Analysis of music genres - Miss Georgiou

Music genres

A music video can appeal to an audience in many different ways. Firstly, a music video can provide and audience with a narrative for a song. These visual effects can be used to  bring the lyrics of a song to life. Another way in which a music video can appeal to an audience is that it allows them to know more about an artist. For example, songs and their music videos can often be based on real life experiences. An audience member may be able to relate to these experiences as they have lived through them too and they will realise that an artist is only human and has gone through similar experiences to what they have. Taylor Swift is well know for her life experience based songs. Furthermore, a music video allows an artist to express a deeper meaning behind a song or to portray a message to their audience. Visual effects provide an audience with a mini cinematic experience and allows them to fully understand what an artist is singing about. Also, some artist may use their music videos to set new fashion trends. Lady Gaga is an example of an artist who is known for her unpredictable outfits. Her meat suit is a prime example of this.

Drake (rap)

The first editing technique used in the music video 'Over' are special effects, in particular the use of red colour tints. The colour red is very dominant and is often used to represent danger. There are many music artists who have appeared in the news because the stress of the music industry has forced them to seek relief in the form of drugs and alcohol. The rap genre is often associated with drugs, alcohol and partying because in places like clubs and bars people often dance to rap music while drinking and smoking. These habits are becoming more and more the norm in the modern day society due to the amount of pressure that is put on teenagers to fit in. This is conventional to the rap genre because rap artists often sing about real life experiences, which allows the audience to get to know more about their personal life. Drake's target audience will be able to relate to this music video because the people who listen to his music will be the same ones who are dancing to it in clubs and are partaking in recreational activities like drug taking.


In Drake's music video, the audience are shown a time lapse of New York. Through the use of a green screen, the audience can see silhouettes of people running around New York City around Drake, who is seen sitting on a bed in the middle of a bedroom. This time lapse could be used to represent Drake's busy lifestyle and to show the audience that being part of the music industry is a lot of hard work. The time lapse of New York could represent Drake's busy schedule and to show the audience that Drake is required to travel around the world visiting different countries, meeting different people and performing his show for new audiences. This is conventional because music from the rap genre is often based on real life events. The audience will feel as though Drake is sharing a personal story with them, which allows them to get to know more about his life. Fans enjoy seeing the true self of an artist because it gives the music a deeper meaning and helps them to make an emotional connection to the song.

The first camera technique that is used in the music video for Drake's song 'Over' is a close up. The close up can be seen towards the beginning of the video and shows Drake singing directly into the camera lens. A close up is a very intimate shot because in reality we only let people who we trust get that close to our faces. This shot will make the audience feel as though Drake is sharing a personal story with them, thus creating a deeper meaning to the song. A close up could also be used to keep Drake as the main focus; the audience get to see a close shot of Drake doing what he is passionate about. It could also imply status because Drake is seen as important enough to have an entire frame to himself. This technique is conventional to the rap genre as these types of songs are often based on real life experiences and allow the audience to get to know more about an artist.

Another camera technique used in the music video is a low angle. A low angle is used to show Drake's superiority compared to the audience. The camera is positioned closer to the floor, thus making it appear as though the audience are looking up at Drake. Some of his fans may view Drake as a role model because they appreciate his music and his music style. Some of his fans may also strive to be like him. A low angle is beneficial to Drake as he will feel a sense of power over his audience because the positioning of the camera makes it appear as though he is looking down on them. This is conventional to the rap genre because a low angle can be used to inspire fear in the viewer, which may draw them in to watching the video. For an artist like Drake, he will want his fans to view his life as more interesting than their own because this will keep them wanting to know more about him and attracted to the life that he has.

In the music video Drake is portrayed as being both materialistic and powerful. Through the use of mise-en-scene, specifically costume, Drake can be seen wearing a gold chain around his neck. People in the music industry are often perceived as being materialistic because it is presumed that they have the money to spend on designer goods. Drake comes across as someone who care about his appearance which could be due to the fact that he is always in the public eye which means that people are always watching to see which designer brands he is wearing. Furthermore, expensive goods are often used to signify how wealthy a person is. It is often perceived that the wealthier you are the higher your social status is. Drake can also be seen wearing an all white tracksuit which looks similar to a sporting outfit. This costume can be used to show the audience that Drake has sporting power which is considered to be masculine and represent physical strength. Drake is someone who wants to be respected and does not want to be viewed as a social outcast. Men who are good at sports are often perceived as being more socially accepted. This is conventional to the rap genre because the genre is often associated with drugs and alcohol which in today's society is considered to be the norm. People often feel pressured into experiment with drugs and alcohol in order to fit in or because all of the 'cool' people are doing it. Drake, who is part of the rap genre, will often be associated with drugs and alcohol because of the type of music he produces. This may have an influence over his audience as if they look up to him and see him drinking or smoking, his audience may be more likely to drink or smoke as well.

