1.

2- Music Genre
Conventions
By Charlotte Noble

Theyre many different genres of

music; it can vary from country folk
music to aggressive grime. With
different genres of music come
different music videos for the different
genres. There will be a difference in
sound, editing, mise en scene and the
camera work.

POP

Overall conventions of a pop video

Artists in pop videos are generally dressed in fashionable, stylish and mainstream outfits.The artist singing is usually
portrayed as happy and content with life. The lyrics of pop songs are commonly based around love/relationships or
partying/clubbing and thats why the artists often express their music to teens, as people in their youth enjoy partying
are are often obsessed with the concept of love. This makes teens stand out as the main target audience for the
genre.
The form of the song usually follows a verse-chorus-verse structure and uses catchy hook lines which therefore means
it stays in the audiences mind. A song following this genre usually lasts around 3-5 minutes d follows a set structure
and consistent beat. The beats are usually very dance-orientated.
The artists represented in the pop genre are expresssed in a very sexual and seductive way, which lures certain
audiences in.
There is usally some links between lyrics and visuals in pop videos. This helps viewers remember the lyrics as they
can see it. This impacts people as they are more likely to remember the song, and potentially want to purchase it.
Bright lighting or some form of bright object usually occurs in pop videos. It makes the video stand out more and alos
appealsto youth as it appears vibrant and lively, something which young people are attracted to.
Dancing is uaually noticed in pop music videos. It shows the artist/s to be all-round performers, not just singers. Also,
its another way that viewers get pulled in, as its something for them to watch and pick up on .

Pop- Worth It Fifth Harmony

In this music video, many shots have been used such as
mid shots, long shots, and close ups. I noticed that wide
shots are mainly used throughout the chorus of this
video so that the entire group can be seen. The location
of the video is on a set and it includes many colours
,most of them being pinks and light blues. It also tells a
story in the video, this is to engage the fans of the group
or to attract people to carry on watching the video. The
group wear clothes that would attract both men and
women. Due to the large amounts of shots the editing is
very sharp and there aren't many transitions. The chorus
is very fast and with the fast edit it adds more interest to
the video.

Californian girls-Katy Perry

A wide range of camera angles are used throughout this
music video, these include close ups, long shots and
establishing shots. The shots are used to single out both
artists individually whilst they are singing and dancing.
The video is non-diegetic as there is no sound coming
straight from the video itself. Throughout the video, the
location stays the same but is portrayed as a map which
Snoop Dogg is controlling from his castle. They use a
Chroma screen for the whole video as the palace where
it was shot is in a make belief town. Katy Perry had
various costume changes in the video.

INDIE

Overall conventions of an indie video

Indie music videos are usually quite low budget due to the artists not having the funding of
the mainstream record lables. Due to this, the videos tend to be simplistic. This means the
locations in the videos are usually very simple and easy to access. Loactions include:
studios, inner cities, parks, woods, etc...
It is common for an indie music video to include an element of live performance within the
video as it keeps the focus on the music rather than any complex visual elements. The
artist is able to do what they love: create and perform music. There is still often a narrative
inluded in indie videos as it adds more of a contemporary twist to it. Also, it allows the artist
to have more creative freedom with their music and they are able to express themselves
through visual means as well as in their music. Adding a narrative also makes the video
more memorable to the viewers watching it.
Indie rock bands tend to wear dark and very casual clothing, wheras indie pop artists have
more thought out outfits that are brght and can be seen as werid.
Props are commonly used in indie videos and can range from musical instruments to
comletely random everyday object. It all depends on the concept that the artist wants to
present in their video.

Tom Odell- Another Love

This video is also done in one take. I think that it is a
master shot as it has focus on the backgrounds and him.
The location of the video looks to be in a living room, the
living room of the artist and what could be a girlfriend or
wife, it is very old fashioned. The clothing worn in the
video is casual and dark in colour, which could represent
the artist feelings or a particular mood hes in. There is
more light used at the beginning of the video compared
to the end. The lighting could show that he is sad due to
having an argument with his wife/girlfriend. The editing
and camerawork used in the video isn't too complex,
only minimal is used.

