Research into Music Genres

HOW DO MUSIC VIDEOS APPEAL TO AUDIENCES

Certain music video genres appeal to audiences as they contain codes and conventions that entertain and relate to their target audiences. Young audiences especially enjoy and admire music videos as they promote their preferred artist's songs, personality and chosen narrative.

RAP

Much like an RnB music video, the micro-elements in a Rap music video help portray a lifestyle that the artist relates to. I have researched into the codes and conventions used in the Rap genre by analysing 'Over' by Drake.

Editing:

Drake performing with a red filter.

The first editing technique I noticed were the colour filters when Drake is in the bedroom. The colour filter is mainly red, orange and yellow which shows that he is angry. Blue and purple filters are occasionally used which could convey that there are highs and lows to his career. The filters however are extremely bright and quick which portrays how crazy and fast-moving is life is. This is conventional to a rap video as it is
displaying a lifestyle of an artist.

Drake performing with a purple filter.

The most frequent transition used is a straight cut. This is used between the bedroom scenes and the other scenes. Straight cuts are used because they are very quick therefore they portray how fast his life changed - from spending life in his bedroom to living a high-status lifestyle. Again, this is representative to his lifestyle therefore displays the conventions of a rap music video.


Cinematography:

Long shot of Drake.

A variety of camera positions are used in order to meet the codes and conventions of a rap video. Firstly I noticed that many close ups and mid shots were used throughout the beginning of the video in order to present Drake to the audience. These close ups and mid shots allow the audience to see that Drake seems frustrated, down, possibly angry and very serious for some reason. Later on I picked up on a long shot that is used. This long shot displays Drake in focus towards the front on the picture with fast-moving and blurred shadows behind him. The unidentifiable and fast moving images behind, again, emphasises the fact that Drake's life is moving extremely quickly and perhaps sometimes he cannot make out what is going on around him. This is conventional to a rap music video as this camera positioning is representative of a lifestyle - the purpose of rap music.

...followed by a female gesturing
'goodbye'.

An establishing shot of Drake with
blurred dancer...

Another camera position I noticed was an establishing shot nearer the end of the music video. This camera position allows the audience to see Drake in focus at the front of the picture, with a blurred and slightly faded dancer behind him. This is followed by a mid shot of an attractive female (Rita Ora). These two camera positions could represent Drake's private life. Drake is a successful artist who has females throwing themselves at him. This could be who the blurred dancer represents. I also noticed that Drake is looking away from the dancer and looking out front, perhaps to Ora who is shown in the next shot gesturing goodbye. This collection of shots could convey how Drake has many women who want him who perhaps sometimes get in the way of his own relationships. This is conventional to a rap music video as it expressing a part of the artist's life to the audience.



Mise-en-Scene:


Lighting - 

The lighting used in Drake's 'Over' is very instant and sharp - switching on and off, changing pattern, the speed etc. This constant and quick changing shows his dramatic life change and gives the audience an on-edge vibe which is similar to how Drake is expressing himself. Also the pattern that is shown the the image (left) is lanes of traffic driving very fast. This represents his fast-moving life and is telling a story to the audience which is what's expected from a rap music video.

Positioning - 

Drake is displayed positioned to side throughout a lot of the music video. This micro-element is evident after the first chorus. This positioning could possibly represent that the artist has had a troubled past and doesn't like to look back. Perhaps the black surrounding conveys emptiness due to his previous actions. This is conventional to a rap music video as it is portraying to the audience his life, memories and background.


Clothing -

The clothing that the artist is wearing is stereotypical and conventional to the urban style of the song and video. Drake is seen wearing casual jackets and hoodies throughout all of the video. This represents him as an artist and displays instantly that he belongs to the urban genre. The casualness could possibly convey that he is more passionate about his music rather than his visual image. This again is conventional to the rap genre as it expresses Drake as an artist and what he is iconic for.

Ultimately, these micro-elements present a variety of visuals that follow the codes and conventions of the rap genre, consequently portraying a specific lifestyle and expressing Drake as an artist - the purpose of the rap music and video genre.

DANCE

I have also decided to research into what codes and conventions are required to produce a dance music video in order to attract the right target audience. The video that I will be analysing is 'Club Can't Handle Me' by Flo-Rida which is featured in the movie 'Step Up 3'. The music video is therefore promoting the movie.

