A genre is a style or category of music defined by particular characteristics. Music video genres convey these styles through elements like costumes, locations, colors, themes, representations, and props. Pop music videos aim for a young audience with bright colors, upbeat songs, dancing, and close-ups of attractive artists to promote their image. Indie videos feature more artistic elements like low lighting, filters, and narratives to reflect lyrics. Hip hop videos use branding, money references, dancing, and attractive women to portray artists as desirable and promote their music.

1. Genre Research

2. What is a genre?
A genre is a style or category of something that involves a
particular set of characteristics. Examples of music genres
would be pop, rock, indie, classical etc… there are also
hybrids of different music genres such as pop rock and indie
pop. In music videos genre can be shown through costumes,
location, colour, themes, representation and props.

3. Pop
Pop music videos are usually aimed at a young audience therefore they use bright
coloured costume, make-up and props. They also use bright and colourful lighting.
The video usually goes with a happy upbeat song generally with a choreographed
dance routine and have a quick editing pace to match the music to the video. The
performance aspect of the video is very important in a pop video as the label are
trying to promote the artist and their image as much as possible to attract their
target audience. Therefore they use lots of close ups and the artist gets the
majority of screen time. Pop artists are also sexualised in their videos as this will
draw in a larger audience.

4. For example in this frame from a Little Mix music video they
have used brightly colours but have a clear colour scheme.
They are stood confidently looking into the camera which
creates an image to the audience that they are confident. It also
matches with the lyrics as the song is about how it’s better
being single and this shows female power. Their costumes are
fashionable and bold which will attract their target audience.
In this frame from a One Direction music video they have
used a beach for the location and they are all singing into the
camera looking like they having fun. This creates a
stereotypical boyband image where they are carefee and
have fun. Throughout the video they use lots of close ups as
well as frames with the whole group to create an image for
the label to promote the target audience.

5. Indie
In indie videos there is usually a large proportion of the artist performing as like
pop, they are trying to promote an image of themselves. Their costumes tend to
be edgy or minimal to reflect the artist. They tend to use a lot of low lighting and
they also use cinematic effects like filters to enhance the mood of the song. The
editing pace varies as indie is a wide genre however they use a lot of close ups on
the artist as their songs tend to be written with more emotion and of music
instruments. They also use a lot of establishing shots in cut aways and also of the
band/artist performing. They sometimes chose to use different camera movement
for example handheld tracking shots or purposefully unfocus the camera. Indie
videos also often have a narrative within them to reflect the lyrics of the song and
give the video a more cinematic feel.

6. In this frame they have used low lighting with colours like
purple and blue which is common in an indie music video
because it represents the music. Also he is wearing a
glittery jacket and has long hair which is also seen a lot
in indie music videos. He is in the centre of the frame
and he is looking away from the camera which portrays
an image that he is mysterious and is holding a guitar.
In this frame from Rat Boy’s music video the genre is
shown through the use of costume and props for example
they are wearing adidas and are sat on a moving car
which creates the representation of being young and
rebellious which will draw in a teenage audience. Also
they have chosen a housing estate for their use of
location which creates an image of them being normal
people and therefore the audience will be able to identify
with them.

7. Hip Hop
They use low angled shots and close ups to show the power and importance of
the artist and create an image to promote to the audience. There are also usually
lots of women featured in the video to make the artist appear desirable. The
costumes used are usually big brands such as Nike or Adidas also they are
associated with wearing gold chains. There are lots of references to money in the
music which is reflected in the mise-en-scene of the video. Hip Hop music videos
also use people dancing to the beat of the music usually at a club or gig, this will
draw in the audience as when they see others enjoying the music they will want to
listen to it more.

8. In this frame from Drake’s music video Energy they
have used a black and white filter. This fits with the
song as the music and lyrics have a dark mood. Also
they have used various different camera shots and
movements ranging from close up to long shot of Drake
rapping which creates an image to promote him. They
also use a lot of low angle shots to make the people in
the video seem powerful. He is wearing black which
could also be a reflection of the music.
In this shot from Childish Gambino’s music video he is
walking towards the camera looking into it which shows
he is directly addressing the audience and therefore
they may be more inclined to watch. The choice of
costume is quite simple and he is nearly always central
frame throughout the whole video which represents him
as important.