Genre research.

1. Word cloud - Hip hop
The word cloud that I have constructed is
implemented to highlight key terms that can be
associated with the hip hop music genre. The
structure that the words mask is that of an
American dollar sign. In which, the hip hop music
genre originated within America, moreover the
ideals of money is emphasised throughout the
genre via music video visualisation or via lyrical
reference.
The colour selection green, suits the American
dollar mask, which the currency is predominantly
green (paper form). In addition, the colour green
can be associated with drugs, more commonly
marijuana which is used as a stimulant, to
achieve the state of being ‘high’ which
encourages relaxation. Notably, drug handling
and consumption is also made reference too
within the music genre, in which constructs
relations between a wealthy lifestyle (consisting of
sexualised women, expensive cars, properties
and clothing).

2. History of the hip hop genre
1970’s - Hip Hop formed due to the young African-American and Puerto Rican people living amongst rural districts within
New York City. Most unemployed, few working as DJ’s at discos and neighbourhood parties. Which, DJ’s would typically ask
someone to become their MC (Microphone Controller), introducing the DJ and encouraging a positive vibe. Additionally, few
MC’s spoke in sync with music patterns rhythmically, to suit the means of being entertaining. The genre emerged as a form
of expression of the urban black and Latino youth. DJ Clive “Kool Herc” Campbell was recognised as a highly influential
figure within the creative development stages(pioneering) of the Hip Hop genre; DJ Kool Herc constructed the foundation of
the genre, which he made advancements of the Jamaican tradition of ‘toasting’.
The role of the MC had developed also, whereby the MC was initially intended for introducing the music and artist to the
audience, in attempt to make the audience feel excitement. However, their role transitioned to speaking over soundtracks,
encouraging dancing and creating jokes(essentially accompanying the audience). Eventually, founding rapping. DJ Kool
Herc further developed upon break-beat deejaying, which consisted of isolating and looping the breaks within funk music;
purposed for all-night dance parties. Soon after other DJ’s began to refine and developed the use of break beats, in the form
of cutting and scratching. In later years of the decade, DJ’s were releasing records where they were rapping to the beat.
1979 - Hip Hop had become a mainstream genre. Hip Hop single: Rapper’s Delight was released by The Sugarhill Gang,
becoming a top-ten single on a global scale. After such release, inspired many other Hip Hop records to be published.

3. History of the hip hop genre
1980’s (Golden Age) - Rappers began to integrate memorable melodies into hip hop singles. Hip hop beats were becoming
made in studios with musical instruments such as drum machines, synthesizers and audio samples of older funk and disco
records. Politically styled hip hop become apparent, which popular groups began to demand for political alternation;
discarding injustice and racism. Additionally, hip hop integrated the creation of rhythm via using the human body in the form
of beatboxing(a form of vocal percussion). Artists such as Doug E. Fresh and Biz Markie could utilise ‘beatboxing’ to imitate
and replace the need for instrumental sounds.
1982 - Hip Hop as a culture become further defined. Afrika Bambaataa and the Soulsonic Force released an electro-funk
music single “Planet Rock”, the soundtrack utilised electronic sounds; alternating from simply rapping over music
instrumentals. Such sounds were created via a continually improving drum machine, using synthesized technologies. The
music single is recognised as a revolutionary point., merging electro music with hip hop. Additionally, another vastly
recognised hip hop single is: The Message was released by Grandmaster Flash and Furious Five. Which, was based upon
socially conscious hip hop; highlighting social issues such as poverty and crime. Such issues have since been reinforced into
other artists music, up until the modern day.

4. History of the hip hop genre
1990’s - Hip Hop producers began to incorporate audio editing software and digital effects; forming alternations of Hip Hop
such as Jazz Rap. Furthermore, rapping figures began to construct socially conscious Hip Hop, featuring political and social
problems; rapped over music played by Jazz and Funk musicians. Notably, hardcore rap, gangsta rap and G-Funk were the
most successful music styles. Los Angeles gangsta rap had developed via various rapping artists, whom began to induce
funk rhythms whilst rapping about the consequences of crimes, drugs and leaving school. Whereby, their lyrics incorporated
into the music featured explicit language, controversially attracted media attention; such albums were apparent to be top of
the charts. The rapping figures: hardcore, gangsta and G-Funk adopted gangster ideals and appeals, including explicit
language and disrespect to women within their music. Which, many teenaged boys become fond of such style, enough to
become a representative of mainstream Hip Hop.

5. History of the hip hop genre
2000’s - Hip hop become a highly populated genre of music, where singles and albums become to top musical chartings on
a global scale. In which, inspired many people to become local hip hop artists in various countries, some now mainstream
musicians. Furthermore, hip hop has influenced pop music, whereby many pop songs have integrated hip hop elements into
productions. 2010 - Alternations of hip hop and underground rap has been founded by independent music artists, whom
utilised social networking to obtain a founding fan base. Furthermore, the image of the modern hip hop music star, is
somewhat glorified as being idealistic via the means of social media(artificial image). In which, society seeks artists fashion
sense as idealistic, becoming trend setting; people conform to being similar to the representation of artists to suit normality
and indifference.

