2. Rap Conventions
• Casual clothing, nothing too characterised but more
subtle and loose
• Tattoos
• Drugs violence and females
• Sections of direct contact with the camera
• Props regarding costume tend to be used
• Show clear display of emotions- if the song is angry the
artist is likely to present this through their gestures and
facial expressions
• Strong editing cuts between concept and narrative
• Follow the American dream lifestyle
3. Drop it like its hot – Snoop Dogg ft
Pharrell Williams
4. Casual clothing, nothing too characterised but more subtle and loose.
This is clearly linking to the genre of rap music due to Snoop Doggs
baggy top and Pharrell Williams’ top and jeans.
Sections of direct contact with the camera – this connects
the artist with the audience. It also makes the audience
remember the artists face which creates more promotion.
Show clear display of emotions- if the song is
angry the artist is likely to present this through
their gestures and facial expressions.
Props regarding costume tend to be used – This is to show the
audience their success, due to a lot of the genre being built upon
the money and success of the artist.
How it relates to the genre conventions
5. Follow the American dream lifestyle- the American lifestyle is about gaining success and the
expensive car and the wad of money demonstrates this.
Drugs violence and females- there are many women featured in this music video and
there are various links to drugs in the song.
6. Relationship between visual and lyrics
‘I got the rolly on my arm’ – this links to the lyrics due to
the lyrics suggesting there is a watch on his arm, which
the visuals clearly show.
‘million dollar boat’ – There is a big boat which
coats millions in the background of the video
which links to the ‘million dollar boat’ lyrics.
‘I'm pouring Chandon’ – Chandon is wine and as
you can see from the screenshot there is
someone pouring liquid in a wine glass
suggesting it is Chandon.
‘I got a living room full of fine dime brizzles’ – The lyrics
are stating there is a room full of good looking females;
this is demonstrated in the video from the screenshot.
7. Close ups of the artist
This makes the
artist
recognisable
and builds up an
image so when
the audience
sees the face of
the artist they
are more likely
to watch it due
to them liking
the song that
they were in last
time.
8. Soul Conventions
• Have narratives
• Quite monotone or dull colours
• Editing is slow pace
• There are no special effects
• Peaceful theme
10. How it relates to the genre conventions
Have narratives – The story in this video is of a little girl growing up and she has a child
and the cycle starts all over again.
Quite monotone or dull colours – the screenshot shows that the colours were quite
muted and weren't bright and bold colours, which links to the conventions.
11. There are no special effects – throughout the video it was all natural setting and if special effects were put it in it would
make it less effective. This therefore links to the ‘no special effect’ convention.
Peaceful theme – There were a few moments were this video broke the conventions;
however the overall theme was peaceful and happy.
12. Relationship between visual and lyrics
‘She walked to watch you’ – This is of a girl who walks
in a room and stand while watches her family.
‘There she waits looking for a savior’ – She is watching her parents
argue when all she wants is for them to get along or some
attention.
‘She don't stop’ – The character has been
through a lot but she keeps her head up and
doesn't’t give up on anything or anyone.
‘She closed her eyes’ – as the artist sings these lyrics
she keeps her eyes shut which shows the link
between the lyrics to the visuals.
13. Close ups of the artist
By doing this the artist gets more promotion and publicity, this creates a hype around
the video, therefore making people listen to the music
14. Indie Music Conventions
• Low budget settings
• Close up shots of the artist
• Simple editing techniques
• Slow movement
• Narrative
• Two characters
16. How it relates to the genre conventions
Low budget settings – The setting is in a house,
which is easy to film on a low budget due to
most people having a house.
Slow movement – as the characters move it
is very slow and gentle which links to the
music and video conventions.
Narrative – The video has a narrative
of a couple falling out of love
Two characters – The storyline contains
to characters, a male and a female.
17. Relationship between visual and lyrics
‘Darkness falls’ – The room goes
from light to no light suggesting
that the darkness has fallen
‘Spiraling down’ – when these lyrics are
sang the camera pans down and so does
the characters body, indicating falling
down
18. Close up shots of the artist
This makes the artist recognisable and builds
up an image so when the audience sees the
face of the artist they are more likely to watch
it due to them liking the song that they were in
last time.
