The document discusses genres of music including hip-hop, R&B, rap, and grime. It provides descriptions of each genre's origins, typical instruments used, and popular artists. It then summarizes a group's process of choosing a genre for their music video, initially selecting hip-hop, R&B, or rap but ultimately deciding on grime due to feeling it was more realistic and that they related more to the target audience. The document concludes by outlining some common conventions of hip-hop and grime music videos such as referencing the artist's record label, using tracking shots, and depicting signs of success through possessions.

1. Choice of Genre and its conventions

2. After looking at all existing music genre, myself and other members of my group chose the ones we wanted to create a music video for. Before finalising, we chose 3 possible genres. The three genres we chose were: Hip-hop R&B Rap

3. Originated from Jazz, Blues, Gospel, and Traditional Pop music African American Music R&B Rhythm and Blues Typical Instruments Used: drum kit, double Base, saxophone, Horns, piano, organ, Vocals and background vocalists, and electrical guiter R&B artists: Backstreet boys, Aaliyah, Beyonce, Mary J.Blige, Alicia Keys, Akon, Mariah Carey, D’Angelo, Destiny’s Child, Jamie Foxx, Keri Hilson, Michael Jackson, JoJo, R.Kelly, Jennifer Lopez, Bobby Valentino...and many more

4. It is defined by 4 key stylistic elements: - Rapping - DJing / scratching - Sampling - Beatboxing Originated from funk, disco, r&b, soul, jazz, raggae, spoken words, dancehall...etc Hip Hop Typical Instruments Used: rapping, drum, Guitar, drum machine, Beatboxing, piano, vocals, Base guitar, R&B artists: 2Pac, Jay-Z, OutKast, Notoriuos B.I.G, Nas, Ice Cube, LL Cool J, Kanye West, Dr. Dre, Eminem, Salt n Pepa, Busta Rhymes, Lil Wayne, Foxy Brown, 50 Cent

5. Originated from blues music, and spiritual of slavery. It is influenced by West African musical traditions Refers to speaking or chanting. It is performed in time to a beat and is mainly associated with hiphop Rap Also known as emceeing, Mcing, spitting (bars), rhyming Typical Instruments Used: rapping, drum, Guitar, drum machine, Beatboxing, piano, vocals, Base guitar, R&B artists: 2Pac, Jay-Z, OutKast, Notoriuos B.I.G, Nas, Ice Cube, LL Cool J, Kanye West, Dr. Dre, Eminem, Salt n Pepa, Busta Rhymes, Lil Wayne, Foxy Brown, 50 Cent

6. Choice of Genre and its conventions The main reason we chose these was because we were aiming to be realistic with ourselves. We wanted to make sure we chose a music genre we could create a successful video for. Other reasons were because of the popularity of the genres and how creative we could create a music video for our chosen genre. For a couple of days we all tried to finalize on a artist, but we found it difficult to come up with a song and a artists without an existing music video. Therefore when we all got together we discussed our decisions again. We decided to change our chosen genre. The genre we concluded on was Grime. Our main reason for changing our genre is because we felt it would be more realistic to choose a grime artist. We found that we fell into the target audience for grime music. Therefore we will find it easier to relate with.

7. Refers to speaking or chanting. It is performed in time to a beat and is mainly associated with hiphop Originated from British hip hop, UK garage, dancehall, drum and base, ragga jungle, hip house Grime Typical Instruments Used: rapping, drum, Guitar, drum machine, Beatboxing, piano, vocals, Base guitar, R&B artists:Bashy, Chipmunk, Dizzee, Rascal, Kano, Kasha, Giggs, Wiley, Sway, Lethal Bizzle, N-Dubz, Roll Deep, Skepta, TinchyStryder, TinieTempah

9. Little Nasty

10. Joe Grind

11. Devlin

12. SkeptaVideos can vary in concept although almost always involve some type of performance; whether it be with the artist on stage or possibly in a tracking shot. Conventions of Hip-hop/ Grime Videos As most videos of this genre are narrative, close ups of the artist or supporting actors face is a common feature. This is to convey to the audience the emotion that the artist wants them to experience. Dark colours are prominent throughout the video. The artist is dressed in a black sweatshirt with a matching hat. The setting is also quite dark, reflecting the gritty stereotype of London. A lot of high angled shots make the artist look physically bigger. This creates the idea of a higher status in the industry. Indication of success and wealth through shot of personal possessions , such as watch and phones.