1. Choice of Genre and
its conventions

2. After looking at all existing music genre, myself and other members of my group chose the ones we wanted to create a music video for. Before finalising, we chose 3 possible genres. The three genres we chose were:
Hip-hop
R&B
Rap

3. Originated from Jazz, Blues, Gospel, and Traditional Pop music
African American
Music
R&B
Rhythm and Blues
Typical Instruments
Used: drum kit, double
Base, saxophone,
Horns, piano, organ,
Vocals and background
vocalists, and electrical guiter
R&B artists: Backstreet boys, Aaliyah, Beyonce, Mary J.Blige,
Alicia Keys, Akon, Mariah Carey, D’Angelo, Destiny’s Child, Jamie Foxx,
Keri Hilson, Michael Jackson, JoJo, R.Kelly, Jennifer Lopez,
Bobby Valentino...and many more

4. Hip Hop It is defined by 4 key stylistic elements:
- Rapping
- DJing / scratching
- Sampling
- Beatboxing
Originated from funk, disco, r&b, soul, jazz, raggae, spoken words, dancehall...etc
Hip Hop
Typical Instruments
Used: rapping, drum,
Guitar, drum machine,
Beatboxing, piano, vocals,
Base guitar,
R&B artists: 2Pac, Jay-Z, OutKast, Notoriuos B.I.G, Nas, Ice Cube, LL Cool J, Kanye West, Dr. Dre, Eminem,
Salt n Pepa, Busta Rhymes, Lil Wayne, Foxy Brown, 50 Cent

5. Rap Also known as emceeing, Mcing, spitting (bars), rhyming
Originated from blues music, and spiritual of slavery. It is influenced by West African musical traditions
Refers to speaking or chanting. It is performed in time to a beat and is mainly associated with hiphop
Rap
Also known as emceeing, Mcing,
spitting (bars), rhyming
Typical Instruments
Used: rapping, drum,
Guitar, drum machine,
Beatboxing, piano, vocals, Base guitar,
R&B artists: 2Pac, Jay-Z, OutKast, Notoriuos B.I.G, Nas, Ice Cube, LL Cool J, Kanye West, Dr. Dre, Eminem,
Salt n Pepa, Busta Rhymes, Lil Wayne, Foxy Brown, 50 Cent

6. Choice of Genre and its conventions
The main reason we chose these was because we were aiming to be realistic with ourselves. We wanted to make sure we chose a music genre we could create a successful video for. Other reasons were because of the popularity of the genres and how creative we could create a music video for our chosen genre.
For a couple of days we all tried to finalize on a artist, but we found it difficult to come up with a song and a artists without an existing music video.
Therefore when we all got together we discussed our decisions again. We decided to change our chosen genre. The genre we concluded on was Grime. Our main reason for changing our genre is because we felt it would be more realistic to choose a grime artist. We found that we fell into the target audience for grime music. Therefore we will find it easier to relate with.

7. Refers to speaking or chanting
Refers to speaking or chanting. It is performed in time to a beat and is mainly associated with hiphop
Originated from British hip hop, UK garage, dancehall, drum and base, ragga jungle, hip house
Grime
Typical Instruments
Used: rapping, drum,
Guitar, drum machine,
Beatboxing, piano, vocals,
Base guitar,
R&B artists:Bashy, Chipmunk, Dizzee, Rascal, Kano, Kasha,
Giggs, Wiley, Sway, Lethal Bizzle, N-Dubz, Roll Deep, Skepta, Tinchy Stryder, Tinie Tempah

8. Conventions of Hip-hop/ Grime Videos
As UK artists are constantly being compared to their American counterparts, artists often make clear indications to where they originated from.
Tracking shots are a common feature as this allows the artist to show the artist the setting for the video, without doing a simple and obvious panning shot.
Frequent group or entourage shots are common as a single artist usually belongs to a larger group.
Reference to the artists record label through their clothing line and other merchandise.
Other artists that follow these conventions:
Griminal
Little Nasty
Joe Grind
Devlin
Skepta
Videos can vary in concept although almost always involve some type of performance; whether it be with the artist on stage or possibly in a tracking shot.
Conventions of
Hip-hop/
Grime Videos
As most videos of this genre are narrative, close ups of the artist or supporting actors face is a common feature. This is to convey to the audience the emotion that the artist wants them to experience.
Dark colours are prominent throughout the video. The artist is dressed in a black sweatshirt with a matching hat. The setting is also quite dark, reflecting the gritty stereotype of London.
A lot of high angled shots make the artist look physically bigger. This creates the idea of a higher status in the industry.
Indication of success and wealth through shot of personal possessions , such as watch and phones.