The music video for "Lost Generation" by Rizzle Kicks displays several conventions of music videos identified by Andrew Goodwin. It includes elements of multiple subgenres like pop, rap, and hip-hop. There is some relationship between the lyrics and visuals through references to TV shows. The cuts in the video match the beat of the music. Close-ups of the artists are used to emphasize their image, and there are references to popular culture through hashtags and social media that help the video appeal to broader audiences.
2. Andrew Goodwin, when writing in ‘Dancing in the Distraction Factory’
argued that many music videos shared 6 generic conventions, these
were:
1. Different sub genres of music have there own video conventions
(e.g. Stage performance in rock videos, choreographed dance routine in
pop videos)
2. The relationship between lyrics and visuals
3. The relationship between the music and visuals
4. The demands of the record label will include the need for lots of
close ups of the artist to emphasise the image of the star
5. There is frequently reference to notion of looking(screen within
screens, telescopes, ect) and particularly voyeuristic treatment of the
female body.
6. There is often intertextual reference(to films,TV programmes, other
music videos and other popular culture)
3. Lost Generation was released as a digital download in
the United Kingdom onAugust 25, 2013 as the lead single
from their second studio album, Roaring 20s (2013).The song
was written by Jordan Stephens, HarleyAlexander-Sule, Ant
Whiting, Emily Phillips and Pete Cannon.The song has
peaked to number 6 on the UK Singles Chart.
4. When watching I was able to notice the
number of sub genres within the music
video, one of these sub genres was
pop, as we are able to see a dance routine
towards the end of the video. Another
sub genre that was noticeable was
rap, this is because throughout the video
one member of the group is always
rapping, and the final sub genre that we
can see is hip- hop, this is because of the
type of dancing that is shown in the
video, and also because of the rap as this
was popular in most hip hop videos
during the 1970’s.
5. When watching the music video i would say that it is
amplification; the reason for believing this is because there is
a slight link between the lyrics and visuals, this can be shown
when they talk about differentTV shows such as Jeremy
Kyle, which they then show in the video itself. And also when
making reference to talent shows we see the buzzers that
are used in theTV show Britain's GotTalent.
6. After seeing the video it was clear to see that
there was a relationship between the music
and visuals, and this was that the cuts in the
music video are in time with the beat of the
music, which is something that happens in
almost every music video.
7. During the music video lost generation, there
are many close ups which are used to help
establish the both stars of the video and
emphasise their own image. However in this
particular video there are quite a few mid
shots, this probably to establish both singers
rather than just 1.
8. In the music video, we can
clearly see that there is a
reference to the notion of
looking, this is when we can see
one of the singers watching
himself on theTV, while we can
see both on screen. However
after listening to the lyrics
there is no voyeuristic
treatment of women, as there
is no reference to how the way
women look.
9. In the music video there is a number of intertextual
references that relate to the culture in what we live
in, and relates to almost everyone.This is because
there are references toTV shows such as Jeremy
Kyle, Big Brother, Britain’s GotTalent, all of which are
watched by us. Also throughout the video #trend is
used quite often which relates to twitter, relating to a
more younger audience and also there is an image of
someone's instagram page. All these intertextual
references relate to different audiences, meaning that
it may gain more status for the duo Rizzle
Kicks, meaning in more sales making the video a
popular hit.
