2. FULL NAME: AUBREY DRAKE GRAHAM
aka: DRIZZY DRAKE
DATE OF BIRTH: OCTOBER 24 1986
GENRE: R&B/Hip Hop/ Rap/Pop
PLACE : Toronto, Ontario, Canada
ERA: 21ST CENTURY MAINSTREAM HIP HOP/
RNB
OCCUPATION: RAPPER, SINGER, ACTOR AND
SONGWRITER
-ACTOR: 2001
-SINGER: 2006
LABELS: YOUNG MONEY, CASH
MONEY, UNIVERSAL REPUBLIC
Drake has collaborated with many
popular artists such as Lil Wayne, Nicki
Minaj, Jay Z, J Cole, Young Jeezy, Trey
Songz, Rihanna, Eminem, Kanye
West, Chris Brown, Rick Ross, Robin
Thicke, Timbaland and many more

3. Thank me later – Album:
So far gone mixtape:
1) Fireworks
1) Successful
2) Karaoke
2) I'm goin in 3) The resistance
3) Fear 4) Over
4) Uptown 5) Show me a good time
5) Best I ever had 6) Up all night
6) Houstatlantavegas 7) Fancy
8) Shut it down
7) The Calm
9) Unforgettable
10) Light up
11) Miss me
12) Cece‟s interlude
13) Find your love
14) Thank me now
15) Best I ever had

4. Drakes song titles portray that he sings and raps from his heart
about his journey to fame and his life as a famous celebrity.
Drakes first mixtape “So Far Gone” song titles are more about his
journey to fame and the beginning of his new life. The song
titles from “Thank me later” are about him living the
glamorous celebrity life which all hip hop artists have. Song
titles that display this are “fireworks”, “fancy”, “Up all
night”, and “light up”. The “Thank me later” album also
shows that even though he's caught up in fame, he is still
searching for love, song titles that show this are “Shut it
down”, “Find your love” and “Best I ever had”. Drakes sings
and raps about his family and friends and how his life has
dramatically changed, although he is still the same old
Drake. He raps about how the glamorous celebrity life has
changed him and he‟s just a lost man trying to find his way
back.
Target audience: Drakes target audience are young people
aged 16+ who appreciate hip hop and rap, both male and
female as they relate to his lyrics and understand his music.
As drake raps about drugs, sex, alcohol and life issues which
is what 16 and overs can relate to.

5. -Ranked #3 Hottest MC by MTV
Awards Wins Nominations (2009)
BET AWARDS 2 7 -MTV's Hottest Mixtape of The Year
BET HIP HOP 3 14 for "So Far Gone" (2009)
AWARDS -Complex's #3 Best Albums of 2009
GRAMMY AWARDS 0 6 for "So Far Gone"
JUNO AWARDS 2 10
-Complex's #5 Best Mixtape Album
of The Decade for "So Far Gone"
MOBO AWARDS 0 3
(2009)
MTV VIDEO MUSIC 0 3 -Ranked #4 Hottest MC by MTV
AWARDS
(2010)
MUCHMUSIC VIDEO 3 9 -GQ Man of The Year (2010)
AWARDS
-Named #4 Man of The Year by
SOUL TRAIN MUSIC 1 7 MTV (2010)
AWARDS
-Thank Me Later #6 Top-Selling
TEEN CHOICE 2 9 Album Of 2010 on iTunes
AWARDS
-"Thank Me Later" ranked #5 on Top
YOUNG ARTIST 1 5 TIME LP List (2010)
AWARD
"Thank Me Later" A #1 album at one
point during 2010.
TOTAL AWARDS WON = 28
TOTAL NOMINATIONS = 85

6.  Album cover:
The colour theme for this album cover is red, black
and white, all bold, bright colours that contrast
from each other to stand out. The cover is
simple yet interesting, drake is not portraying
any big brands or expensive jewellery like other
hip hop artists, this challenges conventions and
shows that he is a simple man, not obsessed
with glamour and fame just a motivated artist
passionate about his music. The background
and his face are white which symbolises
innocence whereas he has a black shadow
highlighted in red over a quarter of his face
showing he may have another side or split
personalities. He is looking up with an inspired
expression on his face as if he is looking up to
reach his goals and succeed.