6. Artists that are significant within the development of hip hop
DJ Hollywood (Anthony Holloway) - was the founding figure of the Hip Hop genre,
which he distinctively incorporated rhythmical narration with the timing of the mixes
beats, in the form of rhyming. Other DJ’s only adopted narration in an emotionless
manner, which was not spoken in any rhythmical or systematic manner.
DJ Kool herc (Clive Campbell) - was renowned for originating Hip Hop in New York.
His practise consisted of isolating the instrumental sections of hard funk music records.
Which, the rhythmical beating pattern become emphasised; easily heard.
Schoolly D (Jesse Bonds Weaver Jr.) - was renowned for being the original creator of
gangsta rap, by the publicly proclaimed original creator rapper Ice-T. Whereby, Schoolly
D’s lyrics revolved of violence, sexual activities and urban realism; founding the criteria of
gangsta rap. Later, Schoolly D introduced an Afrocentric vibe and culture to the Hip Hop
genre.
N.W.A. (Niggas Wit Attitude) - was a American Hip Hop group, which were one of few
earliest publicising figures of the Hip Hop sub genre: gangsta rap; which has now
become mainstream, N.W.A. are considered to be one of the greatest and influential
groups within the Hip Hop genre.

7. Artists that are significant within the development of hip hop
RUN-D.M.C. - is renowned as being one of few most influential acts in the history of the
Hip Hop genre and most well-known acts in the 1980’s. Furthermore, alongside LL Cool
J, Public Enemy and The Beastie Boys introduced the new addition of ‘new school Hip
Hop music’.
The Sugarhill Gang - is an American Hip Hop group, first to release a Rap single
(Rapper's Delight) which featured Top 40 within the Billboard Hot 100. Further inspiring
other artists to produce and release Hip Hop records.
Grandmaster Flash (Joseph Saddler) - is an American Hip Hop DJ and recording
artist, considered as a pioneer within Hip Hop via DJing, cutting and mixing. Moreover,
studied the techniques used by previous DJ figures to found what was the three
innovations, known to be the basic techniques of DJ’s today which techniques are: quick-
mix theory, clock theory and scratching.

8. How are artists conveyed within the hip hop music genre?
Within the hip hop music genre, artists are conveyed as numerous images which can conform to being idealistic, objectified,
positively influential or negativity influential.
Female representation in regards to objectification -
WIthin modern hip hop music video productions, women are commonly conveyed as sexual objects; this image is created
via the exposed clothing styles and sexualised choreography choices within music videos. Furthermore, are seen as being
inferior in the presence of male artists. Which is suggestive about women's purpose within music videos; attraction to the
male audience, encouraging larger audiences(males may find the female figures appealing). The image of female
objectification is shown within hip hop music videos:

9. How are artists conveyed within the hip hop music genre?
Male representation in regards to objectification -
WIthin modern hip hop music video productions, unlike women , men are uncommonly conveyed as sexual objects; this
image is created via the lack of clothing of upper regions of the male physique and sexualised choreography choices within
music videos; similarly alike the sexualised appeal of women. However, males usually maintain superiority in relation to
women, however are perceived as being somewhat vulnerable. Which is suggestive about males sexuality, which is
conveyed as being significant to men. Like females however, the sexualised man is also used as a device of audience
attraction, from a female perspective. The image of male objectification is shown within hip hop music videos:

10. How are artists conveyed within the hip hop music genre?
Fashion representation in relation to hip hop -
Modern hip hop artists highlight fashion as being significant to the identity of people, suggesting that identity is constructed
and is further artificial. Within media texts, hip hop artists are perceived as being fashion icons in which many people
conform to their image; seeking for idealism. From an audience's perspective, fashion provides a sense of normality and
indifference to society. The ideals of fashion are heavily constructed via artist image, shown throughout various media texts.
Whereby, artists act as commodities, and posses brand affiliation; as artists have large audience spans, encourages trends
to be created as fans of artists would copy their image. Through the means of brand promotion.

