Otty Freeman

Looking for a band or Artist, i have to use various sites in order to gain access to a different range of artist. On www.unsigned.com musicians are able to upload their own recorded and sound which people are able to listen and anaylse the music. Although the quality the sound varies with different artist and choosing the artist with the best quality recording would be subtle to include in the music video. It was vital that i was able to look in different genre and analyse compare and contrast the different qualities that I am able to use, unfortunately different sounds did not appeal to the music genre that I was going for.

Furthermore, there was different options where I able to look for an artist and www.bestofbritishunsigned.com was able to offer me different range of artist within Britain. The website had more of an organised structure and more appealing as it allow you to scan through the main genres on the map of Britain and it would narrow down the search highlighting the artist within different regions associated with that genre. Looking at different artist within each genre the quality of the sound are all at good standard and this showed great potential in finding a good artist. Looking through
the soul category i came across artist such as, McCrie, Mits and James Follete.

I have looked into varies genre that i personally i am interested in such as, Indie, hip Hop and R'n'B. These are the types of music genre are I am associated with, Having good knowledge on these genres a would allow me to developed ideas from what i have seen in the music genres, the idea is to to follow the music genre's Codes and Conventions, However in further development I am able to attempt to challenge the codes and conventions. I have Looked into unsigned artist such as The 99s. However the pace of was not something that in my interests. Moreover, another artist who was in the Hip-Hop '007' his music was to explicit and in appropriate to make in to a music video. With Wartford talent and the potential to impact the music industry. His current single, 'Words' was nominated for "Best Unsigned Song" by the Unsigned Music Awards panel. His sound, which draws comparisons with luminaries such as John Legend yet accommodates Jazz and Gospel. Although the acoustically gifted musician appels to an R&B audience which is one of the biggest market and the range of male and female fans, who can aspirational to the artist and receive advice from his lyrics. On the other hand, woman are able to compare him lyrical, physically to other male counterparts.


After looking the range of songs they all have a similar format which is depended on his genre. His song "Light up dark" appealed to me the most as i am able to have range of ideas of what i can produce as the music video. The lyrics have meaning behind it, and i am able to build a narrative on the song. As seen in the images there is general style to and the way he can relate to the genre as he has a classic soul look. As in his current video he shows the link with a classic performance. Although compared to his song "words" with a higher tempo, "Light up the dark" Has a slower tempo however still manages to maintain the genre of soul, which the target audience would appreciate as there isn't a massive change of image. I will be able to maintain the image of the star the soul genre by possibility of including dancers and a strong narrative that is an illustration of the lyrics.  As the analysis of music videos I am able to adapt the ideas that are placed forward from the videos as they linked with the genre, although R&B I able to integrate the concept with my ideas, which i am able to develop. The success that John Legend has made from similar song can replicated using a identical style and selling his image in the similar way our enhancing the image of the star, it would be more appealing to both male and female target audience.

The ambiance that the music video video creates should replicate the digipak, as it is soothing and relaxing theme it. A soft and appealing image of the artist and portraying the significant element of the package which would be the music video. Similarly with conventions of R&B and soul there is a demand of having the star image as the center of the product, which not only attempts to appeal to the male audience it allows the female audience to be have the voyeuristic gaze on the artist. Moreover corresponding with the lyrics they are able to seek integration and interaction from the audience.

Lip syncing Kendrick Lamar - Rigamortis

The lip syncing trials was testing my editing ability of my editing skills. I felt that It was very challenging, matching up the original song to the video in order to get the perfect synchronisation. I used Kendrick Lamar’s song Rigamortis which consist of a quick rap, this was to see what it would be like facing relatively difficult lyrics and how my artist would cope with the accuracy of the lyrics and how I would counter that with my editing skills. 

