Music videos appeal to an audience by emphasising the conventions of the genre of the artist, this helps the viewers clarify what genre the song is and whether they would like to continue listening/viewing or not. Conventions of the genre can be shown through micro elements such as; mise-en-scene, editing and cinematography. For example within the Rock genre, you would see a dark and derelict setting which represents the morbidness and emotions from the artist/lyrics. The cinematography would include close ups, of the artists face showing he's anger and involvement in the lyrics. There would also be very fast editing, as the music is upbeat and full of energy, as the music is loud and heavy the editing will reflect this.
Drake - Over (Rap)
Within Drakes song Over, there are many conventional and unconventional aspects of the rap genre. The micro element mise-en-scene, used setting to subvert from the conventional setting used within rap music videos. 'Over' used the setting of a bedroom throughout the majority of the video, this shows the sensitivity of the song, as it represents the personal side of Drake as bedrooms are known to be a very personal place in peoples lives. Normally within rap videos a conventional setting for the genre would be in a club or a big location full of loads of people, promoting a luxurious lifestyle.
However mise-en-scene used the costume to comply to the rap genre, as Drake wears a white tracksuit which conventionally is a thing rappers wear within music videos to portray them as centre of attention and the white represents the pure intentions of he's video being a message to a girl. The white also supports the personal side of him being comfortable on he's bed. Drake also changes outfit in sync with the location change within the video. When he moves to a black background he wears a red jacket which helps him stand out and also emphasises him being centre of attention, the clothing also promotes he's wealth and style. The women within the video are wearing lingerie which conventionally represents them in a voyeuristic way to the audience. This is very common within rap music videos, as it portrays how females are treated as materialistic objects to men who have a lot of power and money. This helps attract the attention of the male viewers so that they have something to look at and desire, whereas it also attracts the attention of the female audience as they inspire to look like the women and be desired by men.
Within the music video 'Over' the cinematography used is very repetitive, a lot of close ups are used to convey Drakes feelings, when he is sitting on the bed singing into the camera he makes many emotional facial expressions to show he's sadness and pain. This helps promote Drake as an artist as it portrays him to the audience as a normal man who goes through heartbreak and ache within he's life. This is unconventional for a rap genre as it shows him as vulnerable as he is being open with he's past, which is not how stereotypical rap artist tends to be conveyed through their videos. Normally they are shown to be powerful and dominant, in charge of all their relationships and quite cold hearted.
The editing used within 'Over' is conventional as it is very fast paced, for example when Drake moves from the black screen to the bedroom. The transitions between the settings is very fast and they repeat themselves as the beat of the music increases, this keeps the audience interested as the blur effect and time lapse is elliptical and captivating to the viewers eyes. The fast editing represents the busy and assiduous lifestyle that rappers have, this is conventional within the rap genre as the music is stereotypically upbeat.
Flo Rida - Club can't handle me (Dance/Hip hop)
Within the music video 'Club can't handle me', many conventional aspects of dance genres are shown through the mise-en-scene especially the iconography. During the opening of the video two very expensive cars are parked outside of a club, where two men get out of them and throw money in the air. This is shown to represent their luxurious lifestyles, as they have money to afford and under appreciate materialistic objects for example the cars. This is conventional to the hip hop genre as it promotes their extravagant way of living to the audience, to make viewers envy and inspire them to mimic their behavior and become fans. There is also a voyeuristic treatment towards women throughout the music video, this is shown through the costume. The women within the video are wearing minimal clothing, which is purposely used gain the attention of the male gender in a sexual way, this is also used to inspire females to copy the dancers etiquette. This is a very conventional aspect of the hip hop/dance genre as it successfully effects the target audiences of these genres, it is also very popular in this genre because it is up to date with changing trends within the industry.
The cinematography used within the music video 'Club cant handle me' begins with an establishing shot, this is used to show the display the setting of the music video, within the shot the artist is shown walking into a club with hes friend. This is used to grab the attention of the target audience because the club is a very young, popular place go between the ages of 18-30. The shot is very conventional for not only the dance genre but within all genres for music videos as it sets the scene of the music video for the audience, it helps them determine the genre and predict how the song will go and if they will enjoy listening to it. Many mid shots are used throughout the music video, especially when Flo Rida is sitting in the club surrounded by many people, this is used to emphasise hes popularity and power. As he is shown in the centre of the shot, it encourages the viewers to percive him as robust and influencial, this helps promote him as an artist. This is conventional within the dance genre, as within practically all dance music videos, many extras are feautred for the use of dancing and creating a better personal image for the artists.
The editing throughout the music video is very fast paced, as they are in sync with the beat of the music, this is used to create more dynamic visuals. This is very conventional within the dance genre because of the constant fast tempo, the speed of transitions between shots is dependant on the pace of the song. The editing is fast when strobe lighting is used, as this creates alot of energy on the screen because there is a change of bright colours on each screen. This is very conventional because it creates a club atmosphere for the viewers.
