Focus Group/Interviews/Survey

20th – 22nd June

1. When you think of a hip hop music video, what comes to mind?2. Why do you like hip hop?

3. What are your favourite hip hop music videos, and why?4. What do you think is the most important convention/theme to include within hip hop music

videos?5. What would you like to see more of within hip hop music videos?

6. Are there any trends within hip hop music videos which you do not like to see?7. What is the most iconic music video you have seen, and what makes it iconic?

8. Do you prefer a performance based, concept based, narrative based or a mixture of two in hip hop music videos?

Performance music video features the artist either performing the song. This shows off the artist’s talent and it focuses the viewer on the artist more than the video and background surroundings, and this keeps the artist as the most relevant in the video.

Narrative based video tries to tell a story that may link to the lyrics of the song. This kind of music video is effective because it allows the audience to connect with the music video emotionally. It makes the audience continue watching to see what happens at the end of the story.

Concept based video shows an idea formed that has been developed, however will have no relation to the visuals or lyrics, and is completely random. The creativity of these kinds of music video will bring more views and active audiences because the concepts and ideas formed in the videos tend to be intriguing, however some confusion may be adopted as most audiences are used to narrative videos and may not understand the artistic vision of the artist.

Subgenres/Derivations of hip hop include:

Contemporary R&B

Alternative Rap

Grime

Pop rap

Trap Music

Ragga/Raggaeton

Neo-soul