In the music video, Drake is portrayed as being wealthy and as having a high social status. Through the use of mise-en-scene, specifically setting and iconography, the audience can see Drake wearing a gold chain around his neck. Things that are considered expensive, for example, jewellery and cars, are often used to represent wealth. And nowadays, the wealthy you are the higher your social status. Furthermore, the use of a New York green screen could also represent the idea of wealth because New York is associated with high end celebrities and expensive shopping sprees. The audience may be able to relate to the idea that it is important to fit in and to be able to afford designer goods in order to fit into the mainstream. This is conventional to the rap genre because the genre is often associated with competitive men who like to flaunt the money they have and to show off their social status. This could be due to the fact that it is often perceived nowadays that an attractive quality to have is wealth, therefore the idea of wealth in the music video will help Drake to be found attractive by his target audience.

In the music video, Drake is portrayed as being very confident. Through the use of mise-en-scene, specifically body position and facial expression, Drake can be seen standing in a tall stance with his shoulders rolled back, making him appear powerful and in control. The audience can also see him looking intensely and directly into the camera lens, causing him to come across as being serious and quite angry. This is conventional to the rap genre because rap artists often use body language and facial expressions to express to their audience how they were feeling at the time of writing the song, thus making the music more personal. The audience may appreciate how honest and open Drake is being through the lyrics of his song and this may help them to feel closer to him. The use of body position could suggest that Drake wants his audience to respect him and that he wants his music to be taken seriously, not only by his audience but by the music industry as well. The rap genre is often associated with drugs and alcohol and if that consequently means Drake, too is associated with drinking and smoking, he could potentially end up with a bad reputation as someone who doesn't take their music too seriously and be viewed as someone who teenagers should not look up to.

The use of colours and lighting in the 'Over' music video helps Drake, the song to appeal to Drake's target audience. In particular, the use of dark colours and flashing lights is what the audience would expect a typical night club to be like. This is conventional to the rap genre as rap music is often perceived as being club music. The music video will appeal to Drake's target audience because the people who watch the music video for his songs are likely to be the same people who dance to his songs in the club. They will be able to relate to the environment that has been purposely created in the music video, and will potentially feel closer to Drake because the video suggest that he enjoys clubbing just like his fans do, therefore they both share similar interests. This may also help Drake to be seen as more of your average day person.

In the music video, there is a clear emphasis on the idea that women are often objectified by men. Through the use of mise-en-scene, specifically the positioning of the characters, the audience are shown jump cuts of a woman dancing around in the background behind Drake wearing barely any clothing. She also never once shows her face to the camera. This is conventional to the rap genre because women are often portrayed as being disposable objects of lust and nothing more. By keeping her identity hidden, the video conforms to the idea that there is a certain stereotype of men who will use women and will often forget who they are. Some of the audience, especially the women, may not agree with the way women are portrayed in the music video as being easy and disposable. However, there may be other members of the audience who may look up to Drake and other artists who are similar to Drake in the way that they portray women in their music videos, which could mean that they too start viewing women in an objectifying way because that is how the genre portrays them.


MKTO - Bad Girls (pop)

The pop genre is arguably one of the most listened to genres of music. The first editing technique that is music in this music video is animation. This can be seen at the very beginning of the video when the green writing appears at the bottom of the screen. The writing helps to set the scene for the rest of the narrative because it explains to the audience that the due, 'MKTO' have been kidnapped by a bunch of bandits. There is also a white outline of a camera lens which is the first mention of a continuing war theme that runs through the narrative. This use of animation helps to highlight to the audience where the artist wants them to be looking. There is a car driving along the road, which the audience go on to find out is where the two artists are being held captive. This is conventional to the pop genre because due to the development in technology, many pop artists now use animation in their music videos to create an exciting and lively atmosphere. The audience may find the music video more enjoyable and interesting to watch because the artist has included different special effects to help tell a story.

Another editing technique that is used in the music video is fast pace editing. This can be seen in the music video when the two boys first arrive in the camp and have their blindfolds removed. The camera then quickly switches between all of the girls that are now surrounding them. This editing technique could be used to show the audience what the girls are doing, or to show them exactly what the two artists are seeing which may help them to feel more involved in the music video because they will feel as though they are right there with them. The fast pace editing  is used to compliment the face beat of the music. The audience will feel more comfortable watching the music video if it matches the beat of the music. This is conventional to the pop genre because pop music often has a consistent, dance orientated beat that will appeal to the target audience, the majority of whom will be teenage girls, as they are at the age where they will be wanting to go to parties with their friends and it is likely that the type of music that they will listen to will be pop.

