2. INTRODUCTION
• Each genre of music, whether it be anything from pop to metal posses its own style from the types of
sounds it produces and the people who consume it. Music videos are designed to promote the music
and visually emphasise the songs meaning or morals. It is inevitable that certain music videos
according to their genre will build certain conventions and stereotypes in order to appeal to their
target audience. For example a young girl who listens to pop music will not expect to watch a dark,
gloomy, scary music video as this would be unsuitable and not relate to the upbeat jolly music. The
common features of music videos can include colour schemes, costumes, lighting, location, camera
angles and editing which are all used in different ways according to the genre. The type of
performance or narrative exhibited by the artist/s is also a large contributing factor to how the
typical star image of the genre is portrayed e.g. rock artists are portrayed as rebellious and loud.
3. POP GENRE
• Pop music videos are typically performance based where the star image ofthe artist/s can be depicted very easily. The
artist/s choose to perform their song so that their audience can watch them longer instead of hiring actors to be in the
video. Pop music dominates the charts therefore the artists are always in the public eyeand are seen as celebrities
instead of singers. Therefore typically women in pop music videos always seem glamourous with exquisite make-up and
trendy clothing in order for them to look attractive to the media and be role models. However some artists including
Mylie Cyrus play on this idea and decide to sexualise themselves further to make them seem controversial and thus
more noticed . In this case, pop music videos are used to promote the star image of the singer rather than the music. In
the artist/s performance the singer will lip synch to their lyrics which is usually framed in a close-up shot or sometimes
an extreme close-up of the lips. Close-up shots enable the audience to learn more about the artists personality as well
as emphasising their fame as they are centre of all attention on the screen.
• The location tends to be bright and colourful in either a studio with numerous backdrops and green screens or outside
at a fairground, beach etc… This appeals to pop music's young teenage audience who would be attracted to girly colours
and pretty locations. Particularly girls are also attracted to boybands such as One Direction and The Vamps who are
handsome teenage boys who are portrayed as funny, silly and lively. Fans get very excited about new boyband videos as
it is an opportunity to watch their favourite artist perform their favourite song.
4. TAYLOR SWIFT
Different costumes
and people inside a
studio creates a fast
paced, fun video. Lip-
synching is framed in
close-up shots.
MILEY CYRUS
Sexualised
star image.
ONE DIRECTION
Playful, young,
attractive
boyband being
silly and
dancing to
music.
LITTLE MIX
Trendy glamourous
girlband performing
choreographed
dance moves.
KATY
PERRY
Bright
girly
pastel
colours.
5. INDIE GENRE
• Indie genres are usually entirely performance based or narrative, very rarely a hybrid. Particularly in traditional slightly
older indie music videos the artist is simply lip synching or performing their song to a large crowd at a gig. This reflects
the star image that the artist/s want to portray as they care more about their music than selling themselves as a product
to the media. In indie bands, each member plays their iconic instrument whether it be the drums or guitar which is
framed from a variety of mid shots and long shots of the band as a whole. In narrative based videos, the storyline is
usually based on social realism subjects about young people. By doing this the band is able to connect to their teen
target audience who may be experiencing similar subjects. Social realism subjects can often be controversial,
frightening, violent which create a longer lasting impact on the viewer. Typical indie story lines include teenagers
rebelling against society, school or parents by taking drugs or consuming alcohol. Other more serious topics can
include discrimination, bullying, domestic violence, drug/alcohol abuse and homelessness. Indie bands get away with
showing such controversial and sensitive subjects because they are targeting a niche audience who would expect to
this, unlike a mass audience. Unlike pop music videos that have large budgets, indie productions companies have only
small budgets in order to produce and advertise their music video. Locations such as parks, fields, beach are more
commonly used as they are either cheap or free to use. Less special effects such as explosions and animations are also
used as less because they require vast amounts of skills and equipment. Costumes include casual wear such as jeans,
trainers, flannel shirts which create s a very relaxed and low maintenance persona.
6. OASIS
Performance
based video -
montage of
live gigs.
Hayley Kiyoko
Typical teens smoking
and drinking narrative,
ends with violence based
on homophobic narrative.
The 1975
Band members
playing their
instruments in a
studio –
simplistic style.
Wavves
Location of the beach with
narrative of rebelling
teenagers taking drugs and
getting tattoos.
7. HIP-HOP/RAP GENRE
• Hip-hop/rap music videos tend to be a hybrid of narrative and performance styles. Conventional locations tend to
be very glamourous and expensive such as nightclubs, mansion houses, large parties to represent the fame and
wealth of the star. Similar to pop music genre, portraying a certain star image is one of the most important
purposes of a music video. Hip-hop/rap stars are always keen to exhibit the amount of money they posses via
props like sports cars and yachts, designer clothing and jewellery. Another convention of this genre’s music
video is that large groups of people are involved either at house parties, concerts or nightclubs. This shows how
popular and admired the star is, so that the audience feels jealous that they are not partying with the star. In male
hip-hop/rap videos women are commonly objectified as a possession, again to represent fortune and popularity.
The women wear tight and revealing clothing, making them seem as sex symbols and the artists personal item.
Close-up shots focusing on luxury item such as golden chains and rings are another common convention as well
as low vantage point. This camera angle cleverly makes the artist seem more superior and powerful as they
perform looking down into the camera, as if they are looking down on people. Common narrative storylines tend
be based on drugs, gang culture, crime and sex representing the type of lifestyle of the artist and their priorities
in life; drugs, music and sex.
8. LIL WAYNE
Fashionable clothing,
tattoos, sunglasses –
masculine strong
persona.
Drake
Expensive locations of
private jet flying across
Toronto and luxury
house. Luxury props of
sports car and smoking
cigars to represent
wealth.
A$AP Rocky
Low vantage point
making artist seem
more powerful whilst
flashing golden
jewellery.
Tyga
Female actress
wearing revealing
clothing
9. ROCK GENRE
• Rock music videos are commonly interpretedas being very aggressive and hostile, reflecting the passion and energy in the songs. The
most common style of video is performance at live gigs or concerts performing to hundreds of screaming fans. During the performance
close-up shots of instrumental solos and the main singers are inserted whilst the camerapans across the vast audience. This reflects
that the band is passionate about performing their music to their fans instead of creating an artistic complex video. The general colour
scheme for rock videos consists of dark gloomy shades of black, green, red, grey creating a grungy and shadowy effect acrossthe video.
However this is separatedbetween bright flashing lights producedfrom strobe lights giving the audience a concert experience. The
harsh contrasts of light and dark lighting creates a dramatic and intimidating effect upon theviewer. If a rock band decides to createa
narrative based video it will usually include the band members acting in it rather than hiring actors/actresses.This shows that the band
wants to be heavily involed in the production and want to express a different side to themselves. Thebands individual unique style is
shown from the mise en scene of costumes which consists of casual, messy outfits including oversized t-shirts and ripped jeans. To add
to the bands personal image, close-ups of tattoos and piercing are commonly focused upon creating an rough and edgy look. This
separates rock artists from other genres such as pop as the star image is portrayedas tough and sometimes violent continuingthe
aggressive tones expressedin the music. Rock bands such as ‘KISS’ are best known for their iconic dramatic face paint and unusual
costumes that they wear in videos andat gigs. This contributes hugely to the bands star image which draws them away from othertypical
bands on the market, attracting a niche audience.
10. Nirvana
Shots of lead
singer,
crowds and
instruments.
The Rolling Stones
Narrative of lead
singer Mick Jagger
and scenes of
performance of whole
band within narrative.
KISS
Iconic face paint and
costumes pursuing
unique rocky star
image.
