What is a music genre? In the music industry there are many different music genres in which a song or a video follows. Music genres are categories in which a song/video will be placed into depending on the conventions of the genre. For example, fast pace up beat music will relate to the Rock music genre. In addition, there are many different genre of music which fall into one which then creates a sub genre. List of different music genres in the industry:
Rock
Jazz
Musical
POP
R&B
Country
Gospel
Soul
Classical
Hip-Hop
Blues
Cultral
Alternative
Indie
Rap
What makes music a certain genre? Hip-Hop Firstly, the hip hop music videos uses conventions such as iconography as a way of relating back to the hip hop genre. For example, costume and some props used within a music video are seen as the main elements in which help create the image of fame, expense and wealth to the target audience. This is done to reinforce the hip hop genre. In addition, Goodwin's theory of notion of looking may come in to this as the costumes the girls wear are very revealing. This emphasises the genre of the music video and also attracts a niche target audience which is the male audience.
Sean Pauls - Got 2 Luv U music video is a performance based music video and it uses the use of lighting to emphasise this as there are a lot of bright flashing colours used to reinforce a club night. This done to entice the audience to want to watch more. The club locations which are used in a lot of sean pauls hip hop videos are used in order to create a sense of normality for the audience as they themselves could go to a night club and party like sean paul. This allows them to be able to relate more to the video as they are locations which are used in their lives. This music video follows the conventionals of a music video as the editing is in time with the fast pace song, along with the visuals make the video visually stylish to the audience. In addition, the use of Rap Jay Z & Kayne West - Otis could be an example of a rap video that follows the main conventions of a rap genre music video. For example, In this video they use a urban location which was a desserted open area. This is effective as it helps build to their gangster imagine. In addition, driving around with the black super expensive car just reinforces this image.
Tyga's Rack City music video is also another example of a conventional rap music video. This is due to the bad boy image which is portrayed to the audience, For example, we see Tyga smoking. Iconography also plays a part as a bandana is seen as part of Tyga's costume. This is used to represent a symbolic meaning. In addition, this is seen as normalised as the audience would expect to see this is a Rap video. The visuals in the music video are also very effective as it matches the beat of the song. This allows it to have a greater effect upon the audience. Furthermore, with the video being a narrative based this allows it to create entertainment for the audience.
Pop Unlike other music genres POP music videos always tend to stick to a more simplistic of micro elements. Since POP music videos are so mainstream it is important that they stick to a simple narrative which there audience can follow in order to avoid any confusion. These kind of music video's are also known for their use of high key lighting in order to help make the narrative clear and also to promote the star image motif.
Michael Buble - Its a beautiful day music video is also another example of how the use of micro-elements relate back to the genre and appeal to the audience. For example, unlike a hop hop video which may use a yacht as a location, the locations used in this video were locations of ordinary places such as a street. This helps create a sense of normal within. This is because the locations in which were used in this video would be familiar with the audience and allow them to relate to the artist and the song. This music video entertains the audience as it uses fast paced music to match the editing speed. In addition, this follows both a narrative and also a performance based music video Conclusion This research of identifying and analysing some of the conventions of each music genre has helped me with the planning stage of this music video. This is because I now know what kind of micro-elements and concepts make up a genre and also how to make the music video relate to the genre whilst appealing to the target audience. I believe I'm a lot confident now in identifying a music video then matching them to the genre of music they are from.
A theorist called Andrew Goodwin created a theory that all music videos that have been created must follow in order to be conventional and able to appeal to their target audience. This theory contains Eight concepts which makes a music video conventional.
Andrew Goodwin's 8 Concepts of a music video?
Genre Characterstic
Relationship between lyrics and visuals
Relationship between music and visuals
Star image motifs
Notion of looking
intertextual references
Performance, Narrative, or Concept-based?
Genre Characteristic
Music videos often reflect their genre due to specific traits which are associated with a particular music genre.
For example, for a Rock music video is associated with High key lighting, close ups on the different instruments and Rock videos are mostly performance based.
Another example, is the genre Alternative. This genre uses a variety of different lighting depending on the speed of the song. alternative genre targets a niche audience, uses controversial themes and is often performance or narrative based.
