Research

Research into the relevant genre

Most successful music videos

In the rap genre the most successful type of music videos are the ones people can relate to visually and lyrically. Songs like started from the bottom by Drake have won many awards from bet and mtv for its success, the music video relates to the idea of being a everyday person and then achieving anything. A lot of other rappers did covers to this song from America to uk, giving it a wider audience who might not like Drake and even 80 million plus viewers on YouTube. The success behind these music videos are the advertising itself, Drake did a lot of advertising for this song through twitter going on live TV shows to promote this song hence why it is the first song on the album and Drakes top single.

Most profitable Rap music gets most of its profit not only from album sales but mainly from promotion of products in there music videos. Recently in a lot of rap videos the selection of dre beats products have been featured in a lot of music videos to help promote this product, not only does this allow dre beats to gain more customers, it also gives the rappers a sponsor for there video so most of the funding is done by them. A recent song by a selection of rappers called Versace, promoted the brand in lyrical content to not only show off that they can afford Versace but to also gain income from them, this is a major profitable income as the song itself was promoted in a major manor and gained over 15 million views on YouTube. This song gained a large income as there were a selection of well known rappers in the video giving a large target audience but also other rappers not featured in the song made covers, making the song blow up as a large musical advert for Versace.

Most influentialThe most influential rap videos are the ones that have a meaning and paint a visual from just the lyrics. J Cole crooked smile raps about the fact that sometimes in life it gets hard to smile through the hard times but you got to keep going and achieve. The music video has a stronger visual about kids who are friends but one dies. These types of videos influence the viewer to think more openly in life and not feel its all over when one major tragedy happens. The lyrical content is very important for how it makes the viewer feel, strong lyrics make the viewers think more deeply about what is said unlike pointless songs that have a good beat but no proper lyrical structure. Influential rappers such as Tupac and biggie are rap legends as they talked about the hard life that a lot of people didn't’t want to know or express, hence why a lot of rappers of are age are influenced by them and use there style of rap when making a deep song.

Main conventions

The main conventions of rap music are based around the mese en scene. A lot of props are used in the videos to help build the visual of expensive lifestyle, the main props are showing off money and expensive cars. The lighting in rap videos are mainly dark, using everyday lights such as street lights and natural sunlight, gives the idea of rap being a low budget genre. Even in new school rap the idea behind the videos are still the same but modern conventions are used such as advertisement of products in videos and expensive costume to represent not being in a struggle anymore.

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