-Pop – Britney Spears & Madonna
-R ‘n’ B – Ashanti & Usher
-Rock – Guns ‘n’ Roses & The sex pistols
-Indie – Florence and the machine & The Hoosiers
-Folk –The rooftop singers
-Classic - Ludwig Van Beethoven
-Funky House – Crazy Cousins & Donaeo
-Dance Music – Eric Prydz
-Garage – Artful Doger
-Bashment – Collie Buddz
-Dancehall – Beenie man & Movado
-Reggae – Damian Marley & Bob Marley
The purpose of a music video is to show the audience what the artist is about as well as creating a direct link between the audience and the artist. It is also a good way of promotion and getting to know about different artists as well as existing ones and what music they are producing. Here are some points why music videos are created:
-It is used as a market tool to promote an artist or song.
-It is a short narrative or representation of the artist.
-To attract a particular target audience and gain their interest.
-To identify an artist/group.
-To make consumers buy into artists lifestyles.
-To show the different generic conventions of a genre and music video.
-For the audience to remember the music song.
-To make a song available to a wide audience.
-To show more about the artist for consumers to relate to.
-The audience request music videos. -To build a relationship with the audience from the artists.
-For the audience to understand more about a song.
Once all of these different elements are used and put together only then will an artist be successful and target the correct markets. If any of these elements are not looked into correctly then it may have an effect on the launch and career of a new artist or an existing one.
There are three different types of music video's that follow different categories of portraying an image to consumers. These categories are; narrative based, concept based and performance based.
Narrative Based:
This can be defined as telling the audience a story through a music video. This can be done by the storyline of the music video and the conventions that make the video seem story based.
Concept Based:
This can be defined as selling the audience an idea or theme. Moreover artists can use their music videos as a way of showing the audience something new and innovative which is again portraying an idea to viewers.
Performance Based:
This can be defined as an artist who not only sings but dances as well making the overall experience of watching a music video much more exciting and enjoyable.
Some music videos explore these different categories by mixing them in together, whereas other music videos concentrate on one category as a whole.
Christina Aguilera is an artist that has used all three categories within her music videos, an example of a video that has done this is 'Beautiful'. This song sends out a message to consumers that everyone is beautiful which follows the element of a concept based video. She also sings in the music video which makes it performance based and finally it then becomes narrative based due to the different roles being played throughout the video.
I will now be analysing the different elements that make this music video so successful that any target audience and market segment can relate to because of the narration of the video. Firstly I will be looking into detail of the concept based element and how people have different perceptions on personal image. The message in the song is that everyone is beautiful and deserves to feel good about themselves. Moreover the concept challenges the stereotypical views of individuals. An example of this is that everyone should be slim. This image shows a young girl looking at herself in the mirror, if you look closely you are able to see her ribs which is an indication of how skinny she is. This allows the audience to create a link between the mainstream perception that everyone should be slim in order to be successful and recognised.
In conclusion to this Christina sings about being beautiful and unique and is demonstrated through each characters role play within the video. This music video towards the end embraces what people should feel when it comes to their own style, looks and personality. Moving on, the video then is narrative based as the audience are able to follow the different characters in the music video. For example the man during the video who then dresses as a woman feels better about himself towards the end of the film when he is all done up as a woman. This leads me to conclude that everyday individuals who watch a storyline like this are able to create a link with the way the man feels in the music video. This also brings the element of a concept based meaning, that everyone is beautiful and is portrayed throughout the entire video. Finally, the last element which is the performance based category is shown throughout because Christina Aguilera is shown singing the song from start to end. This lets the audience know that an iconic star such as Christina have open views about being attracted to the same sex and being a man dressing up like a woman, which are two of the roles played throughout the video.watch
Generic Conventions can be defined as what consumers expect to see in a specific genre and style of performance. For example in a girl group consumers would expect to see them dancing a lot while singing as part of an average style of performance. Consumers would also expect that the music videos produced are performance based and narrative based (e.g. for a love song, a love story has to be shown to back up different lyrics and scenes within a music video.) The generic conventions of a music video include, singing, dancing, different types of lighting, interesting quick camera shots and the artist/s to play a role within the music video. Each of these aspects differ from the type of artist and the genre they fall under. For example; a Hip Hop artists music video will be very different from a Rock music video as consumers expect to see something different. The generic conventions of an R 'n' B music video are a lot of dancers, upbeat background music, different use of lighting, costumes, hair & make-up, facial expressions, body language, a performance based element as well as a concept based element. As well as this intertextual referencing is used throughout a lot of music videos to promote brand names and new products that have come out. A prime example of an R 'n' B music video that follow the generic conventions consumers expect to see is a video by Usher, 'Yeah'.