Relationship between lyrics and visuals:
Often in most music videos the visuals are able to relate to the lyrics of the song in some way. This can be portrayed through the illustrative concept where the lyrics explain what is happening in the scene, The amplifying concept where the visuals seen are an exaggeration to the lyrics in the video and lastly contradicting which is when the visuals are the opposite to what is being said in the lyrics.
An illustrative example is in his boyfriend music video where he is seen sitting in a car with his shades and gold chain around his neck saying ''I've got money in my hands which I'd really like to blow''
Relationship between music and visuals:
Most visuals shown within a music video have a clear distinction between the music being played. The visuals being portrayed are often either illustrative of the actual music video or contradicting towards it. For example, a video with fast pace and upbeat music will reflect this in the visuals with fast editing and action. However, if its a slow accoustic song for example, the on screen visuals will often be very soft and slow to be able to relate to the music
An example of this is Justin Biebers - Beauty and a Beat music video, The editing within this video contains simple styles such as some dissolves and the shaking of the camera to emphasise justin operating the camera while dancing with hes dancers. This creates a thrilling feeling amongst the audience. In addition, the music used in this music video is fast paced which fits in with the fast editing used in order to grab the audiences attention and keep them engaged. The beach party style atmosphere with girls and guys dancing in and around the water is also used to build up the audiences excitment and create a thrilling feeling amongst them.
Star image motifs:
Music videos nowadays often contain a star imagine motifs, this is when the music video includes as many close ups of the artist as possible. This is done in order to make them popular and identifiable. This is important as it helps promotes the artist and also for the audience to be able to establish who the artist is.
For Example, R Kellys Duet with Usher - Same Girl. This music video first started off with them both on their phone speaking to their agents. There faces were the main focus of attention for a good 15 seconds, This is done as it allows the audience to be able to recognise the two artist, This helps towards their promotion.
Notion of looking:
this concept of goodwin's theory talks about voyeuristic or in other words sexual treatment of the females body in music video's. These are women who are seen as sexual objects in their music video, this could be because of the way they are represented in their music video or their own real life characteristics which is followed with them from the real world. In addition, women wearing revealing clothing has become very conventional and acceptable due to a list of mainstream artist such as katy perry, Rihanna revealing a lot in their videos.
The costumes for women in music videos all depend on the genre of the actual music video. For example, tight revealing clothing is mostly seen in some Rap, Hip Hop & R&B music videos. An example of this is Sean Paul's Music video - Get Busy.
In this video cleavage is clearly seen which would attract the attention of a male audience. The iconography is also used to relate back to the attraction of a male audience as there are loads of women drinking, dancing and having fun. This is presented in a club party atmosphere which is used to create a sexy image. In addition, the actors dancing in the music video makes the audience want to get up and dance.
Intertexual references:
Intertexual reference is when you're able to find a close link between a music video and a Television programme, a movie or other music videos in general. This is done as a promotional act, linking the lyrics of the song and visuals together in order to create an effect amongst the audience, or to diss and insult another artist.
Intertexual references are made in the music video featuring 2 chains and Wiz Khalifa, this was the soundtrack to the film Fast an Furious 6. The Artist Wiz Khalifa was heard saying ''never turn our backs, our cars dont even lose control''. This relates back to the actual film as one of the main characters vin diesel has a saying which he's used in many fast and furious films in the past and that was to never turn your back on family. The '' Our cars dont even lose control'' part relates back to the actual film and the whole theme about it which is about cars and high speed driving etc.
In addition, this is seen as a good marketing tool for both the music video and the film as they are both able to relate to one another and gain recognition together.
Performance, narrative or concept based:
A performance based music video is often used to present the audience in a whole different way and make them the main focus. This allows them to present their artistic talents to their target audience, this could range from singing to even a dance routine. For example, chris brown tends to throw in couple dance moves within his performances in order to show off his high level of skill to his audience and also to primarily entertain them.
Christ Brown - Turn Up The Music
Adele's song is a mixture of performance and narrative based. Narrative based often means that the music video has a story attached to it which is able to relate to the lyrics of the song. For example, Adele - Someone Like You, this music video talks a lot about Adele's previous relationship and her transition through the tough break-up. This music video is also performance based which allows her to become the main focus of attention and allow her audience to be able to relate to it. This concept is effective as it helps build a relationship with the artist and their audiences.
