Rizzle Kicks - Down With the Trumpets

Genre: Alternative Hip Hop

Director: Toby Lockerbie

Release: 26/05/11

Type of video: concept based, narrative based.

Typical hip-hop conventions:

Stereo, black rappers, hat, hoodie, street dancing.

Non-typical conventions: Indie clothing, dealing trumpets instead of drugs

The video starts of with a medium close up of a cassette that is placed into the cassette player which the boys then carry around listening to music. The cassette player appeals to an older audience who will be able to recognise it however the cassette player has been modernised to appeal to a younger audience by having a video playing in the middle. Having the cassette player is a old typical convention for a hip-hop music video as it was the only way people could listen to music on the go. By including the cassette player in the music video the genre becomes obvious. It also shows that the band have an ‘old school’ style which is confirmed by the top one of the boys is wearing which says ‘old school tribe’. By adapting this 'old school' style the band seem more cool to a younger audience whist still appealing to an older one. 

The indie clothing the band wear contrasts with what rappers would typically wear, the mixture helps the band appeal to a mainstream audience made up of both indie and hip-hop fans.

The music video follows two teenage boys who make up the band Rizzle Kicks, on what seems like a normal daily routine. At first the video seems to adhere to the conventions of hip-hop as the boys seem to be buying something drugs from a dodgy looking guy. However, it turns out that they were buying a trumpets. This is idea is polysemic as it could be interpreted in two different ways, firstly trumpets could of been be used instead of showing the actual drugs so that the video would not be censored. Using trumpets as a substitute for weed is a smart way for the artists not to get harassed as much by the media for promoting drugs. But I think they have used this idea to send out a positive message. The positive message being that the band don't use drugs as they are focusing on their music, because of this the artists are shown in a positive light as they have gone for a successful path in life which is hard to do for boys they’re age to do.

The stereotypical view of hip-hop artists is subverted in this video as normally hip-hop artists are shown as being violent, rude and are usually breaking the law. This is not the case in this music video. Although the boys do break the law  by buying a trumpet with fake money it is not a serious and shocking crime used to make the band seem fearless, it's shown to make the audience laugh as the boys get chased by the dealer. 

Hip-hop artists in music videos come across as being serious and strong, they also demand respect and main gain it through fear or high status. However, this convention is subverted in this music video as there is a scene with teenage boys and the band who are doing silly dance moves. This makes them look a bit foolish therefore they will not be respected or feared.

The long shot  filmed between the two changing rooms suggests that the camera man is embarrassed to film them in open space where he can be seen.

I was particularly impressed with the use of slow motion, hand held camera effect, and a shot where the artists are about to pass out and as they do they end up in another location. These shots are used at times to give the effect of being in the artists mindset and body so we see things the way they would. The slow motion and hand held camera effect suggest that the artists are high on weed which is stereotypical for most hip-hop artists as they brag about smoking weed. This gives the band a negative image as they are promoting drugs which is dangerous because they’re music is aimed at a young audience.

It is obvious that the video was filmed in Hove, Sussex, because of the well known setting used, audiences from there might gain pleasure in knowing and recognising the place.

Rizzle Kicks are signed to Universal Island, a well established label, therefore they had support when making the music video, which gives the video high production values making it more possible for the video to be shown on major music channels which leads to the band making more profit.

The video was firstly distributed through YouTube and it quickly gained more then 3,000,000 views proving to be popular.  Baring the target audience in mind the video was firstly released on YouTube as the video is aimed at a young who visit YouTube on a daily basis.

At beginning of the music video the band give a shout out to Dag Nabbit who produced the song, he is a well know successful producer therefore if the band is associated with him the audience are going to think that their music standards are high.