Animatic

“Otis” was constructed by Kanye West and Jay-Z,  the song featured on their collaboration album Watch the Throne . The song features soul singer Otis Redding, whose version of "Try a Little Tenderness" inspired the making of the song. The song peaked at number 12 on the US Billboard Hot 100 and reached position 2 on both the Billboard Hot Rap Songs and Hot R&B/Hip-Hop Songs charts. The song has since been certified Platinum for sales went beyond 1,000,000. Grammy for Best Rap Performance and Pitchfork Media named the video amongst the best of the year.

The song received a music video directed by Spike Jonze on August 2011. The video primarily shows Kanye West and Jay-Z customizing a Maybach and then racing around an industrial space, while four attractive models embrace the freedom of the ride as there is seated in the back, while Jay-s and Kanye West are in the front seat. The reconstructed vehicle was put up for auction, and the proceeds donated toward the East African Drought Disaster.

Long shot - is used as the establishing shot as you are able to see the Black Mayback car, with men in white jump suits standing aside the vehicle
Tracking shot- Following the long shot in slow motion, movements of the camera as it tracks Kanye west and Jay-Z towards the car, as they have in the hands blow torch and hand held power saw, these the instant idea to the viewer that there are about to demolish the luxury car.
Zoom shot - A clean cut change of scene, with in the dark lighting are able to make out the symbol of the car as it is a Mayback.
Mid shot - This shot shows the process of the modification of the car beginning.
Mid shot/ long shot - As we are able to see both hip hop stars, the soft focus, gives us the attention of the leading rapper Jay-Z and Kanye West in the background performing.
Long shot -  able to see the two men removing the screen of the car. this is placing attention on the modification they have done on the car.
long shot- We see more of the reconstitution of the car, as the man walks along side the car analysing it, illustrating that they are at the end of manufacturing the  product.
long shot - is taken at a low angle, emphasising on the scale of the product and the audience are able to understand more about the opening montage of the music video.
Mid shot - Jay-Z hold and shakes the camera, this suggest that he is the star image, and being center of attentions is convention of the hip-hop music genre. For the audience they are able to closely interact with the star.
Panning movement- is used to show the car in action after its been refurbished, seeing it for a low angle we are able to dimensions of the product as it goes past the camera. whist its being camera is panning the car.
Two shot - this enable the viewer to identify the relationship between the two rapper as the move across each other coordinately, holding on to each other as emphasises their good relationship as they have made a collaboration album

Codes and Conventions of Music Videos.

In the music industry there a various music genres, these are targeted to different types of people. allows people to interact due to there musical interest. Music videos show consist of different codes and convention depending on the genre and the illustration of lyrics however some genre seems to cross link items of what you may see in the music video. With cooperation of Goodwin's ideology of music videos would depend on what goes in a video and in what genre. However, some music videos attempt to challenge the codes of conventions of the typer input within that music video.

Typical Music videos tend to have fast cut montage editing this allows the videos to show multiple images, these images can come at various, some in synchronize with the music also the pace can determine the tempo and mood of the music video. Editing has had massive step in terms of the change in music videos this is illustrated by the ingenious skills of the music video Bohemian Rhapsody by queen. Essential filters can be used to create certain ambiance which makes the viewing interesting to the particular genre this is would be based particularly on the narrative. Where the is verisimilitude throughout the music video the key aspects to maintain as certain atmosphere would be the lighting from harsh bright light to a dim light which would be based soul on the narrative and the lyrical intentions.

Most music videos require the star Image, an advertisement of the artist or band, this is done so buy numerous number of shots, however it may vary from genre to genre. For example, in pop music videos close ups and long shots of the artist would be implemented on to the video to emphasis the artist maximizing there fame. This can also be used as inspiration to the target audience as they may class the artist or band as role models. Depending on how the artist want to portray themselves on music videos would effect the global media.

Moreover, voyeurism refers to the idea of looking in order to gain sexual pleasure which is mostly portrayed among  the male audience, which objectives women. this is illustrated by the camera work and editing, positioning them to where there is an emphasis on particular feature which can be seemed to be pleasuring the targeted audience. This is opposed by the likes a of Madonna who has shown in her videos to be sexually in control of her opposite attraction removing the male gaze.

