The document discusses common characteristics and conventions of music video genres including pop, hip hop, rock, and indie. Pop videos usually feature choreographed dancing, storylines linked to lyrics, and lip syncing. Hip hop videos often use close-ups, "the male gaze", and displays of wealth and strength. Rock videos typically show bands performing at concerts with lighting and shots that match the energetic music. Indie videos strive for uniqueness with narrative storylines and unconventional aesthetics.

2. Pop videos usually feature a choreographed
performance/dance or a narrative story line that
complements the lyrics. In these cases there is
normally a direct link between the lyrics and
visuals which not only hold relevance, but also
allow the audience to remember the lyrics as they
hear them.
‘Moves Like
Jagger’ –
Maroon 5
‘the way that you
flip your hair’ –
One Direction
Another key feature of Pop music videos is
the lip-syncing that the bands/musicians
will do in time with the song, allowing the
audience to identify the artist. The lip-syncing
also adds to the performance value
of the video, making it fun and allowing the
singers to be taken seriously as artists.
Carly Rae Jepson
performing in her
garage in ‘Call Me
Maybe’

3. In regards to mise en scene, Pop music videos
generally feature bright objects/costume/lighting
to make the video stand out and appeal to the
youth (target audience) , as it appears fun, bright
and lively – something that young people will be
attracted to.
The use of colourful props usually suits the upbeat
tone of the music too, which fits with the general
message of the song and remains light-hearted
which won’t intimidate or overwhelm the younger
audience members.
Additionally, the costumes used are
normally fashionable at the time because it
will allow them to relate to their audience
and increase their likability since fashion is
very important to the youth.

4. There is a strong theme of love in pop songs
and this is reflected in the music videos, where
the artist usually peruses a love interest. This
will appeal to the younger target audience who
will enjoy the romantic aspects. Due to the
audience being predominately female,
voyeurism of the male form also takes place in
pop music videos.
Motifs are used across the genres to make artists
recognisable and more popular. Olly Murs is often
seen wearing a quirky hat which adds to his up-beat
sound and youthful appeal. A similar motif which is
used in Pop videos is the use of an artists name
appearing in the music video, whether that be on a
piece of clothing, in the background or as a title
scene. This technique boosts memorability and
recognition.

5. Hip-hop music videos tend to be slightly
similar to pop music videos in that they
incorporate a similar bright tone. There are
many low-angled close up shots which create
the impression of power and status from the
artist, with there face dominating the screen
thus showing importance.
Also, due to the predominate audience of hip-hop
being male, voyeurism is used extensively - mainly
to objectify the female form, reducing them to
disposable objects of lust. Nicki Minaj uses ‘The
Male Gaze’ to appeal to the male audience, since
the song lyrics are aimed at females. By
surrounding oneself with the opposite gender, the
more appealing and desired the artist is, thus
raising their reputation and appealing to the
audience. Super bass – Nicki
Minaj

6. In hip hop videos there is usually a crowd dancing
in beat with the song to make them look as
though they like and approve of the song. This will
give creditability to the song/artist and make the
audience feel as though the song is already
popular, and therefore encourage them to buy
and listen to it.
In Da Club – 50 Cent
The clothing worn by the musicians is usually
baggy basket ball shirts or other sporting attire
which connotes strength and athletic prowess
– something that will make the singer more
desirable to the target audience. It also usually
complements the show of physical strength
the artist shows in the video.
As well as the show of strength there is
normally references to wealth through the use
of mise-en-scene, increasing the artists status.

7. Hip-hop videos are normally male dominated which gives
power and importance to the male artists, showing them
as part of a ‘posse’ and not a social outcast, therefore
increasing their likability and popularity among the
audience.
Power and importance is also shown through close-up
shots within the videos, where the musician's face takes
up the majority of the frame.
There is a theme of mockery in some
hip-hop music videos, where society or
certain members of society are subtly
ridiculed, using binary opposites. In
Eminem’s ‘Without Me’ he mocks the
hypodermic needle theory by ‘Rap
Man’ coming to the rescue of a boy who
bought an CD without his parents
consent. Eminem overdramatizes this
rescue to show how ridiculous the
‘Parental Advisory’ is.
Looking through a TV screen
in these cases (below) give
the artists ‘star’ quality
making them appear as
celebrities and idols.

8. The location for most Rock music videos is at a
gig or stadium because as with TV in Hip-hop, a
concert is a big thing n the ‘rock world’ thus an
area will instantly give the singer a ‘star
quality’.
Additionally there are a lot of panning mid-shots
which show the musicians playing
instruments. This shows how skilled /talented
the band/singer is which is important to the
audience of Rock music.
With the videos usually set in an arena, the lighting
is often moving and strobe which matches the
erratic, energetic tone of the music and shows the
artist to be exciting and a good performer.
As well as panning mid-shots, there is a number of
close-up shots of the lead singer performing. This
helps promote the band and make them memorable
among the ever-changing music world.

