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The genre of hip-hop

Patson Travers

Voyeuristic females

• One of the generic conventions of hip-hop is to have seductive girls in the videos. It adds a layer of sexuality to a song.

• Most importantly, I believe that the usage of beautiful women in seductive clothing is to make the rapper appear as more of a man, and a winner in life.

• The more beautiful women you have in a music video, the more you look like a successful artist.

There are many hip-hop music videos where expensive sports cars are on display to show off the rapper’s wealth.

A song named after a car was even made in 2012. Ace Hood ft Future and Rick Ross – Bugatti.

This dates back to the 80s when hip-hop was formed, and exploded in the 90s with vehicles such as lowriders frequently featured in rap videos

Flashy vehicles

Camera shots

• There are many low-angled, close up shots in hip hop videos, to imply the artists’ power over their audience.

• The low angle gives them the power, because they look down on the audience and the close up illustrates status because it implies they’re important enough to have a frame to themselves.

• There are also many symbolic moments in hip-hop videos in relation to symbolic imagery – mainly about the rap artist’s faith in God.

Party lifestyle

• .In hip hop music videos, a crowd is usually shown dancing and partying. This makes them look as if they are actually dancing to the song, which implies that they like the song. This gives credibility to the song/artist.

• It is also showing that they often party and that it is a way of life. This type of lifestyle is what many people hope to obtain (fame/riches) as the parties are always in grand locations such as mansions and huge clubs

Costume

• Diamond Chains, rings and watches are used to show off the rappers wealth.

• There are lots of references to the wealth of the artist through the use of mise-en- scene (money, cars, jewellery etc.). Expensive things signify wealth, which supposedly signifies status.

• The artists are always wearing the latest and trendiest clothing and many of the fans try to emulate them by wearing the same clothes, or having the same hairstyle.

• Many artists have their own clothing brand e.g. Kanye West wear his own Yeezy trainers in his videos.

Promotion and themes

• It is a generic convention in hip-hop for artists to work together and promote each others work. Dr Dre helped launch Eminem’s career, so he features in many of Eminem’s videos such as ‘the real slim shady’.

• Some artists have running themes throughout their songs, which are reflected in their videos. Eminem’s songs have a running theme of mental instability and psychotic thoughts so he reflects it in his videos.