Codes and Conventions Research Task

In this post, I have analysed a number of music videos from different music genres such as Rap/Hip-Hop, R&B and Dance. I have anaylsed the videos in terms of the camera work that is seen, whether the video is performance, concept or narrative based, the iconography of the artist, the editing used and a range of over points.

Mally Mall – Wake Up In It

·         The video is a mixture of performance and concept. The performance doesn’t involve any dancing

·         The location of the video is in a mansion

·         The artists have been styled with lots of jewellery and designer clothes. The main artist has a selection of outfits that he wears within the video. One of the outfits that is worn is a short sleeve top accessorised with a long chain that hangs over his top, topped off with some black shades. Another outfit that is worn is another short sleeve top with an image of a gold chain that’s been placed hanging the same way an actual chain would hang. Other outfits consist of a leather jacket and a sleeveless top which shows of his tattoos. All throughout his outfits, they’ve been accessorised with long gold chains and silver stud earrings and shades.

The other artists that are featuring in the video are dressed in a similar manner where they are seen wearing a lot of gold and designer threads.

The video vixens in the video are seen wearing tight, figure hugging dresses where in some case they have a massive boob cleavage. This is how video vixens are stereotypical seen in Rap/Hip-Hop.

·         Camera – the camera shots in the video were usually close ups, low angles and wide shots. The close up shots sells the artist as the audience is seeing the artist clearly and close up. The low angles make the artists appear as if they are better than everyone else as they are showcasing their lavish lifestyle. The wide shots allows the audience to see the scenery of the video.

Editing – the video consists of lots of cuts and dissolves. The cuts from one scene to another follows the same beat that the song has itself. The cut changes the perspective from which the scene is portrayed

Notorious B.I.G – Nasty Girl

·         The video is a mixture of performance and concept. The performance doesn’t involve any dancing just the artists rapping and singing to the camera

·         The location of the video is in a club

·         The artists featuring in the video have been styled to look suave and sophisticated

·          Camera – a lot of close ups have been used in the video to sell all the artists featuring in the song. Wide shots have also been used to show the scenery that the artists are in

·         Editing – the video consists of cuts which follow the beat of the song

·         Lighting – as the music video has been shot in a club, natural hasn’t been used

Tyga – Wait a minute

·         The video is a mixture of performance and concept. The performance doesn’t involve any dancing just the artists rapping and singing to the camera

·         The video has been shot in an open spaced studio but through the use of editing they have green screened the background and made it seem as if the artists are in an open spaced building

·         The artists in the video have been styled to fit the genre in which their music fits into. They are wearing designer labels, gold chains, snapbacks and leather jackets

·         Camera – There’s a range of close ups, long shots and wide shots used in the video

·         Editing – The cuts used match the beat of the song. A lot of flash is used in the editing of the video and that coincides with the lyrics of the song

·         Lighting – There’s a lot of high key lighting which coincides with the mood of the music video. The meaning behind the lyrics of the song is basically the artists saying that they want their girls to take a chance on them despite the frenzy that would come with having a relationship with them. The high key lighting gives the music video a hopeful view. No natural lighting has been used

Nicki Minaj – Looking Ass Nigga

·         Performance based video

·         The location of the video is in an open spaced land. With the location and setting being empty, the video solely focuses on the artist and the lyrics of her song

·         The artist is selling sex with her skin tight, figure hugging, and revealing clothing. How the artist dresses reflects her lyrics because of the fact she dresses the way she does, she’s looked at in a certain way which her lyrics say. She’s got a lot of bling around her which sho she’s a women of that lavish lifestyle. Her hair is slicked back and either in a ponytail or in a top bun

·         Camera - there are a lot of close ups used which helps add to this sex appeal she has going on. Wide shots have also been used so she stands out in the location of her video. The camera hasn’t just been filmed in a still position but it also tracking the artist which makes her appeal as a dominating person

·         Editing  - the editing is fast paced which coincides with the beat of the song

