Evaluation Part 1

What brief were you working to?

Ive been asked to created  a magazine advert,  a digipak  to promote the artist who's called Yugen and  a music video. The artist's Yungen who is a 23 year who specialises in grime music. He is from Herne Hill and  Yungen is known for his versatility in grime producing upbeat and slow songs. Yungen is also known for a lot of punchlines he tends to use in his grime music videos. The artist has his own clothing line called Forever Yung hoodies, T-shirts and hats are distributed for his fans. He is also part of music label called PlayDirty with Krept & Konan who are his team members.

The image below shows proof of permission that Johnson sent to Yungen asking if he we could use his song and do a music video to it. Johnson direct messaged Yungen on Twitter asking if we could use his song - Don't Take It Personal for our A2 production.

The music genre is Grime and it is one of the most popular genre in the UK. There are many UK artist such as Dizzee Rascal, Skepta and more who make grime music. Grime music video have conventions and  tend to use a lot of young boys smoking, rapping in blocks of flats with friends, they use cars, etc. What attracted me to Yungen music was the different ways that his music video is presented. For example at 1:25 of Yungen's music video - Too Real with a medium wide shot it shows a cross on a door which subverts the expectation of conventions of the grime genre. This showed a religious side of the artist that audiences would probably may not have though of him being religious and this shows that he has strong faith in his religion as a Christian. In comparison, we don't see other grime music video using this kind of side.