1. PART B: Genre Development

2. Hip Hop music otherwise called Hip-Hop or Rap music, a genre with consists of a rhyming rapping
style/technique. There are four stylistic elements to Rap/Hip-Hop, these four elements are Mcing, Djing,
Scratching/breakdancing and finally graffiti writing. Other elements that may fall into Hip-Hop are sampling, and
beat boxing.
The term “Hip-Hop” is often credited to Keith Cowboy a rapper who rapped with Grandmaster Flash and the
Furious Five. Himself, DJ Hollywood and Lovebug Starki continued to use this term when the genre was still
called Disco Rap. It was said that cowboy created the name in the process of teasing a friend who had joined
the US Army, singing it in a mimicking manor which was making jokes in the manor soldiers marched. This term
was soon adopted by artists such as The Sugarhill Gang in their song “Rappers Delight”
Hip Hop was a culture formed in 1970, this grew with the block parties during the era in New York City. This was
particularly among African Americans who resided in Bronx, NY. As the genre begun to produce positive
feedback DJs begun to isolate percussive breaks of popular songs, this technique was also used previously in
Jamaican Dub Music, which was introduced by the Jamaicans who had settled in NY.
Rapping/Vocal was then introduced to Hip Hop sometimes these were absent on track. The roots of rapping
was found in African American music, ultimately African Music, especially in west African cultures.

3. Firstly the two genres are different yet similar. Hip-Hop was introduced solely as a rhythmic beat, commonly played on
turntables which was accompanied by other elements oh hip-hop such as scratching. It was only later that rapping (which
is where we get the term rap) was introduced to hip-hop which supplied rhythmic vocals over the top of the hip-hop beat
or instrumental.
Rap/Hip-Hop became a media of argument, a way of settlement, sometimes between gangs and different suburbs. The
way in which I was done was through rap battling either through “spitting” or “freestyling” bars (rhymes) that would be
off the “dome” (meaning straight from the head on the spot)
Going from the origins of rap/hip-hop in the 1970s (see slide 2) it had evolved by the 1980s into a more complex genre with
many more styles, this was called the new age hip hop. Early indications of new age hip hop was identified through such
tracks as Grandmaster Flash's "The Adventures of Grandmaster Flash on the Wheels of Steel" (1981), a single consisting
entirely of sampled tracks. Hip-Hop begun to infuse other genres such as reggae, rock and electro. “Artists such as Melle
Mel, Rakim, Chuck D, KRS-One and Warp 9 revolutionized hip hop by transforming it into a more mature art form, with
sophisticated arrangements, often featuring "gorgeous textures and multiple layers“
The Golden age of hip hop approach this was when music started to become mainstream, artists that capitalised this era
were the likes of, Public Enemy, Boogie Down Productions, Eric B. & Rakim, De La Soul, A Tribe Called Quest, Gang Starr,
Big Daddy Kane and the Jungle Brothers.
According to rolling stones "when it seemed that every new single reinvented the genre”.
A subgenre of hip-hop was introduced into the genre, called “Gangsta Rap” which told the stories of inner city and violent
African American youths, the main pioneer of this sub genre was Ice T later to be capitalised by groups such as NWA.
1990s was the decade of the mainstream breakthrough for hip-hop when artists started to chart.

4. As hip hop/rap has evolved, what the artists represent has also evolved. In the early stages of rap/hip-hop 1970 artists' rap represent
community, and struggle. This was shown in their raps as they rhymes about these thing. For instance having to sell drugs or do
crime to come up out the struggle of their community's and help their community's. Raps often illustrated the artists life's .
As hip-hop evolved into rap battling, artist were represented as more brutal characters, “Repping” (backing/sticking up for their
hood) often dissing other artists and hoods, often causing violence, this painted a bad picture for rap. Rap had changed from a
harmless genre, which illustrated pain and struggle of community's to a genre that had a big influence on how black youths/African
Americans lived their lives day to day. This was often the same story with Gangsta Rap (Westcoast) when it was introduced, artists
were still living criminal lives this was shown in their lyrics, often talking about guns, drugs and drug taking, women, crimes, and
murders.
In present times, what artist represent is often shaped by their recording labels, these label produce star images. This is simple
because artists need to stay relevant, for example Rihanna's a artists who's image has been shaped by her recording label. This is a
result of the business growing and the growing difficulty to remain on top. (See post 1 “Star Image”)
Rap/Hip-Hop has shied away from its origins of community, and hustling which was capitalized by African Americans into a business
in which is still capitalized by African American but also consisting of white communities, Mexican, etc.

5. There are many ideologies in this genre. As rap came up in black American society's, it was used to
counteract the ideologies of the society, especially the judicial systems and authorities. Specific
languages are used in rap/hip-hop depending on where you reside, usually it is only understood by
people of the same culture. Often raps would disagree with judicial systems as I've said with the
use of the language they would almost ridicule these people with authority. Rap/Hip-Hop
addresses politics, race, gender and sexuality.

6. Evidently there is a specific image an artist will need to acquire to fit ideally into the genre Rap/Hip-Hop but as
the genre has evolved it has become more lenient with this rule, but as the genre becomes more lenient, more
and more conventions begin to be introduced to the genre. For example there would have been previously, a
particular dress code that the artist within this specific genre would abide to. Since the genres growth and
evolution , dress code and imagery of artist has changed. Here are a few examples of contemporary artist that
fit conventionally with rap/hip-hop but through many different conventions.
Left to right we have, ASAP Rocky, Juicy J, 50cent and finally Eminem. All different rappers of a similar era who
also fit conventionally but also different (through different generic conventions) ASAP rocky showing the
fashion and branding side, Juicy J showing the alcohol orientations, 50cent showing the money and Eminem
again finally showing the branded element, all of hip hop.

7. http://www.youtube.com/watch?v=GKFzPv9vnB8
(Explicit warning)
This music video is a perfect example of a rap/hip-hop video that displays
the typical conventions of the genre. This is a perfect example simply
because the video consists of specific elements such as jewelry, women,
explicit content, money, drugs and alcohol.

8. When creating my music video I must ensure my locations are
relevant to a Rap/Hip-Hop genre, ensuring it has that urban raw
feel and décor. Also ensuring I use the correct props and
costumes, taking in what I have research about the genre and
their artist and create a replica within my production.

9. Its important to use conventions, as it will allow the audiences to
get an idea of what genre the video is. I've come across many
conventions in my specific genre and I will be using such
conventions in my music video such as, camera angles, emotion
etc. I think that it is important that I use this because as iv said it
will allow the audience to distinguish what genre my music video
is from.