Furthermore other elements of codes of conventions would be intertextuality   This is music videos that have been produced and designed to correspond with a specific text. However, not all audience would spot the references. there can be based on specific things such as movies, fashion trends and art photography. Examples of this are Madonna's "material Girl" which was done through "diamonds are girls best Friend." Also shown int he rap world with 2pac ft Dr Dre " California love" which is taken from the film "Mad Max." In addition, an emerging source of intertextual references would be supplied by video games which illustrate various narratives. 

Foster the People - Helena Beat

The new rather popular indie group foster the people realised the song Helena beat which was part of the album torches, it was realised on July 26 2011. The song took inspiration from the drug abuse within Hollywood. Analysing the lyrics "yeah it’s okay, I tie my hands up to a chair so I don't fall that way" means the attitude that people had to their destructive life’s. in the music video it stated "They're the young, hot, up and coming, powerful people that are gonna run the world. But they're just going out and doing drugs every night…' illustrating the way that the society is heading in a terrible direction with these specific situations happening. “Helena” is ex-girlfriend of Mark Fosters who used to party heavily. Although the music video not receiving an award it was nominated for most streamed video of the year at the “MuchMusic awards”


The music video to Helena beat was directed by Ace Norton. The video begins with Mark Foster escaping from a destroyed LA in the future along with his dog this takes intertextual reference to the film Mad Max. He journey is halted by a baby pram which with curiosity he goes to explore. Shortly afterwards he is ambushed by rebellious clique of children whom attack him and takes him hostage.  Where he is taken hostage the other members of the band Cubbie Fink and Mark Pontius are taken hostage as well and where they are tortured. Mark Foster is then seated where he Is to be joined to a strange machine which an old man has already been strapped to.  When the machine powers on, bright bolts of electricity arc back and forth, and the machine looks as if it is going to transform the older man into someone young again by stealing Foster's youth. Instead, it works quite the opposite and when the device is turned off, alternately most of the life is drained from the man (now very old) and Foster is turned into a young boy. After being turned into a child, he is now accepted as one of them.

At the first scene of the video an establishing shot is used to see the destruction of LA in the back drop, as Mark Foster escapes the struggle within the region. As the lead singer of “foster the people”, as the music video is mainly narrative based, Mark Foster is used as the star image of the band as he is the main character in the narrative, although embracing his character it would the use of close ups of Mark Foster’s face, as the record label might demand as they are able to maintains his visual style. Long shots are primarily used as there viewer has opportunity to see the chaos and mayhem that occurs in the headquarters of the children. Camera movements of tracking shot, is used to track the movement of the rebels as the follow through with their torturing of the band, which is followed by a panning shot which identifies the incident that is about to occur as the old man and Mark foster are sitting in the contraption. As the camera zooms in via mid shot, we are able to distinguish the reaction and fear that is Mark Foster’s eyes as he is restrained on to the peculiar piece of equipment. Long shot used for the viewer to establish the use of special effect of the electricity being passed through from a distance. In conclusion, we are able to get a close up of what had happened, close up of his arms and his face we are able to see that Mark Foster has been turned back to his youth days.

Furthermore the costumes that the character have been given, contributes to the knowledge of the rebellious life, as they are wearing clothes that are significantly bigger than them and that are old, which represents that they have been living the way of lifestyle for a while. The setting of an old abandon warehouse implies the state and condition that they are living as the break away from the disruption of Los Angeles, within that warehouse, barrels of fire which symbolises homelessness, which is illustrated by the dressing of the rebels. The props of the weapons of torcher of hockey stick, baseball bats and shot gun are used to threaten the group and capture, this emphasises on the rebellious lifestyle, similarly with the dim lighting representing a dark a mysterious incident may happen.

