Analysis of Music Video Genre

Analysis of Music Video Genre

Music videos are a way of engaging the artists target audience. Modern music videos are usually made as a source of marketing towards the artists target audience, which ultimately promotes the sale of music recordings. There are many purposes of a music video. One purpose could be to advertise the song towards the artists target audience. For example, a music video may generally reach a younger target audience as they may be able to use and access different types of technology easily and be interested in the genre of music which stereo typically have a music video to their music. A music video can be appealing and interesting to the audience  in many ways. This can be seen throughout the use of camera shots and angles, mise-en-scene and editing techniques. The music video helps to build a relationship between the artist and audience.

Rap, Drake - Over

The first genre in which I will be analysing is Rap. More specifically from the artist Drake and his song "Over" Throughout the music video, multiple camera shots are used. One example of this could be a close up of Drake. This shot in particular helps to display the artists facial expression. Here it is evident that Drake is angry and showing frustration about a particular topic that he is singing about. Rap has connotations with anger as most artists of the rap genre use their lyrics to display and portray their anger of a particular subject. This helps for the artist to build a relationship with the artist as this could be something that the audience could relate to, whichever topic the artist is rapping about.

Secondly, another camera shot used in the music video "Over" is a mid shot. The mid shot used helps to show the hand gestures which Drake is using. Here the hand gestures help to portray the frustration around the topic Drake is rapping. This follows my previous point which rap artists stereo typically rap about something they are passionate about, and this could be the reason behind the hand gestures he is using. Following on from this, it helps to also show the emotion Drake is feeling whilst rapping as this could be a reflex to what he is rapping and not intentional. This creates a relationship between the artist and the audience as they can see how passionate Drake is and admire him for that. Additionally he could be rapping about an experience or relatable situation for the audience.

Furthermore, editing techniques are used throughout the music video "Over" which helps to engage Drakes audience. The first example of this could be the effect which crops out the outline of Drake and replaces him with fire. Fire generally has connotations with danger and fear, resulting in anger, pain and upset. This could represent Drakes emotions. Originally this could show the heated situation of which Drake is rapping about, and how he feels on the inside. This could show the pain and anger he is feeling of the topic but does not show on the outside. This is stereotypical of a rap artist as previously mentioned they usually rap about a topic which is close to them or that they feel strongly about. So it is understandable for the artist to feel anger towards. In addition to this, a similar technique is used to portray the upset and anger caused by the topic Drake is rapping about. This is evident through the use of a red tint added to the screen where Drake is rapping. The colour red stereo typically has connotations with anger, hurt and frustration. Which are emotions he may be feeling as he raps, as this is something that he could have been or put through. This helps to build a relationship between the artist and the audience because showing his pain and emotion makes it easier for the audience to relate as they may have been through the same situation. If they have not it still allows them to sympathize for Drake as they are drawn in by his emotions and are intrigued by his passion towards the subject.

 Furthermore, another editing technique which is used is when multiple backgrounds come up on the background of where Drake is rapping, created by special effects. The first use of special effects and background is an moving image of a busy city, it shows thousands of people walking and rushing with traffic and chaos. This could represent Drakes mind and emotions. This could suggest he does not what to think and his head is all over the place. This then contrasts with the background of clouds which suggests he is peaceful and calm about the situation. However, this could again represent his mind state in which it goes from ordered to disordered and does not know what to think, this could build a relationship with the audience as again they may have been in a similar situation, but they may also sympathize for the artist.

Within the music video from the artist Drake, "Over" many clips have used a conventional aspect of mise-en-scene of low key lighting. The main source of lighting in this particular part of the music videos is light from the lamps in the background which are very dim. This immediately gives a negative effect to the audience and could represent the subject which Drake is rapping about. The lighting could also suggest Drakes emotions and how he feels about the particular subject. The lighting can show Drakes volatile and emotional state as he is sitting in a dark room, representing the dark place which he is currently in. The audience will be able to sympathize for Drake as they can clearly see his emotion and state of mind. This may further be able to build a relationship as they may have been through a relatable situation.

Another aspect of mise-en-scene used throughout Drakes music video is costuming. In this clip of the video Drake is dressed in all white. The colour white has connotations of innocence and being angelic. In this scene the audience may sympathize for Drake as what he is rapping about could be that he is innocent in the whole situation. The angelic sense to the scene gives of a childlike impression and that he is stuck in the middle of a situation he does not want to be in. The bright lighting beaming on Drake can also suggest vulnerability along with the white clothing, which makes the audience sympathize for Drake as he may not know what to do in his current situation.

Pop, Justin Bieber - Beauty and A Beat

The second genre which I will be analyzing is Pop. Specifically from the artist Justin Bieber and his music video "Beauty and a Beat" and how specific aspects of the music video engage the audience. Firstly a camera shot is used, which is a long shot which enables the audience to see what is going on within the shot. In this specific example it is Justin Bieber dancing in the middle of water with alot of people around him also dancing. This engages the audience as it is stereotypical of the music genre. Typically there is a choreographed dance routine involved in the music video. This helps to show that Justin Bieber is enjoying himself and having a good time. This is relatable to the target audience as this is something that the particular age group like to do, go out and enjoy themselves. It is also nice for them to see Justin also enjoying himself. This builds a relationship with the artist and the audience because they have an insight to Justin Biebers life and what he likes to do.

