This document analyzes and summarizes three music videos in terms of their genre, target audience, and whether they use conventional or unconventional filming techniques and representations. The first video, "Prom Dress" by Mxmtoon, targets teenage girls and portrays a relatable high school experience. While it uses some typical close-up shots and young actors, it lacks sexualization and depicts queer relationships as normal. The second video, "do it all the time" by IDKHOW, targets a broad 13-25 audience and unconventionally uses mannequins instead of dancers. The third video, "Still Feel" by half alive, conventionally depicts the band's performance and dancing to reinforce the song.

1. Research task 1:
Genre, industry,
audience
MUSIC VIDEOS

2. Prom dress – Mxmtoon
Label – The Orchard (Sony)
 The video has a target audience of teenage girls as it is about a teenage
girl's experience of high school, and it is a pop song which is a genre with
a predominantly young audience. It is mostly directed at a North American
audience as this is where proms are common in schools and where the
song/video is set.
 Maia acts as a role model in the video for young girls and portrays a
relatable experience of feeling left out in high school in this narrative
music video.

3. Is Prom Dress conventional?
 This video has a mixture of conventional filming choices and unconventional
representations of certain groups.
 One conventional aspect of the video are the up close shots of Maia as she
is lip-synching the lyrics. This is done to show the emotions of the character
she is playing in the video. The choice of actors in the video is also typical to
the genres, with the vast majority being young as for the audience to relate to
them.
 There are also conventional uses of outfits in the video as they are wearing
brightly coloured outfits and makeup
 An unconventional aspect of the video is the lack of sexualisation of
the women in the video which is a common aspect of many pop videos. This,
along with portrayals of queer couples in the video as normal relationships
shows the videos use of unconventional archetypes.

4. do it all the time – IDKHOW
Label – Fearless records (Universal)
 This performance music video has a target audience of 13 – 25 as most
pop songs and videos do. It is not targeted towards a specific gender like
the prom dress video is as the message of the song/video is not tied to a
specific group

5. Is do it all the time conventional?
 The video has a few conventional elements such as how it is filmed. The
band spends most of the video centre frame as their performance is the
primary focus of the video
 The editing of the video is also conventional, with the cuts and changes in
shot being timed to the beats of the music which is a common element of
music videos
 However, the video has some unconventional parts such as the use of
mannequins as members of the band "performing" the song rather than
having background dancers or singers which is typical to many music
videos

6. Still feel – half alive
Label – RCA records (Sony)
 This performance music video has a target audience of 13 – 25
year old's as it is a pop song and this is the genre's primary audience. The
message of the song/video is not aimed at a narrower audience like prom
dress is

7. Is still feel conventional?
 The video is comprised of the band performing the song and dancing
 Fairly conventional as this is a style used in many videos because it is easy
to produce at typically a lower cost to other styles
 The dancing is easy to learn as this allows the audience to pick up the
moves and reinforces the song in their head for longer