Hip hop originated in the Bronx in the 1970s when DJ Kool Herc started playing funk music at parties and incorporating rapping. James Brown's funk music popularized the drum beat that became common in rap. Music videos feature close-up shots of rappers looking down to imply power over audiences. Rappers wear basketball jerseys and workout to signify strength and prowess. Expensive jewelry and brands showcase wealth and status. Rapper clothing like gold chains, designer brands, and snapbacks link to wealth, gang culture, and hiding identities.

1. Hip Hop/Rap

2. Origin of Hip Hop
• James Brown is credited for inventing funk music
in the middle 60s. The characteristic funk drum
beat is the most common rhythm used for rap
music.
• One of the first rappers at the beginning of hip
hop period, at the end of the 1970s, was also hip
hops first DJ, Kool Herc. Herc, a Jamaican
immigrant who settled in the west Bronx of new
york, started delivering simple reaps at his
parties, which some claim were inspired by
Jamaicans tradition of toasting.

3. Music Video Conventions.
• There are many low angled close up shots, to
imply the artist’ power over the audience as
they're looking down from above
• The clothing is generally basketball shirts and
other sporting attire to signify strength and
sporting prowess, something supported by
physical workouts in music videos.
• There are lots of references to wealth of the artist
in the videos through the wearing g of expensive
jewellery and branded clothing, this signifies
status.

4. Letting the readers know that they
wont be able to read this story
anywhere else
Mentions all notable celebrities that
are in the magazine just to advertise
to the readers who may be
interested in these people.
Mentions all notable celebrities that
are in the magazine just to advertise
to the readers who may be
interested in these people.
Selling the fact that it is the latest
issue.
Black, white and yellow are colours
that are predominantly used on rap
album covers. These colours also
contrast affectively and therefor
makes the magazines writing as a
whole stand out against the black
background.
Notable name purposely stands out
in bold and in different type of font
Notable story that the readers may
be interested in reading
Uses an exaggerated buzz word that attracts any potential
readers that may be interested in what the story that describes
drake as “unstoppable” includes and what is it about
Other considerably reliable
information mentioned around the
sides so that it can be noticed and
and read but doesn’t outshine the
other more credible and ‘important’
information like the fact that there is
an interview with Chris brown.
Social network mention that many
people in the public use. Its also
possibly a helpful tip or a way that
the audience can interact with the
magazine

5. Rapper clothing
• Lots of gold/silver chains to signify wealth and therefor skill and status.
• Exspensive branded clothing also does the same(gucci, versace,
• Snap backs are worn regularly to link to gang culture and the fact that members
want to either have some affiliation to their gang and/or have there face hidden by
their hat.
• In some videos rappers wear suits and classy clothing to signify that they are living
the ‘high life’