There are a lot of ideas that reflect the meaning of the songs, such as at the beginning where there is a montage of all the conflict and disasters in the world that are due to the government corruption. In the first scene of the music video of the establishing shot, the technical use of the soft focus is used concentrate on the vehicle at the same time; establish what is going on behind it the vehicle which is the destruction of Los Angeles. Moreover this is replicated within the warehouse where the children are causing mayhem, and a series of long shots are used to variety of disorder that I happening.  The use of clean cut editing is to give the effects of continuity of narrative, as we are able to see the movement of Mark foster from different perspectives and angles. Special effects are added during the transfusion of the old man and Mark Foster, as they are restrained in the machinery, the electric current transmits from one side of the room to the other and this is added in enabling the viewer to see the intentions.

When the music was realise the first release was on alternative radio in the US, the radio station consist of different bands within the alternative genre such as Mumford & Sons, Two Door Cinema Club, Strokes and Phoenix. These bands tend to be associated with teenagers and young adults. Although, The music video has a wide range in terms of the target audience as it attempts to convey the political side of the world as the same time keeping it comical with the inclusion and complicated contraptions and rebellious children. However, the primary market would be of a male audience as it illustrates the science fictional element, which is a male dominated industry. With the montage that is used at the beginning it is there to raise awareness of the things occurring within our society. The mixture of the children and serious topics in the world, meets in the middle with the band’s intended target audience.

John Legend ''Ordinary People"

A 2007 release and at the time and today it is a popular song. The song was written and produced by John Legend and Will.i.am. The sound comes under the genre of Soul, which I am intending to do for my music video. The qualities and the style of the music video I wish to replicate, where it I can encounter different aspects of the music video "ordinary people" in to my own music video. With the production the music video john Legend won a best male and R&B vocal performance at the Grammy awards. With other tracks that he has produced all follow a similar pattern and knowing what elements that the tracks, I would be able to take inspiration from the video and the illustration of the lyrics.

The narrative within the lyrics is the reinforcement of what love is, as people see it in music video, cliché narrative in the sense of happiness within love and R&B music, however it attempts to challenge the codes and conventions as there is no stress on the artist as such but the artist express the audience’s needs. The songs attempts to break down some of the cases in reality in relationships, where people have made mistakes that they regret. "They are stuck in the mist of love, but they can get fed up with love." At points these are not only love and affection for a man and woman; however, it shows love with parents and their children. John Legend's lyrical message is that after explaining that they are only human he doesn't want to push the situation and let it work its way. At the end of the music video it shows that the persistence of the characters taking it slow and working things out led to success mid shots are used to let the viewers see the expressions of their emotions.

The intended audience for his music video would probably be aimed at couples within relationships, as this can be solution to their problems. The music video attempts to give the message to the people within difficult relationships, as a result of arguments and abuse. As majority of John Legend’s music is similar, in a sense of love and relationships, and the fans that is already associated with his music maybe within a similar situation. Experiencing the harsh of reality they audience can use his music as escapism of therapy being able to find an answer form someone who may have been through similar situation shown in music video.
There are a range of camera shots and angles that carries the viewer through the video. The use of close up John Legend playing the piano emphasis his star image and giving the audience a view of his emotions embedded in the lyrics. Moreover, there are also close ups of the actors, as it gets sense of their facial expressions. Long vital part of the video, as there is a lot of body gesture, the viewer is able to analyse the situation better. However, the most of the camera work is the movements, for instance panning and tracking shot which allow you to move from the narrative within the music video (different cases).

Editorially, the use of different techniques gives more of understanding of the different story lines that are a feature in the music video.  Such as cross fades, it makes it an easier transition from one scene to another or one angle to another. The slow pace relates to the lyrics allows the viewer to analyse the situation. The black and white filter relates back to the title of the songs "ordinary people" everything is same within every relationship and not everything is perfect in relationship. There is also voice overs through the video of cut scenes there allow the viewer to understand what their situation of conflict is. "Take it slow, oh oh, this time we'll take it slow Take it slow" at this moment of time the footage is edited into slow motion, which is an illustration concept of the lyrics.

