Transmediality, visual album and music video. Study on female black rap: Janelle Monáe and Tierra Whack
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Abstract
The body is one of the containers of meaning of the contemporary. This is mobilized in various formulas, some crystallized in media formats such as music video: each musical genre adapts it to their needs to promote discursive worlds. Visual album, derived from music video, is a new tool for music industry to promote its musical artists in an international, audiovisual and transmedia context. It is a format that combines unity and diversity of topics and visual motifs, choosing to generate a specific narrative in the form of storytelling. Urban popular music, hip-hop and rap, has been developed for a purpose of authenticity based on musical and performative originality, evolving since eighties. Female singers represent a specific case; they use this expanded format of transmedia, to generate their stories. In this paper, we use a theoretical corpus about visual album and transmedia to analyse Janelle Monáe’s Dirty computer and Tierra Whack’s Whack World, with a perspective of creating storytelling through the claim of multiple identities as black women. This strategy has purposes of personal claim and feminist agenda. The performance is revisited and there is a new conception of the physical, which allows the construction of a discourse of empowerment for the artists. A personal transmedia world is stablished in this process.
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