This music video is set in a club and has catchy lyrics that consumers are able to sing along to, as well as this Usher is a well known artist that consumers aspire to be and as a result of this it is expected from Usher that his music videos follow the conventions of an R 'n' B music video. Throughout the video the artist is following the performance based element as he is singing and dancing to his own music. This is an element which I would like to follow in the creation of my own music video as the artist I have chosen is an artist similar to Usher. This has lead me to conclude that I will have to use different lighting a camera shots to make my music video connect with the audience watching it. Moreover the camera shots are always changing constantly so that the audience always have something different to focus on making the video more interesting, this is also an aspect that I will need to take into consideration if my music video is to be successful.
I will now be discussing the generic conventions of a Girl Bands music video. A girl bands music video is very different in comparison to an R 'n' B music video, the reason for this is because consumers have different needs that have to be met in order for them to enjoy the music they are listening to. As a result of this it makes a separation between the two genres in the way it targets consumers and draws them in to continue listening to a specific type of genre. The conventions of a girl bands music video are again that it follows the element of a performance based concept. Girl bands are usually singing and dancing and it is again expected of them as the consumers that listen to this genre enjoy watching artists getting involved in their own music. As well as this many music videos in this genre follow a narrative based element and tell a story to the audience through lyrics and dancing as well as acting. Some of these conventions include; different costumes, hair & make-up, role play, different camera shots, the use of props and different lighting effects. A music video that demonstrates this is by The Saturdays, 'Up'.
This music video is an example of a girl bands music video that has been very successful and has gained a solid fan base for the artists. Each girl has their own identity and is shown through the colour of their tights and there microphones. This music video was one of first videos the group did and has started off their career. Throughout the video all the girls are dancing and performing to the audience which is a main aspect that is expected from girl groups. This video was also an experiment on how the group would be seen to the public for the first time and how they will be represented as a group. This is why it was important to show each girl individually to the audience so that they can be associated as different personalities in the group. This video contains different camera shots again and different editing styles that will keep the audience watching the video. The main purpose of any video is to keep consumers wanting to watch what they are being shown.
I will now be stating the conventions of a rock music video and what makes consumers constantly watching artists in that genre. The conventions of a rock music video can be seen as rough, edgy and feisty. These aspects are what consumers enjoy and look forward to when watching a rock music video. Rock videos also contain quick shots in the same location which tends to be on a stage performing. As well as this rock videos do not tend to have a lot of different editing styles. They are more straight to the point focusing on the artists in the group rather than the different styles that can be portrayed. The editing styles that are used in a rock music video are quick and do not last long whereas in a Pop music video, lots of editing styles are used to build on what consumers want and expect to see. An example of a rock music video that follows these
conventions is, 'Sweet Child O' Mine' by Guns N' Roses.
This music video is by a band that are very well known within the music industry and are an inspiration to many artists and groups in today's society. The video follows the editing styles I have stated above and the scene in which it is set (on stage). This allows the audience to have a clear indication of the genre and the music it is in. Throughout the video different sections are in black and white which gives the feel of an old story. As well as this the video is again performance based due to the group singing and dancing on stage. Most if not all videos contain this aspect due to artists wanting to create a link between them and the audience.
