A music video for 'Over' by Drake was created, and show conventions of the rap genre to appeal to that certain target audience. This is evident through the use of cinematography as this is added to make the video appeal to the audience. This is evident through a series of mid shots used whilst Drake is in his bedroom. This is quite unconventional as within usual music videos, the artist almost boasts about their lifestyle with the use of big homes, money, cars and women and causes the audience to want that way of life. However, the use of this causes Drake to become more relatable almost admirable how he isn't conforming to the typical conventions. Furthermore, the audience is opened to the artist's life which makes the video more appealing as he sits in his room linked to the lyrics 'I'm doing me' as he isn't trying to be like other rap artists. Not only does this reach a rap audience but goes deeper than that by gaining respect and attention from a wider audience.
Within the music video, there are editing techniques used to represent the artist. This is evident when the clips of Drake singing are duplicated through parts of the music video. This ties into Goodwin's theory as an element is the exposure of the artist through the music video. Here, the audience is shown the artist and what he is wearing. This foreshadows the rest of the video as Drake is seen throughout. The use of this editing technique further highlights the chorus 'I'm doing me' and 'I'm living life right now' to show that he's independent. This can also link to the idea that he has a talent and works hard for himself. By adding this editing element, the artist is promoted and the audience are able to see Drake in a new, independent light where he talks about himself and his own life.
The music video also features (and follows) conventions of the rap genre through the use of cinematography. This is evident through the use of close ups of Drake's face as he stares into the camera lens, at the audience. Not only does this follow Goodwin's theory and promote the audience but the use of this shot and eye contact uncovers the artist's true feelings/emotions, linking to the well known reference that eyes are the windows to the soul. The audience see Drake's emotions and connect with him because of this, creating a bond. This relates further to the lyrics 'I'm doing me' as he shows that fame hasn't got in the way of his true self and he can still form bonds with his fans which links further to the second verse where he discusses his love for his profession and he wouldn't give up, causing him to be idolised by his fans, paired with this camera shot.
Another editing technique used to represent the artist and genre is a time lapse. This occurs when the video includes a screen behind the artist, containing clips of a city and the public moving around. The fast pace vibe is conventional of the rap genre, also. This highlights his profession further and his enjoyment of this and shows the idea that the world passes him by, however he is still doing what he loves. This is discussed within the lyrics of the song, therefore by linking this with the visuals the audience can gain a better understanding of the song. This causes the audience to bond with the artist as his true feelings are displayed to them.
Mise en scene is displayed further within this music video as the artist conforms to the rap genre through the use of costume. Drake is shown wearing a tracksuit through most of the music video. This provides him with a casual look and links again to the lyrics that he's doing what he wants to do. Tracksuits are overall conventional to the rap genre as it gives off a 'gangster' and laid back image, which further highlights that he is comfortable in his life and performing to his audience.
The video also contains the use of fast editing which is evident when clips within the music video are transitioning. The use of this links to the rapper lifestyle and his personal life being on the go, and he enjoys it. It can be shown that he brags about his more expensive life style to the audience but also highlights how he enjoys it however, has not changed because of fame. The use of the fast editing presents the genre and makes the video more interesting to watch and excites/intrigues the audience more. The use of this also causes the whole video to have an upbeat vibe as the music synchronises with the visuals, which is much more interesting for viewers to watch.
Lastly, the video contains element of mise en scene through the use of colouring/lighting. The video contains brighter lighting effects such as strobe lighting. This element is conventional to the rap genre and the use of causes the video to become more interesting for the audience to watch. The strobe lighting is used to create different colouring effects for the images. For example, red colours are used through some of the video which connotes the idea and emotions of love and passion which causes the lyrics of the understanding to portray more of a meaning and directly links to them showing his feelings for his audience and his profession. This lighting is conventional and causes the audience to bond with the artist as his emotions are highlighted to them as the audience follow the artist's creation.
Within the 'Club Can't Handle Me' video by Flo Rida, cinematography is used through the feature of many close ups which links back to Goodwin's theory, as the artist is constantly promoted and shown to the audience. This explicitly shows the audience that he is the main focus although there are events taking place around him. This is conventional of the dance genre as this is used as a promotion tool and the audience are able to see their favourite artist within the music video. The audience enjoy seeing this as the artist is shown at a club, performing the song and enjoying what he's portraying showing that he connects to his profession and he wants the audience to identify that.
There are also constant elements of mise en scene included as the artist he wears expensive brands, for example jewelry which is conventional of dance artists. This is extremely stereotypical of these artists and links to the setting and lyrics of the video. The use of this element causes the artist to promote his expensive lifestyle and that females in the club are interested in him because of this. The use of this mise en scene elements promotes the genre of music and Flo Rida to the audience, and makes fans of the genre look up to that lifestyle as well as inspire to be successful.
