House music originated in Chicago in the 1980s and later spread to the UK and Europe. It used repetitive 4/4 beats and was played on drum machines and synthesizers. Over time it evolved into various subgenres like deep house, electro house, and progressive house. Music videos in this genre typically feature scenes from clubs and parties with fast editing, flashing lights, and people dancing to reinforce the upbeat and energetic feel of the music. They also commonly portray youth culture stereotypes of partying, drinking, and attractive women dancing. Understanding the conventions of a genre helps creators make videos that will appeal to the intended audience.

1. House – Electronic – Deep House – Dub – Progressive House
Doaa Elmnayneh

2. The house music is a genre made of electronic dance music that
was founded in Chicago America in 1980’s. After liking important
underground and club-based achievement in Chicago it then has
emerged into the UK in the mid-to-late 80’s. In addition, popularity
quickly followed in the rest of Europe it then has become a global
spectacle from in the 90’s onwards. At the beginning of this new
trend, this type of music was considered by repetitive 4/4 beats
while the rhythms were mostly played by drum machines, off beat
cymbals and manufactured baselines. Now this genre has become
more successful but has still kept numerous essential elements
which established into fashion of different sub-genres such as
(Deep House, Electro House, Tech House and Progressive House).
The House it clearly demonstrated to be commercially effective
genre while a more mainstream pop-based variation grew
progressively popular.

3. The sub-genres for dance music usually have the similar conventions.
One of the conventions is performance based music video which
includes some concept based features. The main type of concept is a
loose and surreal as this includes messages about love, partying and
dancing. All of these go under repetitive arrangement and a steady bass
drum beats. As for surreal concept or narrative full of confusion enables
to is see the nature of house/dance music. This is because people are
usually dancing and enjoying their time to the bat rather then focusing
on a specific story. For example, Clean Badit- ‘Rather Be’, the main
character hallucinates about seeing the band everywhere they go.

4. Avicci
LMFAO
W&W
Calvin Harris
David GuettaArty
Sub-focus Hardwell
Axwell
Annie Mac
Armand Van Helden
Zedd
Chase & Status
Eric Prydz
Swedish house mafia

5. There isn’t much static shots within this genre. The movement of the camera
creates a feeling of excitement and realism to the audience. The various and
different camera shots and angles allow the music video to be more interesting
and enthusiastic, keeping the audience engaged. Within this genre there's one
shot which is used lot this is a close up shot, it is used to represent the lead
characters. There’s a lot of different flashing coloured lights creating a night
club/disco scene. There's also a lot of people dancing and enjoying themselves,
relating to youth culture representations. Also, the video includes modern
teenage stereotypes such as dancing, raving, cheerleading, alcohol, drugs and
fashionable clothing.

6. The location needs to meet the type of song, for example a song in dance genre could
simply be filmed in a club so it goes well with the audio.
The music videos within dance music genre is often taken within a lively atmosphere
with a lot of things going on.
The locations include various lighting and bright colours which is one of the main
conventions of a dance music video. This is due to the fact that they accompany the
dance audio, and the sense of happiness, energy, and memorable atmosphere to the
audience.
The setting of the video could be shot in different places such as, parties, clubs, live
events, gathering and friends this is so the audience can relate what they are seeing
with their lives.

7. Within the dance music genre slow motion is often used to contrast with the fast
edited shots of the music video. This technique is useful in some cases as it
enables the audience to concentrate on a specific aspects of the concept as the
song is stretched for a longer period of time. This submerses the audience even
further into the audience environment.
The use of editing techniques contributes to accompanying the audio of the video
which us designed to almost give the audience a sense of euphoria, and make
them what to dance I an environment similarly depicted in the video.
Typical editing techniques used to reinforce the conventions of a dance genre
music may include fast cuts, to unable the audience to view different angles and
areas of the video. Editing is usually fast paced to the beat; a cut to anew scene is
normally every few seconds . This is effective as it helps to produce tension ,
significantly attracting the audience’s interest, allowing the concept/ narrative of
the video to be much more appealing and builds up curiosity.

8. › EDM genre regularly represents a party life style. The videos usually represent a
clubbing life style. The videos usually represent young woman in short and
seductive clothing, dancing and drinking. This representation could be a link to
the stereotypical representation of teenagers within the modern society who are
identified with partying, having fun and living the moment (Carpe Diem). This is
also supported by John Berger theory ‘Men look woman appear’, where women
are nurtured to act as sexual objects. This is seen through the common club
clothing, which are often seductive and eposes the women's body in order to
look more attractive and appealing to the male gender.
› It is also rare to see the artist in their own video and the narrative often strays
from the lyrics.
› They young male characters are usually represented as happy, laughing and
having fun, displaying a sense of freedom.

9. This presentation demonstrates our initial research on out chosen
genre. I believe this is essential we know the codes and conventions
of our music genre as will gain a wider understating and awareness
required to make our product successful and suitable for specific
audience. Adding onto that, knowing the conventions and the codes
will enable us to be more experimental and showing that we can
challenge the odes and the conventions in many different ways.
When checking the other sub-genres of dance music will allow us to
be more conscious of other potential audience while features such as
location, editing, stereo types, camera movement and concept
conventions will allow us to have a wide range of ideas throughout
the research based on existing videos.