Adele - Someone Like You
A Concept based music videos allows the artist to express their creative and artistic sides to the audience as tends to be more surreal and obsure than regular regular conventional videos. This video types are also most likely to include more special effects. For example, Ed Sheeran - Lego House, in this music video there was no link between the visuals and lyrics.
Ed Sheeran - Lego House
Technical elements:
The technical elements of a music video is generally based around the micro-elements of the media industry. These micro-elements range from cinematography, sound, editing and mise en scene. These elements are the most effective ways of being able to connect to the audience.
Cinematography is in order to create the star image motifs for the music video, this is done with a range of close-ups to identify the artist and to create a sense of familiarity between the artist and the audience. Editing is used in order to create a relationship between the visuals and the lyrics, The pace of the editing is usually determined by the pace of the song. The pace of the song in any music video usually depends on whether it is a performance, narrative or concept based. The Mise En Scene used in music videos depends on the genre of the song. For example, Rap & R&B songs often tend to use a lot of wealthy costumes and iconography to create a high status image. But mainstream music such as Pop music tend to use less glamorous but casual mise en scene in order to avoid confusion amongst whilst creating a relationship between the music and audience.
Music Video Examples
Will Smith's music video is a great example of a conventional hip hop genre. The genre of this music video is made obvious by the pace of the music. The music was really fast paced which relates to the song which was very upbeat. In addition, iconography of the visuals in which the music video was filmed relates back to the upbeat music as there was beach party scenes which is effective as it helps build up an thrilling feeling amongst the audience.
The relationship between the lyrics and visuals in this video was amplifying as the video started with Will Smith In a private jet with a gold chain around his neck. This suggest his fame and along with the face upbeat music it all ties in and relates back to the hip hop genre.
Close-ups were used at the start of the music video in order to build up a star imagine motifs make the artist the main focus of attention, this also allows him to be easily identifiable and recognised. The use of fast pace editing is very effective in this music video as it is matched with the fast pace music which allows them to merge in order to better the audiences experience. In addition, the montage shots used in this video related back to its genre of hip hop. Furthermore, this video is cleary solely performance based as it had no sign of a narrative, instead it just went with the flow.
Will Smiths MIAMI
Ed Sheeran's Music video Small Bump is of a Rock/Alternative genre. This is because when the video starts the music is very fast and upbeat which relates to the rock genre, in addition, Ed Sheeran's dress sense and fuzzy hair can also be related to the Rock genre. However, the actual song is very soft and is sang with meaning.
In this video the relationship between the lyrics and visuals are illustrative as Ed is singing about losing a baby which in reality turned out to be one of he's friends who loss a baby. The visuals then link to this as Ed is seen seated in the waiting area of a hospital. The music is upbeat but soft which allows it and the visuals to create a calm, relaxing atmosphere for the audience. A lot of close ups were used in this music video in order to make Ed More identifiable but also to show the real emotion he he had on his face. This then allows the audience to feel sympathy towards Ed and able to relate to him. Therefore, a relationship will be built amongst Ed and he's target audience.
Although This song was performance based as it focused solely on Ed Throughout the whole video, it is more narrative as this was a song with meaning, it was a song about a close friend of Ed who lost their baby. This allows Ed's audience or even new listeners to build an sympathetic response towards him. In addition, some people will also be able to relate to this.
Adele's Someone like you music video has a genre of soul and blues. This is detected immediately at the start of the video when slow, soft music starts to be played. This is done to remind and relate back to the genre of the song. The song lyrcis and visuals have a very illustrative relationship as in the video we see adele walking alone through london singing a break up song. this is effective as it allows the audience to be able to relate it. Star image motifs is emphasised early on in this music video as there are a lot of close ups on adele's face. This allows her to become easily identifiable.
Conclusion
From my research of Goodwins theory on media institutions I have know learned of all the technical elements and concepts needed in order to make a music video conventional and appealing towards their target audience. In addition, I've learnt how to make a music video relate to its music genre.
