Research: Music Video Genre by Jemar

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.