Genre Conventions - Pop Non Conformity

Rhianna - Bitch Better Have My Money,

In this video, Rhianna goes to the extreme end of non conformity. With her largely young fan base she has gone down the modern gangster style route. Surprisingly, the track is listed as pop on iTunes and other music streaming servers. She completely defies the stereotypical expectations of her older music that the industry may hold over her, and has produced a somewhat disturbing video.

A main expectation of popular music is that it shouldn't include any extremes due to the often young ages of the audience. However, the video is filled from start to finish with strong threatening, violent and gory themes. The end shot is of the artist herself saring dead eyes into the camera, dripping in the blood of her victims and made up to look almost soulless and zombie-like. A long way off her usual glamorous, movie star persona. 

She could have chosen to do something so controversial for several reasons, a stand out one being the desire to attract a wider audience to her music.