The setting of the music video is quite basic and it emphasis there narrative of the song being ordinary people. Furthermore the piano that John legend is playing is showing his musical talents and the clothes that his wearing doesn’t show the typical R&B conventions of one’s wealth and success as he is illustrating himself as a normal person. The use of a black and white setting on a green screen implies that the environment we live in doesn’t not matter about our problems everyone is the same. 

Justin Timberlake - Suit & Tie ft. JAY Z

The 2013 released "Suit & Tie" was written by Timberlake, Timberland, Shawn "Jay-Z" Carter, Jerome "J-Roc" Harmon and James Fauntleroy, according to Timberlake: "The inspiration for this really came out of the blue and to be honest, I didn't expect anything out of it. The single became part of the album “20/20 Experience”. It was directed by David Fincher, with whom Timberlake had previously worked with on the film The Social Network. The R&B track showed a lot of success since the realise of the song, the lyric video and the official music video

The targeted client for the music video is male audience, as there video illustrates the classy way of living. The music video is suggestive in the factor of the audience being shown the way of living and the way. With the return of Justin Timberlake in the music industry after pursing his artistic skills in film, the audience excited with his return and with the collaboration of one of the most influential people in the music industry would attract both sets of fans, in a way it would increase the scale of the audience. The audience are able to use the music video as in the case of an aspirational life style as Justin Timberlake and Jay-Z illustrate there wealth, with the luxuries of cars, suits and women. The lyrical intentions are target at women, as they introduced into the audience, and they are countless shots of the star which is magnified with his return. Voyeurism is used in a case of giving a special connecting to the female fan base showing a romantic motive towards the “good looking star.”

The music video is more of a performance based video; it doesn't construct a full narrative but the lyrics unveil the narrative. The music video, shows Justin Timberlake’s day until his performance on stage, as living the luxuries life, beginning with his shot of is musicality  which carries through a showing another different lifestyle, however, still based on his success. Embedded within the performance there are scenes of the recording of the music inside a studio. Voyeurism is maintained within the genre as the lyrics are talking about a woman, prior to the end of the video there is an increase of woman exposure of their bodies, this emphasises the target audience for the music video. Although there is still voyeuristic intention aimed at Justin Timberlake for the female fans, as he is shown majority of the video as the star attraction. These characteristic show the elements of an R&B music video as there are close ups of the expensive brand of clothing and goods that they own. With also the musical and dance choreography that is performed through the video reinforces the codes and conventions of an R&B music video.

Different shots are used to portray the life style of the artist as they go on about the performance day. There most dominate shot that is used within the video is long shot, this enable the viewer  to see the performance that is done, the dancing and stage presents of Justin Timberlake. Mid shots allow the audience to view the artist on Jay-Z and Justin as the star image, which is attracting to the female audience and for sales for the record company as there is a main focus on the artist himself. There is a number of over the shoulder shots of Justin as he performance as we see the person in the audience and the costumes which links with the theme of a classic music performance video. Minimal close ups, they are used on the musical instruments which implies that there is quality and vintage aspect to the video, which could see as a reception model of reading the directors intentions.

The black and white filter is used to an effect as it bring a vintage vibe to the video, also associating suit and tie with the classic black and white this suggest the definition of the lyrics, and conveying the intended atmosphere.  As the tempo of the song begins it links with the slow motion edit, as the music begins to pick up tempo it corresponds with the video.  Clean cuts are used throughout the video as it moves from different angles as we are able to see the continuity of the performance and getting a visual of it on the stage. Furthermore, the transition from one scene to a different scene using clean cuts, still maintains the music keeping it in a chronological manner to emphasise the real time movement of the narrative.

