Music Video Genres

Here I will explain some of the common genres of music from today’s charts. Some of these include;



Lady GaGa FT Beyonce- Telephone



Pop:

The videos for pop music are generally up-beat and bright, with fast paced-editing to keep the audience’s attention and to appeal to the target audience- the younger generation. But if the lyrics and pace of the song are slower and more poignant, then the pace of the video will also be slowed down, but keeping with the bright clothing. If the song is slower then the artist(s) will usually be in more formal clothing than a happier song. The focus of the video is usually the band/ singer, who will be performing in some way, and lip-syncing all or part of the lyrics. Also, there would perhaps show the artist doing some sort of dance routine, fitting in with the lyrics/tempo of the music. The clothing, as I mentioned, is usually very bright and modern, with many changes to outfit throughout the video. There wouldn’t usually be any instruments shown, as most pop singers don’t play their own instruments. Close ups are used to show emotions on the singers’ faces, normally positive such as happiness or excitement. A panning movement would be used to follow the actions of the singer.



Keri Hilson- Energy



RnB/ Hip Hop:

The RnB genre generally has two types of video; a party or a dance routine. In both there can typically be found young women in skimpy bikinis and men in clothes which show off their muscles. There is often a showcase of expensive items such as jewellery, cars, houses and electrical gadgets. The videos are mostly in fresh colours such as white, which emphasises the expensiveness of the ‘bling’, and compliments the usually dark skin tone of the featured artist. In the dance videos, the colours are also bright and fresh, but the background is simple to draw attention to the routine of the singer. They will usually have back-up dancers, who will be wearing a similar, young, modern outfit to that of the artist. The target audience is young people and teenagers, which is shown through the use of up-to-date gadgets, clothing and lyrics. There aren’t any instruments usually present, as the music is not often generated through the ordinary instruments. Quick and slow editing is used, and changes with the beat of the music. Close-ups are used to show the expensive items, and pans are common in party videos to show the whole of the room.



Aerosmith- Don't Wanna Miss a Thing



Rock/ Metal:

Rock music videos tend to use a darker mise-en-scene, with low lighting and dark backdrops, to coincide with the heavy music sound and lyrics. The artist is usually a band so many instruments will be shown including electric guitars, drums and basses. The band will wear dark, outlandish clothing; sometimes make up to darken their facial features. They could have numerous piercings and tattoos, which will add to the scary, ‘hard’ look. The videos will typically show the band performing with their instruments, or a narrative to compliment the dark, edgy lyrics. Close ups are used to show the stereotypical rock features such as the tattoos and piercings, and zooms to show the changes in emotion. The target audience is usually young people, not often young teenagers, but does range from 18+, as the top end of this scale could perhaps be older people trying to ‘re-discover’ their youth. The video sometimes will end with the band ‘vandalising’ the camera in some way, which links with their reckless, rock metal behaviour. There are usually some special effects used, often fire or another destructive force, which adds to the rock theme.



LMFAO- Champagne Showers



Dance:

Dance videos are almost always set in a club or party, with many dancers, and the main one being a woman in a skimpy dress/ outfit. There will be a dance routine, and the singer is not always shown in these videos. The lighting is low, often with flashing strobe lights, to simulate a hip club. Young people and teenagers are the target audience because this is the generation who go out to clubs, where these songs are often played. The outfits vary in colour from dark to light, and there is typically a striking statement made by the main dancer such as interesting sunglasses or jewellery. The editing is fast paced to link with the music, and the shots are generally a long shot so the audience can see the whole of the dancer’s routine, but with close ups to show the interesting statement piece. In the video there are frequently alcohol bottles, and sometimes a dancer will pour it out, either over the floor or onto other people, who consequently won’t mind so much, as everyone there is having a good time.



Ed Sheeran- The A team



Indie:

The videos for indie music can vary between a performance by the band or a narrative. When using a narrative, the videos are often more symbolic than literal, using a variety of icons to represent what the lyrics are saying. The colour schemes can fluctuate between bright and dark colours, with many videos being in black and white. The costumes are typically casual, representing a stereotypical young person, which appeals to the target audience of young people, as they can empathise if the narrative is a common adolescent incident, including a problem or emotion,  which they usually are. The pace of the editing always links with the tempo; slow or fast, and there is a variety of shots used, including long, mid, and close up.