The document discusses conventions used in music videos within certain genres and provides analysis of the Lost Prophets music video "We Bring An Arsenal". It notes that the video uses conventions of the alternative genre such as low lighting and showing the full band. The narrative references the 2011 London riots by depicting the band leading a group carrying weapons. Comparisons are drawn to Red Hot Chili Peppers' "Can't Stop" video. Levi Strauss' binary opposition theory is cited as applicable due to the tension built from the armed group. The video's representation of rebellious teenagers and portrayal of masculinity over femininity is also analyzed.

1. John Libre

2. Genre

The industry use genre to sell their products towards their audience, as they have use the
familiar codes and typical conventions of that genre. Furthermore, having the familiar codes
and typical conventions is there to distinguish what type of genre it is and what category that it
falls to. They use this system to their advantage, as for example, a well known genre like
alternative would have good sells as society's familiarity of the genre is widely known, and it is
a popular genre meaning that there will be a wider audience of this particular genre. Also
media producers would use references of society by any means as to be a way of gaining
viewers, as it would be understandable and relatable for the audience as it would gain interest.
An example would be the music video called 'We Bring An Arsenal' by the Lost Prophets. The
band has used some conventions that has been used in other videos such as the low/mid key
lighting, a camera shot that shows the whole band (which is a typical shot in alternative) and is
set in an urban city. The narrative and also the performance is referencing the London Riot in
2011. As the band are the leader of a group, and leading them to cause a riot with their weapons
out, as they walk down the streets of the city.

3. 
It is true that within time the genre goes through a cycle of change, as it could be the
characteristics, props, setting, or something else that are changed in the genre. Comparing the
video of 'We Bring An Arsenal' by the Lost Prophets to 'Can't Stop' by the Red Hot Chili
Peppers as there are similarities and differences between the two. Firstly, the similarities are
that both bands are energetic with their signing and performance, the camera always shows the
whole band, and the lead singer has more screen time and would be in the middle of the screen.
Lastly, the differences are that Lost Prophets' costumes are more stylish and young compared to
Red Hot Chili Peppers, which they wore casual clothes but the lead singer was wearing the
typical convention of smart casual clothes. The narrative of Red Hit Chili Peppers's one is
random, it is a showcase of items that the band are playing with and in general they are being
random, where as Lost Prophet's about causing a riot with having a large number of people
with weapons that they would help them achieve this.

4. Narrative

The theory that is applicable for the music video of Lost Prophets would be Levi Straus’ Binary
Opposition Theory. The narrative shows the band has gathered a large amount of people
wielding weapons and shields that would only mean that they would ‘oppose’ to something.
There is tension building in one side, as people are dancing and singing; as it would appear that
they preparing the incoming event. But in the video, we won’t be able to see what they are
opposing but knowing that they are marching towards their enemy as they brought equipment
for this.

5. Representation

The people in the video of ‘We Bring An Arsenal’ by the Lost Prophets are the representation of
teenagers of today. They reflect the teenagers that caused the riot in 2011 where the teenagers
were rioting in London and causing a havoc around them. So in the video, they portray the
spontaneous and rebellious teenagers. As the riot in London in 2011 where they brought
weapons with them and as the video does this as they brought a mixture of toy and real
weapons.

6. Gender

In the music video, the male seem to appear to be more dominate than the females, as the
camera is slightly lowered that would make it appear that they are big and have power. The
males in the video are appeared to be masculine as for example the band are being all
aggressive and not showing signs of weakness. Also through out the video the males have lots
of screen time compared to the females that would only show their insignificance, and not
showing equality of both genders, as it would appears in the music video that the males are
dominating while the females are just at the side and will be shown for a couple of scenes
through out the video.