R&B, and Hip Hop Music Video Conventions

As we have chosen the music genre, R&B / Hip Hop. We decided to do some research on R&B and Hip Hop Music Conventions, and why they are important:

R&B/HipHop artists tend to use Performance with hybrid of Narrative and Spectacle as their music video genres:

Performance

In an R&B/HipHop music video, performance is important. This is because this allows them to be recognized which then also markets themselves to their audiences as well as other opportuinites.An example of an R&B Hip Hop music video is by Jennifer Lopez ft. Pitbull:

In this music video, we can see that the mise-en-scene is clearly urban and nightlife which is also an R&B Hip Hop convention. We can also see props such as the cars, the look (make-up, clothing and accesories), and alcohol. This music video is performance based showing a lot of close-ups of the artists as well as long shot to show the artist's choreography.

Narrative

Narrative is often used as a hybrid to make the audience remember the artist's music. This narrative can be inspiring (it can be a reenactment or an abstract version of the artist's previous experience, or a story that can relate to the audience). An example of an R&B Hip Hop music video that has the music video genre of Narrative is by Lil Wayne:

In this music video, we can see that the mise-en-scene is different from the previous example; the location is hospital and alleyway which audience can see as more "sad" feeling rather than partying. The Narrative shots invite people to sympathise with the story. This is effective because the audience will remember the music video.

Our Music Choice

This is our music choice; "I Wanna Be A Star" by J.Reyez, Maribelle Anes, and Traphik. This song is about how the unsigned artists of the song wants to pursue their career and get into the mainstream industry, and how they really want to progress their career into the next stage and gain more audience.

We chose this song, as it is upbeat, fast paced, catchy, and also different genre to take on this year. Emily is going to be the Cinematographer, Ana is going to be the female lead singer and I'm going to be the two male rappers. We have also requested a permission to the artist if we can do his song for our music video project:

Star Study: Kanye West

Kanye West is an american rapper, singer and record producer, born on June 8, 1977. Kanye West was born in Atlanta, Georgia, where he lived with his parents until his parents divorced when he was around three years old, and he and his mother moved to Chicago, Illinois.

Kanye West attended Chicago State University where he produced music for locaql artists. Through this, he later gained fame by producing hit singles in the music genre Hip Hop and R&B for artists such as Jay Z, Alicia Keys, John Legend and more.

1996

Kanye West gained the opportunity to produce tracks for Chicago rapper, Grav for his debut album. Although, the album did not attract much attention, in 1998 to 1999 Kanye West's career grew and gaining more opportunities like producing for higher profile and well known artists such as Jermaine Dupry, Foxy Brown and more. After gaining much success as a producer, Kanye West decided to take on the role of a solo artist and as a rapper. However, he struggled to find a record label to make a contract with him. This ended when his verse on Jay-Z's album 'The Blueprint 2: The Gift & The Curse' allowed him to sign to the same record label.

2004-05

Kanye West's success progressed even further when he was involved in a near fatal car crash while driving home from recording studio. This influenced him to write songs, that became his first single, which also won the Source's Award for Best Music video in 2004.

In 2005, MTV aired All Eyes on Kanye West in which Kanye spoke out against the Homophobia in the Hip Hop industry. He claims that hip hop has been discriminating the gay community; he even admitted that he has been discriminating that community until he found out that one of his cousins is gay in which he said that this was his 'turning point'. He said: "This is my cousin. I love him and I've been discriminating against gays"

After gaining much success with his albums, Kanye West decided to launch his own clothing line, Pastelle Clothing line in spring 2006.

Contemporary
Now, Kanye West has a total of 47 awards and 147 nominations from different award ceremonies, including the Grammys. He has a total of 6 albums from 2004 to 2011.

Johnny Cash Case Study

Johnny Cash, born on February 26, 1932 was an American country singer-songwriter, actor and author. He is acknowledged as one of the most influential musicians in the 20th century.

Cash has achieved numerous honours and awards as well as creating his own legacy. His rebellious image and anti-authoritarian stance influenced punk rock genre. In 1999, Cash received the Grammy Lifetime Achievement Award. He also received in his own spot in the Hollywood Walk of Fame as well as debuting in numerous Halls of Fame.

Cash gain recognition through his songs: Give My Love to Rose, Solitary Man, God's Gonna Cut You DOwn, At Folsom Prison and more which has won various awards including Grammy Awards.

His cover of 'Hurt' originally by Nine Each Nails sparked the media gaining numerous awards from Counrty Music Awards to the Grammys.

Johnny Cash - Hurt (Official Music Video)

The music video was directed by Mark Romanek, an American director known for his notable work such as this music video, Scream by Michael & Janet Jackson and Closer by Nine Inch Nail.

The music video portrays Johnny Cash's days of youth and in his older years. This msuic video is one of the most important work of Johnny Cash as this is the last music video he has done before passing away in September, 2003.

Nine Each Nails - Hurt (Official Music Video)

This original music video by the original artist, Nine Each Nails is much different than Johnny Cash's.Their music video genre is whole-performace live based whereas Johnny Cash's is hybrid of Performance and Specticle.

"Hurt"
I hurt myself today
To see if I still feel
I focus on the pain
The only thing that's real
The needle tears a hole
The old familiar sting
Try to kill it all away
But I remember everything

[Chorus:]
What have I become
My sweetest friend
Everyone I know goes away
In the end
And you could have it all
My empire of dirt
I will let you down
I will make you hurt

I wear this crown of thorns
Upon my liar's chair
Full of broken thoughts
I cannot repair
Beneath the stains of time
The feelings disappear
You are someone else
I am still right here

[Chorus:]
What have I become
My sweetest friend
Everyone I know goes away
In the end
And you could have it all
My empire of dirt
I will let you down
I will make you hurt

If I could start again
A million miles away
I would keep myself
I would find a way

The lyrics portray depressive mood through the line 'I hurt myself today', however this could change into a phase of moving on through the lines:

'If I could start again
A million miles away
I would keep myself
I would find a way'



However, in Johnny Cash's video; Mark Romanek displayed his life from his younger years to his older years. This changed the view of the song giving it another definition: "capturing both his past and the stark reality of the present."

Case Study: Unsigned Artist - JRAquino

Goodwin's Rules

 1. Music video demostrates genre characteristics.

2.   There is a relationship between lyrics and visuals

3.   There is a relationship between music and visuals

4.   The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work

5.   There is frequently reference to notion of looking and particularly voyeuristic treatment of the female body

6.   There is often intertextual reference

(to films, tv programmes, other music videos etc)

History Of Music Video

[zoom out and start from 1965]

This timeline shows the history of Music Video starting from the Beatles in 23rd November, 1965 to contemporary (2010) such as Lady Gaga. 

Music Video has changed throughout the years creating various Genre such as:

• Performance - The Artist/Band is the main focus of the Music Video singing all the way through.
• Narrative - There is a storyline presented.
• Spectacle - Using special effects and such.
• Concept - Abstract Idea, Theme
• Intertextual - Makes conscious reference to other texts
• Brand Image - Strong focus on artists and representation

Music Video also has affected media creating numerous accounts such as music video television programmes like MTV, VH1 and more, and also awards to recognise the produce of music videos.