Research Task: Genre in Music Videos
10:05The conventions of a music video depend on the genre of a music video. However some general conventions are:
- Artists are shown performing
- Lyrics of song reflect or influence what is shown in video
- The pace of editing is dependent on pace of music video
- Code of outfits reflect mood of song
Andrew Goodwin (1992) identified the following features in music videos:
- Music videos demonstrate particular genre conventions (e.g stage performance for heavy metal bands, dance routines for girl/boy bands)
- There is a relationship between lyrics and visuals (illustrating, amplifying or contradicting)
- Record label demands will include many closeups of artists
- Artists may develop their own iconography, in and out of music videos which over time becomes part of their image
- Frequent reference to voyeurism, particularly in the treatment of women, but also in terms of looking (screens within screens, looking through cameras, binoculars etc.)
Genre conventions of popular genres:
- Pop: music videos are usually performance based through choreographed dance or in a narrative story line that connotes the lyrics. The band/artist tends to lip sync lyrics to the songs. The overall tone of the videos tend to be upbeat, fast and bright with the artists sporting trendy mainstream clothing. Pop music videos tend to be of a fun and lively nature which appeals to a young audience. One example would be 'Shake It Off' by Taylor Swift (below.)
This video follows many conventions as there is a dance routine, lip syncing, mainstream outfits and lively upbeat music.
- R&B/Hip-Hop: Music videos tend to be similar to Pop videos as they incorporate a similar bright tone. The music tends to include the original artists performing in a narrative setting such as clubs, parties, mansions, the beach or a luxurious foreign country. Props such as expensive cars, money, big houses outline the richness of the music reflecting the video. Generally there are dancers, such as beautiful women in provocative outfits, which highlight the nature of the lyrics. Artists also tend to lip sync videos similar to Pop videos. 'Gold Slugs' by DJ Khaled is one example of this (below.)
This video follows many genre conventions such the use of women in a provocative way, flashy cars and the implication of a lot of money.
- Rock/Heavy Metal: Music videos tend to be performance based with or without an audience. Lighting tends to be darker to reflect the mood of lyrics. Artists tend to be dressed in more edgier clothing like ripped shirts, leather jackets and tend to wear makeup which reflects the stereotypical rock look and the misenscene in general is a more dark tone. In narrative based videos of this genre, the storyline tends to outline the meaning of usually dark or disturbing lyrics. The editing of these videso tends to have a fast pace to match the tempo of the music with manipulation of special effects such as fog or flashing lighting to bring out an effective atmosphere. An example of this would be 'Demons' by Imagine Dragons (below.)
This follows many genre conventions such as being performance based, having darker lighting and the artists wearing darker clothing.
- Indie: These videos tend to have varying combination of conventions such are bright, dark or black and white depending on the artists and type of band. Indie music tends to cover a mixture of narrative and performance where the main focal point is of the main vocalist or whole band. Sometimes the band tends to not make an appearance at all. Artist's clothing can vary depending on the type of narrative it is, however many indie music videos have more of a casual dress or subvert mainstream fashion. Dress can include denim jackers, leather boots and sometimes retro or vintage clothing. Narrative music videos tend to be more representational or symbolic rather than directly narrating lyrics.In this sense indie music videos are quite versatile whereby it can range from slow to fast pace. Artists are represented quite casually.
This follows a few genre conventions such as music being quite upbeat yet soft at some times. Here we also see artists wearing more casual clothing and the music video is set in just one scene.
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