The first camera technique that is used in the music video is a mid shot, which can be seen at the beginning of the video when the two artists are tied up and blindfolded in the back on an army truck, and yet they both have smiles on their faces. The audience may find this visual quite comical because you would not expect two people in their situation to appear so happy. This camera technique links in with the use of body positions and facial expressions in the music video because even though the audience are aware that the two male characters have been kidnapped and are being held captive, they are still seen as having smiles on their faces and as being pretty happy and content with life. The facial expressions, however do not compliment their body positions because the two artists are seen being thrown around by the female characters and pulled and pushed in all directions. Their happiness, however is conventional to the pop genre because pop music is stereotyped as being uplifting and the type of music that gets danced to at parties.

Another camera technique that is used in the music video is a close up, which can be seen at the beginning of the video when one of the girl characters kisses the male artist on the cheek while they are sitting in the back of the army truck. The audience will feel as though there is a potential relationship between the two characters which may draw them in to the narrative and will force them to watch the music video further to find out where the narrative is leading. This is conventional to the pop genre because pop songs are often perceived as having lyrics that are based on love and relationships. This is evident in the song 'Bad Girls' through the lyrics 'I love them bad girls, bad girls, shouldn't want them but I do...'.

Costume and makeup is often used in the pop genre to help artists to communicate a feeling to the audience. In 'Bad Girls', all of the girls can be seen wearing very revealing outfits, for example, hot pants and bra-like tops. In the majority of pop music videos, the female characters are often expressed in a sexual way in order to draw the audience in. The target audience, most of whom will be teenage girls, are at the age where they will enjoy going to parties and dancing and due to pop songs having consistent, dance orientated beats, these are the kind of songs that they will listen to. Furthermore, the outfits worn in pop music videos are often very fashionable and mainstream. This is conventional as artists within the pop genre often keep up with the current fashion trends and seek to set new trends. The audience will often look up to pop artists and the way that they put themselves across to society, including the way they dress. There is an idea nowadays that if you do not dress to fit into the mainstream that you will not fit in at all. There are a lot of teenagers who will be influenced by the way pop artists dress because they are often viewed as the people who fit into the mainstream the most.

In the music video, the positioning of the characters help MKTO to appeal to their target audience, who are primarily teenage girls. The female characters are always seen walking around in groups, and even the two artists are never in the shot alone. This is conventional to the pop genre because pop songs often express the unity that is associated with teens, who are the main target audience of the genre. The audience may be able to relate to the theme of friendship groups and strength in numbers that is expressed in the video. Like the female characters in the video, most teenagers feel their most confident when they are surrounded by their friends and will be willing to stand up for each other in different situations.

Colour and lighting is also an important aspect of pop music videos. The majority of the video is set outside in what appears to be a sunny, deserted area of land. The use of natural lighting helps to enhance the brightness of the music video and makes it appear more realistic. The bold green and black colours that make up the army print costumes help the characters to stand out and fit in with the setting. Also, most of the girls are wearing thick layers of makeup, in particular, the female character who kisses the male artist on the cheek is seen wearing bold, red lipstick. The use of bright and bold colours is conventional to the pop genre because they give off a happy, exciting vibe which the pop genre is often associated with.

The pop genre is often primarily performance based which can be seen towards the end of the music video, through the use of iconography. The audience can see the artist holding a microphone which is associated with live performances. The duo then begin performing the song for the group of girls, surrounded by other band members who are playing instruments such as the drums and guitar. The audience can see the girls screaming and jumping around in front of the band, acting as if they were at an actual concert. The use of performance allows the audience to get a feel for what it would be like to watch MKTO in concert and will make them feel as though they are watching the band from the girls point of view.

Kodaline - The One, (indie rock)

Editing techniques, such as special effects are often used in indie rock music videos to help the video look more like a mini film. There are often also different speed changes throughout the video to help create the sense of time running out.
The first editing technique used in the music video is a jump cut. The jump cut can be seen toward the beginning of the video when it switches between the narrative of the younger boy and girl, to the artist singing into the camera, and then back to the boy and girl again. This technique could be used to suggest that the artist is telling the audience a personal story and is allowing them to get to know more about his private life. It is easier for the audience to relate to a video that is based on real life experiences because they have often been through similar experiences themselves and so can sympathise with the artist.

