Research into Music Genres

Music videos appeal to audience's through the micro-elements of media, cinematography, editing and mise en scene. A music video generally has a narrative in which is told to either entertain an audience or it is seen as a chance for the artist to push a point across. Depending on the genre of a music video, the micro elements will differ as to appeal to certain audiences, therefore the nature of the content will be different from a Pop video to a Rap video. 

Music Genres

• Pop
• RnB
• Dance
• House
• Indie
• Rock

In the early days of music there was very little variation of genres however towards the 80's and 90's where there was a huge development within music there was more genres created as there was the realisation that people had different tastes in music therefore genres such as Indie and RnB were introduced for the niche audiences.

For example Drake's video for -Over is a Rap video which includes many special effects, fast paced editing and exciting visuals. This is because the target audience for Drake is young people between the ages of 15-25, therefore they expect a music video that shows the Artist in a very powerful position as they look up to him as he is successful within the industry. 

1.)
At the beginning of the music video the editing is very slow which shows a journey Drake has been on to get to this point in his career. This supports Dyer's theory that the artist use to be ordinary and relatable. 
Drake's video Over has many technical elements as it is a Rap music video which shows the transformation and success of his music career. Similarly 'Club can't handle me' also has many technical elements in the music video as the setting is a club which intends to have an exciting and fast ambience. The music video also shares the use of slow editing at the beginning, however this is used to show the expensive materials shown in the mise en scene for example the extravagant cars and vip entrance to the club. There is also slow editing in the third video I have chosen to analyse '30 minute love affair' by Paloma Faith, this is because the music video has a narrative before the music starts. Also the song is very emotional and the slow editing sets the emotional atmosphere that the music video will follow. 
The first two videos Over and CCHM use the transition of fading in and out of shots which create dramatic effect before the music becomes more upbeat. '30 minute love affair' has mostly straight cuts as her music is more alternative because the central focus is on the lyrics to the song rather than the action within the video. In all three videos the pace of the editing increases as the chorus begins and the song has come to a climax.

Drake's video 'Over' uses many special effects to make the video interesting and visually excting. These effects include colour tings of red, yellow and blue. These may show the way in which Drake feels in his personal life which is what inspired him to write the song. These special effects are used slightly in the other two videos also, a royal blue clour is used in CCHM to show the wealth amongst the characters. Secondly a red tint is used in '30 minute love affair' to show how the main character is heartbroken and angry at her lover. The use of shadows are used in both Over and 30 minute love affair to show how both characters feel as though they are different to who they use to be and their shadow connotes their past and who they use to be. Drake use to be a rap artist trying to make it and the shadow in the video shows this. Paloma faith's shadow shows how she use to be happy and in love with her love however that is different now and her shadow also represents her past relationship. A very effective technical element that is only included in Drake's video is the use of the Mirror Shot. This shows the same image of Drake opposite each other, this shows how Drake is evaluating himself throughout this song, how he progressed and there are so many more people In his life.

2.) All three music videos have very different audiences in which they aim to appeal to. Drake's audience are both genders, predominately male between the ages of 16-25. This age group need to be entertained and excited by the music videos through technical elements and special effects. In comparison David Guetta appeals to a wider audience as his music is very conventional of the dance genre and many people enjoy dancing at parties and clubs. Therefore his music video's aim to an audience of both gender's and of ages between 13 and 35. To appeal to this audience the music video will need to include fast paced action In exciting and extravagant settings that many people would wish to be. Thirdly Paloma Faith has a niche audience in which she appeals to which is mostly females between the ages of 16-30, this is because she sings about mostly heartbreak and relationships which many women would be able to relate to. Her music videos appeal to her intended audience as she always looks attractive which makes her admirable and they are very narrative based which many women will be able to relate to having past relationships.

3)    

The audience builds a relationship with the artist through either relating to the narrative

of the video or enjoying the artists performance within the video. A relationship between the audience and the artist is very important because this is how the artist will become successful through sales as fans will continuously go out and buy any singles or albums that the artist releases. Drake creates a relationship with his audience by writing songs that will be relatable within young people's lives for example relationships, sex, friends, drugs, partying. David Guetta creates a relationship with his audience as his music is catchy and memorable which will stay in an audience's head and continuously make connections with the artist. Paloma faith creates a connection with her audience as she sings about her life and the ups and downs she had faced. She mainly talks about relationships and how they have either broken her heart or changed her for the better. Many of her audience can relate to her lyrics as they have endured these type of events in their lives therefore they may see her as advice they have been looking for. The audience are also able to make a connection with the artist as they are the main focus of the music video and all the other characters are made to be under shadowed. For example in the video 'Over' there are black shadowed people next to Drake which connotes their meaningless and anonymous profile. Similarly the women dancing in the background of the video are unnamed and there for visual purpose only. Their bodies are attractive to the eye and their faces are covered in order to divert attention from them as an important character. This is conventional for a rap video as the artist is generally known for being sucessful with women and having many around them.

        Artist's also create a relationship with their audience they will show an intimate relationship which will allow the audience to witness the artist in a vulnerable situation making them likeable and relateble. Drake is seen here in a split screen close up shot showing the troubled pair. In this shot the woman's face is clearly seen looking straight at the camera whereas Drake is looking down to the floor which shows he cannot deal with the situation. There is a low angle of Drake sitting on the bed which shows low status and suggesting a poor lifestyle at first showing that his road to success through his career. There is also a high angle shot of Rita Ora which shows she is innocent in the situation and she is precious to Drake showing she has power of him and has high status in his eyes. There is a dimmed light as Rita Ora leaves showing that real people in Drake's life are leaving showing shallow focus. These images and frames show Drake's current romantic situation in which many could relate to and therefore have a relationship is created.  There are also black shadowed people which shows them to be meaningless and anonymous to Drake compared to his love interest.

There are woman dancing in the background which is common for a rap video, unnamed and her face is covered showing that her body is the central focus rather than her face and personality.

red, white and black costume shows the different sides to him

White costume in the bedroom 

City projected onto his room, success

Similarly Paloma Faith shows an intimate relationship in her music video 30 minute love affair. She embraces him however his profile is kept hidden which will allow an audience to focus on Paloma's thoughts and feelings alone.

4.) These videos have given me a lot of inspiration for my music video in the sense of technical elements. I like the use of tint to connote certain feelings especially in the Paloma Faith music video. As our chosen video is about a relationship in which deteriorates I feel that the use of a red tint would work very well. In Drake's video Over there is also a time lapse which shows Drake standing on his own whilst many people walk very fast past him, showing that time is going quickly and Drake is still in time. I feel that this would work for our music video as we could have the two main characters who are a young couple having an argument. As they stand having an argument in the moment, people will walk past very quickly showing that they are so consumed with their relationship that they

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Mise en scene

Black shadowed people which shows them to be meaningless and anonymous

Woman dancing in background is common for a rap video, unnamed and her face is covered

red, white and black costume shows the different sides to him

White costume in the bedroom 

City projected onto his room, success