7. Drakes star image in this portrays the genre which is Hip Hop. He is
wearing baggy trousers, trainers, a t-shirt, a leather jacket and a silver
chain. Although drakes star image portrays hip hop, he is also very
unique showing he doesn‟t conform to other hip hop artists. The
typical hip hop look would be a big white t-shirt, with baggy jeans, a
lot of jewellery and a new era cap or a lot of jewellery with a suit.
Drake challenges these conventions and sticks to his own look with a
cool stylish leather jacket, unique brown jeans and a simple silver
chain. This shows he is not all about flashing brands and „bling‟ like all
hip hop artists. Although the Aston Martin car behind him does
portray the glamorous life which displays the hip hop genre.

8. DRAKE : „OVER‟ MUSIC VIDEO

9. Goodwin stated that lyrics will have constant
references with visuals on screen. An example of
this in Drakes video is when he says “one thing bout
music when it hits you feel no pain” as he says this
the words come up on screen in sync with the
lyrics.

10. Goodwin also stated that the music and visuals will
have a link. This is found in the video at the
beginning, as the loud thunder sounds hit, the fire
effect inside drake flashes in sync with the thunder
sounds.

11. Another example of this is as the song slowly starts the
lights turn off and there's a dim projection on the
wall of a slow journey on a road but as the beat
kicks in the projections gets brighter and faster
which is also in sync with the beat
Starts slow with less light and effects but as it gets faster effects and
light increase

12. Goodwin stated that you can spot the genre characteristics in
music videos. A genre characteristic in this video is drakes
clothing as he is wearing a white t-shit, a hoody and a silver
chain. This is a typical look for the hip hop genre as it portrays
money by his silver chain and hoodies are typical of the
genre.

13. A really popular intertexual reference is
used in this music video, the lyrics “one
thing bout music when it hits you feel no
pain” which is from „hip hop‟ by Dead
Prez. This is used to interest the audience
as it is significant to them as Dead Prez
are a well known hip hop duo and also
„hip hop‟ was a big hit in the hip hop
industry

14. There is frequently reference to notion of looking (gaze), Goodwin
stated that in music videos women are usually seen as objects.
Drakes video includes this as there is a woman dancing in revealing
clothes. This attracts an audience as males see it as pleasurable as
its an attractive woman. Females see the model as a style icon and
also desire to have a similar body as its the „ideal‟ body.

15. Record labels have many demands over their artists. This involves close ups so the artist is
more recognisable and appeals to certain audiences , how the artists represents
themselves and also mentioning the record label in songs so that it is well known to the
audience. In drakes video there are many close ups of Drake. The reason for this is as
many females like R&B and Hip Hop therefore close ups are used so that females find
Drake more attractive and sexy. Also males look at him as a role model and style icon.
Also at the beginning of the song Drake mentions his record label as he says „Young
Money‟

17. Website :
http://www.jcolemusic.com
FULL NAME: JERMAINE LAMARR COLE
aka: J COLE
DATE OF BIRTH: JANUARY 28TH 1985
GENRE: R&B/Hip Hop
BORN IN : FRANKFURT, GEMRANY
MOVED TO : FAYETTVILLE , NORTH CAROLINA
(AT AGE OF 8)
ERA: 21ST CENTURY MAINSTREAM HIP HOP/
RNB
OCCUPATION: RAPPER, SINGER, AND
PRODUCER
-SINGER: 2007
LABELS: ROC NATION , COLUMBIA, SONY
MUSIC ENTERTAINMENT
J Cole has collaborated with many
well known artists such as Drake, Jay
Z, Miguel, Wale, Trey
Songz, Beyonce, Rihanna, B.o.B, Talib
Kweli, Big Sean and many more

18. Friday Night Lights mixtape: Sideline Story – Album:
1. Friday Night Lights (Intro) 1. Intro
2. Too Deep For The Intro 2. Dollar And A Dream III
3. Before I'm Gone 3. Can‟t Get Enough
4. Back To The Topic (Freestyle) 4. Lights Please
5. You Got It 5. Interlude
6. Villematic 6. Sideline Story
7. Enchanted 7. Mr. Nice Watch
8. Blow Up 8. Cole World
9. Higher 9. In the Morning
10. In The Morning 10. Lost Ones
11. 2Face 11. Nobody‟s
12. The Autograph 12. Never Told (prod. No I.D.)
13. Best Friend 13. Rise & Shine
14. Cost Me A Lot 14. God‟s Gift
15. Premeditated Murder 15. Breakdown
16. Home For The Holidays 16. Cheer Up
17. Love Me Not 17. Nothing Lasts Forever [Bonus]
18. See World 18. Work Out [Bonus]
19. Farewell 19. Daddy‟s Little Girl [Bonus]

