2. 1970’s Hip hop is music that originated from African American communities in the South Bronx in New York City during the 1970’s. The four pillars of hip hop culture are MC’ing, Breaking, DJ’ing, Graffiti. Artists at the time were The SugarHill Gang, Grandmaster Flash
3. 1980’s Run DMC were one of the main pioneers of Hip Hop during the 1980’s. The 80’s was also the era in which hip hop first reached a commercial level. Bringing money into the genre.
4. 90’s The 90’s was the era of Tupac and Biggie, and brought conflict between the west and east of America. This has also been argued to be the end of the golden age of hip hop, replaced by an age of hip hop based less upon on positivity and more upon money, cars and girls
5. Conventions Cali Sawg District - Teach Me How To Dougie (2010)-Girls, Money and dance choreography Public Enemy - Fight The Power (1989)- Live performance, dance (not choreographed),
6. Conventions From watching various video’s of hip hop I have concluded that the conventions of hip hop video’s change largely depending upon the time period. During the early 80’s the video’s were very much focused upon making a statement to the viewers, mostly political, this is demonstrated by Public Enemy’s videos and songs such as fight the power In the 90’s although hip hop still played a role of positive thinking, some artists began to move towards the stereotype of a more modern day hip hop which is glorifying money, cars and objectifying women. However hip hop has yet been evolving and is moving towards a merge between hip hop and dance music, shown by recent video’s such as Tinie Tempah- Pass Out Snoop Dogg ft. David Guetta
7. Target Audience 80’s The target audience of hip hop has changed over the years, it could be argued that the main audience of hip hop was African Americans due to the message it was trying to get across at the time, concerning unfair treatment of Blacks in America. 90’s The 90’s era of hip hop brought rise to less politically motivated forms of hip hop making it a more open genre to all, however it was still viewed predominantly as an African American genre, and the majority of artists were from this background so to some extent it still seen as an exclusive genre 2000’s When hip hop became a very commercial genre of music and started to appeal to all, this was due to the mixtures of genres that took place within hip hop such as blends of dance and hip hop.
