There are several common conventions in hip-hop and rap music videos. Low camera angles are used to portray the artist as powerful by looking up at them. Status, wealth, and power are common narrative themes, especially for artists from poor backgrounds. Sex is also a frequent theme, using shots to convey sensuality and portray the artist's desirability. Women are often presented as sexual objects or empowered figures. References to wealth through props demonstrate status, and taboo subjects like drugs and sex are commonly explored.

1. Conventions of Hip-Hop/Rap
Chloe Allenby

2. There are often low angles in Hip-Hop/Rap videos. These are used to
demonstrate the power and authority of the artist to the audience. A
common theme in narratives in the rap genre is status, wealth and power.
Particularly if the performer is from a poor area, as this conforms to the
American Dream. The low angles suggest we are looking up at the artist,
consequently we have more respect for them.

3. Sex is an extremely common them in both hip-hop and rap music
videos. Two shots are regularly used to show a sexual connection
between two characters, and dark lighting helps to convey a sensual
mood. Furthermore, this is a tool which artists can use to portray
their desirability and success.

4. It is common for Hip-Hop music videos to conform to Laura Mulvey’s male gaze theory.
Women are portrayed as sexual objects for the gratification of men OR for their own
liberation. They are presented as desirable and sexy through costume choices which
connote sex e.g. black leather, red clothing, a lot of skin showing or volumised hair. Their
makeup is done to make them seem as attractive as possible e.g. contouring to make their
cheek bones stand out of Smokey eyes. Long shots can be used to emphasise their bodys,
or pictured doing sexual poses.

5. In rap music videos it is common to see a crown bouncing or dancing to the beat of a song.
This suggests that the artist is popular and credible, two things which rap artists aspire to
be. ‘Street Cred’ is a common theme, especially in the rap genre. The fast editing pace also
complements the beat of the music.

6. Artist’s clothing is generally
sporting attire which helps to
signify strength and sporting
prowess, which makes them
both desirable and fierce. This
can also be shown through
medium close ups – medium
long shots which help to
showcase artists bodies (Both
male and females).

7. It is a convention to
see references to
wealth in Hip-Hop
and rap, which
signifies status. This
can be through
mise-en-scene, using
props such as
jewelry, cars, money
or gadgets.

8. Women are presented in one or two ways: as sex objects for the gratification of men or as
being fierce, sexy and empowering. In Superbass, Nicki Minaj shows how sexuality can
enpower a woman. The man are sitting down but the females stood up. The illuminous
clothes suggest the women like their bodies and wish to be noticed. The pink lights
suggest a strong female dominance as pink is a colour with connotations of femininity.
Wheras in ‘It Wasn’t Me’ Shaggy is shown to be dominant, using females purelt for instant
gratification. The females are wearing revealing clothing, suggesting they are sex objects
and Shaggy is dominant in the shot as he is in the centre of the frame, with character
placement putting the majority of the females behind him.

9. In both rap and hip hop it is common for taboo subjects to be explored. Including
drugs, sex, money, drinking and smoking.
There are often close up shots, these
are useful for establishing an artist but
also for conveying an artists power as it
means that they take up the majority of
the frame. The artists are often
illuminated through lighting to make
them stand out even more.