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Examples of recurring themes in other music videos of my genre.I have looked at seven music videos that fell into the hip-hop genre and looked at the similarities that they all had: codes, conventions, production values and micro elements.The first song that I looked at in the hip-hop genre was the ‘Eung Freestyle’ The camera angles that were mainly used are mid-shots to close ups as these shots would allow for the artist to be fully shown whilst they’re rapping. These camera angles also allow for product placements such as clothes (Bape) to be easily seen. There were also wide-shots so that all the artists in the group can be seen as they rap. The camera motion is panning between all the rappers in the scene eventually doing close-ups on the person currently rapping this makes it seem like all the artists had equal parts in the song. They also used the entrance to an Asian restaurant to show their culture but only sitting on the steps and near the street as typically found in rap videos. They are all wearing similar clothing (all black) as this denotes that they are one unit or a gang as typically found in this genre they also have expensive jewellery and watches to show off their wealth. The low angle shot used in the Eung Freestyle video s also typical in the hip-hop industry as it represents the rappers as gods looking down to the viewers. They also use an animation effect overlaid on the video with low saturation and high contrast to achieve the new age style that they are known for. They also used a green screen effect on their clothes to make another clip visible on certain parts of the shot. In summary they have the typical low angle, product placement and effects as well as the costume that you would find in new hip-hop videos. The second video that I looked at is ‘Goldie’ the video yet again the camera angles are close ups or mid shots so the viewer can see the sponsored designer clothes that the artist is wearing. They also include the typical group shots showing off the artist’s crew they are also wearing similar clothes to symbolise that they’re all part of the same crew they are located the doors of a building but on the street, which is very typical of videos on this genre. However, when alone the rapper is at a studio as he is a well-known fashion icon, this as well as the close ups help show of his expensive jewellery. The similarities that I have found in this video compared to other hip-hop videos are the angles (close-up mid shot as well as group shots), the product placement, costume (hoodies; hats; expensive shirts and skinny jeans) and location (street).-407670182880315214019431031534101152525The next song that i analysed was ‘terrorist threats’ the parts that i liked about the music video is how there are animations to enforce the lyrics being rapped. I also liked the way that they used black and white filters and then suddenly flashed colours to the beat of the music, the animations also stand out against the black and white. The elements form this video that i will use in my own video are the animations and also the way that they cut to different scenes to the beat. The codes and conventions that i noticed in the video are that the camera angles are mainly mid or close up shots this is because it makes the viewer focus more on the sponsored clothing (Patagonia) for product placement. I also noticed that in the hip-hop videos that i watched that there are always some form of animation to give the video a form of graffiti and also that the cuts match to the beat.-6280153727450-6280151943100The fourth video that i looked at is “Fresh off the boat” the parts that i liked about the video is the lighter, less serious vibe of the video. The colours are very light and bright. I also like the camera shakes to the beat to emphasise the bass as well as the transitions to different colours to the beat. These are also the elements that i will implement to my video as i want it to have a ‘lighter’ and fun feel. The codes and conventions that i noticed in this video are that the scenes cut to the beats just like in the last two (terrorist threats and Goldie) also that they show off their clothing, jewellery and money by holding them closer to the camera this is common in hip-hop as the artist likes to show off their valuables that they worked hard for. They also include the animations which was a reoccurring theme that i found when looking at these videosThe fifth video i looked at was ‘Smoke/Break Fly away’ the elements that i liked in the video are the costume choice and location. The clothes that they are wearing are brightly coloured jumpers and shirts or hats and the background/location is a clearing in the woods without many colours. This meant that the actor/rappers stand out due to their vibrant costumes that contrast to the duller and darker background. I will use the same thought process that they have done in the video which is to make sure that i look at the location first then pick the costumes to suit it. They have also used filters to add artistic effects such as the swirling which i will also use. The codes and conventions that i have noticed in the video are that mid shots were mainly used again, this time however was used because the director wanted a clear contrast of the bright clothes against the dull background. Also they use the same technique of cutting to the next scene as soon as the beat hits.28289255715024187152628900004572002623185004476754400550The last video that I looked at was ‘Yamborghini high’ the elements that I liked in the video are the use of bright colours, the transitions and the camera movements. I liked the use of colours because they changed the hue at different points of the video to give the effect that the clothes and sky are changing colours. I liked the transition as it is used rarely (data mosh) to the video and looks pleasing. I like the camera movements as they work well with the transitions that they use. The elements that I will take from this video are the transitions as well as the use of hue to the colours. The codes and conventions that I found in the video are the flashy cars, clothing and women as you would often find rich rappers bragging about their wealth. I also found the common theme of close-ups and mid-shots amongst this video as they want to show off the brands of their clothes which also acts as product placement.00The last video that I looked at was ‘Yamborghini high’ the elements that I liked in the video are the use of bright colours, the transitions and the camera movements. I liked the use of colours because they changed the hue at different points of the video to give the effect that the clothes and sky are changing colours. I liked the transition as it is used rarely (data mosh) to the video and looks pleasing. I like the camera movements as they work well with the transitions that they use. The elements that I will take from this video are the transitions as well as the use of hue to the colours. The codes and conventions that I found in the video are the flashy cars, clothing and women as you would often find rich rappers bragging about their wealth. I also found the common theme of close-ups and mid-shots amongst this video as they want to show off the brands of their clothes which also acts as product placement. ................
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