Another editing technique that is used in the music video is a straight cut. The use of a straight cut goes with the pace of the song and helps the video to flow. The audience will feel more comfortable watching the video if the beat of the song goes with the pace at which the visuals appear. The pace of 'The One' music video is quite fast, which is conventional to the indie rock genre because indie rock bands are often associated with always being on the road, therefore the fast pace of the video could be used to represent how fast pace their lives are, which helps to give the audience an insight into how busy
their lifestyles are.

The first camera technique that is used throughout the music video is a close up. The video switches between a narrative and performance, during which the audience can see visuals of the lead singer from the band as he sings directly into the camera. The audience will feel as though he is telling them a personal story and that he is allowing them to get to know more about his personal life. This will help the audience to make an emotional connection which helps to give the song a deeper meaning. Furthermore, a close up is often used to show the audience the facial expressions and emotions of the artist. In this music video the artist appears to be quite unhappy, a feeling that coincides with the slow, down beat pace of the music video. It is conventional to the indie rock genre that the artist is often seen looking plain and serious because they do not want to take away from the music. A close up of the lead singer is conventional to the indie rock genre because the audience often associate the lead singer with the rest of the band and their music.

Another camera technique used in the music video is a long shot to show the audience more of the setting. The audience are able to see where the characters are, what they're doing and who they're with. For example, at the beginning of the video, both of the characters are seen in the park; the female character is reading while the male character is being dumped by his girlfriend. In the music video, the use of a long shot shows the audience that both of the characters are usually in the same place at the same time, but that they do not know that they are in the same place. This technique makes the video very climactic because the audience are left wondering whether or not the two characters are going to bump into each other again as there are so many times throughout the video where they think they will but they never do. This draws the audience in and in a way forces them to watch the video until the end. The music video provides the audience with a mini cinematic experience because the narrative is similar to one that you would expect to see if you were watching a romantic movie. This editing technique is conventional to the indie rock genre because the narrative allows the artist to express a deeper meaning to the song and can be used to draw the audience in by giving them something visual to concentrate on.

The use of simple costumes and makeup in the music video help to make the video more realistic and relatable. The artist himself is show to be wearing a pair of plain jeans, t-shirt and leather jacket. It is conventional to the indie rock genre that the artist will be seen wearing plain items of clothing because indie rock artists are usually very passionate about their music, and they do not want anything to take the focus away from the song. Also, in order to make the love story within the narrative more realistic and relatable, the two characters are always seen wearing ordinary clothing, for example, jeans and a t-shirt. The use of simple clothing makes the music video more relatable because it is likely that the target audience will dress in ordinary clothing themselves. However, significant pieces of clothing from the video are the 'till death do us part' leather jacket and the pair of black glasses. The leather jacket is worn by the male character at the beginning of the video when he first meets the girl after picking up her glasses from the floor. As he walks away from her, the audience are given a shot of his back, allowing them to read the words that are written on the back of his jacket. The male character wears the same leather jacket at the end of the music video when he bumps into the same girl some years later. Both the leather jacket and the pair of glasses are used in the video to show the audience that the characters at the beginning and end are the same. The audience will find themselves in awe of the fact that over the years, there are aspects of the two characters that have stayed the same. The way that the two stories are intertwined in the music video will make the audience feel as though they are watching a short, romantic movie, and they will be left with the 'will they, won't they' feeling that builds up throughout the video, which is created to draw them in to watching the video until the end. Furthermore, both the artist and the male character are seen wearing a leather jacket. This could suggest that the song is based on a real life experience, and that the male character in the music video is actually the artist.

Iconography is often used in indie rock music videos to help to tell a story. At the beginning of 'The One' the audience can see a young girl accidentally knock her glasses onto the floor, which is followed by a young boy picking them up for her. Then, at the end of the video which is set some years later, the same two characters accidentally walk into each other, and again her glasses fall onto the floor and he picks them up for her the same way he had when they first met. The glasses are a key piece of iconography in the music video because they are used to show the audience that the two character at the beginning and end of the video are the same, and that some years later they have managed to find themselves in the same situation that they were in when they first met. The music video is also set in simple, easily accessible places, for example, in their houses and at a diner. This is conventional to the indie rock genre because indie rock music videos are often quite low budget and indie rock artists want the main focus to be on the music and not on where the video is set or what the artists are wearing. They do not want anything to take the focus away from what they are really passionate about and what they are trying to promote and sell. It could also suggest that indie rock artists are to wrapped up in their music to care about keeping up with the current trends.