19. J Coles song titles show that he raps about real life issues and his life
experiences before and after fame. He also raps about love
similarly to Drake he is searching for love. J Cole raps a lot about
his childhood, family and friends. Most of his lyrics are about past
experiences in his neighbourhood such as losing close friends
and family over drugs and violence. However he doesn‟t just rap
about his story, his lyrics also tell the story of other people such as
young women who lose themselves in life somewhere along the
line (Daddy‟s little girl), or girls who‟s hearts get broken by
infidelity (Never told), to the torment of a potential breakup
(Nothing Lasts Forever), to the struggles of young parenthood
and the decision of aborting a child (Lost Ones).
Target Audience: J Cole‟s target audience are males and females
aged 13 and above. The reason for this is as he raps about his
childhood regrets and problems, he‟s trying to send a positive
message out to help people going through the same thing such
as growing up without a father, drugs or pregnancy. His lyrics are
true and from the heart as he reveals his emotions and feelings
which an audience aged 13 and above can relate to. Also he is
telling the story of peoples everyday struggles such as
abortion, break ups and young parenthood or death.

20. Awards Wins Nominations
BET AWARDS 1 3
UNDERGROUND 1 2
MUSIC AWARDS
•J Cole – „Friday Night Lights‟: Won Best Mixtape 2011 BET MUSIC HIP
HOP AWARDS
•Nominated Best New Artist 2011 BET MUSIC AWARDS
•Nominated Rookie of the Year 2010 BET MUSIC HIP HOP AWARDS
• Won male artist of the year 2011 UNDERGROUND MUSIC AWARDS

21. Varsity baseball jacket with
baggy jeans fits the hip hop
genre. Although he is not
portraying any brands or
J Cole's face is expensive jewellery which
expressionless which shows he is simple, this
portrays him as calm and challenges conventions as
relaxed,. However it also other hip hop artists always
creates mystery being have expensive clothes and
expressionless which jewellery.
attracts the audience to
the CD cover as they
might think why is he
expressionless.
Closed hands
symbolises peace
J Cole is wearing rosary and serenity this
beads which portrays also complements
religion and peace. his facial
This complements his expression and
calm facial expression. rosary beads
‘J Cole’ is written in plain white font which
The spotlight on J stands out from the background to make it
Cole contrasts from easier for the audience to read. The ‘O’ has
the background to devil horns whereas the ‘E’ has a halo which
portrays evil and good, which suggests he may
stand out and show
have split personalities one being evil and one
J Cole is the Star being good.

22. This is J Cole at the awards ceremony where he was also doing a
performance with Wale and Rick Ross. He looks very casual not as
dressed up as other artists would be.
Casual
checked shirt
shows he is
simple, he
also doesn‟t
expensive
designer
brands
Baggy jeans fit
the hip hop
High tops also genre as it is
fits the hip typical of a hip
hop genre hop artist to wear
them

23. J Cole – Work Out Music video

24. Through out the video there is a relationship between
J Cole‟s actions and the lyrics. One example of this
is when he say “Or is it just a hit and run” and he
does a running action with his hand.

25. Another example is when he
says “I know what's on
your brain” and at the
same time points to his
brain.
When he says “You
probably hoping never
would end” he does the
praying gesture with his
hands closed which
symbolises hope
When he says “or is it just a one
night stand” he puts one finger up
and smiles implying it is

26. All through the video the cameras
movements are steady and calm and
there are no effects in the video.
However the camera movement at the
start is just slow and still but when the
bass kicks in at 0.50seconds the camera
rocks side to side slowly and also when
ever the beat drops the camera
switches to a new location or camera
angle

27. Throughout the video you can spot many genre characteristics. Firstly
the setting and location portray a hip hop genre. The location is a
basketball court which is a typical setting for a hip hop video as it
displays „the hood‟ where all hip hop artists start and include in there
videos. Many hip hop artists use basketball in there lyrics and videos
such as Drake (forever, best I ever had), J Cole, Skee Lo (I Wish), Wiz
Khalifa (roll up), Chris Brown (Excuse me miss), The game, 50 cent, Lil
Wayne and many more.