The mise en scene has a large influence on the representation of the music video shows the cast of the video dressed in 1920s clothing which represents the theme, also it illustrates the life style of the upper class with the live performance and the open bar. 26 seconds into the video, Jay-Z and Justin are in a setting which has a retro theme and he clothes that they were is also based on a classic design, which is also links with the modern era with the flat screen television, which is infers  that there is a  modern and the classic creating fashion for the music video.  In addition long shots are used to illustrate the women’s bodies and which is a stereotype of an R&B music video. Amplification is used, although the lyrics don’t portray a specific narrative there is still intentional meaning to women as sexual objects as the costumes that is given to them, showing minimal clothing. “Years of distress, tears on the dress, Try to hide her face with some makeup sex.” The main prop that indicates there is an aspirational context to the theme, are cigar which are used to demonstration the wealth differences and what the audience.

Spike Jonze

Spike Jonze on of the most famous music video directors in the industry, although spending majority his time skateboarding and freestyle biking during his youth days here is were he developed his eye for photography. This was recognized by musicians and he stated to adopting his music video with the current pop culture and this has been shown by the evidence of the music video of Beastie Boys "Sabotage" which was inspired by 70s american police shows. Where he also made a very peculiar but yet successful music video for Fat Boy Slim "Weapon of Choice" which was named the top video of all time according to Vh1. He has also adapted different types of video such as Daft Punk's "Da Funk" and Fatboy Slim's "Praise you" Where Spike Jonze features as the main dancer of the dance group.  Not only has he shown skills in music videos he has shown is diversity in breaking into the largest industry of film, where he directed the films such as "Being John Malkovich,Adaptation, Her" and "We The Wild Things Are" which was based on a short story by Maurice Sendak. 

One of his most famous collaboration with fat boys slim saw him take a different approach to a music video, although not necessarily having the FatBoy Slim within the present of a video he manages to convey it differently as it was featuring actor Christopher Walken, who was trained as a dancer in musical theater before his acting career, it features Christopher Walken dancing and flying around in the empty hotel to the music. The "Weapon of Choice" video won six awards at the 2001 MTV Video Music Awards. Christopher Walken was awarded one of MTV's "Moonmen" for Best Choreography. The clip was also ranked number one in a list of the top 100 videos of all time by VH1 in April 2002 that was compiled from a music industry survey. Unable to work with fatboy slim in another video, he sent through a video where Jonze stared as the lead dance in a fiction dance group creating a flash mob during a busy shopping center. The video only cost up to $800 to produce, with most of that money going towards a replacement boombox and food for the cast and crew. 

The Music video "Sabotage" was heavily influence by programs such as Hawaii Five-0 and S.W.A.T. in america. Each Member of the band was given a fictional character to play as. Although Some controversial scenes were removed when the video was shown on MTV, including a knife-fight sequence, a falling-off-a-bridge scene, as well as a scene in which a man is thrown out of a car into a street.The music video has been nominated for various awards such as Video of the Year, Best Group Video, Breakthrough Video, Best Direction in a Video. 

Spike Jonze has worked with one of the best rappers of this generation. The way that he demonstrates his unorthodox visions within the music video, although not necessarily breaking the codes and conventions of a hip hop music video, he portrays something different and offers a completely new range of what you can make a music video into, even just reconstructing a car and test driving. he shows elements of simplicity however ingenious with his intention for the view's interaction and the view's puzzling questioning of the video. This makes his music videos unique and successful .

David Fincher

David Fincher has successfully established himself as on of the best music video directors in the industry. However not only is he involved in music videos, he has also been a huge success in terms of film. A part of his portfolio he showed on of the biggest show pieces which were "Se7en," "Fight Club," and "The Curious Case of Benjamin Button." Which are one the most renegotiable films of all time.

Regarding music videos he has worked with some of the best artist around and he has shown a diversity in terms the artist that he has worked with, diverting in to different genres and also the types of music videos he produces, he has taken into accounts the elements of the codes and conventions of various music video, for example His most recent is "Suit and Tie by Justin Timberlake Featuring Jay-Z" he takes on the artist Justin Timberlake and using a high number of mid shots and close
up, it is focusing on the main attraction which is the star image of Justin Timberlake. Moreover as as an R&B track it emphasis on the artist success, which stress the codes and conventions of R&B music video.

