My group and I worked toward the brief of creating a music
video to generate interest and popularity for an unsigned artist. We individually
chose unsigned artists, pitching them to the rest of the group and came to the
conclusion that Roob was our favourite and had the most potential. Thanks to
our personal relationship with the star gaining his permission was very easy
and quick so we started working as soon as we got the ok. We began by further
analysing Roob and what his star image is and how it could be best interpreted
to our audience, Roob’s American hip-hop style and his image were easy to use
to define his audience of young teenagers, mainly males in their 17-25’s coming
from a working class socio-economic background. It is debatable whether or not
Roob attracts more of a black or white audience as he himself is white but more
black people listen to rap hip hop music. Roob’s laidback lyrics including the
use of marijuana and destruction of his enemies were typical values found in
lots of hip hop music videos so we began construction a fairly generic music
video where the most notable variation was the Asian heritage of the star.
