The Conventions of the Genre: Hip-Hop

Conventions of Hip-Hop

 Hip-Hop consists of other various genres associated with music of black origin. The genre Hip-Hop is for ever developing and it becomes commercially more popular in society today. It started of as an art form of expression, where music artists used lyricism to tell a narrative. The subject matter present within the music videos were usually an observation on negativity in society affecting black culture for e.g. Racism, poverty, unemployment, persecution and crime. However the development of society has proven to be correlated to the development of Hip-Hop. Due to the prominent appearance of materialism through celebrities the conventions present Hip-Hop Videos have changed. More and more conventions of music videos have changed, once to stimulate and enlighten people to now flash commercial success and wealth. 

The cinematography  present in the video is all to exhibit the narrative behind the lyrics in most cases. In many Hip-Hop videos the use of establishing shots are used to depict the setting of the narrative thus giving us an insight to events likely to occur in the video for example. Hip-Hop Rapper Nicki Minaj uses an establishing shot of a big Palace like castle allowing her audience to foreshadow and assume that she is playing a princess and she is going to a fairy-tale like ball to meet Prince Charming. Example to the left.
The close up shots contribute to the mise-en-scene of the video. The appearance of brands and institutions are very popular with Hip-Hop music videos presenting materialism. The more popular and expensive the product of the brand is the more audience is likely to glamorize and idolize the artist. The brands present are usually very popular with the African-American/Black communities. Medium shots of characters and extra's usually contribute to the continuance of the story-line through their scripted actions, in many circumstances they are dancing, representing something or following the main character or artist.

Long shots and full body shots are very common when recording 'Video girls' they enhance the 'Male Gaze' which promotes sexuality through the exposure and sexual acts of women. Women are made to glorify the sexual appearance and men are to be entertained and enjoy the presence of 'Video Girls'. Typical use of females within a lesser serious Hip-Hop music video.
The usual conventions of lighting  in Hip-Hop videos are dependent upon the setting. In Club settings, strobe lighting and flashing lights to enhance a party atmosphere however in contrast to public areas natural lighting is used to promote realism. In many instances the colour scheme of Hip-Hop videos can be unedited as well as black and white this presents Minimalism. It removes any presence of embellishments and showcases raw footage. 

A black and white colour scheme can sometimes promote documentary theme further promoting realism. Example given a low angle shot of Kanye West - Homecoming. In other other cases colour schemes consist of vivid and Neon colours this is eye catching to an audience and is usually used in videos of less severe subject-matter. For example: a medium shot of Eve - Tambourine. 

 Hip-Hop videos there are many forms of representations through the use of characterization. Characters are used to represent specific figures in today's culture. Representations are more considered when the subject-matter of the music-video is serious. For example in Kanye West's music video for Jesus Walks there are three main characters: The prostitute, the tramp and the gangster all representations for the social problems of crime, poverty and unemployment affecting black culture in America. Ultimately the the story-line of the video dictates that all three characters are 'saved' by Christianity. Representations in Hip-Hop videos are usually used to the present all those aspects that oppress black people specifically African-Americans. 

Hip-Hop videos are all about escapism, allowing the audience to familiarise themselves with the characters in the music videos. Whether living the 'ghetto-fabulous' life of reminiscing of the times living in the poorer areas. Audience ultimately become consumers as the use of  subliminal advertisement in Hip-hop has become common. The audience purchases products prominent in videos which is usually dependent upon fashion trends. The music video ultimately presents a desirable or unattractive lifestyle of which the audience tries to duplicate or openly hate. 

The conventions of Hip-Hop change with every variation in trend. Music Videos are branching further away from the origins behind traditional Hip-hop and entering a new form of commercialism. Hip-Hop Music videos today are loosing it's originality and spark.