9. Rock bands also tend to feature merchandise in their
music videos to give the impression they have a large
and thriving fan base, whilst also allowing people to
remember the band’s name if they liked the song.
Guns and Roses followed a similar route when they
made ‘Sweet Child O’Mine’, ‘November Rain’ and
‘Estranged’ by using the same font for their videos,
thus creating a motif/brand.
Males predominately dominate the
Rock genre, with many artists being
male and the target audience
generally being men. Thus men
featuring in the music video suits
the target audience.
Due to males being the
target audience, women
tend to feature in the videos
as love interests, who will
play on the ‘Male Gaze’, but
are rarely objectified as in
hip-hop.

10. Costumes in rock music videos generally consist of
denim and leather – creating a grunge and
distressed look, which compliments the ‘rough and
rebellious’ image of rock stars. As with most genres,
making an artist memorable is important due to the
ever-changing music scene, therefore costume can
be used to create motifs where artists become
instantly identifiable. For example ‘Slash’ from Guns
‘n’ Roses is known for the top hat and messy hair.
Also, the theme of rebellion and rock ’n’ roll is
shown through Rock music videos often using
back and white filters which makes their music
seem more dramatic. Also there is often ‘candid’
shots which show the artist in a more human
light – whether that be behind the scenes of on
stage. This makes their music appear more
personal and will appeal more to the audience.

11. Indie Music videos tend to be very unconventional
an d alternative in order to appear unique. It also
makes the video more memorable from the crowd.
A key focus in these music videos is a
narrative/story line which adds meaning to their
song and creates a short film feel to the video.
Mise-en-scene is particularly important in creating
the desired atmosphere, therefore indie music
videos often look very authentic with attention to
detail.
Costume, props and make-up are often used to the
extreme to add to the individuality of the video.
Kodaline’s ‘All I Want’ uses prosthetics to disfigure a
man’s face and make the audience feel sympathetic
towards him and his treatment. It also creates a more
powerful and feel-good feeling when the protagonist
gets the girl.
g
MGMT’s ‘Kids’ music video follows that of
a toddler traumatised by the monsters
who surround him, whilst his mother
ignores him. It’s a little distressing upon
first viewing, but very memorable.

12. Some Indie music videos feature the musician(s) in a live
performance – whether at a gig or in a basement. This
allows a focus to be on the raw talent and passion of the
artist, without any gimmicks. This will appeal to the
audience who enjoy music that is unique and real.
Additionally, the sound in indie music videos is usually
authentic/live with instruments playing – normally the
Kaiser Chief band playing the instruments themselves.
playing in an
underground
gig
There are sometimes cameos of the
musicians in the music videos,
although they don’t take a central
part in the narrative. Also the name
of the artist usually features at the
start to remind the audience of who
they are listening to.

13. The Camera shots tend to be varied in the music
video depending on the song. Most videos feature
a long cuts which suit the narrative and make the
story more realistic and dramatic. There is also the
use of long shots which allow any action taking
place to be captured. A key feature is the pull
focus, which zooms out on action to capture the
unusual surroundings.
Kaiser Chief’s ‘I Predict A Riot’ and MGMT’s ‘Time To
Pretend’ use fast paced editing to make their videos
quirky and create the illusion of disorientation and
chaos. In both these videos there is also the use of
close up shots of the lead singer who is looking off-screen.
This allows us to identify the musician and also
adds to the alternative and unusual theme to the
music. Close ups can also be used in Indie videos to
focus on the emotions of characters in the narrative,
who don’t have a voice – except through the lyrics.

14. Pop –
• One Direction – What Makes You
Beautiful
• Katy Perry – This Is How We Do
• Lady Gaga – Telephone
• Stooshie – Waterfalls
• Olly Murs – Trouble Maker
• Carly Rae Jepson – Call Me Maybe
Hip Hop –
• Niki Minaj – Super bass
• Eminem – The Real Slim Shady,
Without Me, Stan
• Shaggy – Wasn’t Me
• 50 Cent – In Da Club
• R Kelly
Rock –
• Guns n Roses – Paradise City,
November Rain, Sweet Child O’ Mine,
Estranged
• Bon Jovi – ‘Wanted Dead or Alive’, ‘You
Give Love A Bad Name’
• Queen - Bohemian Rhapsody
Indie –
• Of Monsters and Men – Little Talks
• Kodaline – All I want
• Kaiser Chief – I Predict A Riot
• MGMT –Kids
• The Kooks – Naïve, She Moves in Her
Own Way