In the video even though they seem to be in a club its quite bright which can relate to happiness as everyone is having a good time and this brightness may suggest that everyone wants to see R Kelly as it would be harder to do so in low key lighting. This isn't normally associated with R&B/Hip Hop. Normally its all about the dark colours to represent anger but with this its the opposite, everyone looks happy. The close ups featured focus on the artists expressions which don't seem to be bad but rather they are also having a good time which suggest status, power and money make you happier in life.
Conventions of R Kellys Ignition (Ignition) is that there several low angle shots of the artist. This gives them power and as they are looking down on the viewer rather than at an equal level. This means that the audience is then looking up to them which is often used when describing a role model. In addition to low angles, there are also a fair amount of close up of the artist as it makes the audience focus on the artists face. This can be seen as power and status as the artist takes up the frame forcing the audience to look at them, in a sense they have power over the audience
Another possible convention is that the artist is wearing a basketball shirt which at the time was very prominent in R&B/Hip Hop music videos but not so much today.
In this music video, it can be seen that R Kelly has various expensive jewelry and accessories which is a common feature among hip hop videos as it shows that the artist has a lot of wealth.
Like R Kellys video this also lacks low key lighting excluding when it was briefly night time. This seems to be more prominent more and more and it could mean that artists are trying to break out of whats expected. The bright lighting makes it clear that everyone is having fun and the lack of low angles suggest everyone is equal if not the audience has the higher power. The lack of chains is a symbolic code as it is referencing that they maybe becoming less influential and thus resulting in a lack of power.
There are less hip hop conventions in this video. The artists have hardly any flashy jewelry and in this there are high angles of the artist which gives the impression that the audience has the power and that the audience possibly controls the music industry. However what convention is still the same is that in the video there is a large gathering of people standing around one of the artists while he is dancing suggesting that he has status but the lack of low angles suggests they have less power that hip hop artists used to have.
Both videos promote the artists as they both have some sort of large group of people having fun around them however it seems that R Kellys one is more successful as he seems flashier lots more people around him having fun whereas in the Rizzle Kicks video they have less power and status as him because they get their bikes rob by two little kids in front of attractive women and then when they try to get it back they also get beaten up by them. That is the opposite of the stereotypical convention of a hip hop video.
The task we were given was to compare the codes and conventions of two music videos and I chose the two videos above because they are both from the Hip-Hop/R&B genre except the Rizzle Kicks is alternative and I found that looking at them together enabled me to see clearly, what actually differed between the two and what makes a music video alternative such as challenging stereotypical conventions and potentially creating new ones.
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