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.