FLIGHT

I came up with my idea quite quickly. I heard the meaning of ‘flight of fancy’ and the idea came to me instantly as I had already been thinking of making a product like this. However, refining this idea took quite a while. I had difficulties coming up with a solid message that I wanted my product to convey. I knew it was going to be documentative but I didn’t know what I was going to actually say, or who I could aim it to. I wanted it to be very detailed and informative, but as I started making it I realised it would be better to be more specific about certain artists.

 

I didn’t do a lot of primary research. I released a questionnaire on my Facebook page to find out people’s opinions on foreign music. This was quite informative for me as I got a good amount of responses from a variety of countries. People were largely open towards foreign music. I expected this but it was good to have some evidence. This didn’t really influence my product, however it informed me that there would be a receptive audience for future products relating to Russian hip hop.

 

Secondary research was a bit tricky, but not as difficult as I expected. There are very few sources of information about Russian hip hop written in English, this meant the amount of info I could find to write about was limited. I chose to use bigger artists, as there was much more written about them in English. I could quite easily find info about the artists, such as age and significant points about their career. I found some documentative blogs/articles which were a good source of information as they were written by Russians or in conjunction with Russians. Overall, I was able to find a good amount of interesting for a variety of artists. I turned this info into infographics. I aimed to make them informative but not bombard the audience with facts. I was selective with info to hopefully make the audience intrigued and allow them to explore further themselves.

 

The production didn’t end exactly as I imagined, however it turned out better than I expected. I thought I would explore the genre in great detail, talking about the history of it and including comparisons between western and Russian artists. My past documentaries have usually been long and boring. I think if I stuck to the same plan I made at the start, my film would have ended up like the other documentaries I’ve made. To avoid this, I made it quite short. Its only about 6 and a half minutes including the intro. After the intro, I have the 5 artists and one of their songs with the infographics on screen. The songs last about a minute each, give or take 10/20 seconds. This meant they didn’t drag on but the viewer got a good feel for the sound. The infographics accompanied it well as they were on screen for about half of the duration of each song, or maybe a bit less. The audience could focus on the info, then the vid and music. It came to be like this after showing my initial product to some people and them saying it was too long and uninteresting. My initial product was the intro. I cut out a lot of shots and used a more energetic song. I preferred this and others did too, so I kept up the snappy format for the rest of it. I also watched some other short documentaries about the producer ‘Nujabes’ and the brand ‘Bape’. I saw how well the the snappy infographics worked and I knew my product would be better if I made it in a similar fashion.

The exhibition went well. Everyone liked the product and found it informative. It was a pretty good reaction; however, it didn’t intrigue people. Only one person became a bit more interested in Russian hip hop. This isn’t too troubling as it was a small audience that I wouldn’t expect to like it very much. The audience was partly old, as well as younger people that aren’t big fans of hip hop, so I wouldn’t imagine the audience to like the content of my product very much. The one person that became interested in Russian hip hop already liked hip hop. This response, as well as the response to my questionnaire tells me that the genre could gain some popularity here if it were to be marketed properly to a younger audience that likes hip hop.

 

 

 

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TIME SCHEDULE

 

13th March – 20th March

annotated brief

mind maps

initial research

identify perspective to tackle brief

start activity log

 

20th March – 27th March

project proposal

time schedule

 

27th March – 24th April

primary research

secondary research

 

24th April – 16th June

further develop ideas

refine mind maps

evaluation of ideas

 

24th April – 11th may

pre production

 

11th may – 8th June

production

 

16th June exhibition

FLIGHT SCRIPT

Script

Opening

Drone shots of Moscow, St. Petersburg, Kazakh countryside, and a remote Russian village. I will have infographics on screen giving some hints about what’s to come.

Yanix

Yanix (real name Yanni Badurov) is one of Russia’s most popular trap rappers. Born in 1993 to a family of doctors. His lyrics have many similar themes to American trap, fashion, parties, sex, popularity. He has 80k followers on youtube, 280k followers on Instagram, 180k followers on twitter, and 209k followers on vk.