The Vamps - Last night (Pop/Rock)
Within the music video 'Last night' there are many conventional elements of the pop genre, especially through the mise-en-scene. The setting of the video is at a fun fair, they are surrounded by rides and other common activities that are avaliable at fun fairs, this is used to attract the attention of there target audience. The target audience of most boy bands is females, paticularly of the ages 11-20, this video was aimed towards the slightly younger girl fans, therefore the setting was apporpriate as it is a popular/liked place to go for this age. The iconography used was very conventional for a pop boy band because the artists were all playing instruments, this is used to help promote them through showcasing their talents. The use of the instruments also attract the attention of the slightly older female target audience as they would be more impressed and influenced by their skills.
The cinematography used within the video includes a lot of establishing shots, which are used to identify the setting and artists. This camera shot is repeatedly used because of the constant change of backgrounds, there is the fun fair, a room full of instrument cases, a decorated room with a sofa, a room full of drums and a car. With each transition the camera angle stays the same, as the background and artist in the scene changes, the establishing shot distinguishes to the audience the adjustments that have been made, this is used to get the viewers attention and keep them entertained.
There is fast editing used within the video, for example when the chorus begins again. This is used to keep the visuals in sync with the song, it is a conventional method to use within pop songs as they tend to be very speedy and up beat. It also is a lot more captivating to watch for the audience it would avoid boredom and create energy which it aims to do as pop is a very energetic genre.
This post demonstrates some understanding of how music videos appeal to an audience. You have made a start in identifying three different music genres and you have focused on the micro elements that are evident.
The points that you have made demonstrates some understanding of the genre conventions, as you have started to identify the main micro elements, however further discussion of the mise-en-scene is needed to extend your understanding further. Also aim to include still images to support the points that you have made, as well as included a summary to complete the post.
Relook at your third analysis, as the band may be categoried as a pop rock band?
The images that you have included, helps to support the points that you have made, but you still need to include further analysis points on the mise-en-scene, to demonstrate further knowledge and understanding of the music videos.
Also you still need to include the analysis points, to demonstrate your understanding of micro elements and how they vary, between the various music genres.
Within Drakes song Over, there are many conventional and unconventional aspects of the rap genre. The micro element mise-en-scene, used setting to subvert from the conventional setting used within rap music videos. 'Over' used the setting of a bedroom throughout the majority of the video, this shows the sensitivity of the song, as it represents the personal side of Drake as bedrooms are known to be a very personal place in peoples lives. Normally within rap videos a conventional setting for the genre would be in a club or a big location full of loads of people, promoting a luxurious lifestyle.
The cinematography used within the music video 'Club cant handle me' begins with an establishing shot, this is used to show the display the setting of the music video, within the shot the artist is shown walking into a club with hes friend. This is used to grab the attention of the target audience because the club is a very young, popular place go between the ages of 18-30. The shot is very conventional for not only the dance genre but within all genres for music videos as it sets the scene of the music video for the audience, it helps them determine the genre and predict how the song will go and if they will enjoy listening to it. Many mid shots are used throughout the music video, especially when Flo Rida is sitting in the club surrounded by many people, this is used to emphasise hes popularity and power. As he is shown in the centre of the shot, it encourages the viewers to percive him as robust and influencial, this helps promote him as an artist. This is conventional within the dance genre, as within practically all dance music videos, many extras are feautred for the use of dancing and creating a better personal image for the artists.
The cinematography used within the video includes a lot of establishing shots, which are used to identify the setting and artists. This camera shot is repeatedly used because of the constant change of backgrounds, there is the fun fair, a room full of instrument cases, a decorated room with a sofa, a room full of drums and a car. With each transition the camera angle stays the same, as the background and artist in the scene changes, the establishing shot distinguishes to the audience the adjustments that have been made, this is used to get the viewers attention and keep them entertained.
This post demonstrates some understanding of how music videos appeal to an audience. You have made a start in identifying three different music genres and you have focused on the micro elements that are evident.
ReplyDeleteThe points that you have made demonstrates some understanding of the genre conventions, as you have started to identify the main micro elements, however further discussion of the mise-en-scene is needed to extend your understanding further. Also aim to include still images to support the points that you have made, as well as included a summary to complete the post.
Relook at your third analysis, as the band may be categoried as a pop rock band?
The images that you have included, helps to support the points that you have made, but you still need to include further analysis points on the mise-en-scene, to demonstrate further knowledge and understanding of the music videos.
ReplyDeleteAlso you still need to include the analysis points, to demonstrate your understanding of micro elements and how they vary, between the various music genres.