Research into the music genres

How do music video appeal to an audience?

 

A music video is footage produced for promotional purposes. It's release encourages the target audience to listen to the song it's created for. A music video can be constructed in many different ways which allows the record label to present the artist in a certain way. The lack of restrictions as to what can be involved gives music videos freedom. However most music videos are in some way related to the genre of the song due to a parallel relationship between music and visuals as proposed by Goodwin. The nature of music videos is dependant on the target audience due to different artists aiming to attract different markets. Their fame arises not only from their talent but also from their image which music videos are able to convey. The representation of the artist partly refers to their costume and actions. However music videos give a more in depth representation due to editing, mise-en-scene and cinematography.

Drake - 'Over'

Editing:Drake's target audience are young adults between the ages of 16 and 24. The audience therefore expect Drake to be of a powerful position due to his success. The video above aims to illustrate Drake's struggle between his past and present life. The references to his past life present him as 'ordinary' which conforms to Dyer's theory in which the artist is both ordinary as well as extra-ordinary. 

A contrast is created between moments where he is sat still and the fast paced projections on the bedroom wall as well as in his silhouette. The pace of the flashing images is used to signify the artist's inability to keep up. This is reinforced by a projection of shadows in a sped up motion; also known as a time lapse. This links in with the line 'know way too many people' which conforms to Goodwin's theory in which visuals reflect the lyrics. Goodwin's theory can also be applied in terms of the editing pace being parallel to the music. Slow editing can be recognised at the beginning; alongside emotion driven lyrics. As the emotion develops, the pace of the song increases and so entices the audience. 

Throughout the video, a variety of effects are interwoven with the bedroom shot; providing different aspects of Drake's journey. An effect such as a red hue is x-ray like and is therefore suggestive of depth i.e. exposure of the artist. The smashing of glass may potentially represent the artist breaking boundaries. The projections of the clouds have a connotation of a dream which can also be referenced to his career. The variance in projections illustrates the constant changes in the artist's life. Straight cuts are also used at various moments of the video. The camera 'jumps' from a shot of Drake in his bedroom to him standing in a dark room. This may be to signify the negativity in his life or potentially his loneliness despite his fame. 

Camera: The video features a variety of camera shots and movements. A low angle of Drake beside a projection of a road signifies his road to success. This is conventional of the rap genre as the artist is able to convey his life story; from a basic standard of living to fame. The artist himself is in the centre of the frame which makes him the main focus of the music video. Close up shots of his face emphasise his emotions which gives the video depth; as if he is exposing his true feelings to the audience therefore building a connection. A high angle of the woman in the video signifies her innocence which possibly suggests the positivity she brings to his life. The purpose of this may be to potentially create a contrast between the wholesome woman and the female dancer who is blurred yet her body is treated voyeuristically. This is suggestive of the female attention he now receives due to his status within the music industry. 

Mise-en-scene: Throughout the video, Drake is seen in numerous outfits. The colours seen are symbollic of his persona and can therefore present different aspects of him as an artist. Red clothing potentially connotes his anger which is an emotion conventional to the rap genre. It also present his passion for music; red having a connotation of passion. 

However his 'ordinary' self is also conveyed with the use of white which connotes his innocence and potentially naivety prior to fame. This is used to show his fragile self; a new artist emerging into the music industry. He is also seen wearing black which suites the dark background around him. The lack of lighting presents the negativity of his newly constructed life. It may be suggestive of his unhappiness or possibly a feeling of being lost within the industry. His talent is emphasised with the use of low lighting created by the lamp. This puts Drake in the spotlight and so highlights his fame and talent. Mise-en scene is also prominent in the shot of the women who is portrayed as glamorous through her costume. This is also reinforced by the setting i.e. red velvet curtains.

Florida - Club can't handle me 

Editing: The music video uses slow paced editing at the beginning on order to emphasise the expensive materials such as the cars that open in sync. This shot then fades to a shot of the club in order to show the narrative. The pace is then increased to resemble the hectic atmosphere in a club. This is then reinforced by the strobe lights which are typical of a club setting and therefore conventional to this type of song. A split screen is also used to show a deserted screen in contrast to the packed club which is used to singify the artist's influence. This illustratates a relationship between the visuals and lyrics of 'I own the night' which conforms to Goodwin's theory. 

Camera: An establishing shot of the club from outside is used to set the scene of the music video. A low angle of the artist emphasises his superiority and arrogance which has arisen from fame. This is reinforced by him being at the centre of the frame throughout the majority of the video. This is conventional of the dance genre as the artist is portrayed in a superior way.

