MUSIC VIDEO NOTES: CODES & CONVENTIONS

Music Genre 1: Rap/ Hip-hop

Rap and hip-hop is a genre consisting of a stylish and rhythmic beat that a rapper or MC’s as they were known rap over using rhymes and sayings. Over the years this genre has developed a culture known as the hip-hop culture. This culture normally consists of expensive clothes, cars, women and overall a flashy lifestyle. This flashy lifestyle is something that the artist is supposedly living. Through the music videos this way of life is extremely encouraged and is something the audience can aspire to achieve. Ultimately, the videos of rap and hip-hop are trying to get the viewers to want to be like the artist. Typically in a rap video the artist is performing but with a twist. They are normally performing the song while living their luxurious lifestyle. For example, a normal rap video would be a rapper rapping into a camera while surrounded by money, jewellery and barely dressed women. In today’s world this is a very attractive lifestyle and people like watching these types of videos. In the rap and hip-hop genre, the main aim is always to promote the star image of the artist and make him look as attractive as possible to the audience. 

Song: In Da Club

Artist: 50 Cent

Genre: Rap/ Hip-hop

This video is a mixture of performance and concept. The performance is just the artist rapping into the camera while in the club which is in relation to the lyrics of the song as he is rapping about being ‘in da club’. The main parts of the video is basically showing what happens in the club when the 50 cent goes there. For example, girls are dancing, money is being flashed around and alcoholic drinks are being consumed. However, the video is not just a plain performance in the club, it has a small side story concept that includes 50 cent doing physical activities in what seems to be a laboratory. He has wires attached to him while doing so which suggests that he is in some ways being tested and examined on. This can be linked to Dr Dre and Eminem being in the video as they are dressed in lab coats which suggests that they are testing 50 cent and trying to mould him into the perfect artist. The training is almost representing 50 cent getting himself ready to go into the club and be the best person there. The artist needs to look the best, feel the best and really be the best. This is key in trying to get the audience to want to be like him. The main performance is when 50 cent is the club and is surrounded by girls and money.  The performance doesn’t involve any dance routines but it does involve provocative dancing between the men and women in the club. This type of dancing is very common in the rap and hip-hop industry. As for the club, it seems to be a very low key setting. It looks underground which shows that is for exclusive members, like 50 cent of course. It’s very dark but always light where 50 cent is showing his importance and his authority on the club. This shows the power and influence he has on the club because he is a star and is treated with high importance. The image of 50 cent is very important and he is presented as star. This is done by him wearing expensive clothes, shiny jewellery and he is always surrounded by girls trying to get his attention while he is focused on performing to the camera. He is constantly trying to look cool and tough which contributes to his star image and this makes him even more attractive to the audiences. Most of the camera angles are close up with 50 cent portraying him as a very important person in the club. He is the star because his face is always in the shot. Overall, this music video follows the codes and conventions of the genre as it portrays an image of 50 cent being the main person in the club dressed in expensive clothes with women trying to get his attention.

Song: Love The Way You Lie

Artist: Eminem ft. Rihanna

Genre: Rap/ Hip-hop

The main artist in this video is a male rapper called Eminem. One of the most known rappers in the genre of rap and hip-hop. This video does have a very constructed and narrative feel to it. Including performance from Eminem and Rihanna it also has a side story that has two separate actors. It is clear to see that the side story is acting out what Eminem and Rihanna are talking about in their song. For example, the actors appear to be a couple that are constantly fighting and arguing with each other. This comes from the main message in the song that the man is lying to the girl and is making her upset but he uses his anger and dominance to keep control of her. In the video the girl discovers that her man is cheating and talking to other girls so she confronts him. They argue but never resolve anything because she ends up loving him again even though he lies to her. Like the lyrics state, it’s like she enjoys being lied to and treated badly. While this is all being acted out the artists are performing the song. The setting of their performance does appear to be the same as where the narrative is being acted out which shows the connection between the artist and the song. Through this, the audience can relate more to the artist through the song. Although their screen time was limited due to the detailed narrative parts, it was clear that Eminem and Rihanna have been styled in a specific way. For example, Eminem is wearing very basic clothes witch contradicts the stereotype associated with rap and hip hop because normally in these types of videos you see the artist in expensive looking clothes with shiny and flashy chains. However, Eminem was in a plain white vest with basic jeans looking like a normal person. This means that a connection is made with the audience that were basic just like him. Wearing a white vest is easy for a normal person so when they do that they will feel like Eminem. 

Song: Still D.R.E

Artist: Dr. Dre & Snoop Dogg

Genre: Rap & Hip-Hop

The video contains a lot of performance. Nearly all of it is the artists rapping the song into the camera while surrounded by things like flashy cars, women and gangsters. It has a small concept to it by it being filmed in the streets which dre refers to him still being in the streets meaning the rap game. The narrative is all about dr dre and snoop preannouncing that they are still one of of the best rappers and are still present in the game. He talks about how he still does things he done when he was a normal guy. The performance is on a location and not a studio and the location appears to be along a bitch in California. The artist is wearing dark clothes showing presenting him as a hard and aggressive person. Also, Snoop is wearing a huge chain which is real common in the rap and hip hop videos in this day and age.

Song: Chandelier

Artist: Sia

Genre: Pop

This video is purely a concept based video. There is no performance in it whatsoever and is just a straight hardly edited video of a girl dancing through abandoned rooms. It appears to be linked to the lyrics in a way that she is expressing herself like the lyrics say. She is letting go and doing what she wants and dancing how she wants. It appears to be non-strutted dancing but it would have been staged and done on purpose to look this way. The location is very powerful and strong in a sense that is raw, its looks untouched in a way that it hasn’t been edited or jazzed up like it would for a normal pop video. The editing of this video was constant and had hardly any cuts on different angles. However it is clear that it was planned with detail.

Song: Hideaway

Artist: Kiesza

Genre: Dance

This video is a performance based video however it is not shot in a studio or a setting. It is in a random location on the street. It appears to be a massive dance routine that was continuously recorded and wasn’t cut at all. The location looks like a normal neighbourhood in America and it literally looks like a bunch of people got together and danced really well. The artist is the one performing the song and dancing at the same time. Her image is made up by her bright orange hair and classic, effortless outfit. She’s been styled as a rebel and someone to aspire to be like for her fans. 

Song: Crazy Stupid Love

Artist: Cheryl Cole & Tinie Tempha

Genre: Pop

The video is a performance based video and has some concept to it. Cheryl Cole is performing the song by singing and also dancing to what looks like a routine. The video is in a crazy looking place in an underground room which refers to the title as well. Also, the locations has a lot of colourful lighting that makes the place look fun and loving which is the purpose of the song. Cheryl is the only dancer that is wearing less clothing, she is wearing a small skirt with no leggings however the backup dancers are wearing leggings with a long sleeve top. This is done to promote her as she looks different and stands out. 

Song: Erase My Scars 

Artist: Evans Blue

Genre: Rock

This video is only a performance based one as expected in a rick video. It is in the same location for the whole video which means the editing and effects has to be good to add that feeling it needs to be a rock music video. For example they use smoke to create a gloomy and scary atmosphere. The artist looks crazy and hurt, he looks raw with no colour whatsoever. He has rags as clothes and this done on purpose because the song is about him being scarred and asking for help. 




I researched all these videos and made notes on them so that I could gain an overall knowledge on all the different types of music video genres. I now know what I would need to do if I was doing a rap video or a rnb video.