·         Lighting – natural lighting has been used with added artificial lighting

Beyoncé – Partition

·         Performance and concept based

·         There is some dancing involved in the video

·         A range of locations have been used in the video: a house, a stage, a car, outside

·         The artist has been styled in different way throughout the video. At first she is seen wearing  a dressing

Tinashe – 2 On

·         Performance and concept based. The performance involves routine dancing

·         Studio and dance studio setting

·         Reflects Cassie’s me and you music video

·         Star looks young, fresh and hip. Wears crop tops to show off her toned figure, dresses up girly to show her diversity. Look current

·         Camera – wide shots used to show dancing. Close ups to sell the artist

·         Editing – cuts in time to the beat of the song

·         Lighting – range of high key and low key lighting. Ranges within screen shots

Chris Brown - New Flame

·         Concept and performance based

·         Performance – studio setting. Routine dance

·         Artist is mostly dressed in white which reflects the song. Other people in the video are also wearing white in regards to the song. Long chains are seen throughout the artist’s costume changes

·         Camera – close ups, wide shots, long shots, zoom in and out, pan, high angles, low angles

·         Lighting – mixture of high key and low key. Natural lighting and artificial lighting

The Weeknd –Often

·         Concept and performance based

·         Performance is within the location of the video

·         Location – apartment

·         Artist is dressed in a bomber jacket. Advertising his clothing brand

·         Camera – tracking, close ups, wide shots, pan

·         Editing – the cuts between scenes are not seen. Edited to make the video flow.

·         Lighting – low key. The video is very dark in terms of lighting except for the use of lamps around the location

Sia – Chandelier

·         Concept and performance based video. Routine dance

·         The video has been set in an apartment. The apartment looks empty even though there’s furniture in the apartment

·         The artist isn’t seen in the video. The main character in the video is a little teenage dancer. She’s dressed in a nude leotard

·         Camera – range of wide shots to see the dancer. Close ups to see the features on the dancers face

·         Editing – no use of editing

·         Lighting – high key lighting. Mixture of natural and artificial lighting

Kieza – Hideaway

·         Concept and performance based. Routine dance

·         Performance is in the streets. Near junctions.

·         The star has been dressed in blue skinny jeans, a white bralet, black braces and red trainers. Her hair has been styled in Mohawk type style.

·         Camera – long shots, wide shots, close ups, tracking

·         Editing – no use of editing

·         Lighting – Natural lighting

Rudimental – Waiting all night

·         Concept and narrative based. Narration shows a group of bikers riding and doing tricks on the street, one of them gets into an accident and we just see that person in the hospital and end up seeing him released

·         Location – hospital, outside a house, streets

·         The artists aren’t seen in the video. The characters in the video are dressed wearing hoodies, shorts, skater shoes (converses). This fits the whole skating/biking look that is typically seen

·         Camera – fish eye, close ups, wide shots, long shots, POV shots

·         Editing – Fast pace editing. Fast paced cuts

·         Lighting – natural lighting. High key lighting

Extension Task

Comparing R&B music between the years 1980-1990 and now, there is a big change. For example, in terms of clothing Eryca Badu, a female artist from the 1980s dressed afro-centric and modestly. Nowadays, R&B female artists are seen wearing tight, revealing clothing. Eryca Badu sold social messages but current R&B female artists are selling sex.

Usher is a singer was around from the 90s and is still in the industry till now. You can compare R&B music through him as his music has evolved over the years. When he first started, Usher’s music was very soulful and pure R&B. However nowadays, his music is very dance culture. The lyrics in his past songs and meaning and very relatable but now it’s as if the beat of the music is what matters.

Aaliyah was a female singer of the 90s who broke the female R&B stereotype. Aaliyah wasn’t seen wearing minimal clothing and focused on selling the song rather than sex. She was a strong female singer who females looked up to and she presented herself in a role model matter. Comparing Aaliyah to Rihanna for example, there is a big difference between them both, through their clothing, the lyrics in their music, lifestyle, etc.