Now I will be analysing boy bands and what conventions they follow within their music videos. I will be using the boy group, The Wanted and their song 'All Time Low'. This music video shows some of the same conventions as a girl group.
Throughout this music video each band mate is dressed in the same colour clothing to show that they are apart of a group. As well as this a lot of establishing shots are used at the beginning of the video to show where the video is set. The band mates are also following the performance based element as they are singing and dancing to their song and putting on a show for the audience watching the video. Moreover the camera shots are always changing and show each member of the band so that each individual gets coverage throughout the video. The lighting throughout the video also changes showing different stages in the music and are put in line with different verses.
Rap and Hip Hop music is very similar and are very different from the music videos I have analysed above. In this genre a lot of swearing is used and can be seen as offensive. A lot of music videos in this genre are also seen as aggressive due to the body language and the facial expressions used within the music videos. Moreover artists in this genre are in competition with one another which and they are not afraid to make it known to one another. artists such as 50 Cent and Ja Rule are rivals and again are not afraid to make references in their music. Other conventions found in this genre is usually dark clothing and a tough perception being shown to the audience. A good example of an artist who shows these aspects is 50 Cent and his music video 'Many Men'.
This video is a prime example of how artists within this genre want to be perceived as. A lot of low key lighting is used to add on effect and build tension. As well as this it creates a representation between people being scared of the dark and embracing that and using low lighting in a music video. Props is also a big aspect in this music video as guns are used which creates a link between violence. This is one of the main conflicts with consumers and artists within this music industry as parents and carers usually do not want their children to be listening to this type of music as it may influence them in the wrong direction.
I will now be analysing a song by Kelly Rowland which is called, 'Stole'. This music video follows the three elements which I have stated above; Performance, Narrative and Concept based elements. This music video is performance based due to the artist singing and taking part in the music video itself. This allows the audience to build up a relationship with the artist. It then also becomes narrative based because the music video is telling a story to the audience. Then, finally it becomes concept based giving out a message that life is stolen when people pass away. Below is the link of the music video that I have analysed;
It follows the purpose of music videos because it follows the three elements that make any music video successful. As well as this it also includes different locations and roles that are played out by different characters which enables the audience to relate to video. It also shows off the artist and the meaning behind the lyrics, this song is also very emotional and is portrayed through the storyline. Throughout the video, the artist is shown enough so that consumers watching the video do not loose sight of the reason for the song. The style of the music video follows a number of conventions and Kelly Rowland is known for being an R 'n' B artist. Throughout the video a number of different lighting effects are used as well as mise-en-scene elements. The style of the music video is mainly narrative based due to the storyline being portrayed to the audience. The lyrics in the song match with what is happening on screen which makes it easier for the audience to relate to. As well as this the video is very realistic which means that Kelly's fan base will grow due to real life tragedy family members being able to relate to the song. The generic conventions of the genre is a performance and narrative based element which is met in this music video. Conventions also include lighting and different camera shots that will always keep the audience entertained and interested in what they are watching. In the R 'n' B genre the music is usually upbeat and is something people can dance to, however this song shows more emotion and a different side to the artist. This has gone in favour for the artist due to the high amount of viewings the video has received as well as music sales.
The generic conventions of the music video are not what consumers would expect from an artist such as Kelly Rowland. Her music is mainly up tempo tracks that you are able to dance to. On the other hand it shows that the artist is versatile and will still have a good fan base even if the song is not what consumer would expect from Kelly Rowland. Having said that some conventions such as costume, hair & make-up, lighting and editing are done in the same way that other R 'n' B music video are. For example their is a lot of straight cut edits used to change from scene to scene which is done in many other music videos as well. Finally, the target audience for this video is for males and females, however the majority females due to the emotion of the song. The age range is between 13-35. The song targets a wide audience as it challenges everyday life patterns that occur and is represented through lyrics and the visuals of the music video.
This shows an excellent understanding of how music videos appeal to an audience through the various purposes. Also you have selected and anlaysed a variety of music videos and artists, which helps to show your knowledge and understanding of the codes and conventions of the music genres too.
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