music video 15

1. Challenging the different
conventions of music video

2. In the type of genre my
group is doing, there is a
high use in graffiti or text
referring to the lyrical
content this is one
convention included in
the music video.
However this is not used
for every lyric in the
song, this is usually used
to emphasize the In this music video we also use, the green screen to
important lyrics or the make the background, a certain colour, this is also
key words in the song. used to emphasize the text being used.
However, this is not
consistent in our music The text is then further emphasized by the
video, therefore its not camera angle and the angle I face, as seen I am
particularly the main facing the text itself, making seem as if I'm
theme used, as it is only actually in producing the words from my
seen in the first verse and mouth, which is another way to make the text
a few glimpse are seen in stand out to the audience. And this itself is also
the second verse too. another convention frequently used in hip hop
music videos.

3. Another convention in most hip
hop music videos is, the way the
actual rapper dresses, for
instance, a new fashion Trend
which used to be popular in the 90s
which has been brought back by
the hip hop fashion trend, and now
most rappers in many videos wear
the same sort of clothes or have
the same fashion sense. The
jumper I am wearing in the music
video further relates to the music One other thing is the mise en scene, which
video and the song title which is continuously changed throughout the music
fresh me. The jumper says “get video itself, for instance in the clip I am at a
fresh” in large bolt letters, which in stair case, which can be classed as a very
turn relates to the music video. urban environment, something which is
viewed as hip hop culture. There are many
other different backgrounds used in the music
video which basically highlight the hip hop
culture, along which the green screen
effects, which started in dance and techno
genre however it has been taken on by many
hip hop.

4. Body language is also
another main part in hip
hop music videos, certain
positions give off a sense
of confidence, danger or
insecurity, and the main
stances used in music
videos give off a confident
energy and along with this
sometimes show danger or
threat, however these are
some of the main
influences of hip hop, for In this scene there is another glimpse of the use in
instance in this scene I am text, however this is different font. As seen this scene it
holding out gun signs also relates to the lyrical content and so does the body
which is one this done language I am putting across. This lyric is actual the last
repeatedly and has stuck line in the second verse, which shows how it
with hip hop since the start emphasizes the importance of the lyric and where it is
and development of the in the song, in this case right on the beat.
genre.

5. In hip hop culture, there is also a
connection between basketball
or sport and the music videos, in
many videos the artists usually
relate to the sports or the type of
lifestyle “high living” which is one
element we have tried to include
in the music video, as we where
trying to show many different
aspects in hip hop and use a lot
of the different conventions. In
this case I have used basketball, a
sport which is very popular in rap The background as I mentioned before has
and hip hop. changed however it is still related to hip
hop, as basketball courts are seen quite a lot
in many rap and hip hop music videos as it
relates to the phrase used by many artist
“Balling”. I have tried to include this in music
video too to show another feature of the hip
hop music videos.

6. There are also different types of
effects we have used. In this case
there are different layers we have
used, as seen there is a layer of
another clip in the scene, this is of
London, which is a very popular
feature in hip hop music videos.
The background is also now a which
screen (all white background) which
is also typically scene in many hip
hop music videos. There clothing also highlights the genre
of music as I said before, the jumper
saying get fresh in bold letters, which
Another thing is that, when the artist is relates to the lyrical context, along with
rapping they tend to emphasize what this there is also a typical dressing of
they are saying, with hand gestures and snap back hat, the jeans and the over
the body language put across, this can lapping baggy top underneath the
also be seen in this scene. jumper I am wearing.

7. In this scene, you can see the shoes, which is
one other factor mainly incorporated with the
term “swagger” which is very popular in hip
hop. As most artist like to show off their
ability to dress well and their ability to wear
expensive clothing and things most regular
people can not buy. I have tried to show this
by highlighting the very nice shoes, which are
very popular in todays hip hop fashion life
style. However the jeans also challenge this
The video itself has been put in black and
convention as they are tucked in, this is a new
white for most the time, this is one great
Indie way of dressing, however this is
way to make effects more effective, and
currently influencing the hip hop world
make green screen look a lot more
making a new fashion and developing the
professional, the black and white video also
sense in dressing in hip hop, which works
goes with the kind of theme we are trying to
great.
put across to our audience, which also goes
with the artist we have covered as they use
There are many different trends in
a lot of black and white video, which is just
shoes, usually Nike is the label of shoe very
aesthetically pleasing.
popular amongst many
rappers, however, there are more impressive
labels such as Gucci, Luis Viton, YSL and many
others.

8. In this scene the mise en scene is
prominent, for instance the setting
of the studio is something many
artist do, this is very popular, as it
can show the process of which the
artist went through to create the
music video.
The hand gestures are also a great
way of emphasizing the lyrics and
the mood or the feeling of the
lyrics, as the body language shows
a lot of confidence and a lot
emotion and meaning in the lyrics.
The swagger of the artist is also shown again in the music video and even
so, the artist also changes clothing throughout the music video showing the
fashion aspect and view of hip hop. As many artist show a lot of different
clothing and high labels throughout their music video.

9. One of the effects, and one of the hip
hop favourite effect is mirroring, this
can be used in many different ways
making the video have different shape
and appear more abstract, which is
also and usually very successful in
most music videos. This usually goes
according to the beat, and usually
flashes on either lyric and beat, this
creates a really good effect which
increase lyric significance and creates
focus on the beat, making the video
very aesthetically pleasing.
This effect is shown in the scene of the
video below a song by drake called
headlines, in this video there is great use
of mirroring and in switches colour or
positioning according to the constant
drone in the background in the
track, making the audience enjoy the
beat a lot more. m

10. There is great use of music There is also a Different top and jeans in
to display in this video as I change in clothing in this scene.
click in the video, the scene this scene
in the background changes
size, becoming wider.
The back ground has also
changed, this is now a graffiti I have worn my hat in a
background, which is a cropped different way making it look
clip, which looks very hip hop more fashionable, which
and professional. works with the different
dressing.

11. In this music video we have
included, dancing which is one main
factor usually seen in many hip hop
music videos. This is because typically
music videos are usually fast beats and
a instrumental the listening audience
can dance to, hence the party life style
and high living.
However the dressing in this
particular scene is a bit indie
There is also a great use of effects in this
however it mixes well with the
scene as the background is constantly
hip hop feel of the video
flashing showing the difference in effects
challenging but also
used, as initially this is a green screen clip,
emphasizing the fashion
however we have saturated it and used the
convention in this hip hop music
Chroma key to take out all the green and
video. The dance also has a snap
insert another clip in the background
back which mixes the different
creating a great effect. As the black and
fashions making them work
white mixes with the colour background.
together, and make a great
match.