelf losing control, taking drugs, sleeping with woman and crashing his car. The image of this man is portrayed as being kind during the beginning and the audience soon warm to him but after his show it's like he changes completely into a monster, who is a angry, selfish and wreck-less man.

During the ending of the video there is a slight twist which would annoy and anger viewers because after all the wrong he has done his makeup artists make him look normal again and there he is beginning his show once more, it seems to be an occuring thing what he does each night only to be idolised again at the end.

First Post

Hello!
This is my first post towards my second Blog, I'm just informing those who are to read my blog :).
This year we will be focussing on music video and the next post will be me analysing a music video of my choice.