Furthermore, another camera shot is used in the music video. This time it is a close up shot of the artist Justin Bieber. This enables the audience to see the hand gestures in which Justin Bieber is portraying. He is patting his chest along to the lyrics "Show you off" which could be referring to showing the audience of that he is happy to have them as fans. This is different to many music videos as this makes it more personal, building a relationship with the audience as it seems as though Justin is saying it directly to the person watching. Usually pop music videos are all about the artist performing to the audience, but this is different as the audience feel included, and as though they are with him enjoying themselves too. 

 In addition to this, different editing techniques help to engage the target audience further. One example of this could be the use of a hand held camera. This helps the music video to feel more personal and not set up. It seems as though Justin Bieber is filming the majority of the music video. This is engaging for the audience as it shows the artist isn't like most celebrities. He doesn't rely on every body else to help him film and takes on a hands on approach in his musical career which his audience may admire. Again it makes the video feel more personal and helps to build a relationship between the artist and the audience as the audience begin to see an insight into Justin's personality. 

Additionally, fast paced editing is used throughout the music video, however I am focusing more specifically towards the end of the music video. This incorporates a series of clips which makes it seem to the audience that there is alot going on. The audience will be engaged as this is something that would appeal to them as it looks like the people there are having fun and enjoying themselves. 

 Mise-en-scene also helps to engage the audience. This can be seen through a long shot which helps to show the location which is part of the mise en scene. It can be seen that the location and music video is set in a water park. This is engaging for the audience as it looks fun, and this is something that young people will enjoy. In addition to this, it will help to build a relationship with Justin Bieber and the audience. This is because they get to have an insight to his personality, which comes across as fun and energetic in this music video which they may not normally get to see. 

Alternative Rock, Kings of Leon - Use Somebody

The third genre of music that I will be analyzing is Alternative Rock. The video in which I will be analyzing is "Use Somebody" by Kings of Leon. Camera shots are used to help engage the audience. Firstly, a close up is used, which helps to display the artists emotions clearly. This also links to Goodwin's theory to the frequent notion of looking where there are several close ups of a member of the band to appeal and engage the target audience as this is what they would want to see. Not only this but more specifically the shot helps to capture the artists emotions as he looks sad and unhappy in this shot referring back to the lyrics of "Use Somebody" the audience could infer that the artist is feeling alone. This could help to build a relationship with the audience because this is a relatable situation for many of the audience and will make them sympathize for the artist.

 A mid shot used near the end of the music video helps to portray stereotypical conventions of a rock music video. This shot shows the band on stage performing which is conventional as it also shows typical iconography such as their instruments which they play. This engages the audience as this is what they want to see as this is the type of music that they enjoy, and do not want to see a video that goes against the conventions which they enjoy seeing. The band also looks as though they are enjoying themselves on the stage whilst they are performing to their audience. This brings a personal touch to the video as the audience feel as though they are apart of the audience which the band are playing to, and it helps to build a relationship as they can see the band enjoying themselves.

Furthermore, mise-en-scene helps to engage the target audience. As previously mentioned, the video helps to portray stereotypical conventions of the Rock genre. The mise-en-scene shows the band members costuming which is dark coloured and mostly leather material. This is something which would engage the audience as they do not want to see a video that goes against conventional aspects as it is not something that they would enjoy. 

Mise-en-scene also helps to engage the audience due to the locations used. A long shot provides an amazing view of a city. This may appeal and engage the target audience as they are stereo typically known for the night life and partying. Both aspects of a stereotypical rock fan will enjoy being in the city night life. The audience may recongise the location and could help to possibly build a relationship with the artist as they would have shared the same interests and hobbies. Not only this, but the location is eye capturing with the bright colours and lights. The use of this shot helps to engage the audience as it appears as though the artists are bringing the audience along with them to prepare for a concert. This helps to create a more personal approach to the music video which seems to be an occurring theme. The audience member will feel more engaged as it feels as though they are there.

Lastly, editing techniques used in this music video help to engage the audience. More specifically in this music video, fast paced editing is used. The would engage the target audience as it could represent the lifestyle of the artist. This could build a relationship between the artist and the audience as the audience feel as though they are getting to know or having a glimpse of what the artist does on a daily basis. Secondly, this could engage the audience because as Rock fans they typically have a busy hectic life and partying lifestyle. This would appeal to them as they can relate to the artist as this is what they enjoy to do aswell. 

Music videos appeal to audiences by including the conventional aspects that a typical music video of that genre would include. It may not appeal to the target audience if the artist did not include stereotypical aspects as this may not be what the audience enjoy watching, they listen and watch this genre for a reason. The audience can build a relationship with the artist through relatable situations. An example of this is through facial expressions, the audience can see the emotion the artist is going through and may be able to relate as they may have gone through the same situation themselves. Another reason could be that the lifestyle which the artist leads is appealing or similar to the audience. An example of this could be the Rock genre, stereo typically Rock fans love the partying lifestyle and this enables them to relate to the artist. For my own music video in which I will create, I will take ideas and inspirations from the music videos that I have analyzed. An example of an idea which I will use is to include close ups of the artist. This enables the audience to see the emotion of the artist more clearly. This will therefore enable the audience to relate and be engaged in the music video. Furthermore, I will use editing techniques which help to reflect the genre of music which we have chosen. Like the Rock video used fast paced editing to represent the Rock lifestyle I will use a similar approach.