Analysis of music genres

Analysis of music videos genres

Music videos are significant in allowing the audience to build a relationship with the artist and helping them understand their lifestyles. It also enables the audience to understand what the song is about through the lyrics and the visuals. Genre characteristics are applied to all music videos in order to attract a specific target audience. Elements such as camera, editing and mise-en-scene are carefully adapted to the music genre in order to follow certain conventions. However some artist such as Lady Gaga subvert the music genre conventions in order to stand out in the music industry which is proven to also be successful.

Drake - Over

      At the beginning of the music video a close up camera shot was used to introduce the artist to the target audience. Drake is seen to be sitting on the end of a bed looking directly at the camera. This allows the audience to engage with him through his body language and facial expressions. Drake then goes on to rap about his life story which is a convention to this particular music genre.  This is effective as the audience are able to build a relationship with the artist whilst learning about his life story. The rap tells the audience about how successful he has become in his music career and how much his life has changed.  

      Another close up camera shot was used in order to highlight the importance of the artist. Drake is seen to be position in the centre of the screen standing in front of a plain black background. This is effective as it make the artist stand out from the scene allowing the audience to focus on Drake and only him. This can be related to Goodwin's point about the Demands of a record label and how they request close ups of the artist throughout their music video.  This therefore shows the representation of the artist showing drake to be well dressed and a fashionable role model. The close ups enable the audience to focus on the artists facial expressions and relate to the emotions that is shown when rapping the lyrics.

     Editing is a key feature in this music video as it is used to portray the artists 'extraordinary' lifestyle. Dissolve cuts are used when Drake is shown to be sitting on the end of the bed. In the background images of the city road is projected on the walls behind him. This is effective as the road is symbolic of his journey to fame. It could also highlight to the audience how chaotic his lifestyle is in contrast to what it was like before he was famous. This is conventional to the rap music genre as they are seen to have exciting and fast paced lifestyles.

      Mise-en-scene is also an important element in the music video as it helps connote the message the artist is trying to get across to the audience. In the video dissolve cuts are further used to show elements of fire throughout different scenes. In one particular scene, like in Goodwin's Theory, lyrics are used to show a relationship between the visuals. One lexis in particular was 'Pain'. This is shown parallel to the fire in which it connotes the pain he had to go through in order to be successful. The audience are able to get a sense of the struggles he had to go through in order to become the person he is today and therefore get a better understanding of the song. This is also a technique that is conventional to the rap music genre.

David Guetta ft Flo Rida - Club can't handle me

      At the beginning of the music video an establishing shot was used to show the artists turning up to what appears to be a popular club. A close up camera shot is then used to show the artist stepping out of an expensive car introducing him to the audience. This is conventional to the music genre as artists are often represented to have rich, glamorous lifestyles. This in turn connotes the artists power and status in contrast to everyone else queuing to get in the club. This highlights to the audience his 'extraordinary' lifestyle and views the artist as a role model.

      A long shot is then used to show the artist standing above the audience in the centre of the screen. This further connotes the artists power and status and he is seen to be positioned above everyone else. The camera shot is effective as it enables the audience to focus on the artist as it make him stand out from the crowd. This scene in particular related to one of Goodwin's Theory as there is a correlation between the music and visuals. The crowd are seen to be jumping up and down parallel to the beat of the music. This highlights that the artist has managed to get everyone dancing which is conventional in a dance music genre. Therefore it highlights the artists feel good atmosphere to the audience making making them enjoy the song more.

      Fast pace editing is used throughout the video as it follows the beat of the music. When they are in the club, jump cuts are used to go from one camera shot to another.  This connotes the chaotic atmosphere of the club and represents the artist as having a good time. In the camera shot you are also able to see the artist wearing his sunglasses inside. This represents the artist superior arrogant attitude as a result to his status. He is also seen to be wearing a gold chain. This costume is conventional in the rap genre as it represents their wealth and flashy lifestyle. Therefore an audience who is interested in this music genre will seek these generic conventions.

Miley Cyrus - Wrecking Ball

      At the beginning of the music video a close up camera shot was used to establish the artist. In the camera shot you are able to see the artist crying. This is effective as it allows the audience to focus on the artists facial expressions and therefore they are able to relate to the emotion of the song. The artist crying is symbolic to the artist vulnerability and pain which reinforces the lyrics 'I will always want you'. The audience are able to get a better understanding of the song as they can see the pain that was caused in the relationship. This is a convention of a pop video as it makes the audience focus on the artist and nothing else.

     There is evidence of Goodwin's theory as there is a relationship between the lyrics and visuals. When Miley sings 'all I wanted was to break your wall's'  a wrecking ball crashed into the walls and knocks them down. This is symbolic of the relationship and how she tried to get through to her partner and all it left was destruction. Slow pace editing was used to show her walking towards the camera dragging a hammer. This connotes that she is strong and powerful which shows a contrast between the artist vulnerability that was shown in previous camera shots. This is conventional of this music genre as as the visuals in the music video helps the audience understand the true meaning of the song. 

     In the music video, Miley subverts generic conventions of a pop music video by wearing no clothing. Long camera shot was used to show Miley sitting naked of the wrecking ball. This further symbolizes the artist vulnerability. However, this also represents the artist's image as sexualised. She is also seen to be wearing red lip stick which also contributes to this image. This subverts the typical conventions and therefore catches the audience's attention. 

1)How do the technical elements vary in the different music videos? 

Technical elements vary in different music videos due to the genre of the music video. Flo Rida is a more rap/dance artist and therefore would use conventional elements such as location at a club and everybody dancing. Miley Cyrus is a pop artist however and has used a symbolic location to highlight to the audience the message and emotion of her song. These element are all effective in attracting their different target audience.

2)How do music videos appeal to an audience?

The music videos appeal to an audience through conventions of the music genres. For example the analysis of 'Club cant handle me', mise-en-scene elements such as location attract the audience. The music video consisted of the artist partying at a popular club creating a feel good, live atmosphere. This is highlighted to the audience which makes it appeal to a teenager, young adult audience.

3)How can the audience build a relationship with the artist?
     The audience is able to build a relationship with the artists through close up camera shots. This is because it enables the audience to focus on only the artist and look at their facial expressions. Therefore the are able to build up a relationship as they feel they are able to relate and understand the emotion of the song. For example in the analysis of 'Wrecking Ball', close ups show Miley crying. This highlights the pain she has felt through the break up of her relationship.

4)What ideas or inspirations can you use for your music video and why?
      By analysis the three music videos, i have been inspired to follow the generic codes and conventions of the pop music genre. I feel that this is the best way to attract a target audience. I would like to use symbolic locations like 'Wrecking Ball' as well as using editing features to show a narrative of the lyrics like Drake did in 'Over'.