Kaupapa Māori music video production: How can bringing kaupapa Māori to music video production in Aotearoa guide creative processes and outcomes?

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Croul, Marcel
Author ORCID Profiles (clickable)
Master of Creative Practice
Unitec Institute of Technology
Wood, Becca
Smith, Hinekura
Wagner, Daniel
Masters Thesis
Ngā Upoko Tukutuku (Māori subject headings)
New Zealand
music video production
hip hop and rap music
Māori values and protocols
Croul, M. (2022). Kaupapa Māori music video production: How can bringing kaupapa Māori to music video production in Aotearoa guide creative processes and outcomes? (Unpublished document submitted in partial fulfilment of the requirements for the degree of Master of Creative Practice). Unitec Institute of Technology, New Zealand https://hdl.handle.net/10652/5969
An intention underpinning this project was to find a way to support the restoration of mātauranga Māori by bringing mātauranga Māori and my Māori self with me to my filmmaking practice. My chosen methodology for this project is therefore kaupapa Māori as the research approach that best enables the centering of mātauranga Māori, te reo Māori and Māori worldviews. Kaupapa Māori is centred in Māori reality and upholds the mana and integrity of the participants, where the concerns and needs of Māori are the focus (Jones, B., Ingham, T., Davies, C., & Cram, F., 2010), and will be elaborated on further in the methodology section. I’ve devised a theory of filmmaking practice which abides by a number of principles related to kaupapa Māori, such as kaitiakitanga, whanaungatanga, and manaakitanga. Specifically, this practice sits within the context of hip hop and rap music video making. Furthermore, by situating the practice within Aotearoa, I draw upon the history of this land - and reflect that in my filmmaking philosophy. Kaupapa Māori, at its essence is a way of being in the world that brings with it language, tikanga, ways of being and doing that centre Māori philosophy and work for positive transforming change for Māori. When applied as a research methodology to filmmaking, a practice which involves other participants, this filmmaking philosophy must necessarily reflect kaupapa Māori in the ways that those participants are integrated into the process. I’ve chosen to approach this by questioning the conventional methods of independent music video making, and foregrounding kaupapa Māori principles in the filmmaking practice. Through a reflective process, I have deepened my understanding of how kaupapa Māori principles have been able to further my practice as a Māori artist by integrating methods such as karakia and kanohi kitea into the filmmaking process. I shed some insight as to where these methods have led me in my practice and could possibly lead further; as I and others continue to pursue a more Indigenous future.
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