What is a music Video? A music video is an visual footage of an performance which is normally played out by the artist in order to promote hes or shes music. Music videos allow the artist to promote they're music to their audience in order to increase recording sales. this is done through integrating dancing or visual images which are used to allow the audience to interpret the lyrics. The music video industry uses a range of different film making techniques styles in order to better the video. These styles techniques includes Documentaries, live action filming, animation and non-narrative approaches. Music videos often integrate different styles such as animation and live action. Many music videos interpret images, action (dancing/Acting) and song lyrics, while others take a more thematic approach. Music videos which are without a set concept which is basically without animation or a narrative etc... are often filmed with the version of the songs live performance, For example, Celine Dion - My heart will go on.
The music video industry has formed a relationship with a number of leading medias all for different reasons, but the most common of them all is solely to promote music. These range from:
Radio - Most artist visit the radio station and speak to some of their audience over the radio, this allows them to talk about their music and promote it.
Television - The MTV is a television channel made up of different channels within it, each channel plays certain genre of music. This allows the audience to know what channel to view in order to listen to they're preferred music type. In addition, this benefits the artist as the MTV music
Internet - On the internet music is promoted through the use of YouTube for a example, as are able artist promote their music by uploading their music video, This is then advertised in or around YouTube or on other videos. Social media sites such as twitter and Facebook are also another effective way in which music is promoted by an artist.
Print Media - Other media such as printed media is used in order to promote artists and their music. newspapers, magazines, posters and leaflets are the main ways in which a artist and their music can be promoted.
Film soundtrack - The film industry also helps with the promotion of music as soundtracks are used within the film. This allows both the music and film company to promote off each other and grow together. For example, Fast & Furious 6 - We own it ft 2 chains & Wiz Khalifa.
What is the purpose of a music video/Artist who create them? The purpose of music videos is for financial gain such as making profit. However, The dual purpose of a music video to the artist and record company is to promote their music and get recognised. When a song is released along with a video, this doubles the amount of people that will hear and listen to it due to the exposure. As a song on its own it can only be played on radio and audio on internet services such as iTunes. However, with a video to accompany it, this means the song will be able to be played on sites such as VEVO and YouTube as well as MTV Music channels. This then increases the number of people to hear the song which will eventually lead to an increase in total sales.
Music Video Purpose
Narrative with meaning
A product to entertain
Buy into artist lifestyle and ideas
Attract a particular target audience
Marketing tool to promote
Conventions of a music video
Visually styling - artistic mise-en-scene
Rhythmic montage, fragmented style
Experimental, yet conventional use of camera editing
Conspicuous lighting and cinematography
Integration of narrative & performance based video.
Close ups (Focus on star)
High key lighting
Technology advancements Where once music was only able to be accessed on the radio now with the rapid change in technology there are a number of ways that the audience can watch a music video. The two main ways are Music channels and YouTube as videos are easily accessible and cheap for the record label for promotional purposes. New music sites such as VEVO is a place where established and also upcoming artist upload their videos and this helps market for their music. This is also an effective way of exposing their videos to loads of viewers in order to gain recognition. For example, Carly Rape Jepson who has come from being totally unheard of to gaining 260 over million views with her hit song Call me maybe.
Cinematography The advancements on technology has allowed special effects to have an even bigger impact on the audience as it helps grab the audiences attention whilst keeping them entertained. This is done through the use of visual imagery. This makes the audience enjoy the video and praise the artist. In addition, this then entices the m to buy the single in order to support their artist. Audience impact A music video influences the audiences decision on whether or not to buy the song. This is done through changing the audiences perception of the song or artist. The audience may dislike the artist or the song however, the conventional contents of the actual video such as being visually styling may encourage the audience to watch another video of that artist to judge whether they like the song or not. This then makes the artist more noticed as more of they're songs are being recognised but also manipulates them and makes the audience search for a different song to watch without even realising the effect the first video had had on them.
Conclusion Identifying the purpose of a music video has allowed me to start thinking of the planning stage in which i will attempt to create a conventional music video. This research has allowed me to come familiar with the different conventions in which allows a music video to be successful. I've also learned how to use the use of different micro-elements to change the audiences perception of the music video in hope to make them feel differently about it.
