Jordan Nettley

POP Music Genre

Conventions

The artists are clothed fashionable, stylish and mainstream outfits.
They typically portrayed as happy, enjoying and content with life.
The lyrics of POP artists are normally based around love or
relationships.
Often bands express the unity associated with teens, which is the main
target audience for this genre.
Music genre is normally conveyed through the video dressing and
setting
Pop magazines are often themed with bright and bold colours which
are normally associated with positive vibe
Pop is that the song usually is between 3-5 minutes long with a set
structure and a consistent beat.
Follows the typical Verse-Chorus-Verse and will contain hook lines
which are catchy

Pop videos and the Pop industry itself depends to change or vary depending on the
latest trends rather being independent and making something new, unique and
different to hear.


Pop Music Videos


The songs usually include beats that are dance orientated
They stereotypically are associated with teens. For example the youth enjoy
partying, clubbing and dancing which is the main purpose of pop.
There is a lot of imagery related to sex and partying.


Artists are presented in a very sexual and seductive way, trying to lure the
audience in with good looks or seductive body language. Current artists dress
in a provacitive ways portaying a sexual atmosphere.

Make-up is used to portray the emotion/mood of the artists storyline, helping to
express a message.











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RAP

Typically rap artists are stereotyped as being black. Over the years there has
been a breakthrough in the number of white rap artists but they are
predominately black. Music videos could contain scenes of the artist bragging
about the amount of money that they have such as A$AP Rocky in his video
Goldie. Flash cars are shown and gold teeth which could symbolise the
rappers wealth. Often rap artists will rap about their money and it is very often
shown in their music videos. Gold chains, fast cars and girls are often seen in
music videos perhaps because the artist wants to brag. In a rap video the
artist will rap towards the camera in the centre of the shot almost as if they are
talking to the audience. By leaning forward and using a low camera angle
shows the artists dominance or at least trying to give that impression.
Depending on the tempo of the song, if it is fast paced there will be lots of
quick cut shots which add to the pace of the beat in the song. By the cuts
matching the beat of the song supports Andrew Goodwins theory of Thought
Beats. Mainly the music video will be narrative heavy but the main focus
being based on the rapper himself. For example in Eminems famous song
Lose yourself he leans towards the camera addressing the audience, but
also shows the rappers life story. This isnt always the case though as it is a
sound track to a movie which often show clips from the film it was made for
like Its on again by Kendrick Lamar for the new Spider Man movie. I think
that mainly rappers try to focus on wealth and hardness through the use of
guns, violence and the way that they act in the video. The use of drugs is part
of the artist A$AP Rockys videos which perhaps indicates the rappers bad
attitude.
















Indie music video codes and conventions

The videos tend to have varying combinations of codes and
conventions. For example the lighting can contrast between bright or
dark. Sometimes the video can change from being in colour to
being black and white depending on the tone and emotion of
the lyrics and music.
Indie music videos tend to have a collaboration or mixture of
Jordan Nettley
both narrative and performance genres. For example in Girls by The
1975 uses both performance and narrative by having the band
playing but them also girls acting around them. The focal point of the
video can either be the main vocalist/front man of the band or the
performance of the whole band. Sometimes the band or artist not
making an appearance in their music video and use actors to perform
the narrative. They are often shown in linear chronological order as if
we are following their story.
Some videos can use a collage of shots and images that relate to the
lyrics in some way. On occasion the narrative music videos can be
more representational or symbolic of something the audience can
relate to.
Indie artists often have a retro look and this can be created through
the sets they use, props and also their own appearance themselves.
They could have some sort of effect on them to make it either run
smoothly or to even add special effects to make it more interesting.
Fast and slow cuts between shots often reflect the pace of the music
and link with it well. This helps to put across the mood in the video
and also how they want the audience to feel.
The videos would be shot in places which can be accessed easily and
they can create a very mysteries. The setting are kept simple because
it is typical of indie rock music video to focus more on the
artist/performance.