The document discusses different music genres that a group was considering for creating a music video. The group initially chose hip-hop, rap, and R&B but had difficulty finding artists in those genres without existing music videos. They then decided to change their genre choice to grime, feeling it would be more realistic to select a grime artist. The document provides descriptions of each genre as well as conventions commonly found in hip-hop and grime music videos.

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

3. R&B
Rhythm and Blues
African American
Music
Originated from Jazz,
Blues, Gospel, and
Traditional Pop music
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
Typical Instruments
Used: drum kit, double
Base, saxophone,
Horns, piano, organ,
Vocals and background
vocalists, and electrical guiter

4. Hip Hop
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
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
Typical Instruments
Used: rapping, drum,
Guitar, drum machine,
Beatboxing, piano,
vocals,
Base guitar,

5. Rap
Also known as emceeing, Mcing,
spitting (bars), rhyming
Refers to speaking or
chanting. It is performed
in time to a beat and is
mainly associated with
hiphop
Originated from blues music, and
spiritual of slavery. It is influenced
by West African musical traditions
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
Typical Instruments
Used: rapping, drum,
Guitar, drum machine,
Beatboxing, piano,
vocals, Base guitar,

6. The main reason why 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 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 decide on an artist to, but we found it difficult
to come up with artists who do not have a video to their song.
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

7. Grime
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
R&B artists:Bashy, Chipmunk, Dizzee, Rascal, Kano, Kasha,
Giggs, Wiley, Sway, Lethal Bizzle, N-Dubz, Roll Deep, Skepta,
Tinchy Stryder, Tinie Tempah
Typical Instruments
Used: rapping, drum,
Guitar, drum machine,
Beatboxing, piano,
vocals,
Base guitar,

8. 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.
A lot of high angled
shots make the artist
look physically bigger.
This creates the idea
of a higher status in
the industry.
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.
Tracking shots are a common
feature as this allows the artist to
show the artist the setting for the
video, without doing a simple and
obvious panning shot.
Reference to the artists record
label through their clothing line
and other merchandise.
Indication of success
and wealth through
shot of personal
possessions , such as
watch and phones.
As UK artists are
constantly being
compared to their
American counterparts,
artists often make clear
indications to where they
originated from.
Frequent group or
entourage shots are
common as a single artist
usually belongs to a larger
group.
Other artists that
follow these
conventions:
•Griminal
•Little Nasty
•Joe Grind
•Devlin
•Skepta
Videos 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.