11. How are artists conveyed within the hip hop music genre?
Negative figure representation in relation to hip hop -
Some hip hop artists are represented as negative figures, who propose to be perceived as non-idealistic to audiences.
Within the hip hop music genre, non-idealistic figures are commonly represented via the artist's interaction with drugs and
violence. Such interactions are generally highlighted through social media and lyrics within music productions. Disregarding
idealism, artists that appeal to negativity are inevitably influential to audiences; encouraging audiences of the artist(s) to
partake in similar interactions. Artists that make numerous references to drug and violent related activities within the hip hop
music genre are: Lil Wayne and Rick Ross. Both embrace elements of drug consumption and violence in their lifestyles.
Positive figure representation in relation to hip hop -
Some hip hop artists are represented as positive figures, who propose to be perceived as idealistic figures to audiences.
Within the hip hop music genre, the image of the idealistic artist is commonly represented via an artist highlighting social
issues that typically involve drugs and violence within their productions; which conclude that such interactions are corrupt
and negatively impacting. Based on such perception, idealistic artists do not intervene with the issues they highlight; which
being hypocritical can engage hatred from fans. Moreover, an artist that suits the role of idealism, is generically seen to be
in a relationship with another positively portrayed person. An example of such description is that of: Mac Miller. Who
highlights social issues, does not engage in the social issues and further has a relationship with another hip hop
artist(Ariana Grande). Their images as a couple and as individuals are depicted as being admirable.

12. What main ideologies are represented within
current hip hop music videos?
Within hip hop music videos, the ideology of realism is made reference to throughout music videos of various hip hop
artists. In which through visual and lyrical content, each artist describes themselves to be unique in variations of lifestories
that they incorporate into their music productions. In which, entails how the artist became apart of the genre and their
successes, failures and emotionally engaging events that they intervened with. In which their purpose of implementing such
events into their productions is to encourage a sense of equality; whereby provides hope to any individual(inspiration) to
become like them(idealism). Notably, people who share similarities of life events can establish relations, and oversee an
artist to be a definitive inspiration; utilised to overcome failure(s). An example of a hip hop artist that conforms to an
inspirational figure: 50 Cent. 50 Cent, intervened with his mother's death at the age of eight years old, and more recently
was shots numerous times and had survived. He highlights such stories within many of his music productions, providing
people with hope. Specifically those who can make relations between his scenarios and their own situations; one that has
lost a family figure at a young age or who has been physically harmed.
Meanwhile, the ideology of wealth is commonly related to within hip hop music videos. Whereby, the ideology of wealth
within hip hop, suits the means of encouraging drug consumption, drug handling and violent behaviours that ignite the
existence of rivalries. Which, is notably related to gang culture. The culture is commonly shown and suggested within music
videos within the genre, and is mostly conveyed as an aspiration to what people within the audience should conform to be
like and do. Inevitably a controlling aspect of media texts.

13. Word cloud - Hip hop subgenres
The word cloud that I have produced illustrates the
many subgenres of the hip hop music genre. The
structure that the words mask is that of
headphones. In which, headphones are suggestive
as being a modern form of audio peripheral,
reflecting the hip hop music genre and its
subgenres as a modern influence; in sense
fashionable(trend-setting).
The various selection of colours, suits the concept
that all the subgenres are unique. Furthermore,
illustrates that hip hop as a music genre has
developed and expanded vastly. Additionally, the
various colours denote vibrance, in context to the
hip hop music genre, vibrancy can relate to the
energetic environment of music videos. Moreover,
is reflected via fast paced motions and shot
transitioning; which is generic within existing music
videos of hip hop and its sub genres.

14. Music videos considered to be the generic Hip Hop music video
Hip hop music videos are generally focused upon the wealth and dominant aspects of people and artists, furthermore
reference social issues in relation to their impacts. In which, wealth is generally portrayed via the implication of brand-
expensive clothing, jewelry, new technological devices and money in a paper-form. In addition, dominance in a general
perspective is usually illustrated via camerawork or mise-en-scene in terms to lighting sufficiency(where the artist is
generically the focus). Moreover, ideals of dominance can be concluded via character positioning in terms of gender and
culture. And highlights the intended dominant figure(s). Social issues are inevitably a focus of the genre, in which most
artists tend to make references to life events of a corrupt nature; due to social issues and their impacts on publicity. Hip hop
music videos that provide a generic concept of the conventions that are implemented into the genres productions are:

15. Record labels that are significant to the hip hop genre
Def Jam Recordings - Def Jam Recordings is an American record label which focuses
upon the hip hop and urban genres of music. In which, the label has experienced early
hip hop founding, Hip Hop dominance within commercialisation and popularised to
become a mainstream music genre.
Cash Money records - Cash money records is an American record label which is
recognised for associating with popular hip hop artists. Cash Money records
experienced a sudden success within 1998, whereby signed a $30 million pressing and
distribution deal with Universal, in addition to the $3 million contract advancement.
Cash Money records obtained 85% of Universals royalties and was further entitled to
possess all their published work and 50% of their publishing revenue. In following of
success, Cash Money’s release of the album ‘400 Degreez’ in 1998 enhanced the
labels appeal as a Hip Hop label upon a national scale. Furthermore, numerous
publishings of albums within 1999 allowed the label to become reputable, via their
publishings chart status.