Choice of Genre and

its conventions

After looking at all existing music genre, myself and other members of my group chose the one we wanted to create a music video for. Before finalising, we chose 3 possible genres. The three genres we chose were:

Hip-hop

Rap

R&B

R&BRhythm and Blues

African AmericanMusic

Originated from Jazz, Blues, Gospel, and Traditional Pop music

R&B artists: Backstreet boys, Aaliyah, Beyonce, Mary J.Blige, Alicia Keys, Akon, Mariah Carey, D’Angelo, Destiny’s Child, Jamie Foxx, Keri Hilson, Michael Jackson, JoJo, R.Kelly, Jennifer Lopez, Bobby Valentino...and many more

Typical Instruments Used: drum kit, doubleBase, saxophone,Horns, piano, organ, Vocals and backgroundvocalists, and electrical guiter

Hip Hop

It is defined by 4 key stylistic elements: - Rapping - DJing / scratching - Sampling - Beatboxing

Originated from funk, disco, r&b, soul, jazz, raggae, spoken words, dancehall...etc

R&B artists: 2Pac, Jay-Z, OutKast, Notoriuos B.I.G, Nas, Ice Cube, LL Cool J, Kanye West, Dr. Dre, Eminem, Salt n Pepa, Busta Rhymes, Lil Wayne, Foxy Brown, 50 Cent

Typical Instruments Used: rapping, drum,Guitar, drum machine,Beatboxing, piano, vocals,Base guitar,

RapAlso known as emceeing, Mcing,

spitting (bars), rhyming

Refers to speaking or chanting. It is performed in time to a beat and is mainly associated with hiphop

Originated from blues music, and spiritual of slavery. It is influenced by West African musical traditions

R&B artists: 2Pac, Jay-Z, OutKast, Notoriuos B.I.G, Nas, Ice Cube, LL Cool J, Kanye West, Dr. Dre, Eminem, Salt n Pepa, Busta Rhymes, Lil Wayne, Foxy Brown, 50 Cent

Typical Instruments Used: rapping, drum,Guitar, drum machine,Beatboxing, piano, vocals, Base guitar,

Choice of Genre and itsconventions

The main reason why we chose these was because we were aiming to be realistic with ourselves. We wanted to make sure we chose a music genre we could create a for. Other reasons were because of the popularity of the genres and how creative we could create a music video for our chosen genre.

For a couple of days we all tried to decide on an artist to, but we found it difficult to come up with artists who do not have a video to their song.

Therefore when we all got together we discussed our decisions again. We decided to changeOur chosen genre. The genre we concluded on was Grime. Our main reason for changing our genre is because we felt it would be more realistic to choose a grime artist

Grime

Refers to speaking or chanting. It is performed in time to a beat and is mainly associated with hiphop

Originated from British hip hop, UK garage, dancehall, drum and base, ragga jungle, hip house

R&B artists:Bashy, Chipmunk, Dizzee, Rascal, Kano, Kasha,Giggs, Wiley, Sway, Lethal Bizzle, N-Dubz, Roll Deep, Skepta, Tinchy Stryder, Tinie Tempah

Typical Instruments Used: rapping, drum,Guitar, drum machine,Beatboxing, piano, vocals,Base guitar,

Conventions of Hip-hop/

Grime Videos

As most videos of this genre are narrative, close ups of the artist or supporting actors face is a common feature. This is to convey to the audience the emotion that the artist wants them to experience.

A lot of high angled shots make the artist look physically bigger. This creates the idea of a higher status in the industry.

Dark colours are prominent throughout the video. The artist is dressed in a black sweatshirt with a matching hat. The setting is also quite dark, reflecting the gritty stereotype of London.

Tracking shots are a common feature as this allows the artist to show the artist the setting for the video, without doing a simple and obvious panning shot.

Reference to the artists record label through their clothing line and other merchandise.

Indication of success and wealth through shot of personal possessions , such as watch and phones.

As UK artists are constantly being

compared to their American counterparts, artists often make clear

indications to where they originated from.

Frequent group or entourage shots are common as a single artist usually belongs to a larger group.

Other artists that follow these

conventions:•Griminal•Little Nasty•Joe Grind•Devlin•Skepta

Videos can vary in concept although almost always involve some type of performance; whether it be with the artist on stage or possibly in a tracking shot.