Genre: Hip-hop & House

What is Hiphop?
Hip hop originated from African American music. Rising from the 1970's in the Bronx of New York City, Hip-hop spread through out America along side the Hip hop culture. Based on concepts of beat boxing, looping, scratching, rapping and free styling hip hop developed in to the 21st century. Hip-hop grew influential thus legends such as the Notorious B.I.G and Tupac rose.

What is House?
When researching House music genre, I discovered that it first originated in Chicago, Illinois, USA in the early 1980’s. Catering first to the African-American, Latino American, and gay communities in Chicago then moving west toward Europe. As it reached Europe the genre became infused with elements of pop and dance music creating a whole new funky rhythm in the music industry. Now in the 21st century house music if commonly played at raves and clubs as it is fast paced and up-tempo, making a person’s adrenaline race with a need to dance. In Kid Cudi’s song – Day N Nite; he infuses House and Hip-hop to create a vibrant high tech beat that is over played with vocals that are uncommon in house music. The use of his club beat makes the song seem fun whereas his lyrics give the song an element of seriousness as the artist sings of his loneliness and his use of weed to forget about his problems. Overall the song contradicts itself through its lyrics and instrumental, this is a first in Cudi’s normal music boundaries. Cudi as an artist has explore different conventions in different genres and infused them together to create this song. This is one of the reasons we want to work with this song and create an unconventional video.

The song "Day & Nite" is based in the genre of Hip hop and House:
Day and Nite is a fusion of hip hop and house. This video is a second version, produced in the UK. Cudi is the star image in the song, he plays the part of a shop keeper who is daydreaming and in a fantasy which includes beautiful women dancing for him. With the use of dancing and performance shots and sexy clothing the women capture the viewer’s eye. The lyrics in the song compliment the video. The lyrics "lonely stonier" relate well to Cudi. In the video Cudi looks as though he has been smoking weed and is stoned, thus inducing fantasies. The music video harmonizes with the conventions of the hip hop genre. Below are some of the main conventions that are exposed in many hip hop music videos.

Conventional Hip-hop Codes:
- Voyeurism of women
- Champagne splashed across women in Bikinis
- Star Image of the artist
- Money thrown over women
- Women dancing on cars
- Singer driving a sports car
- Women singers also wear sexy clothing
- The singers have chunky gold and silver jewellery
- Clothing is designer and flash
- The locations are glamorous mansions, nightclubs etc…

In out music video hip hop is the main genre.

Songs that exemplify the conventions of in the Hiphop genre:

This video illustrates some of the conventions based on the Hip hop genre,
such as the star image the singer uses.
the singer smoking a cigar
- Some of the locations are very glamourous
where as others are very shabby and grimey
- The song relates to the video through its lyrics
- The expensive and vintage ca.
- Preformance shots with the use of instruments.
- The costumes are directly related to the genre.



This is another video in which hiphop conventions are exemplified.
- The use of a limo creates glamour and supports the idea of an expensive car.
- the women in sexy clothing also relates to voyeurism in the genre.
- Once again the locations are glamerous.
- The beats to the song go with the video.