Youth Subcultures

A youth subculture is a youth-based subculture with distinct styles, behaviours, and interests. Youth subcultures offer participants an identity outside of that ascribed by social institutions such as family, work, home and school. Youth subcultures that show a systematic hostility to the dominant culture are sometimes described as countercultures

Examples of youth subcultures:●Punks●Chavs●Emos●Ravers●Goths

The study of subcultures often consists of the study of the symbolism attached to clothing, music, other visible affections by members of the subculture, and also the ways in which these same symbols are interpreted by members of the dominant culture. Socioeconomic class, gender, intelligence, conformity, morality, and ethnicity can be important in relation to youth subcultures.

-Wikipedia

Victor KaraniVictor Karani holds a distinctive, unique style and youth culture. His background is multi-cultural; Kenyan, Swiss and American . His image can be portrayed as being independent, gifted and advanced, and his style can be seen as sophisticated. His passion and commitment is reflected in his music, especially in his lyrics.

As the music artist currently studies at SAE (sound audio engineering institute), this creates a large influence , however I also think that his lifestyle is the biggest influence. Victor fits perfectly into the category of hip-hop/ conscious rap as he promotes the style and youth culture found typically within the genre.

I have chosen these images because I think they represent Victor and his style/ youth culture the best.

Styling of the video and artistThe main aim of the style and subculture aspect of the music video is to continuously represent the music artist within the hip-hop genre. My chosen artist, Victor Karani typically represents a musician who enjoys informing others about his life and current affairs. By researching thoroughly into Victor’s lifestyle, I am able to classify him into a certain stereotype; this will work both ways as the audience will understand his lifestyle and culture, as well as myself.

While researching youth subcultures and stereotypes, I came across an overview on hip-hop and ‘gangster rap’ which I found interesting as I think Victor does not intentionally mean to promote:

“Gangsta rap is one aspect of hip hop culture. Hip hop has given youth in the ghettoes a new identity, one that has arisen in opposition to mainstream culture. This hip hop identity is now a world-wide phenomena, the cutting edge of global youth culture. The "gangsta" identity both represents the drama of the streets, but also the "merchandizing of the rhymes of violence" by profit hungry media companies. As KRS-1 and others tell it, the media companies promote the most outrageous stereotypes of "violent, vicious" Black youth while ignoring the rappers who represent the positive and political side of ghetto life.”

Hip hop fashion is a distinctive style of dress originating with African American youth on the scene of New York City, Philadelphia, the San Francisco Bay Area, Detroit, Memphis, Atlanta and St. Louis among others. Each city contributed various elements to its overall style seen worldwide today. Hip hop fashion complements the expressions and attitudes of hip hop culture in general. Hip hop fashion has changed significantly during its history, and today, it is a prominent part of popular fashion as a whole across the world and for all ethnicities.

This research has given me further ideas on the styling of my music artist and video. Despite Victor representing the hip-hop image very well, if he dresses to suit his culture and ethnicity to his track , it will compliment the music video thoroughly.

Current Fashions

1980s

1990s Gangsta style

Initial ideas.

Music artist style: black/navy jeans, baseball cap? expensive jewelry plain t-shirt /baggy jacket

Music video: heavy use of black & white ‘in the making’ studio shots? exposure of typical conventions of hip-hop such as graffiti conflict imagery (class, society)

This hand movement refers to heaven or the stars.

I am influenced by the contrast between black & white, I think that it represents a stronger style for both the music video and the music artist.