When YouTube first appeared it was an open playing field for everyone meaning that everyone had the same opportunity to post a video to reach a certain audience. Music Videos on the website have concept videos which would attract a lot of views. Music videos that a label try to show what type of artist they are.
The music video is a song by Skepta called Shut Down. What this is trying to show is that this character lives in an urban background.
They are trying to show that he lives on the street and has a gang in the background.
Shows that he is trendy with that type of genre being popular in that time period.
Shows that he is living on the streets of London.
They are all wearing nike tracksuits in the song which is trying to reach that type of youth audience.
Shows he is very integrated with the London culture,
He is on an estate which trying to show his background.
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