Codes and Conventions

Dance: Task 1:

The conventions of the genre dance:• Performance based • On locations – studio, abandon locations, streets, clubs • Dance routines included • Artist not always seen or can be identified • Low key lighting • The beat matches the visuals • Editing is a mixture between fast pace and slow pace (depending on the dance routines or the beat.

Rap & Hip Hop: Task 1:

The conventions of the genre rap & hip hop:• There are many low-angled, close up shots in hip hop videos, to imply the artists’ power over their audience. The low

angle gives them the power because they look down on the audience and the close up gives status because it implies they’re important enough to have a frame to themselves.

• Video vixens are mostly seen in every male artist’s videos. Usually there would be a whole string of different women surrounding the artist which is used to indicate how appealing and desired which can also suggest status. This represents women as irrelevant, meaningless and objectified.

• The clothing worn in videos are usually sporting attires to signify strength or jeans that are won below the bum which signifies gangster life.

• There are lots of references to the wealth of the artist through the use of mise-en-scene (cars, jewellery, money, etc).• In hip hop videos, there is usually some link between the music and lyrics. In most, it is as simple as showing an object

they are referring to. This is because narrative is not a huge thing in hip hop videos, so the need for these objects to appear links the video to the song. This needs to happen because otherwise the video is seen as irrelevant.

• The location is usually in a club, in the streets or in a mansion.

RnB:Task 1:

The conventions of the genre RnB:• Clothing – men are usually seen topless as their target audience are young females. Jeans would usually

be worn and it would be worn so that the viewer is able to see the designer boxers they wear and would be topped off with a designer belt. Women would wear minimal clothing as they are aiming to attract men. Their hair and makeup is usually flawless as they need to show themselves as being perfect in the eye of the viewer.

• Jewellery – unlike Hip Hop artists, R&B artists tend to wear subtle jewellery for example a chain or a watch.

• R&B videos tend to be very sexual and the topless men and minimal dressed females connotes this sense of sexuality.

• Slow R&B songs usually follow a narrative and would often have a co-star along with the artist where the co-star would also be wearing minimal clothing which adds to the depiction of sexuality.

• Fast R&B songs connote a party scene. These videos involve a lot of choreography.

Rock:Task 1:

The conventions of the genre rock:• Can be a mixture of both narration, concept and performance but mainly performance as they are seen

on stage• The concept of the narrative does not usually follow the lyrics of the song but has some sort of

resemblance• The setting of the location is usually on set or in a studio, where the audience has a visual of their

instruments. As well as being on location due to the concept of the narration• There is also low key lighting• The editing matches the pace of the visuals

Comparison:Task 2:

Rock in the 1980’s/90’s: Back in the 80’s/90’s the genre Rock were on a stage where you had a visual of their instruments. They were also purely

performance based. Camera work was not steady (Guns n Roses) which matched the pace of the beat as well as the editing. They also had intervals of just guitar riffs. The artists were dressed in tight leather trousers with vest tops and they had long hair with hair bands on the outside. Some rock songs had a narration (Aerosmith).

RnB in the 1980’s/90’s: RnB back in the day was very slow pace (Joe). The editing and camera work matched the pace of the beat. The artists

were dressed less provocatively. The narrative to the videos was to find the perfect girl (Joe) or to survive in life (Destiny’s Child). Women artists were more ‘tomboy’ and independent. Female videos were more performance based with dance routines (Aaliyah & Destiny’s Childs).