Analysis of music genres - Miss Georgiou

How do music videos appeal to an audience?

Different music videos appeal to different audiences in many different ways. Each music genre has certain characteristics that define it to its genre and that particular set of fans. For example if we were to look at Rock Music Video we would probably see Instruments of the Band, Close ups of the artist and music that matches the visuals as these are to common conventions that appeal to the audience who have an interest in that genre and that is what they expect to see. Other reasons why a video may appeal to an audience is an artists eye contact with the camera which may make them feel involved, and seeing a display of the artists skills. Throughout this blog I will be discussing about 3 particular music videos from different genres which will be Drake - Over (Rap), Flo Rida Ft. David Guetta - Club Can't Handle Me (Pop) and Ain't It Fun by Paramore (Rock). and will be discussing how they appeal to their audiences through micro elements, conventions and the artist representation.

             Rap Analysis - Drake Over

Drakes Over is a music video from the Rap genre, and its subject is about Love/Emotional experiences that the artist have had over the course of his life. This can be seen by the lyrics but also how the video is constructed through Mise-en-Scene, Editing, Cinematography which can also appeal to the audience as well.

Drake represents himself as a person going through a extremely hard break up, beside this being clear from editing and cinematography it can be seen by the clothing that he is wearing, it seems to be quite casual, this may reflect the idea of being closed in cutting the connects with the outside world as in the artists "state" he may be feeling downhearted by his situation, which is also evident in his body language as he is constantly looking down in thought.

This music video uses various lighting such as Strobe and Low Key Lighting which reflects the artists emotions to the audience through the Lamps on the chest of draws (LKL) which shows his depressed state after his break up. Then throughout the video we see the mood of the video change as Drake with the strobe lighting effects, this appeals to audiences as they can feel the artists emotional trauma as he has consistent highs and lows throughout, possibly relating to the experiences that he is feeling and then possibly  making a strong connection to him, as this reflects the different stages of a relationship that most of the target audience of Drakes are likely to have had. The setting is a apartment which is rather relatable for audiences, but this is extended when we see New York City being projected onto the white walls of the setting which extends the way the audience can reflect on the video as this is an iconic location admired by many. 

Editing, Over uses various Colour Tints to also display the artists feeling to the audience in a more graphical way. The main colours used are Red and White. Red is used when lyrics have negative tone which represents love/danger, while white is used are a positive reinforcement as the Drake sees 'its far from over'. so rather represents a new start in a relationship or breaking free from it. This appeals to audiences as they can clearly see the changes of the artists emotions which they may be able to reflect on through previous experiences in relationships which could be similar to there idols.

There is also a mixture of both Fast Pace Editing and Slow Pace editing throughout the video, this symbolises the relationships fast and slow pace which reflects alike the colour tints but in a more consistent manor. This technique keeps the audience interested as there is always a new piece of footage which hasn't been seen before, this is much more appealing than seeing one camera shot throughout with the artist performing down the lens.

Cinematography, Close Ups are used throughout the video in order the promote the artist to audiences (Goodwin's Theory). The artist being in the whole of the video rather than some sections ensures that the label can promote them as much as possible, in turn this gives the audience what they want when they view this material as they may only being watching it to look at the artist for various reasons such as they may attempt to copy there lifestyle or just enjoy watching the artist in general. If the artist wasn't featured in or not promoted some audiences may be less inclined to view the material. High Angle, we see this when Drake is sat on the bed. The high angle is complemented with a Time Elapse of the clouds. So in turn they collectively represent him as being vulnerable over time, which is a common theme in relationships i.e the fear of breaking up or being alone which audiences could relate to.

--------------------------------------------------------------------------------------------------------------------------

Dance Analysis - Club Can't Handle Me, Flo Rida feat. David Guettua

Club Can't Handle Me is a club anthem and is a collaboration by Flo Rida and David Guettua.

There are various lighting techniques are throughout the video but on main reoccurring one is the strobe light effect which represents a club atmosphere. This creates the feeling of being at a club without being there, this is the effects of realism as the video is as close to real life as possible, this may be relatable for such audiences who have been to similar locations before or aspire to gain this experience in later life, also this can be seen by the Low Key Lighting which also symbolises a club setting. Another common theme throughout the music video is the artists lifestyle being constantly promoted to the audience, this can be seen through the iconography seen. Examples include Flo Ridas jewellery which include his watch and all of his gold chains, also the cars as the start of the video and class expensive drinks which include Champagne. These items are the generic conventions of a upper class/rich lifestyle these will appeal to all audience as they will see the artists as role models and inspirations which is why they will choose to view the music video.

The Editing is a constant flow of fast timing of shots, we see all the way throughout outside the club and in. Again this helps reflect the club experience as the music played useless is high tempo and is loud, this may feel realistic to the audience as all the common conventions of a club setting have been used in the video. There is a section in the music video which uses Slow Motion editing, this allows the audience to obtain more information from what is seen in the video as they wouldn't usually see it in this way. He may be referring to such activities that happen at a club such as drinking which may affect an individuals ability to act in a conventional social manner.

