This is a word cloud I have created detailing the most prominent conventions within music videos. As a list, these are: Narrative, Lip Syncing, Unique selling point, Main character, Editing in time to music, Montage editing, Combining narrative and performance, Lead singer, Promotional aspects and relating the video to lyrics.
These are all conventions that apply to rap videos as well. For example, editing in time to the music is in almost every rap video. For example, King Kunta which I have previously analysed features this, making the beat more powerful as part of the video. In any rap song the beat is a vital part of the song and his helps to pronounce this effect. Another convention that I think is very vital in rap specifically is the main character. This is because such a big part of rap is making a star of the rapper and the video can help to create this. Again, this is a prominent in the video for King Kunta. In my opinion this is because the lyrics of the song have a theme which is self congratulating.
In summary, when we create our video, one thing that is clearly important is following the beat with our editing and cuts between shots. This creates an element on continuity between the two products and makes them feel related. It also has the impact of pronouncing the visceral impact of a rap beat, meaning that the video itself helps to make the song better as well as having its own meaning itself. I think this idea is very suited to Swimming Pools by Kendrick Lamar which is a song we are considering at this stage.
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