media a level coursework document

1. Codes and Conventions of
the Electro Funk Genre
Tilly Hall

2. How the Electro Funk genre has changed
• Electro-funk music began as an early form of hip-hop, influenced by the
use of the Roland TR-808 drum machines and the emergence of funk,
fusing funk and New York boogie sounds
• It was most popular in the early 80’s, reaching a mainstream peak
through artists such as Kraftwerk and Hashim, but by the mid 1980s, the
genre moved away from its electronic and funk influences and began
using harder edged beats and rock samples
• By 2007, Electro music branched out into subgenres, such as electrocore,
electro pop and Skweee and regenerated its mainstream popularity with
current forms such as Indietronica and electroclash still influencing
modern artists such as Lady Gaga
• Electro-funk is credited as a catalyst that brought black music, such as
hip hop and boogie, into mainstream culture in the UK when it had
previously been kept underground

3. Conventions of the Sound/Composition
• Electro-funk music is characterised by drum machines and heavy
electronic sounds, often with no vocals, but, when vocals are used, they
are typically delivered in a deadpan manner, often through electronic
distortion such as vocoding and talkboxing; synthesized sounds are
predominant throughout
• This is the main distinction between electro and previously prominent
genres such as disco, in which the electronic sound was only part of the
instrumentation and genres like boogie were more focused on the voacal
aspects
• Many modern forms and variations of Electro-funk such as Indietronica
and Electroclash take the strong electronic, digital sounds and merge
them with a greater vocal element, breaking the conventions of the
original genre in order to bring it into the 21st Century

4. Conventions of Electro Funk Artists - Men
• Electro funk artists typically wear suits and tailored clothing, with 80’s
style shoulder pads, waist pinching and high collars
• The use of sun glasses as a fashion was also apparent in the early
emergence of the genre, as was a clean shaven face
• There was a futuristic professional look to the artists that used what was
then, ground breaking electronic instruments such as demonstrated by
the group Erasure
• In modern times, with the emerging blend of electro into other genres,
the dress code has become blurred with some artists going for a hidden
identity look such as the French duo Daft Punk who hide their faces
behind highly polished, elctronic motorbike helmets or a more theatrical
look such as with Gary Wilson or the Prodigy who use eccentric clothing
and make up to intensify their look

5. Conventions of Electro Funk Artists - Women
• The original genre was largely male dominated, and the few
female artists tended to conform to the suited professional look
that the male artists promoted
• However, the later blends of the genre has seen more female
artists in the 21st Century using electro music within their work
making it more commercially mainstream
• Lady Gaga for example, Beyonce and Madonna have all
experimented with the electro style even though they are not
predominately artists in this field
• They adhere to the more theatrical look of the genre and the
slightly mysterious hidden reality with the look rather than the
typical male professional image of the 80’s

6. Conventions of Electro Funk Music Videos
• Electro funk tracks don’t typically have music videos that go with
them, usually promoting on the quality of the track alone
• This may be because the production of music videos wasn’t as
popular back then
• Instead, many songs within the genre today can be found with only
the audio and an accompanying picture of the vinyl disk or
abstract art, with little to no moving visuals

7. Target Audience
• Ethnicity wise, the obvious audience was the lack community, as
most, if not all, of the artists within the genre were black as the
music originated from their culture
• It could be argued that today the audience is older, middle aged
individuals but the demographic during the time the music was
most popular would’ve been teenagers, young adults; people who
wanted change and a new sound, much like how the audiences for
British punk were
• The demographic of this genre was undoubtedly more niche as
limited bursts of popularity and exposure could not cement a
mainstream audience

8. Notable Artists
• Afrika Bambaataa, Mantronix, Grandmaster Flash, The Black Dog, LFO
• Midnight Star, C.O.D., Glasperlenspiel Freestyle, Aux 88, Plaid, The Prodigy
• Hashim, Grandmaster Melle Mel, Drexciya, Lemaitre, Michael Jonzun
• Anthony Rother, Cylob, DMX Krew, Herbie Hancock, Jonzun CrewI-F, Gary Wilson
• Chromeo, Bernard Fowler, C2C, Dopplereffekt, Arthur Baker, Mr. Magic
• Egyptian Lover Elephant, Kid Frost, Davy DMX, Jackal & Hyde, Newcleus
• Imatran Voima, LA Dream Team, Kraftwerk, Maggotron, Planet Patrol
• Mr Velcro Fastener, Liquid Liquid, Alpha 606, Music Instructor, Zapp, Erasure
• Man Parrish, Diplo, Arabian Prince, Warp 9, World Class Wreckin' Cru
• Roger Troutman, Scape One, The Sugarhill Gang, Tyrone Brunson, Volsoc

9. Notable Songs
• Chameleon – Herbie Hancock
• Rock It – Herbie Hancock
• Planet Rock – by Afrika Bambaataa and the Soulsonic Force
• Computer World and Electric Cafe – Kraftwerk
• You’re the One For Me – D Train
• Time – Stone
• Feels Good – Electra
• Twilight 22— Electric Kingdom
• Don’t Make Me Wait – Peech Boys
• The Future- Nuclear Holocaust
• Jam On Revenge – Newcleus
• Electricity – Midnight Star

10. Notable Albums
• Electric Cafe (re-released as Techno Pop) – Kraftwerk
• Computer World - Kraftwerk
• Beware The Funk Is Everywhere – Afrika Bambaataa
• Sound System – Herbie Hancock
• Life Is Something Special – Peech Boys
• You‘re The One For Me – D Train
• Electro Funk (1-4) - Street Jams (compilation albums)
• The Fat of the Land – The Prodigy (UK mainstream)
• Introspective - The Pet shop Boys (UK mainstream)
• Oxygen – Jean Michell Jarre (moving towards New Age sound)
• Tubular Bells- Mike Oldfield (moving towards New Age sound)