28. The clothes is another obvious genre characteristic. The male characters in the
video are wearing sport clothes such as the baggy shorts, big t-shirts and
fitted hats and high tops, which portrays the hip hop genre as its urban
clothing. The females in the video are wearing very tight revealing clothes
such as tight denim shorts/jeans, crop tops/bikinis and also a lot of make
up, this also portrays the hip hop genre as it is voyeurism and portrays the
women as object to attract the male characters attention.

29. The women is this video are portrayed as object as they are wearing
very revealing clothes such as denim shorts, crop tops, bikinis and
also a lot of make up. This attracts the audience a males would find
it satisfying and find the women attractive. Also females would look
up to them as role models with there clothes, jewellery, make up
and figures.

30. In the video there are many close ups of J Cole and the camera is
focussed on him through out the video to portray his start image
and show he is the main artist. Many camera angles are used such
as high angle shots, low angle shots, close ups and mid shots. This is
so the audience recognise him more and are able to identify him.

32. FULL NAME: DWAYNE MICHAEL
CARTER, JR.
aka: LIL WAYNE
DATE OF BIRTH: SEPTEMBER 27 1982
GENRE: Hip Hop
PLACE : New Orleans, Louisiana US
ERA: 21ST CENTURY MAINSTREAM HIP HOP
OCCUPATION: RAPPER, SINGER
-SINGER: 1990
LABELS: YOUNG MONEY, CASH
MONEY, UNIVERSAL REPUBLIC AND
YNIVERSAL MOTOWN
Lil Wayne has collaborated with
Drake, Rick Ross, Nicki Minaj, Jay
Sean, Eminem, Chris Brown, Busta
Rhymes, Birdman, The Game, Mike
Posner, Kevin Rudolf and many more

33. Rebirth - Album Tha Carter IV– Album:
1. American Star 1. Intro
2. Prom Queen 2. Blunt Blowin
3. Ground Zero 3. MegaMan
4. Da Da Da 4. 6 Foot 7 Foot
5. Paradise 5. Nightmares Of The Bottom
6. Get a Life 6. She Will
7. On Fire 7. How To Hate
8. Drop the World
8. Interlude
9. Runnin
9. Abortion
10. One Way Trip
11. Knockout 10. John
12. The Price Is Wrong 11. So Special
12. How To Love
13. President Carter
14. Its Good
15. Outro

34. The first album “Rebirth” song titles portray that the album is about Lil
Wayne‟s life and probably past too as titles like “Prom
Queen”, “paradise”, “drop the world” and “the price is wrong”
suggest this. “Prom queen” hints his life in college or at school and
titles such as “paradise” and “the price is wrong” suggests him living
the glamorous life as all hip hop artists do. The second album “Tha
Carter IV” song titles suggest the album is about his life at the
moment . Similarly to J Cole his album mentions “abortions” and
love problems, this implies that his album is targeted to male 13years
and over but also females as they go through a lot of love problems
all the time and may face problems such as abortion and
pregnancy therefore listening to his album may provide answers
, help and also feel like someone understands them and supports
them.
Target Audience: both males and females ages 13 years and
above, this is because Lil Wayne discusses his life as a child and
problems people face such as pregnancy, abortion and break up
which affects both males and females therefore this artist attracts
them as they can relate to his music and lyrics.

35. MTV – HOTTEST MC IN THE
Awards Wins Nominations GAME:
AMERICAN MUSIC 0 2 2010: #7 Hottest MC
AWARDS
2009: #2 Hottest MC
BET AWARDS 10 20
2008: #3 Hottest MC
GRAMMY AWARDS 4 10 2007: #1 Hottest MC
JUNO AWARDS 2 10
MOBO AWARDS 0 1
BMI AWARDS 9 10
BET HIP HOP MUSIC 31 10
AWARDS
MTV VIDEO MUSIC 8 1
AWARDS
MTV EUROPE 5 4
MUSIC AWARDS
TEEN CHOICE 2 1
AWARDS
TOTAL AWARDS WON = 75
TOTAL NOMINATIONS = 129

