Conventions of exsisting videos

http://www.youtube.com/watch?v=TMfPJT4XjAI  (Frank Ocean - Novacane)

http://www.youtube.com/watch?v=b98qCmhKy-c (Yonkers, Tyler The Creator)

http://www.youtube.com/watch?v=FmvU3urYQgI (King wizard, Kid Cudi)

CONVENTIONS

Genre:

·         Money

·         Girls

·         Jewellery

·         drugs

Features in the three music videos:

Costume:

·         Hats

·         Chains

·         Jeans, or shorts

Lighting:

·         Low lighting

Setting:

·         Street, studio & bedroom

·         Only one place

Other:

·         Male

·         Stop singing, lyrics continue

·         Smoking

·         abstract

Editing:

·         No edits (no jump cuts)

Lyrics:

·         No relation from the video to the lyrics

·         Introduction

The three videos are similar in that they all show a single male vocalist  in a single location. This is unusual, previously rap videos have focussed on a male vocalist but long shots show extras in character as fans or friends

The video that I am analysing is ‘rap’ –according to the expected genre of the song and the artist but it isn’t truly rap because it doesn’t contain swearing, except one word. The lyrics don’t follow conventions: money, girls and drugs, this song is about personal things like the death of his brother, President Hoover in style of ‘You can build shelter from the shrapnel of burnt bridges. Word to the sons of Jeff Fort and Larry Hoover.’ He talks about personal issues more than other artists as they rap about the lifestyle that is expected so this doesn’t follow conventions that have been set by other artist, this is known as part of the new generation rap where the lyrics are more complex and have more hidden meanings to then than other rap song lyrics. So this could be displayed through a complex music video, that would break conventions of exsisting music videos of this type of new generation rap or I could stick to exsisting music videos that have only one setting with minimal editing.