I was surprised to find that rap music is mainly distributed by independent label rather than large companies. The article associates this with smaller labels understanding of "cultural logic." The smaller companies also shoot the videos in urban areas. I think that it makes a lot of sense to center a shoot around the lyrics of a song as compared to a simple concert shot. Does this footage generate more stereotyping though? They are filming in a real area but yet, it is still just a scene. There are people set up to stand in certain spots and play certain roles. I guess to me, this might not alway present an accurate picture. For the artists and label owners, it may be profitable to only portray what views expect; like in the case of MTV, the early audience was mostly white teenagers. I wonder if these videos implanted false representations or if the artists made the videos realistic.