Alike Drakes Over, there are many close ups of the artist involved in the music video, (Flo Rida and David Guetta), in order to promote the artists again this is what the audience wants to see as they many be less inclined to watch if the artists doesn't feature or is partly in the video. Therefore it is vital that the artist is promoted in order to please the audience and meet there needs and wants.

There is also a low angle of Flo Rida which helps again to help him seem like a superior figure which audiences want to see. This is as explained they see him as a role model to look up to an inspire to be.

This may also appeal to audiences as they see the figure as having some authority/power over the crowd of people at the club.

Link with Step Up 3D as various shots are used from the film.  

--------------------------------------------------------------------------------------------------------------------------

Rock - Paramore, Ain't It Fun Analysis

Ain't it Fun by Paramore was released on their self titled album in 2013 and is of the Rock, Funk Rock genre. The music video features the band attempting and succeeding in breaking Guinness World Records, which include fastest time for 3 people to smash 30 clocks with a guitar and longest time spinning a vinyl on a finger among many others. The music video is complete different that what was intended by the artists by changed the style as they wasn't convinced with the direction the video was taking. Under Goodwin's Theory's this video falls into the Concept/Performance category. This music video appeals to audiences in many different ways.   

Iconography there are various conventional items used throughout the video which relate to the genre such as Guitars, Vinyl's. These items are used by many artists within this genre as they are the main instruments used. This may appeal to the audience due to the fact that they are seeing what is expected, but in an unconventional manner as the band are not performing with the instruments but rather attempting to break records by using them, in turn this may appeal to a wider audience as they may find a group of people breaking these records entertaining.

Clothing, the band wears conventional clothing to the rock genre as both guitarist are wearing jackets and skinny jeans. While Hayley Williams the lead singer is wearing more unconventional clothes which are a collection of random items which make her stand out to the audience, despite the colour of her hair always changing, as they change in every time the setting/location changes throughout the video. She is seen by the audience as a more expressive artists as she is unique in the way she dresses.

Slow Motion is used quite frequency throughout the video, and is used in scenes which involve destruction to items, this editing technique is used in order to show the audience a high frame shot of items being destroyed for longer so the impact and damage can be seen more clearer. This is conventional of the rock genre as it is a more destructive genre compared to Dance or Rap etc.

The audience may like this as it gives a different view on the video and will engage them further as this is more entertaining than a normal speed shot.  

Fast Pace editing is used again alike the other genre as it keeps the audience interested in what is happening in the video as it is constantly alternating between camera angles to keep attention, which keeps the audiences viewing interesting as they are constantly processing new imagery on screen.   

Unlike other genres the artists lifestyle isn't clearly portrayed, but it does seem to a be a fun and care free which can be seen by the way the artists body language is. Also it can be deemed as relaxed as they are cruising in a luxury muscle car. The audience may relate to this as they may see themselves having a similar lifestyle alike the artist.

The artists also portray themselves as being quite fun, alike the title of the song. As they are constantly involved in a vast array of activity's, they see fun to the audience due to the bands carefree attitude and the appeal of the activity's that they are doing, within reason.


In Summary................................

Technical elements vary in different music videos due to the genre and the overall narrative of the music video. Examples include the fact that the Pop genre focuses around modern and 'in trend' locations, which can be seen in Flo Ridas song with the fact that the strobe lights are used because they are connected with the setting and are a generic convention of the genre. This would not be needed in genres such as Rock as there videos tend to be rather basic and dull compare to that of the pop genre and are less engaging due to the fact there is a entertaining narrative and also the convention mentioned is not of the genre so therefore it is not needed. On the other hand, the rock genre uses instruments as a convention so therefore it has technical elements likewise.

Music videos appeal to there audience by making them very relatable and/or inspirational for audiences. Making a video relatable may include locations that the audience recognises such as London or various international capital cities, it may even be a town or club location or even house as audience will have most probably been to 2 out of the 3 of the setting named. Another way a music video can be relatable is through its narrative, if it follows the theme of love/relationships (alike Drakes) then some section audiences will be able to relate among may other narratives that can attract viewers alike. Viewers may also find some music videos inspiring when they see narratives that follow the ideas of success or even money, this is usually a basis for them to aspire to gain replicate these themes. Audiences also enjoy genre specifics to be included as this is what they are expecting to see when they go to watch a video of there genre choice, if the video does not conform to genre the audience may be disengaged.

The audience can build a relationship with the artist in many ways, relating to Goodwin's Theory due to the demand of the record labels there are a vase amount of close ups of the artist within the music video. This helps the audience be suggested positively towards the idea of the artist. Another way they can relate is through the narrative and how the artist is involved within it, for example again if the narrative reflect a break up narrative if the artist portrays this message well then it is highly relatable for audiences therefore increase their appeal for the viewer.

From this analysis I have taken some ideas regarding the content of the videos. Ideas include the use of colours tints to reflect mood as I like the way this has a meaningful impact on the audience. In addition I like the respective use of Slow Motion as it shows images in slow speed so that more detail can be evidently see by the audience.