Different genres: conventions of a music video

As stated previously, there are many different genres of music and within each of these genres, the music video style differs greatly. For each particular genre there is a specific list of codes and conventions which must be followed as this is what the consumer is familiar with and it will aid the record company greatly in selling their product (the artist/band single). Due to the different varieties of music that are portrayed throughout music videos and the different emotions each video creates, there are particular ways that things need to be done. Mise en scene and lighting also contribute greatly to the genre being portrayed and it is what people are used to which they enjoy the most. Below is a small selection of genres that I am most keen on following through to the final stages with information on the codes and conventions of music videos within that genre and a prime example of that information.

R&B

There is much to be said about the way R&B music videos are put together, especially seeing this is one of the more popular genres. Music videos vary depending on whether it is a male artist or a female artist as the target audience of each is very different. Many R&B videos, whether it be aimed at male or female involve the singer lacking clothing which is known as a sexual influence. It is key, in any music video of this sort, that both males and females are good-looking as this encourages the viewer to want to be like these people, therefore encouraging them to buy the single/album. R&B videos are usually very sexual and both males and females convey their sexuality through the lack of clothing. A lot of the locations used in R&B music videos are extremely unusual also they aid the performance greatly, making the viewer want to be there. Many gender stereotypes are challenged throughout R&B music videos although there are particular things referenced or expected from the public throughout the majority of music videos of this genre:

Wealth, Minimal clothing, Good looking males/females, Cars, Sexual references, Dark colours, Sepia/grey colours

There are many popular R&B artists including Rihanna, 50 Cent and Neyo. An example of this is ‘Take a Bow’ by Rihanna.

POP

Many modern-day pop videos use a narrative based music video as the lyrics of many of the songs are very catchy and relate to many dramas within the consumers life. Although it is ever-changing, many pop songs involve a a basic template which involves a love story between boy and girl, this is especially shown when the singer is female. Similar to R&B, stereotypes are focused on largely and much of what is shown on-screen relates back to gender theory that women enjoying swooning over males. The general storyline starts with the couple apart and then as the song continues and at the end of the music video, the characters begin a relationship.  If this romance idea does not apply then the song is generally a happy story.This differs slightly in more original music videos. Similar to R&B the males and females featuring in this type of music video are also good-looking and this is greatly focused on by the use of camera angles. Once again mise en scene is crucial and involves bright lighting and popular costume choices. Once again, there are specific elements of this genre that is expected by the consumer in a music video of this genre:

Romance, Upbeat track, Happy ending, Bright colours, Daytime, Close-ups

There are many popular pop artists including popular favourites such as Britney Spears, Katy Perry, Taylor Swift and Carly Rae Jepson. An example of this genre of music is ‘Teenage Dream’ by Katy Perry.

RAP

The majority of rap music videos include a performance from the artist such as Eminem or 50 cent. The artist will look straight at the camera and will address the audience, which aids the sales of singles. A lot of baggy clothing is used throughout this type of music video to make the rappers appear more casual, like they have things in common with the target audience. Throughout many rap videos there features themes of violence, sex and/or drugs as this is stereotypically what rappers are interested in. This type of genre is also great for portraying emotions as the rapper can clearly show emotions such as anger. Aswell as a performance based video, most rap music videos include a narrative section which relates back to the lyrics being sung. Storylines are very basic and it the use of camera angles and editing facilities which determine whether this type of music video will be good or not. There are very clear codes and conventions which must be followed when producing a music video of this genre and these are referenced below:

Casual dress, Themes of violence/sex/drugs, Narrative, Performance, Emotions

The most popular rap artist in the present day is Eminem although this type of music is becoming more and more popular in the modern-day with artists including Kanye West and Dr. Dre. An example of this type of music video and one of the most popular is ‘Love the way you lie’ by Eminem.

ROCK

Another genre popular throughout the world is Rock and due to the strength of the lyrics/music, videos are largely formed from live performances. Some music videos for this genre also share narrative and performance based style. The performance section of a rock video shows the said band performing in front of a large crowd of supporters as this highlights how popular they are as a band and allows them to address the audience. The narrative piece of video is normally related to romance or action, with the band members generally involved. Mise en scene is crucial for this unique type of music video especially lighting as this makes the piece feel very much alive. There are many flashes throughout rock to keep the beat of the music. Props are also essential as throughout, musical instruments play a key part in this type of music video and the target audience have stereotypical ideas about what band members should be wearing including dark/black clothing. There are clear codes and conventions in relation to what the target audience expect from a rock music video and these are referenced below:

Mad hairstyles, Musical instruments, Dark clothing, Performances, Narrative, Particular lighting, Crowds

As many of the videos are live performances it has proved very difficult to attain a version of a rock music video although a good example shown below is  ‘Livin’ on a prayer’ by Bon Jovi.

 

 There are many different types of music video which I have explored in my previous blog posts although within this blog post I have concentrated on what I think are the most popular genres. At this early stage of my project I am still unsure what genre to follow although I feel by considering the most popular I am allowing myself a wider target audience. This blog post has allowed me to look at what is expected and what props/facilities I will need available to me to produce a given music video. I feel this will aid me in my decision as some genres will be hard to complete due to the expenses.

Once I have decided what genre of music I wish to follow I will look in more detail at the particular codes and conventions which I will need to follow to ensure that I create a music video which is well suited to my target audience.