However, David Fincher has illustrated the change and diversity in music videos, an alternative direction he took was using CGI for alternative rock music video of "Nine Inch Nails-Only." The video alos implies to the advancement of CGI being able to pan the camera on area of focus. Although it follows a similar pattern towards the input of star image like "Suit and Tie", creating a visual effect would entice the audience to an different type of video, keeping them engaged in the variety of music video that are produced. David Fincher attempts to portray his artist the best way he can using the lyrics of the music and the there image.

David Fincher Received various awards for the work he has done, receiving Best Direction at VMAs in 2013 for the music video "Suit and Tie" and in 1989 for "Express Yourself." In 1990, he earned three of the four available nominations in the Best Direction category.

Codes and Convetions of Hip Hop/ Rap Music Video

Hip Hop music has generated for several years and developed. although this development has had positive and negative feedback and this is due to the change of the sound and the introduction  of more technical advancement in terms of alteration of the voice, beats and sounds made "D.O.A" Jay-Z. With hip hop culture developing during the 20th century in the 70s it produced a range of artist. Kool Hec Produced his first DJ session at his sister's birthday party and that day was the day of the birth of hip hop music although one of the late comers of the mainstream music genre it has become on the most popular.

When Portraying the codes and conventions of a typical hip hop music video there is a substantial amount of things that feature a lot in them. Although using the main function of the camera work, mise en scene and editing there is a lot more care taken in making sure that it a niche product compared to there genres. Being able to significantly distinguish immediately implies that there is difference. The low ale shots would establish the dominance also this suggest that there are famous and they are successful. There are lot of shots that represent  artist and their nature, close ups are a good illustration of that as the audience are able to see the materialized product that they and the sort of brands that they are associated, and this is placed in modern hip hop where to an extent there are rapping about songs "Tom Ford" and "Versace." Long shots are used to idolise the artist, recognise their dominate features such as their body or clothes.

The camera work works in corresponding with the star image as the record's company mains focal point is attracting the large scales of fans. And using a aspirational look, allows the male audience to want to be like the artist, with the sports cars, the endless supply of money and the women that come along with such success. Looking to achieve these goals they take inspiration, not only for their look, however from their lyrics. Although the main target audience would be male, female fans would be interested in the music and also the look of the artist, which opens the wide range of fans, musicians like J Cole and Trez Songz, attempt to lure in the female members. Furthermore, the lyrics also have massive contribution to the artist characters and to also who they appeal to. In Hip Hop there seems to be a trend of making yourself sounds amazing in different categories, wealth, love life, sex life and competition. The constant nation of wealth is done so by the music videos that are applied; sexual references are there for male audience to manipulate themselves to attract females, for females increase in attraction to the artist.

His hip-hop video does not conform to the codes and conventions. Taking upon a different style of a comical narrative, of Eminem as a super hero attempting to stop a child listening to an able labeled parental advisory. Elements of voyeurism at the beginning of the music video as he portrayed as a "player" sleeping with two women and also material product placement of the Lamborghini. By contrast, taking away all the comical side of rap, 50 Cent "We Up" featuring Kendrick Lamar, seems to hit majority of the codes and conventions as the are set in a mansion, with several woman being attentive to their needs and the clothes and items that there are wearing. It amplifies the idea of the successful hip hop culture.

A range of editing is used in the hip hop genre, there are used in different music video for the different effect. Like Goodwin's theory Some are used to match the music with visuals, increasing the tempo or adding special effect. Eminem music video "Without me" required a substantial amount of editing as it made transitions form different scenes and camera angles, this is too keep up with the tempo of the song. In addition the use of green screen to illustrate some of the locations that are not as accessible. In "We Up" clean cut editing is used for the viewer to get the understanding of their lifestyle in a short period of time as there are bale to access the swimming pools, bedrooms and living rooms. Slow motion has voyeuristic use, when women are are walking and this is primarily targeted at male viewers as there are able to look at the woman and  having enough time to analyse specific features.