36. There is a lot of the colour
gold in the background.
Gold symbolises money,
royalty, heaven and
religion. This portrays the
Lil Wayne‟s clothing does not glamorous life as the
portray a hip hop genre as he location looks like an
is wearing a t-shirt, scarf, brown expensive room also the
trousers and his shoes are gold displays money,
converse Chuck Taylor, this wealth and royalty
challenges conventions as his
clothing is different to other hip
hop artists and it does not
portray the hip hop genre
although it displays money
which suggests the genre hip
hop
The electric guitar
and wires portray
His posture displays a music and also the
care free attitude genre of rock as the
suggesting he has no „rebirth‟ album has a
worries and lives a lot of rock songs and
relaxed life, this Lil Wayne is starting
definitely portrays the to produce more
glamorous life which such as “prom
suggests the genre of queen” and “let it
hip hop rock”

37. He is smoking which
shows the genre is hip
hop as all hip hop
artists rap and sing
about „weed‟ and
other drugs. It also Gold and Silver
portrays a rebellious diamond chains
behaviour, this also fits portray money and
the hip hop genre as wealth which fits in
most hip hop artists are with the hip hop
rebellious genre as all artists
live a glamorous life
flaunting there
expensive clothes,
jewellery, money
and cars.
His body is covered
in tattoos, this is
typical of hip hop
artists as it is part of
there look. It also
portrays rebellious
behaviour this also
displays hip hop

38. Lil Wayne – 6 foot 7 foot music video

39. When Lil Wayne says “and death is her sister” there is a shot of a girl beside
another girl with a skeleton face painted on her face, also this shot is in black
and white which emphasises death as the shot switches from colour to black
and white and these colours portray death.
Then he says “you know father time, we all know mother nature” as he says this
there is a black and white shot of an old man displaying father time and then
a colourful shot of a girl with flowers on her head and colourful eye makeup
to portray mother nature.

40. Another example is when he says “I'm a
celebration” at the same time a girl jumps
out of a cake, this portrays celebration as
cakes symbolise celebrations and
ceremonies.
As he says “I think you stand under me if
you don't understand me” a low angle
shot is used which is shot under his
feet, as if he is standing over the
audience and the audience is standing
under him, this makes the lyrics feel
more real and the audience feel more
involved.
Another example is when he says “I be seeing
through them like sequins” and there's a shot of
him looking through the sequins which again
makes his lyrics seem more real to the
audience

41. At the beginning when there's a slow beat, the visuals are also in slow motion as Lil Wayne
falls into the bath tub the water slowly splashes up, which makes it appear more
affective
As the beat kicks in the cameras movements keeping moving forward zooming in) and
backward (zooming out) in sync with the beat, this makes it look as if the people and
setting is shaking fast but its just the camera
This shows the camera shaking

42. Many characteristics display hip hop such as the clothing. Firstly the boys behind Lil Wayne
are all wearing baseball jackets, baggy jeans, high tops and fitted hats. This is urban
clothing which all hip hop artists wear thus this foreshadows hip hop is the genre.
The girls in the video are all wearing tight revealing clothes, and also a lot of make up such as
red/coral lipstick. This also indicates it is a hip hop video as all videos of this genre include
women in tight revealing clothes.

43. Other obvious genre characteristics are
the money and smoke, as this portrays
the glamorous life which hip hop artists
live. It also portrays rebellious behaviour.

44. A very popular intertexual reference is used in this music video, this is from the movie
inception. Firstly the video begins the same as inception with the scene of Leonardo
DiCaprio asleep on the chair not waking, and then Joseph Gordon Levitt says “Dunk
him” and Leonardo falls into the tub in slow motion.
Lil Wayne's „6 foot
7 foot‟ music
video
Leonardo DiCaprio
Inception scene

45. Another scene from inception is when Leonardo DiCaprio and everyone is asleep in the car
part of their plan. This is imitated in Lil Wayne‟s video. Inception is a very popular film
therefore imitating seens from the film also makes Lil Wayne‟s video popular and
recognisable.

46. I have learnt to create a successful hip hop
music video I will need to include hip
hop conventions such as designer
clothes, jewellery, expensive cars, urban
clothing, money and possibly portray
women as objects as that is typical of
the theme. However I can also
challenge conventions by changing the
clothing or end of the story