Rap Music Video Conventions

Rap music or hip hop started during the hip hop culture development in the 1970s. It came from DJ's extending the music they played with their own rhyming lyrics.

Rap videos are usually set in urban areas such as streets, cities and night clubs where the audience listening to this type of music usually hang out, this helps relate the video to the audience increasing the fan base.

The mise-en-scene of a rap video is possibly one of the most important aspects of it. Graffiti and large buildings are often shown to create the atmosphere of an urban environment. However rather contrastingly the artists are often in very expensive clothing, and have expensive jewellery and props such as cars that show off their wealth. Hooddies and caps are used to create a mysterious aura as well as drugs, smoking, weapons and alcohol often making an appearance in the videos which represents the fast pace and dangerous lifestyle the artists show they have.

Low angle shots are the main camera angles used in rap videos, to show the artist as strong and powerful. Dark scenes and low key lighting is often used as a way to create tension and danger in the video.

Although portrayals of women showing sexual poses and outfits are often featured in hip hop videos. Contrary to belief the biggest audience of these videos are woman. Possibly because most rappers are men and are shown sexually themselves as icons.