Say Something Christina

Aguilera
A variety of camera shots have been used including
the basics long shots, mid and close ups of the
artists, but also the use of high angles when
showing an actor laying in bed. It is a non-diegetic
video as there is no sound originating from the
video and the characters are miming the whole
video. The artists have the same clothes on
throughout the video. Also, the location stays the
same throughout the video but does switch camera
position.

HIP-HOP

Overall conventions of a hip-hop video

Of of the most reoccuring conventions within the Hip-Hop genre and is noticable in the
music videos is the use of expensive props. This includes things such as jewellery,
massive houses, clothes and nice cars. This is because hip-hop music is normally about
showing the singers wealth and power.The hip-hop genre involves a lot of swagger and
showing off in music videos is very stereotypical.
In hip-hop music videos, dark colours are often used to portray negative feelings of the
artist. For example, in Not afraid by Eminem, the location was mostly in a basement,
lacking of light. Fear is also associated with darkness, and can clearly represent an artists
emotions.
Women within hip-hoop videos are used as a symbol of success. They are used to show
that the artists in the video are attractive and that they are the type of person who has all
the women wanting them.
A range of editing is ued in the hip-hop genre, they are used in different music videos for
different effects. Linking to Goodwins theory, some are used to match the music with
visuals, increasing the tempo or adding special effect . Green screens are also very
common, to illustrate some locations that are not as accessible.

21 Questions- 50 Cent
The cinematography in 50 cents song used lots of close up
shots for detail and wide shots to fit the whole story in. It also
used a split screen where the man in the video is in jail
phoning his girlfriend/wife. In 21 Questions the main story of
the music video is 50 Cent imagining going to jail and being
away from his girl whilst having bigger problems in prison as
he has haters. The clothes he wore at the start were typical
types of hip hop clothing-baggy t-shirt, baggy jeans, fresh
trainers and multiple gold chains. In most hip hop music
videos the artist has props of money, guns and drugs this is to
somewhat show the power they could hold or it could show the
past life they had.The lighting in the video is low and quite
dark.

No Type- Rae Sremmurd

The sound is non-diegetic as it has been added in
after the video has been shot and there are no
sounds from the video shot itself until right at the
end. A lot of dancing is included in this video,
however it isn't like a set routine, its portrayed
more as freestyle. Many shots have been used in
Sremmurds video, each showing meaning and
different aspects of the video. These shots include
close ups, establishing shots, mid shots etc.

ROCK

Overall conventions of a rock video

The artists in rock videos are often seen as rebellious people who go against mainstream
society. This is often presented to viewers through the artists confidence. Rock artists
carry the feature proving that they are very passionate about performing and playing
music.
Rock videos tend to use any special effetcs in their videos as they aim for their video to
be just the artist and their music. The editing used is generally fast paced and uses faster
cutting than other genres. This can be linked to rock songs usually being played faster
and with more emotion. Negative imagery is related to the genre such as drugs, alcohol
and headbanging.
The lighting used for rock videos are usually darker than other genres. High key lighting
is effective for capturing the atmosphere of the song and is often in more narrative
focussed music videos. However, low key lighting is more commonly noticable in the rock
genre.
Make-up, along with costume, is used to create an artists own unique style. Black
eyeliner is an example, and it is very common to be seen on most rock artists.

Sweet Child O mine-Guns

n Roses
Many close up shots are used within this music video,
showing the passion contained in the artist. The editing
is fast and includes lots of short shots where you can see
the instruments being played; there is completely no
colour in the video. The sound used is diegetic as you
can the drums being and guitars being played and the
artist belting out the song. With the location being on a
stage at what appears to be a concert you can see the
atmosphere that there is and how energetic they are. It
also showed me the passion they possess whilst
performing. The artists clothing appeared old fashioned
and I noticed that they all had a tattoo of some sort.

Heavens on Fire- Kiss

Like all the other videos, this video also contains many shots.
They use close ups of the bands faces to create intensity and
show how the band are feeling. They use a two-shot by
getting the whole band in the shot at once. Also, they also use
a low angle to create intimidation and to show that the bad
has power over the audience as they are looking down on
them. The artist in this video have facial makeup on to make
them look pale and washed out. They are dressed all in black
which represents darkness and death which is a stereotype for
rock bands. It is a non-diegetic video as there is no sound
belonging to the band form the original source. The video
begins quietly the gets louder towards the end.