Evaluation Part 1 - The Brief

What brief were you working to?
I am currently working for SC records who have hired me to promote one of their new acts. Furthermore, I have been asked to create one music video package, a cover for the artists digipak and a A4 magazine advertisement promoting the digipak.

The artist was Yungen who is a 23 year old grime artist from Herne Hill. Yungen is known for his versatility in grime whether producing upbeat and slow songs; he is also known for the a lot of punchlines he tends to uses in his grime videos. Yungen has his own clothing line called Forever Yung where hoodies, shirts and hats are distributed for his fans. I have inserted an image below of Yungen advertising his clothing line. He is also part of music label PlayDirty with Krept & Konan who are his fellow team members.

I found Yungen through social media such as twitter and youtube as he is on popular youtube channels such as Link Up TV, SBTV & much more. I was able to contact Yungen through twitter on direct message where I was able to approach him formally; evidence of this is placed below with a screen shot.

Grime is the music genre that we have taken into our final production to edit. Grime is english music that emerged in London round the 2000s and started off in East London. Grime has gone on to be one of the most popular genre in the UK. The often included a 8 or 16 bar verses with large bass and various of instruments depending on the song. Artists such as Dizzee Rascal, Wiley & Kano were all part of the first people who brought the genre to mainstream media producing albums based on the genre. Since then many other artists have followed footsteps of these UK artists and engraved their own input in the grime scene era. Grime videos tend to have conventions of men smoking illegal substances, a lot of cash on the table, luxury cars and much more. What really attracted me to Yungen was how he has came with a different approach to the grime scene. For example, in one of his previous released videos called 'Too Real' we denote a medium wide shot at 1:25 seconds of a Jesus cross on the door. Here, I believe Yungen brings a religious side and feeling towards the grime video as in comparison to other videos you wouldn't see nothing do with religion which also shows that young males from the hood also have their good side to them that other people wouldn't see due to what grime artists usually rap about.