Analysis of music genre

Some examples of the music genre are:

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

By looking at three music videos from three different genres I would be able to get a grasp of the different elements and conventions of each genre, and the things that go into each video in order to achieve the overall production. It would also mean I could familiarise myself with conventional elements of different genres, which I could then reinforce or subvert in my own music video. The reason that different artists include different elements in their videos is because the different music genres are aimed at different target audiences. They engage and attract their audiences to there music through the micro-elements of  media, cinematography, editing and mise en scene. These variables change dependent on the style of music.




The first of the three videos that I analysed was a music video by the artist Drake, called Over. The genre of Drake's music is rap/ RnB. Because of this the elements in the video have to be conventional in order to cater to the target audience. One conventional element from this genre is fast editing, which is clearly evident throughout. The use of fast editing means that a link between the visuals and the lyrics is created as the fast paced video matches the beat of the song. The fast pace of the song also suggests that this video is trying to engage a younger, lively audience, which is what Drake is trying to do .when targeting a 15-25 year old audience. Many of Drake's fans are females, who are catered for in the series of close ups at the beginning of the video. The variation between mid and long shots result in the main focus at the beginning of the video being on Drake, something his fans would want to see. The effect of these shots is also that it portrays Drake as potentially vulnerable, creating a level of intimacy to the video, furthering the relationship between the audience and the artist. The setting at the beginning of the video is also significant, as the setting, in partnership with the costume of the artist, combine to create a relatable image of the artist. The setting of a regular bedroom, is something very unremarkable, and regular. The simple white t-shirt and jogging bottoms that he wears in this clip again show him as regular and relatable, but the gold chain provides a contrast, showing off his wealth at the same time. The use of the chain is something very conventional to the rap genre, with videos from artists like Kanye West and Jay-z also given artists a small insight into their wealth and lifestyle. This insight into the artists life is further enhanced with the flashing lights and nude dancing women, showing the audience the artist enjoys partying and also that the artist is getting a lot of attention from females.

Another video aimed at a similar audience is 'club cant handle me' by Flo Rida. I wanted to analyse two music videos from the same genre to see if there were consistencies in the conventional elements of the rap genre. Upon analysing the films it was clear from the outset that this video had no intention of portraying Flo Rida in a similar relatable manner to Drake and instead wanted to place much more emphasis on the insight into the life of the artist that is shown through the cinematography used. At the beginning of the video a series of fast cars and lots of money falling from the ceiling shown. Most people do not have these things in their life therefore this is unrelatable to most of the listeners to this song. It is more of an insight into the life of the artist then we saw in 'Over' but this also makes people more willing to watch the video as they are interested in the lives of people they idolise. The emotions of Flo Rida in the song also have an effect on the audience. The feel good feel of the song and the catchy lyrics are matched with the body language of Flo Rida to encourage the viewers to dance or sing the song with him. 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, as we see in this video.

 

 

 

The third song I will be looking at is 'Taylor' by Jack Johnson. This genre of music is completely different to both the rappers I have analysed. The video also translates this to the viewers. The target audience of Jack Johnson is from 15 onwards and has a much more relaxed chilled out feel than the high energy more modern songs like 'over' and 'club cant handle me'. The setting of a quiet island with blue skys and nice scenery immedietley gives the song a relaxed enjoyable feel. The use of famous actor Ben Stiller and the dialouge used by him in the narrative of the video also adds an element of humour. It is clear that the video is meant to be enjoyed rather than adress any serious issues or relatable problems listeners may have.