In most Hip-hop music videos the artist is wearing some form of jewellery, usually silver or gold, to portray their status and lifestyle. Hip-hop artists usually tend to wear gold chains to boast about their wealth and lifestyle, showing the people that they are in a sense 'living life'. Flashy jewellery tends to catch the eye of both male and female, this helps increase sales as young males view these Rappers as their icons.
In hip-hop videos there is constant referencing to women who are usually either women who are very minimally clothed, Mulvey's female gaze theory can be applied here as this entices the male viewers and as a result this increases the appeal of the video upping both views and sales.
A good exampe of a Hip-hop and R&B video that is 'Loyal' by Lil Wayne, Chris Brown and Tyga.
The conventions that are typically required in a Hip-hop/R&B video are:
- Portrayal of wealth and 'glam' lifestyle
- Female/male gaze theory
- Sex appeal
- Choreography/performance element
- Artist is usually performing/lip-synching the song
- Narrative-based
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