Mise-en-scene: There are many elements in the video which are used to emphasize the artist's power. Money being thrown as if it's meaningless illustrates the artist's wealth. This is also seen by the extravagance of his car as well as his image which involves a gold chain; gold also connoting wealth. His image emphasises his arrogance; glasses being worn in a club being unnecessary yet part of the way in which he is presented by the record label. He is also worshipped by his target audience which is suggested by the podium on which he is on. This is reinforced by the use of gold which also connotes royalty. The artist is extremely distinguishable from the crowd due to him wearing red clothing as opposed` to black or white. This suggest he is 'different' and of a higher status which places further emphasis on his arrogant persona.

Miley Cyrus - Wrecking ball 

Editing: At the start of the video, slow paced editing is used in order to place emphasis on the lyrics. As the song progresses emotionally, the pace increases; illustrating how the relationship quickly came to an end. The fact paced editing also reflects the chaos of the relationship.

Camera: An extreme close up is a prominent camera shot featured in the music video to 'Wrecking ball'. It allows the audience to focus only on the artist's facial expression which emphasises the intensity of her emotion. The tears have a connotation of pain which is reinforced by various lyrics such as "Don’t you ever say I just walked away" which infers the end of a relationship. Camera shots in the video such as an aerial shot place great emphasis on the iconography; a wrecking ball that demolishes the setting. The visuals correlate with the lyrics "wanted to break your walls" which conforms to Goodwin's theory that states a relationship between lyrics and visuals. The video also conforms to Goodwin's theory due to frequent reference to voyeuristic treatment of the female body.Various long shots of the artist are used to emphasise her figure; providing a sexualised image.

Mise-en-scene: The artist presented on a white background emphasises her image which consists of a short blonde cut and red lips. It also signifies the idea of the artist being exposed; a plain background suggests she is revealing her true feelings. However the most significant iconography that is used is the wrecking ball which is the main focus of the song due to its connotation of destructive love. It symbolises how the relationship caused emotional wreckage. The sledge hammer is also an effective element used in the video which is accompanied by the lyrics "I never hit so hard in love". The artist kissing the sledgehammer may also be suggestive of her love for the pain. Apart from powerful iconography, the video also features the artist naked which also infers strong connotations. Nudity represents the artist as emotionally stripped and hurt on the inside. This is another element used to portray the pain the relationship has caused.

Summary 

1)How do the technical elements vary in the different music videos? (Relate to the generic conventions and detailed examples)
The videos above aim to target different audiences as the nature of the songs differ due to their genre. The diferent genres are easily distinguishable.'Over' by Drake is of a rap genre, and so presents the artist in an in door settng; allowing him to express his thoughts which are emphasized through the use of projections that allow the audience to visualise his journey as an artist. 'Club can't handle me' is a dance song and so takes place in the conventional place of a club as referred to in the song title.'Wrecking ball' by Miley Cyrus is a pop song and so displays the artist in a run-down room in which the wrecking ball is feautured; this being the main concept of the song.

2)How do music videos appeal to an audience?
'Over' by Drake appeals to an audience as the artist exposes his thoughts and emotions which is conventional of the genre. He expresses his opinion on his own life which is emphasized through close ups which allow the audience to focus on his facial expression. The audience can gain an understanding of the artist as well as relate to the emotions felt by him. 'Club can't handle me' demonstrates an extravagant party in a club with the narrative being simple and suitable for a dance song. This would appeal to an audience that listens to the dance genre and so the visuals in the video reflect the lyrics. 'Wrecking ball' places emphasis on the lyrics of the song which illustrate the artists' heart break. This provides an insight into the artist's life which isn't constructed by the media.

3)How can the audience build a relationship with the artist?
As seen in the two videos, one way which allows the audience to build a relationship with the artist is through close ups. This allows the audience to focus on the facial expression of the artist and so relate or understand the emotions felt therefore forming a relationship. In 'Club can't handle me', there is a lack of elements that could signify the artist's desire to form a relationship with the audience.
The artist is presented in a way that signifies he is better and has greater status than everyone else which emphasises his arrogance.

4)What ideas or inspirations can you use for your music video and why?
By analysing a variety of music videos of different genres, I have gained more knowledge regarding the conventional characteristics and the ways in which the video appeals to an audience. As I am aware of the lyrical importance of two of the three songs, the video that will be produced will
focus on the narrative which will aim to build a relatinship between the artist and the consumer.