There have been significant music videos over the years and the have changed. Although some musicians attempt to maintain their style such as Busta Rhymes where has used this style in more than one of his music videos. Where there are  cars bouncing and fitted with hydraulics, women in bikinis which instantly implies the voyeuristic nature of the hip hop culture and its music; the hip-hop video has its fair share of cliches conforming to the codes and conventions. There is an alternative history, though, and one which reaches an apogee with Hype Williams's video for Woo Hah!! Got You All in Check. Busta Rhymes's natural, playful effervescence is matched by Williams's fish-eye visuals. Essentially it's still a man singing and dancing, but the delivery was so innovative it influenced music promos of all stripes.

Codes and Convetions of R&B and Soul

R&B was an African-American urban sound that evolved from blues and jazz in the late 1940's it was descried as rocking and jazz.lyrics of R&B are about everyday life work, sex and drinking.By the 1960's rhythm and blues would include soul music. in the seventies disco was added to the R&B category as was funk. By the 1980′s R&B was defining music that included soul, funk, rock n roll and pop music. Classic-Soul and vocal harmonies were being popularized by Mariah Carey, TLC, R. Kelly, and Boyz II Men were bringing love songs in R&B to another level, as they grew more and more popular. 

R&B now covers a range of music and taking in account of music videos it there are specific type of codes and conventions that makes it different to other genres. R&B requires a lot of attention is it may fall in to other catagoreis at it covers a wide range of music. The genres focuses a lot on the artist as the main stage as there are there to sell themselves and their music. The record companies tend to insure that the artist/  band is selling their image in order to bring more sales to the business. In the screen of iTunes, there covers of the music video of the genre of R&B and Soul shows screen grabs of the Music video which are being sold, this implies that there are numerous number of shots under the genre of the artist. This Element comes under the Camera work:

Camera Work:

• As stated before, Close ups are used to sell the artist or bands image to maximize their publicity. 
• long shots are used if there is a performance taking place, with solo artist there would be tend to be dancing to keep the viewer engaged with the video, where as in bands there have performances. However, in Rihanna's Music video "Stay" it does not conform to the codes and conventions. 
• Mid shots are used to show the Artist facial expression if there is narrative involved, allowing to see the viewer to see their emotions. 
• Similarly like Hip-Hop videos there is a number of close up shots, some to the effect of voyeurism some to the effect of paying close attention to certain detail. In addition, it allows to create a sense of intermarry between the viewer and the artist.  

Mise en Scene:

• Setting for R&B videos are primarily taking in expensive houses, this shows the wealth of the artist, however this may depend on the directors vision of the song. 
• Props such as cars and jewelry to show to an extent of the artist wealth, however depending on how the artist want to portray the lyrics, where Chris Brown challenges the codes and conventions with his song ''With you'' presenting him as regular guy. On the other hand, his video "Forever" It shows him in a expensive car, showing the range and extent which a user can take the interpretation of the lyrics even when the have similar context. 
• The Posture of the artist would show there emotion and the way they move across the frame. There body language also allows us to see there emotions. 

Editing. 

• Montage tend to be the most common form of editing where there is a series of picture which is fast paced editing. This would tend to follow the tempo of the song, at the same time illustrate of form of a frame after each beat to go with the music.
• Slow paced editing to set the a calming mood. 
• The key element of R&B is to create verisimilitude so elements of editing such as CGI and split screen. However colorization of black and white filters and brown filters are there to set the mood. 

Intertextuality - It promotes Pre-existing text, which can be easily reconsidered by the audience this has been shown in numerous numbers of video. Examples of these a:

1. Robbie Williams - "You Know Me" Alice in the Wonderland (Book)
2. Taylor Swift - "Love Story" - Romeo and Juliet (Play)
3. Jay Z ft Beyonce - Bonnie and Clyde - Bonnie and Clyde (Book/Film)
4. Aluna George - Attracting Flies - Fairy tails. Sleeping Beauty, Little Red Riding Hood ect.