Editing - 

In the middle of a cross dissolve transition.

Specific editing styles are used to match the visuals to the music. I noticed
that certain transitions and specific editing paces were used throughout the entire video to display the dance genre. During the beginning of the song when the music is slow, the pace of the editing is also slow with long cross dissolves used to blend the clips together. This slow pace compliments the slow music and makes the audience feel relaxed. However, when the music quickens, so does the editing pace. When the pace of the editing increases, straight cuts are used instead of cross dissolves. This relates to the dance genre because the increase in the editing pace helps convey a 'party atmosphere' and makes the audience feel a slight adrenaline rush. This is conventional to the dance genre as the purpose of a dance video is to make the audience feel a 'party vibe'.

A split screen showing a packed club and an empty street.

Another editing technique that is used is a split screen effect. The is evident frequently throughout the first half of the video. The split screen displays two video clips:
1) a video clip showing a party within a club that is packed with people dancing, displaying strobe lighting also.
2) a video clip of a deserted street outside of the club.
The split screen is very effective because comparing the inside of the club with the empty street outside, really emphasises how crazy the party is. This same split screen is used later on in the video but shows all of the people in the first video clip, falling into the second video clip on the street, through the split screen. This relates to the lyrics, 'the club can't even handle me right now.' This is conventional to the dance genre as is displays to the audience a very wild party.

Cinematography -

A long shot of Flo-Rida.

A variety of camera positions and angles are used to convey the 'party atmosphere' of the song, therefore following the codes and conventions of the dance genre. The first camera position I noticed was long shot of Flo-Rida nearer the end of the music video. This long shot presents the artist as the centre of attention with two dancers beside him. This represents his power and shows that he is the ring-leader of the party. This is conventional to a dance video as it shows the artist encouraging the target audience to have fun just like he is doing to the audience within the music video.


There is also a high-angle shot that is used in the music video. This again presents Flo-Rida as the centre of attention and allows the audience to see everybody else around him dancing and having a good time. This is conventional to a dance music video as it almost had a domino effect on the audience, making them feel the 'party vibe' that is being portrayed in the music video. This effect on the audience is the purpose of the dance genre.



Mise-en-scene:

Lighting - The lighting within this music video is low-key, however strobe lighting is used to provide some sort of light. This is evident within the club scenes. The sharp on/off action of the lighting helps convey the 'party atmosphere' and makes the audience feel the high adrenaline feel that is being presented within the video. This effect on the audience is also conventional to the dance genre.

Positioning - Nearer the end of the music video when the people in the club raid the street, Flo-Rida is positioned standing on a raised podium. This emphasises the fact that Flo-Rida is the centre of attention and the ring leader of the party. His high positioning is representative of his high status.

Iconography - The most memorable form of iconography used in this music video are bottles filled with sparklers carried by glamorous women. This shows how the artist wants to be the centre of attention. The sparklers draw attention from the people in the club, and the audience, which in turn draws attention to Flo-Rida. This proves that he is the leader of the party and makes the audience almost look up to him.

Setting - The music video 'Club Can't Handle Me' is set in a club. This is completely conventional and stereotypical of a dance music video. As dance songs are played in clubs, the fact that the video is set in a club is almost predictable, however does the song justice. The setting adds to the party feel of the song and makes the audience feel the urge to join in with the party. This is conventional to a dance music video.

Clothing - The clothing that Flo-Rida is wearing is stereotypical of a dance rapper. He is presented wearing a red leather jacket (a bold fashion statement) with jeans and a lot of 'bling'. Throughout the video Flo-Rida is constantly referring to his watch and his gold chains. This displays the artist's wealth and high-status and again proves that he is the centre of attention and is the ring-leader of the party.

ROCK

For my third genre research and analysis, I have decided to look into the rock genre as rock characteristics are completely different to the characteristics of dance and RnB. For this segment I will be analysing 'Standing in the Dark' by Lawson.

 Editing:

Throughout the music video 'Standing in the Dark' by Lawson, a variety of editing styles are used. I noticed a fast editing pace is applied with a sections involving complex CGI effects. As the song reaches the chorus, the music becomes more alive, with a louder drum beat and stronger rhythm. As the music begins to do this, the editing pace of the music video quickens, with frames lasting about a second combined by straight cuts.  I also noticed that as the second verse begins, the music becomes a lot more relaxed and acoustic again, much like the first verse, therefore the editing pace decreases again, with frames lasting around three seconds instead. The pattern in the editing pace matches the pace of the music and gives the song a moving atmosphere and draws the audience in. The relationship between the visuals and the music is conventional to the rock genre and also promotes the song nicely. 

