2. Genre
This song comes under the genre of Hip Hop and the music video matches the typical Hip Hop
video conventions. Close-ups of the artist are a main convention in Hip Hop videos, and in this
video it appears frequently. Close-ups of Chamillionaire are useful for establishing him as an
artist, or making him memorable to further establish "power over audience". Another
convention in this genre is specific mise-en-scene. There are lots of references to
Chamillionaire's wealth as he is wearing expensive jewellery, driving sports cars, spending
money, doing drugs etc. This genre most commonly tries to establish power, wealth and status
of the artist, and this video in particular does this for the artist.
3. Target Audience
The target audience of Hip Hop is predominately male purely because the majority of Hip Hop artists
are male and they are constructing their genre based on gender. Chamillionaire's video features him in
a sports car rapping to the song, whilst there is a woman (who Chamillionaire gives money to,
therefore a prostitute) who is irrelevantly "swaying" next to him. Later on in the video Chamillionaire
is surrounded by other women in a group who are dancing to the beat of the song. These women
surrounding him suggest how appealing he is, again linking to status. Although Chamillionaire is
paying for the prostitute, it is quite clear he dismisses her to look at the camera (to the audience) to rap,
linking again to his power over women and the audience. Voyeurism is extremely prevalent in Hip
Hop videos because of the target audience. Applying the "Male Gaze Theory" to videos ensures they
keep viewers and attract new listeners to their audience.
4. Other Conventions
Another key convention in this video is Chamillionaire's outfit: a sports Jersey. This signals
strength and sporting prowess in the artist. This song in particular features another artist along
with Chamillionaire (co-star). Along with this, Chamillionaire is shown to be with his "posse"
and these other males featured signify strength in numbers and that Chamillonaire is not a
social outcast, signifying status. The location is another convention heavily focused on in this
genre. The typical convention tends to be a rough area to again link the artist with strength and
power. Or they can be shown in clubs partying to reflect on their "money-making, drug taking"
lifestyle.
5. Star Image
The typical star image in this genre is the actual artist themselves. As Chamillionaire is the
artist, he also plays the role of star. The plot of the song and video has to do with the police
abusing their power and authority and focusing on racial profiling. The term "Ridin' Dirty"
means someone is driving under influence, with possession or performing any illegal activity.
The majority of the video depicts criminals running away from a muscular, black policeman,
who is juxtaposed with a wrestler fighting a weaker wrestler. But the common star of Hip Hop
will ignore a lot of what's going on in the context to carry on rapping and continue to promote
themselves.
6. Organic/Synthetic Audience
With this video it's hard to tell whether it appeals to an organic/synthetic audience, but there
are two sides to it. On the organic side, Chamillionaire is an artist who started from nothing and
built himself up. The lyrics of the video do have true meaning in terms some police that power
abuse and the immorality of racial profiling. However on the synthetic side, this video in
particular matches all the conventions of a synthetic Hip Hop video and aim to promote the
artist. In addition, this song was a hit in the charts and has grown to a wider audience. This
song could technically be considered pop because it's so well known and has featured in lots of
other media.
