Representation of Ethnicity in music videos

1. Representation of
Ethnicity
Scenes Productions

2. Ethnically Divided Genres
 This is simply the concept of where as members of society we associate
particular genres with ethnicities. For example when people say rap, people
assume a Black character. Alternatively when people say Black singers such as
Young Thug/Travis Scott, people assume the rap genre. Their master status
(what people are known for) is rapper.
 However if we say pop music we tend to assume white females such as Taylor
Swift. RnB leads us to Rihanna/Beyonce. It is because of the big names in
these particular genres that we associate ethnicities with particular genres.

3. Rap Genre
 Rap wasn’t created till the 70’s. ‘Rappers Delight’ released by Sugarhill was the initial track
which created the rap genre and influenced other artists such as Run DMC. They were soon
followed by the big names – Snoop Dog and Tupac.
 Since then rap has formed so many subgenres which has drawn more and more people to the
genre.
 Currently on the rise in the UK is the Grime genre which is being lead by Artists such as
Stormzy, JME and Skepta. Grime doesn’t have a tune to it but focuses on the lyrics instead.
 However, the Rap genre is slowly attracting more and more people to the genre. Currently the
most listened to Artist Spotify as of 2015 was Drake who performs Hip Hop, R&B and Rap.
Other big characters in the Rap genre at the moment are artists such as Kanye West, Future,
Young Thug and others, mainly American artists.
 In terms of their representation in music videos, they are often filmed with drugs, money and
prostitutes which paints a negative image for black artists in the rap genre. It could be argued
that this also influences the younger generations. Arnott (2004) came up with a concept called
the Hyperdermic Syringe and the Ultra Tough Ghetto Superstar which is a concept where young
black members of society aspire to be like the rappers they see on TV.
 In terms of the wider audience, it has become a more acceptable genre and not a genre that
was just targeted for the Black audience, but it is now the second highest selling genre in the
music industry.

4. Challenging Stereotypes of the Rap
Genre
 A very important Artist who has a big name and reputation in the music
industry is the white rapper Eminem. He is part of the reason as to why Rap
music appeals to multiple ethnicities. Firstly there is the relatability of a
white person but he also brings a mixture of predominantly white music
genres such as Rock. It allowed him to expand his audience.
 Notice how all the artists on this slide are a mixture of ethnicities which
suggests that there is actually a decline in an ethnical divide in rap.
Eminem Drake
Young Thug
Professor Green

5. Black Artists in different Genres
 As there an increase in Caucasians in rap, there is an increase of African Americans
in other genres such as pop. A famous example of a man who pioneered this shift
was the late Michael Jackson, also known as the King of Pop. His influence on pop
music changed the way that people would perceive the genre. He had a hugely
successful career. Other examples include Artists such as Bruno Mars who has
become very successful in the pop genre.
 Ethnic Groups are represented differently in this genre. For example Bruno Mars is
shown as kind, loving and affectionate. This shows that there isn’t any differences
in the way ethnic characters are represented but it is the genre that decides their
representation.
Michael Jackson Stevie Wonder Whitney Houston
Bruno Mars

6. However
 However there are still some genre’s that are predominantly represented by
White characters. For example the Indie Genre is a genre dominated by White
groups such as Stereophonics. It is arguably because Indie or Rock music isn’t
part of African-American culture so they don’t grow up watching or listening
to the music.
 White people in Indie bands tend to be shown as very talented through the
use of performing on instruments.
Kings of Leon
Stereophonics