MUSIC VIDEO GENRE
CONVENTIONS
While all music videos fall into the main three music video
categories of Performance, Narrative and Concept. Different
genres employ the use of different codes and conventions
when it comes to making a video. These codes and
conventions are what make the video recognisable to fans
of the genre and are generally what people come to expect
from a video related to their chosen genre.
Pop
Bright and Colourful Setting (Big genre identifier)
Very stylised
Artists portrayed as happy and content
Usually fast paced cuts to the beat and a lot of close-ups used to show artist and long shots to show lavish
setting
A lot of the themes tend to be associated to the target audience of teens, such as sex, partying and love
etc.
Artists are generally presented in a sexual and seductive way
Hair and make up is used to artists feeling and messages more so in pop than other genres (e.g. Lady Gaga,
Kesha, Katy Perry, Nicki Minaj)
Pop videos tend to employ choreographed dance routines
Most Videos tend to employ a performance and narrative mix
Use graphics and cartoons
http://www.youtube.com/watch?v=-6YLi0GNBTk
Rock
Lighting and setting is usually very dark to give edgy, scary, mysterious tone
A lot of videos show the band performing with instruments
Narratives and themes tend to take on darker tones
Tone can alter in relation to sub genre of rock but all generally take on an edgy feel
Close ups and obscure angles used to match edgy tone
Editing follows song mixture of slow shots and fast cuts
Performance, Concept and Narrative all big in the genre
Artists presented in style with the genre, tattoos, dark clothing, different hair, piercings etc.
Use a lot of imagery
http://www.youtube.com/watch?v=DelhLppPSxY
Indie
The settings and lighting can differ depending on the song and can be either
bright or dark
Bands wear casual clothing and are also casual in their movements
Genre which employs performance the most
Themes are usually relaxed and laid back
http://www.youtube.com/watch?v=lPCUUfZSO9A
Hip Hop/R ‘n’ B
Lighting and themes tend to be very bright
Show a lot of excess such as cars, money, women etc.
(But on other side can also be some videos that are gritty and showcase the street)
Employs a lot of close ups of artists and long shots of settings
Not usually straight up performance, usually linked to narrative or concept
Men wear ‘urban’ clothing or are topless, women wear sexy revealing clothing or nothing
Have the most lavish and interesting settings
Slow songs employ slow cuts and more sepia tones, fast songs fast cuts and bright colours
http://www.youtube.com/watch?v=2ul9anDw-gA
Dance
Usually very bright lighting and setting
Tend to focus less on the DJ etc.
A lot of videos have guest vocalist or show tour settings of fans
Themes usually are people dancing and having a good time
Cuts are usually fast paced to the music
A lot of long shots used to show crowds having fun
Employs a lot of pop and r n b conventions as they tend to be guest vocalists
Biggest user of concept videos
http://www.youtube.com/watch?v=1y6smkh6c-0