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Genres
- 2. There are countless genres of music and the list just keeps on growing especially with the ability now for anyone to easily create their own music. It would take hours to define each genre but just some of these genres are: Pop, Rap and Alternative Rock These a particularly the genres in which music videos are highly consumed.
- 3. POP Pop music is the genre of popular music from the Western world with the term ‘Pop’ deriving from popular itself. The genre began surfacing in the 1950s/60s with elements drawn from a mixture of genres. Well known artists who’s music is categorised under pop are: Madonna, Taylor Swift, Britney Spears and ‘the King of pop’ Michael Jackson.
- 4. POP MUSIC VIDEOS Typical conventions of a music video are: • Connection between lyrics and visuals are usually obvious to add meaning to the lyrics which are quite weak on their own • High-key lighting and bright colours in codes of dress and location create a vibrant and lively mise-en-scene to appeal to the young target audience “The way you flip your hair makes me overwhelmed” What Makes You Beautiful – One Direction Shake It Off – Taylor Swift
- 5. • A very clear motif of the artist’s logo features in the video which is used for promotion and identification • There features a lot of performance in between shots either through lip-sync, instrument performance or dance routines Moves Like Jagger – Maroon 5 (logo features in two ways) Wings – Little Mix has strong performance elements
- 6. RAP(hip-hop) Rap music originated in the 1970s from deprived American areas such as the Bronx and became popular for its hard-hitting relevant messages. The music consists of a strong stylized rhythm accompanied by rapping. Subgenres include Gangsta rap, New School Hip-Hop and West Coast Hip-Hop. Popular Rap artists are male dominated and include: Jay Z, Kanye West, Eminem, Nicki Minaj
- 7. RAP MUSIC VIDEOS • The artist is made to be an important person with power as they dominate the screen with close ups, low angle shots and often being surrounded by a group of people. • Power is also connoted through images of wealth in the codes of dress such as jewellery, shots of money, expensive cars etc Power – Kanye West Brenda’s Got A Baby – 2pac Candy Shop - 50 Cent
- 8. • Another common convention is to reflect urban poverty relevant to the upbringings of many rap artists and the genre’s cultural origins. This includes many street locations, black and white and low key lighting • Males are empowered through the highly-debated hyper- sexualisation of females for no apparent reason as they dominate the rap industry. Female rappers such as Nicki Minaj try to invert this representation with themselves becoming dominant. 99 Problems – Jay Z Looking Ass – Nicki Minaj
- 9. ALTERNATIVE ROCK Alternative rock originates from 1980’s UK. It is a subgenre of rock that arose from the independent underground music. The genre differs from mainstream rock with more distorted sounds, social contexts and its defiant attitude. The popularity of grunge and Britpop helped to increase the popularity of alternative rock and many people were attracted to the independent nature of the genre. Popular artists (mostly groups) include: Nirvana, Arctic Monkeys, The Strokes and Blur
- 10. • Performance is a key element with frequent shots showing the band playing musical instruments. These include individual close ups but mostly a long shot to show the band collectively. • Low key lighting with surreal locations are often used to create a grunge effect which emphasises the heavy loud music and often cluttered narrative. Smells Like Teen Spirit - Nirvana Californication – Red Hot Chilli Peppers