Below I have included videos from this genre which demonstrate the codes and conventions in hip hop videos.
De La Soul - A Rollerskating Jam Named "Saturdays"
Skee-Lo - I Wish
Jurassic 5 - Concrete Schoolyard
Nas - It Ain't Hard To Tell
DJ Jazzy Jeff & The Fresh Prince - Summertime
A Tribe Called Quest - Oh My God
Skee-Lo - Top Of The Stairs
I have found that the symbolic techniques in hip-hop videos are easier to identify as they are usually prominent in all hip-hop videos. For example, the use of high-lighting is almost always seen as it is very common for the videos to be filmed outdoors and specifically in day-light. It is also interesting to note that blue skies are often seen in the background which helps to create a fun and bright atmosphere, however nice weather with blue skies isn't essential to the themes of hip-hop videos. This element usually depends on the artist of the song, as many 90s hip-hop artists are American and keen to represent the area they live and grew up in, explaining why many music videos show public settings. The music video for Summertime by DJ Jazzy Jeff & The Fresh Prince has a sunny atmosphere throughout, as the entire video was shot in Philadelphia where both artists are from, and their other videos also have the same setting. However, the music video for It Ain't Hard To Tell by Nas has evidently been shot in colder weather, as the artist grew up in Brooklyn which is renowned for its cold weather during the winters.
The artists of the songs will appear in all of their music videos where they are seen performing the song. Unlike modern music videos of this genre and many other genres, it is not common for golden age hip-hop artists to have a huge focus on women in their videos, and in many females aren't present at all. It can be argued that artists from this era had different intentions than the hip-hop artists of today, because rappers from the 90s created songs to tell stories with their lyrics, therefore women aren't relied upon to keep the attention of the audience, as the focus is on the artists and where they're from, rather than women and possessions. In fact, most hip-hop artists from the 90s were eager to stay faithful to their less wealthy backgrounds and this is why they often come across as normal/humble people in their music videos, rather than artists today who can be seen as very egotistical and boasting.
Regardless of the weather, the majority of music videos are shot in
daylight which helps to show the bright colours of the mise-en-scene in the videos. Costumes and props play a big role in adding colour to the video, which helps to establish the lively vibe of hip-hop videos. As fashion has changed since the 1990's, the costumes that the artists wear look different from the norm for the 2016 eye, however in its era the outfits are very casual and everyday, which also helps to represent their lifestyle and hometown as it adds a sense of authenticity. Baggy clothing is extremely common for the artists as this was the style that was popular at the time. In addition, sportswear such as baseball shirts and basketball vests are also common, and this could also be to pay homage to their hobbies or favorite teams. It is also very common for artists to wear hats in their videos as this is part of the hip-hop culture and was also fashionable at the time, as well as clothing with graphic text on either the front or the back.
It is interesting to note the costume of the featured singer Vinia Mojica in De La Soul's music video for A Rollerskating Jam Named "Saturdays". She wears a baggy t-shirt which contrasts greatly from the tight-fitted and revealing clothing that women are usually seen wearing in modern music videos. Also, she is captured by a low angle shot which gives her a sense of superiority, and she isn't accompanied by any males in the video which allows the audience to view her as an individual and not in relation to or as a product of men.
There are a range of props that can be seen in hip-hop videos, such as vinyl records and stereos as they were commonly used in this era. The props in different music videos be specific to the song, which explains why rollerskates, scooters and skateboards are present in A Rollerskating Jam Named "Saturdays". In addition, we see basketballs in Skee-Lo's I Wish music video, as the lyrics of the chorus mention being a basketball player: "I wish I was a little bit taller, I wish I was a baller". Also, it helps to add authenticity as it shows some of the casual activities of the culture that the artist identifies himself with. In Jurassic 5's Concrete Schoolyard music video, we see many props such as a vehicle which has been made to look like a typical ice-cream van however it gives the children vinyl records instead of ice-cream. This adds to the 'schoolyard' atmosphere but makes the video more unique. We also see skipping ropes and other playground equipment to fit with the song and reminisce how the artists grew up.
In terms of technical techniques, there are a range of different camera shots used, such as long and mid shots and close ups, and I have found that mid shots are the most common. This is probably to allow the audience to see the face of the artist as they perform, as well as the mise-en-scene within the shot to hold the attention of the audience. Extreme close-ups are not very common. A lot of shots are shot from a low angle to give the artists more importance however the angle of the shots vary to make the video more interesting. Camera movement plays a key part in hip-hop music videos as the camera is often kept moving. This gives the video a hand held effect which also increases the authenticity. Panning and tracking is often used to film the video, as well as zooming. In some cases, the camera flips around, which is seen in videos such as A Rollerskating Jam Named "Saturdays". Jump cuts are the most frequently used editing technique, and the video is usually edited to a fast pace to match the tempo of the song. It is also common to see clips played in slow motion, during shots of people dancing etc.
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