Andy 'looking through the glass'.

CGI is used to shatter glass.

As the song reaches its climax and falls into a slow middle 8, CGI is used to shatter the glass that Andy is facing. This complex editing technique is used the make the shattered glass freeze midair around Andy as he looks through it. This matches the lyrics "looking through the glass, she's someone else's angel". The the visuals relate and back up the lyrics as Andy looks through the glass and continues to watch his girlfriend/ex girlfriend. This relationship between the lyrics and the visuals is conventional to the rock genre as it brings the music to life and contributes in displaying a message, moral of emotion that the band are trying to expose.

Cinematography:

One of the close ups used to show the band playing their instruments.

A vast variety of cinematography is also used throughout this music video. Firstly, a close up of the musical instruments is displayed which shows that the band playing their own instruments which is conventional to the rock genre. This follows Goodwin's theory of the visuals matching the music. It also exposes how musically talented the band are, but more importantly it makes the audience focus on the music consequently promoting the song.

Establishing shot showing Andy, his reflection, and his ex.

An establishing shot is also used about half way through the music video. This establishing shot displays Andy looking through the glass at his girlfriend/ex girlfriend. However the shot also allows you to see Andy reflection, therefore you can see his facial expressions and body language as he looks at his girlfriend/ex girlfriend. This relates to the rock genre and the representation of a songwriting band as the visuals display the lyrics of the song "looking through the glass".



Mise-en-scene:

Low-key lighting represents the lyric "Standing in the Dark"

Lighting and Colour - As Andy is in the bedroom the lighting is very high key in order to observe his emotional display through facial expressions and body language, however the colour is dark and very grey scale. The dark and dull colouring is conventional to the rock genre as audiences would stereotypically expect to see a lot of black and grey when watching a rock music video. The band's performance section however consists of extremely low-key lighting, which consequently creates silhouettes of the band. The low-key lighting which creates shadows and silhouettes relates to the song title and chorus lyric "Standing in the Dark". The relationship between the visuals and the lyrics promotes the band's rock songwriting ability.

Andy positioned alone on one side of the glass.

Positioning - I noticed a complex positioning of characters within the middle of the music video. As Andy is looking through the glass towards the girl he loves, another man appears beside the girl. The camera focus's on the man kissing the girl with Andy's reaction apparent through the reflection of the glass. The way in which the antagonist and Andy's ex girlfriend are positioned on one side of the glass, an Andy alone being positioned of the other side, presents Andy as the victim of this love triangle and makes the audience feel sympathy for him. This is another relationship between the lyrics and the visuals and is conventional to the rock genre as it is quite a quirky situation.

Clothing - Within the performance sections the band are displayed wearing leather jackets and skinny jeans, all conventional clothing choices for the rock genre. The clothing is also black which is a stereotypical convention to the rock genre. Target audiences would expect to see a band wearing black clothing, skinny jeans and leather jackets within a rock music video. Andy also wears dull clothing throughout the narrative sections, wearing a grey jumper and black skinny jeans. These clothing choices still consist of dull and dark colours which is conventional to the rock genre.

Setting - Rock music videos are usually set in quirky locations such as deserts, rooftops etc. 'Standing in the Dark' is set in a bedroom, however it isn't a typical bedroom. It is very spacious which captures the 'empty' emotion displayed in the song. The only piece of furniture that is visible is a bed, surrounded by grey metal-looking walls and pillars. The dullness could represent how Andy's life is dull since his girlfriend left him. This music video follows the conventions of rock as it is definitely set in a quirky location and consists of quirky situations.

Iconography - The main iconography used are the band's instruments. This is definitely the main code and convention of the rock genre. The target audience would definitely expect to see the band performing their own music with their own instruments within a rock music video. The use of instruments not only is conventional to the rock genre, but also displays the musical talent of the band and promotes their songs and their songwriting ability.

In conclusion, it is proven that different music genres certainly follow different codes and conventions within their music videos in order to make them relatable to their target audience.