Analysis of the sub genre

Hip hop rap

1. Genre features: In hip hop videos, there are often low-angled, close-up shots that suggest the influence of the artists over their viewers. The low angle gives them the power as they look down on the audience and the close-up gives prestige because it means that they are sufficiently significant to have a frame. A crowd is usually shown in the background in hip hop music videos, dancing or bouncing their arms in time to the beat of the song. 

This makes them all look as if they're actually dancing to a song, implying they really like a piece of music. This gives the artist credibility because it shows that people enjoy the song, that also makes it easier for the audience to like the song as well as more recent artists tend to show live performances in their music video.

2. Close-ups and motifs: Hip hop videos involve a number of, often close-ups. They are useful in identifying the artist, but they also determine the artist's power or value, as they take up a lot of the picture.In hip hop, it is a status quo for artists to partner together to support each other's work , for example, lots of rappers from the same area are most likely to help each other support each other and they do so by participating in each other's music videos that helps to expand their potential market further. Some musicians have concepts running throughout their songs, as represented in their videos.

3. Props: The props used in music videos usually either make or break the clip, common props for rap artists often include good-looking women, different jewellery and luxury cars as well as a lot of money that's why rap artists use such specific props as it separates them from others and is what people desire.

4.Places: The locations that artists use to film their music videos similar to the segment 'Context' also correspond to what the words of the song are trying to convey. Beibs in the trap by nav and Travis Scott video are an example of this, which is usually a rather fast-paced video that has multiple positions that both connect and do not connect.

5. Camera angles and cuts: In many genres too, the various camera angles and cuts used in rap videos are quite various. An example of this is a music video from 'Gatti' - there are lots of different camera positions and short cuts between scenes and perspectives used. This is especially apparent in rap music videos as a pose of certain genres, which I think is largely due to the fast-paced nature of rap songs, ensuring the editing adapts to the sound and rhythm of the album.

Codes and conventions of a music video

Andrew Goodwin
Goodwin's theory implies that there are 5 key conventions to a music video;

1. Seeing what the lyrics represent  in your head.  

The very first phase of the process is to examine the structure of music , and understand the chorus and verses. Then, the artist 's voice would be very distinctive in comparison with others, which would give the individual a form of identity that could be linked to the celebrity image or an artist. The final step would  be an artist's narrative, which he attempts to represent throughout his song. It can build him straight as a sort of a  story-teller. As well as the music video could support this by showing us the video of the song.

2. Connection between the Visuals and the Music.

There are three ways to promote a song by using the visuals such as :

• Illustrate 

Music videos often use images and shots to demonstrate and explain the significance of the lyrics in their song and genre.

• Disjuncture

In this case, the song's significance in the music video is totally ignored.

• Amplify

Repeatability- when the images and shots are constantly distorted and displayed through the music video, and drilled into our vision.

Andrew believed a music video could promote a song by analyzing the lyrics in the way it does. In many music videos this is seen when a character is doing just what the song is saying.

3.Narrative and song performance

Goodwin claimed that being involved in the music video by playing or acting a role as the main character or singer was important to an artist. It helps make the song look believable and gives the listener a special connection and a clear understanding of the music as well. 

4. Image, plenty of camera shots and movements that make him / her the central focus.⠀

Goodwin referred to the star image as a very important feature of a music video, making the music video more appealing to the viewers and giving the video in its depiction an unique appearance.

The starting picture of the way the protagonist portrays himself, the costume, movements and appearance is also very unique.

This aims to promote the profile of the artist / star in public, as well as promote the video and helps create a reputation for the product.

5. Technical aspect of a music video

Andrew suggests the technical aspect helps hold the music video together by using Mise-en-Scene, Special sound effects and editing.

Lightening and color help set the tone for the music video, and highlight significant parts of the song to create a dramatic effect and entertain the audience.

Mise-en - Scene is also very important to music video production, it can help the artist gain credibility and reputation and make his work look more professional as well.

The song's beats are also very beneficial, as they can help create powerful cuts that go along with the song's pace to make the music video look more enjoyable.

mind map

Mood board

Introduction post

My name is Anna Podgornaya. I am an A level Media student in Sunmarke school. For my coursework, I have chosen option 1, which is to produce a music video in addition to a blog website. I have chosen to create a music video because I really enjoy music itself and I am interested in developing my skills in filming and editing . Furthermore, previously I have already done some work related to media production which would help me produce my final piece and the coursework as professional and flawless as I possibly can.