ЦельРазгром

Misha Mavashi aka tsel razgrom is one of the main figures in Russia’s health rap scene, a genre specifically about healthy living and an anti drug lifestyle. The rapper, born in Kazakhstan in 1985, primarily talks about cultivating a strong body and mind in order to protect his homeland from influences such as drugs and corruption. He is an orthodox Christian. He has nearly 150k followers on vk, and 3k followers on YouTube

Oxxxymiron

Oxxxymiron (real name Miron Fydorov) was born in 1985 and is currently one of Russia’s biggest rappers. Born to a Jewish family, he moved to Germany at age 9, then to the uk at age 15. He studied at Oxford university, but his studies were interrupted due to bi polar disorder. His songs cover a wide range of topics, such as alienation, self realisation, and music rivalry. He has 1m Instagram followers, 770k followers on vk, and 780k followers on YouTube.

Скриптонит

Scriptonite (real name Adil Jhalelov, born in 1990) is one of the biggest, if not the biggest rapper in Kazakhstan as well as one of the biggest rappers in Russia. His lyrics are usually about relationships, and are quite explicit. In 2014, he was signed to Moscow label Gazgolder, which has a YouTube following of more than 860k, and a vk following of over 1.8m. In 2015 he released his first album ‘House With Normal Phenomena’, the only album to beat it on the Russian iTunes chart was Adele’s 25. He has 501k followers on Instagram, and 581k followers on vk.

Баста/ Ноггано

Basta/Noggano (real name Vasiliy Mikhaylovich Vakulenko) was born in 1980 and is a popular rapper and radio jockey. He went to music college but didn’t graduate.  As Basta, his songs are usually about love, strength, and faith. His alter ego is Noggano, where he is more of a gangster rapper, talking about criminals, sex, and drugs. He’s married and has two kids. He is also on the label Gazgolder. His vk has 386k followers, as well as 1.5m Instagram followers.

Intro Text

The past 20 years has seen the former Soviet Union undergone great change.

 

Songs and visuals play on screen, with infographics and artwork.

Songs I’ll use

Yanix – Хайпим

https://www.youtube.com/watch?v=t7113opX-N4

Oxxxymiron – Песенка Гремлина

https://www.youtube.com/watch?v=c07INIJfNRM

Скриптонит Выпить тебя до дна

https://www.youtube.com/watch?v=BCDLmYcjIh8

Баста ft. Тати – Хочу к Тебе

https://www.youtube.com/watch?v=M6u9MZW9jpw

ЦельРазгром – Империя зла

https://www.youtube.com/watch?v=mMaEUnr4Lqg

 

 

RESEARCH

This segment is about the research I have done. I talk about a few examples of foreign hip hop and their place in the western world. I explain who/what they are and how they’ve gained a following here. I’ve used the examples that I have, because they’re somewhat varied and demonstrate various ways of gaining a following. My intention with this research was to find examples of products similar to what I want to do in the future, and have knowledge of how I could popularise mine too.

 

The rest of the research is about the topics and artists I’ll include in my film. I’ve found articles from various sources and summarise what they talk about. This research has given me a better understanding of hip hop, and a better understanding of hip hop in the Russian context. I have a better understanding of the cultural shifts that Russia has experienced and how it has birthed an underground of many talented musicians heavily inspired by western artists. I also talk about its popularity now. This has given me a better understanding of what Russian hip hop is rather than just how it sounds.

Research/Foreign music in the western world: 88rising

https://www.youtube.com/channel/UCZW5lIUz93q_aZIkJPAC0IQ/videos

88rising is a New York based culture company, founded by or believed to have been founded by Sean Miyashiro, celebrating Asia across music, fashion, art, food, and more. 88rising is currently solely social media based. 88rising has exposed many Asian artists to the western world, such as Higher Brothers from China, Suboi from Vietnam, as well as others. The comments are quite varied. 88rising has content from many Asian countries, so the fans of the channel are from all over Asia, as well as the west. 88rising has some Korean rappers who already had an established western audience, such as Keith Ape and Okasian. this helped 88rising to build a western as well as an Asian following very quickly. The Higher Brothers are from china, but they have their own specific dialect. Their comment’s section usually consists of Chinese people saying they can’t understand anything being said. Unlike the songs above, I like a lot of the music from 88rising.

Research/Foreign music in the western world: Timati

https://www.youtube.com/watch?v=QF7gLjMui7o

Timati and Snoop Dog. Timati is a Russian musician and businessman. He has lived in America for 3 years, as well as other countries besides Russia. He has collaborated multiple times with western artists, such as Snoop Dogg, Flo Rida, and others. Timati raps or sings in English in these collaborations, but uses Russian in his solo work. The comments are mostly Russian. In my opinion, his music is often completely awful.