2. In Rap/Hip-Hop music videos. They
mainly have concept videos with a
little bit of performance or
narratives. Their concept videos are
most commonly associated with
drugs, money, guns and/or women.
The narratives in rap/hip-hop videos
are quite dark and most of them are
about gun violence like in the “War
Ready” video by Rick Ross, Young
Jeezy and Tracy T and also about
money and gang association like in
the “Bugatti” music video by Ace
Hood, Rick Ross and Future.
The videos for Rap/Hip-Hop videos
are mostly set in very expensive and
rich places. For example, the “No
Flex Zone” video was set inside a
mansion where they had a pool
party and a night party. Very rich
and expensive locations. Another
common location for Rap/Hip-Hop
music videos would be around
abandoned houses or warehouses
for music videos with a concept of
drugs and gang violence such as
the “Trap” music video by Rich The
Kid and the Migos
The artists in the video are also
seen to have a certain style of
dressing. They are all seen wearing
really expensive brands and
wearing a lot of expensive jewellery
such as chains and rings. They are
seen wearing designer brands like
Giuseppe Zanotti, Christian
Louboutin and Versace.
3. RnB music videos are mainly narrative
music videos with routine performances.
The concept of the videos are mainly
about love and relationships and also
about heartbreak, women and
promiscuity. For example, the “Wiggle”
music video by Jason Derulo and Snoop
Dogg are about the physical attraction of
girls having big bums.
The narratives in RnB videos are about
heartbreak and love. For example, the
“Don’t Judge Me” music video by Chris
Brown has a narrative which shows him
saving the world to save the people he
loves. Also in the “TKO” video by Justin
Timberlake you see him fighting with his
girlfriend, having sex but his girlfriend kills
him in the end. In this video you see
heartbreak and betrayal.
The locations for the
music videos are mainly
set in nice rich houses like
in the “Wiggle” video
and like the “TKO” video.
Very simple but rich
locations.
The artists in the videos
are seen as very
romantic, caring and
really loving people. They
are similar to Hip-
Hop/Rap artists and also
wear really expensive
designer clothing such as
Versace and Gucci and
other designer brands but
they do not show off their
wealth.
4. Pop music videos are mainly focused on the
performances and a little bit of concept in it.
For example, the Shakira video “La La La” is
mostly a performance based video with
routine performances and the concept of
the video is about the FIFA 2014 World Cup in
Brazil. Most of the concept behind Pop music
is about love, emotions and freedom like the
“Chandelier” video by Sia.
There are a lot of routine performances
and the narratives are different compared
to RnB and Hip-Hop/Rap videos. For
example, in the “Dark Horse” video by
Katy Perry she is seen as a cruel and evil
pharaoh of Egypt looking for a king but
she kills the men and takes what they
have.
The locations for the Pop
music videos are set
mostly in studios or out
on the streets. For
example, Pharrell’s music
video is set around the
city in different parts of
the city inside different
buildings. Shakira’s video
is set inside a studio.
The pop artists are made
to look like free spirited
and fun people. You can
see that they are free
spirited in the
“Chandelier” video
when the girl is dancing
around an empty house.
They do not wear a lot of
jewellery or a lot of
expensive brands.
5. Hip-Hop
An old Hip-Hop/Rap video I looked at was Changes by 2Pac. This video was a concept based video based on the politics in the USA,
racism and how things change over time. The video showed different points of 2Pacs life and all the bad and good things he has
experienced throughout his life. It shows him in court and him getting money through rapping. In this video he is seen as a rebel fighting
against the government. He is seen in court winning a case being proved innocent. He is also seen as a really happy and caring
person. There are pictures of him with his daughter and also when he is on stage rapping. He’s wearing casual clothing and only one
chain. This old Hip-Hop video compared to nowadays videos are completely different. The concepts are more about drugs and
women in today’s music but back in the 80’s and 90’s they were more about real life and how the government were back then.
RnB
This old RnB video I watched was Dilemma by Nelly and Kelly Rowland. This is a concept video mixed with narrative. The concept is
about falling in love even though she’s with another man. The narrative was Kelly moving into her new house next to Nelly’s house and
they end up falling in love with each other. This video was set in a suburban neighbourhood. The two artists in this video are seen as
very caring and very loving and romantic people. They are dressed really casually and not much jewellery on them. Comparing this
old video with today’s RnB videos the conventions have changed. Today’s artists are more promiscuous and less romantic but 80’s and
90’s are the opposite. They are more romantic and talk about falling in love with one and other.
Pop
This old school Pop video is “Don’t Stop Till You Get Enough”. This is a performance based video. The performance in the video is a
routine performance done in a studio. In this video, Michael is seen as really free spirited and really joyful. He is wearing a black tuxedo
and has a short afro. Comparing this video to today’s videos you can see a type of similarity in the way the music is performed
because Pop artists like to perform in their videos and they are also really free spirited and joyful.
