Music Video Brief

The song I have chosen is Central Cee- Day In The Life Central Cee - Day In The Life [Music Video] | GRM Daily - YouTube it is 3:08 minutes long and has 7.5 million views at the time of me making this blog. The music video was uploaded by GRM Daily, formerly Grime Daily, is a British urban music outlet and entertainment platform. As the name suggests, the platform is an outlet for UK rap and its various genres, such as UK drill, afroswing, trap, and British hip hop. The platform also serves electronic genres such as UK garage and grime.Central Cee is one of London’s most exciting emerging artists, He has impressively garnered close to 20 million views on Youtube and hundreds of thousands of streams on Spotify and across other platforms. I chose this artist as he is a new and up and coming UK Hip-Hop/ Rap artist who gains a lot of views, he is mainstream with the type of Rap music he makes in comparison to some UK drill artists. I also chose this music video because my intentions for my music video was to create awareness around knife crime and county lines and educate those who may have been influenced by other UK artists, especially young people following Banduras ‘Theory of Media Effects’. I used this song and will present negative actions to the audience such as violence and crime to bring awareness to current affairs within the UK such as knife crime and county line drug dealing for my video as it will attract the same type of individuals to those being influenced by UK drill music videos with explicit images and lyrics. By drawing the same target audience as UK drill,and other UK rap artist who glamourise knife crime and supplying drugs, I can then create a music video in a very similar style as typical UK Drill and Rap music videos however present it in a way that shocks the audience by showing the reality of knife crime and county lines by Implementing a narrative that is shocking and upsetting in comparison to the music videos out there that glamourise the lifestyle represented in conventional UK Drill videos.