HIP-HOP GENRECONVENTION

SKANYEWEST

By Moteleola Makinde-Akanni

HIP-HOP CONVENTIONSTHE

STEREOTYPE THE UNIQUE

GunsViolenceSex DrugsJewellery

ControversialInspirationalFamilyWomen

50 cent J Cole

MUSIC VIDEO ANALYSIS

http://www.youtube.com/v/6CHs4x2uqcQ&feature=channelhttp://www.youtube.com/v/6CHs4x2uqcQ&feature=channel

Kanye West – Good Morning

MUSIC VIDEO ANALYSIS

The video, is a cell-shaded animation of Kanye West’s famed mascot the ‘Dropout Bear’. The video narrates a story of the Bear through ‘Universe City’, which is a play on words of university as the album is called Graduation. Which is ironic as Kanye West never did so as a result of dropping out of college. In addition to this the ‘Drop out’ journeys through ‘Universe City’ encountering problems along the way in a desperate attempt to make it to his graduation ceremony, to receive a ‘Bachelor degree in hip hop’. In my opinion this story depicts Kanye’s effort to overcome struggles of dropping out of college however the journey results in him becoming a better, more happier person. A failure academically to an icon of hip hop, equivalent to the success of a ‘Bachelor degree’ graduate. In my opinion therefore showing education isn’t the ‘be all and end all’ of life.

The cartoon is very colourful which illustrates the care free nature of Kanye West as opposed to the stereotype of hip-hop being ‘gangster’.

Kanye West – Good Morning

REPRESENTATION

The ‘Dropout Bear’ is spat out of an evil rain cloud. The expression a ‘rainy day’ often refers to a day where nothing goes right for you. In my opinion this is exactly what is re-enforced by the bear repetitively having to overcome numerous obstacles. Which is also emphasised by the visual representation of the evil rain cloud. However the sun rays parting the clouds above suddenly evokes an optimistic feel unto the audience as the bear picks himself up from the roadside. In my opinion showing there’s always light at the end of the tunnel. Whilst this song shows more unique

content, as opposed to the repetitive conventions of hip-hop music videos, it still illustrates conventions of jewellery and fashion. For Example a chain that resembles Kanye West’s famed ‘Jesus Piece’ chain. Also his fashionable sunglasses, which’s influence has reached stalls around the UK becoming a fashion accessory.