Grime music videos and lyrics often illustrate the hardships of living in the deprived areas and the hidden depths of London. This mainly attracts an audience of a similar lifestyle or upbringing, who commonly listen to Grime because the lyrics are relatable. The conventions of Grime include the clothing; which is most often sportswear and branded labels such as Stone Island. This is a popular yet arguably expensive brand in the UK, also made popular by Canadian artist, Drake.
Grime music videos are usually shot with low-key and dark lighting, in order to clearly portray the severity of the topics discussed within Grime lyrics. As well as this, the video is generally filmed on an estate, on the streets or a location with meaning to the artist.
"The music originated and will always remain in the streets" - JME
The mise-en-scene within a Grime music video is also significant due to the fact that it helps to add to the authenticity of the music. For example, graffiti is often featured in the background of the videos, as it is most commonly seen in the urban streets of London and is associated with youth. Youths often partake in petty crimes such as graffitiing to rebel from society's norms and also mark their territory, to an extent, because place of upbringing is incredibly significant to most Londoners.
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