Music video of hip hop in the nineties: analysis of music videos from the east coast in united states

Abstract

As in the case of commercials, where the benefits of a product or brand are promoted in order to enhance its desirability and ideally results in its subsequent acquisition, music videos (the product of popular music and promoters) are circulated through visual techniques that contain certain audiovisual codes. Furthermore, the criteria set against musical genres are arranged as such that the messages which they convey are contextualised and perceived as part of the character of some musical artist. This paper presents an analysis of the music video in hip hop culture, particularly during the nineties, due to this genre’s impact during the period of its categorisation. The article presents a historical review, from hip hop’s inception until its algid or golden age, in order to critically analyse its complexity as a genre. It will then follow with analysis of the performance and audiovisual language of five music videos made between 1990 and 1999 that represent artist from the East Coast in the United States. The aim is to describe technical and audiovisual archetypes reflective of that period in time. It should be noted that, although it is not an exhaustive study, this analysis reveals a number of features and stylistics codes.