Case study of genre conventions in Chris Cunningham's Afrika Shox.

1. Afrika Shox
Leftfield ft. Afrika Bambaattaa
Released
6 September 1999
Directed by
Chris Cunningham
Genre
Electronic/dance/hip-hop/noire

2. Leftfield
Leftfield were a British electronica band, producing music of a genre
coined as progressive house, between 1989 and 2002. In the 1990’s
they were described by Mixmag as;
"the single most influential production team working in British dance
music".
The term ‘Left field’ can be defined as ‘radical’ or ‘experimental’ and
can also have political connotations.

3. Reinforcing the genre
Goodwin’s Theory of music videos
1. Music videos demonstrate genre characteristics
(e.g. stage performance in metal video, dance routine for
boy/girl band).
Goodwin’s Theory states that a successful music video will
demonstrate genre characteristics within the visuals and
aesthetics. Cunningham follows this convention closely in
Afrika Shox.
At the beginning of the video, the audience is presented
with the image of an approaching police car, which
immediately indicates the electronic genre of the track.
Flashing lights and sirens (above) have connotations with
discos or raves, where this music genre is likely to be played.
As well as this, the images of the break dancers in the
underground car park (right), demonstrates genre
characteristics in line with Goodwin’s theory.
The choice of location, suggests the underground nature of
the artist, helping to establish the audience for the music
video.