Within the video, cinematography aspects are use for example the use of a long shot when Flo Rida is in the club. This is used to highlight his lifestyle to the audience, which is conventional within dance/hip hop music videos. This shows a club full of dancers which is stereotypical and seems enjoyable to the audience and teenagers/young adults could even connect to this. The long shot also exposes the bright and colourful lights which causes the clips to become more interesting to watch and conforms to the genre and causes the club to look more inviting and fun. Overall, this is conventional to the genre as the artist's lifestyle is explicitly explored which is appealing to the audience.
Linking to this, there is also the use of fast editing throughout club scenes. This represents a fast pace life, the idea of there being never a dull moment. Which again, appeals to the audience as the use of these micro elements explores the idea that this is the ideal way of life. The fast editing also links to the use of iconography as there are expensive cars parked in front of the building, again to show off the artist's life style. The use of these elements appeal to the audience as they get an insight into the artist's life and would want it themselves.
Another element of mise en scene that is evident within the music video is that within most shots, the artist is positioned in the middle of the shots. This causes the audience to come into eye shot and take up most of the screen, promoting himself further. Being placed in the centre also highlights that he is the most important person within the video and promotes his talent and his importance within the song. This is conventional to the dance genre and appeals to the audience and the public are able to view the artist of the song, widening his audience.
Lastly, the 'Girls' music video by The 1975 contains many micro elements and conventions that present the electronic/indie genre. This is explored through the use of editing as at the beginning of the video Matty, the main singer of the band makes a joke of the video saying, 'we're not a pop band it feels like a really pop video the whole scenario it's not what we're about it needs to be black and white for a start' which is a theme that runs all the way through. The black and white causes a more electronic feel, appealing to that certain audience as well as creating a more vintage feel, which makes the video more interesting to watch.
Next, mise en scene is explored within the music video through the use of instruments. Firstly, this is conventional of an electronic/indie band and also highlights their talent and links to the lyrics within the song. The instruments also causes the video to link to Goodwin's theory and catergorise as a perfomance. Seeing the band perform is more interesting fore the audience to watch and conforms to a typical layout of a music video of the this certain genre.
Cinematography is also featured through out the video, including long shots of the band performing together. This explicitly promotes the band and their talents to the audience, which also conforms to the electronic/indie genre. The use of long shots allows the audience to view a large proportion of the scene therefore, as the background is very simple, attention is not adverted from the band, which highlights that they are the most important feature within the music video. This links to the idea that the band members look into the camera during this shot, involving the audience, and making the video more entertaining, creating the vibe of a concert.
The editing is very simple as continuity runs through out. From this we can infer that, the video is simply trying to portray a narrative as well as performance therefore there is no need for editing that adverts attention from the band. This shows a direct link between the lyrics and visuals as when the first 'just girls' begins the band gets transformed into a group of female models, soon adding 'uptight, just girls' as the girls take their job seriously and seem 'uptight' and never having fun/letting lose however the boys do not take it seriously and almost laugh at themselves for any pop elements. This creates a bond with the audience as they aren't arrogant and enjoy their profession rather than letting fame take over.
Linking to this when there is the pop element of colour, which Matty complained about in the beginning, it only occurs through his close ups. When there is colour, the lead vocalist seems quite bored which creates a paradox. This further creates an audience/artist bond as when there is colour behind him he looks uninterested highlighting that it is not a pop video. Further more, there are long shots where the band perform in black and white, and they sing and play the instruments obviously taking their music seriously however, messing around with each other. This highlights conventions of the chosen genre as well as adding hints of pop elements, which widens the band's audience. This is a positive representation as they aren't trying to be something big and bragging about what they have like previous artists.
Overall, this research has uncovered how each individual artist portray their genre type within their music videos to appeal to their target audience through the use of different micro elements to represent themselves. Rap genres usually promote the artist and include the idea of a narrative discussing the private life to the audience, which creates a bond. Similarly, dance music promotes the artist throughout however, usually includes their luxurious lifestyle, as music videos within this genre can be set in night clubs and features the artist through close ups, wearing expensive clothing. The electronic/indie genre mostly appeals to a certain audience and includes different features than other music videos as a concept or a narrative are conveyed. I have been inspired by this research and am choosing to create a music video to an indie song and will be using micro elements that is stereotypical of this genre. Indie videos are made for a selected audience and due to unique features, can intrigue more audience which has inspired me for when producing my own music video.
This post demonstrates a basic understanding of genre characteristics and how music videos use a variety of micro elements. This is because you have not fully analysed the videos and have only included a brief overview, instead of a in depth analysis.
ReplyDeleteTherefore you need to watch the videos again and make detailed notes on the cinematography, editing styles and mise-en-scene. When writing your analysis you also need to focus on the codes and conventions in more detail, as this will help to make your analysis more detailed.
Finally screenshots and a summary is needed to complete this post.
This post now demonstrates some proficient understanding of how music videos appeal to an audience. You have made a start in developing your analysis further, by considering the micro elements and how they help the audience to understand the codes and conventions of the genre. However, some of these points are a little vague and need to be developed further.
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