Colours and lighting are often used in indie rock music videos to represent and enhance the mood of the song. In 'The One', especially during the performance section, the colours that are used are very dark. There is only one spot light used while the artist is performing to emphasise to the audience that he is the main focus of the shot. This is aided by the use of a dark backdrop which prevents the audience from seeing anything other than the artist. This helps the audience to really focus on what the artist is singing which is conventional to the indie rock genre because indie rock artists do not want anything to take the focus away from the music. Even the clothes that he is seen wearing are very ordinary and laid back. This is conventional to the indie rock genre because most indie rock artists are too focused on their music to care about keeping up with the current trends. During his performance, the artist himself comes across as being serious and quite unhappy, which is evident by the fact that he never smiles. This could suggest that the song is very personal to him, and that the narrative, which is a love story, makes him emotional to sing about. The audience may appreciate how honest he is being with them and like that they are getting to know more about him. Furthermore, the colours used during the narrative aspect of the music video are very simple and laid back. This helps the video to feel more realistic and allows the audience to relate to the song more.

In the music video, the lead singer comes across as being very serious through the use of minimal facial expressions and the fact the audience never once see him smiling. This could be due to the fact that the lyrics and narrative are very emotional, due to them being based on a love story, therefore the artist is trying to portray that emotion in his performance. Also, his lack of facial expressions could suggest that the song is based on a personal experience, therefore by singing he is reliving that experience which is causing him to come across as very emotional. However, indie rock artists are often perceived as being very passionate about their music, therefore the lead singer may not want his feelings and his facial expressions to take away from the song. The audience are forced to concentrate more on the lyrics of the song rather than what he is doing. This may cause the audience to appreciate the deeper meaning behind the song and how honest the artist is being.

Through the use of mise-en-scene, specifically the positioning of the characters, the audience can see the lead singer standing at the front and centre of the screen. This is conventional to the indie rock genre as the lead singer is often the one that the audience will recognise the most and associate the band with. The band, as a whole, will usually perform close together in order to promote themselves as a band.

Another important aspect of the indie rock genre are instruments, in particular the drums and guitar. Indie rock artists are very passionate about their music and like to produce their songs entirely on their own. This means that their songs will have no added sound effects, and that everything the audience hears is... Indie rock artists use musical instruments to create the intended sound of their music.
Most indie rock music videos are a mix between narrative and performance. Indie rock artists often use performance in their music videos because it helps them to show their passion for what they do and to attract people to their live shows. The performance element of the music video is entirely made up of the artist doing what they love and shows the audience what they can expect to see every time the band performs live together.
The indie rock genre, when compared to the pop genre, does not have a massive following, which is partly due to the fact that the genre is not within the mainstream. Most indie rock artists play music for themselves and not the industry, whereas most pop artists are treated like a product by the music industry in order to sell their music to a large target audience.
The narrative of an indie rock music video usually has a deep meaning behind it due to the fact that the artist has written the lyrics to the song themselves and that they are often based on real life experiences making them more personal. The narrative can also be used to help an artist explain their song in a visual way, or to give a music video a cinematic feel which will make it more interesting to watch. At the end of the day, more views on a music video will mean more money for the artist.

In conclusion, it is clear to see that the rap, pop and indie rock music genres all use a variety of conventions, most of which are different to each other, in order to create a music video. The rap music video consisted mainly of visuals of the artist and fast pace editing to show the audience that the song was very personal. The use of a green screen was also evident in the video which allowed Drake to locate his music video in a different place without actually having to travel there. The green screen gives the audience the idea of an artist being able to go to any place they want to, however unrealistic that may be. It could also have been used to suggest that although Drake is in one place, he wants to be, or his mind is somewhere else. The pop genre is the most mainstream out of the three and will appeal to a wider target audience. There was no real deep meaning behind the video, which suggest that the song and music video were created for entertainment purposes only. The use of extravagant props and an exotic locations makes it harder for the audience to be able to relate to the video, however, it does make it more interesting for them to watch. On the other hand, the music videos for 'Over' and 'The One' are both similar in the way that they use close ups of the artist to make the song feel more personal. The audience are made to feel as though the artist is singing directly to them, allowing them to see their more personal side. Furthermore, all three music videos use aspects of performance to show their audiences what it would be like to see them live. This is beneficial for the audience because there may be some people who cannot afford to go to their concerts, or may live in a different country to the artist, therefore the use of performance will mean that they do not feel like they are missing out.
I think the video that I take the most inspiration from will be 'The One', because the indie rock genre uses realism in order to help the audience relate to the video. For example, the use of easily accessed locations and costumes, and the use of natural lighting. Also, the indie rock genre has a lower budget compared to the rap and pop genre which use a lot of special effects and extravagant props, therefore it will be easier for me to create a music video that is conventional of the indie rock genre. Furthermore, the indie rock genre came across as being more personal and based on real life experiences compared to the rap and pop genres, which were very high end budget and used more special effects.