Research into Chosen Genre

Research into Chosen Genre

My chosen genre of music for my music video is Soul. We were inspired to choose this genre of music as we researched many different artists and this genre stood out as the music videos created by this genre were most capturing. We found that the majority of Soul video's contained shots and lyrics which allowed the audience to be engaged as they watched the emotion of the artist, this would enable us to create an effective music video which helps the audience to build a relationship with the artist. It is important to choose a genre before you choose your artist because it is important to establish typical conventions which can be used in our own video of that genre and whether or not this will engage the audience. 

Amy Winehouse - Rehab


















I am going to compare two different music artists in comparison to Adele, which are classed under the same genre of music, which is Soul music. The first artist which I have chosen to analyze is Amy Winehouse with the music video "Rehab". One conventional aspect of the music video is that there are frequent close up shots of the artist. This is stereotypical of the genre Soul, because it allows the artist to show their emotion clearly to the audience, which allows them to connect with the song and relate to the artist as they may sympathize for them. Another convention which is stereotypical of a Soul music video and which has been included is the use of dark, low key lighting. In addition with slow editing and transitioning. This is because it sets the scene and the mood for the audience. The artist may be singing lyrics which are based on a serious or important subject in which they would like to get the message across. In addition to this I have found that Soul artists do not necessarily need to include the aspects as a pop video would because it would not suit the genre of music. Furthermore, the audience will be captured and engaged on the basis of the singers voice, and the artist does not need to take the attention away from the lyrics which they want to focus on. Slow editing and transitioning is conventional to the Soul music video genre because the songs are usually depressing and slow, so would not seem right if the music video was upbeat with fast paced editing. 

Along with this music video following stereotypical conventions of a soul music video, "Rehab" also challenges conventional codes and conventions. An example of this which can be seen in the image is Amy with the legs up on the table cross legged, in a big chair at a desk. To the audience this seems as though she has a lot of power and is in control. The iconography of red shoes also suggests danger and power which may be the artists. This does not follow the stereotypical conventional aspects of a soul music video. This is because the artists are usually to be seen as vulnerable as they have been seen closely in an emotional state typically over a subject which their lyrics are focused on which they feel passionate about. However, this could be inspiring for the audience and motivational as they could see that there is "light at the end of the tunnel" and represents the artist as down to earth as they are like an ordinary person, able to overcome any situation that they may find difficult.

Mise-en-scene is used throughout Amy Winehouse's music video. An example of this within soul music videos the setting tends to not be extravagant or expensive looking. Unlike a pop music video which would typically has a flash, expensive location which would engage the target audience. Soul music videos tend to be filmed in locations with dim/low key lighting. Stereo typically, old clubs, bars, bedrooms, as well as empty filming rooms or studios. The locations used typically in a soul music video are usually basic and empty so it does not draw attention away from the artist and creates a more serious effect, also allowing the audience to focus more on the lyrics of the song so that this enables the audience to build a relationship with the artist. Additionally to this, colours in a soul music video's are usually very dark from the use of low key and dull lighting. Dark shades are used throughout the video which automatically makes the video more serious and enables the audience to focus on the artist and lyrics rather than being distracted by the video itself. The colour could also help to represent the artists depressive state and how they are feeling about the particular situation they may be in and what their lyrics are based upon.


Furthermore, positioning of the artist is noticeable through soul music videos and in this particular music video. The artist is typically centre of the shot, with the band behind them if they have one. Even if the artist does not have a band, like in some of the scenes in Amy Winehouse video, the artist is still central of the shot. This allows the audience to focus mainly on the artist and the lyrics instead of being engaged by something else in the background, this helps the audience to think about the hidden meaning behind the lyrics and could enable them to sympathise for the artist as they could see what the artist is trying to get across to the audience. "Rehab" music video Amy changed costume three times. This includes a plain white top with a dark coloured throw over satin jacket, to a white jacket and then to a black leather jacket in different scenes. It can be seen that all three of these outfits are quite plain and are not extravagant. This then fits into the whole scene and setting of the music video as nothing creates a large effect on the audience which draws their attention away from the lyrics and music. I think that this is the idea and thought process of the outfits in which Amy Winehouse is wearing so that this will not divert the audience's attention. This is similar to Adele, another Soul artist which we are choosing to base our music video on also keeps her outfit and costuming basic in her music video, with simple colours which will not draw the audience attention away from the lyrics. Mise en scene is used through facial expressions and body language which is also a conventional aspect of soul music videos. Throughout Amy Winehouse music video "Rehab" there are many close up shots which helps to display her facial expressions and body language. Each shot helps to portray the emotion she has as she sings the lyrics. The hand gestures in which she also uses helps to portray the distress and passion that she feels for the particular subject that she is singing about. In addition to this, this aspect of the video will help to build a relationship with the audience as this engages them further. They will sympathise for the artist as they see how much this means to her as they see her emotions. 

There are several camera techniques used in Amy Winehouse music video "Rehab". One of example of a main camera technique which has been used multiple times is a close up shot. This particular shot helps to display the artists facial expression. Here it is evident that Amy is showing her upset and emotion about that particular subject, as she had already entered rehab before creating this song, so she was able to sing with emotion about her own personal experiences. This helps for the artist to build a relationship with the artist as this could be something that the audience may be able to relate to. Camera shots are used to help engage the audience. This links to Goodwin's theory to the frequent notion of looking where there are several close ups of the artist, this enables the audience to sympathize for the artist because they may feel sorry for her. Another camera technique which is frequently used throughout the music video is a mid shot of the artist. This can be seen in the picture, it is evident that through the mid shot the audience can see the body language of the artist. Here is it is clear that the artist has her arms on her knees and her posture is slumped over slightly. This position is commonly used by a child and gives a child like sense that she is fed up or upset. The body language portrayed also suggests that she is in a vulnerable state. This helps to build a relationship with the audience because they may be able to relate to the situation she is in, or just being vulnerable and feeling down. Furthermore, the audience may sympathize for the artist and be more engaged in the music video. 


One of the main editing styles in the music video for "Rehab" was slow paced editing. This can be seen mainly throughout the whole video. The transitions and editing are slow paced so that this does not take and divert the attention away from the lyrics and the emotion portrayed by the artist. In addition to this, if the music video was to use fast paced editing this would not look right or match the lyrics. With an upbeat transition and fast paced editing this would contrast the lyric content. One example of when this technique is used throughout the music video is at the beginning. This is when Amy is getting up from what looks like her being asleep or a nap. Slowly moving or reluctant to waking up could suggest to the audience the mood and emotions of the artist, her not wanting to get up could portray how exhausted she is, making the audience sympathize for her.

I think that the target audience for soul music is mainly targeted towards females. This category is widely targeted towards both elder and younger females. This is because the typical content of a soul music video includes messages and subjects based around love, being hurt or relatable situations. Girls stereo typically tend to be more emotional or show more emotion than a man would, so this may be a reason as to why the might be able to connect and engage in the song more. This does not go to say that a man would not be able to relate to the music, however I think that females would be more engaged in the lyrics and be able to sympathize for the female singer.

Within this music video, the artist is represented as vulnerable. This can be seen throughout the different uses of camera shots which help to clearly express her emotion towards the subject as she seems down, upset and exhausted in most scenes, an example of this is which I have previously stated where it appears as though she is waking up from a nap or sleep and does not seem to have the energy to get up, portraying her as vulnerable and weak. However in contrast to this representation of the artist, which I have previously mentioned, the artist also is portrayed as confident in some scenes. This can be seen when Amy has her legs up on the desk crossed legged. This portrays her as confident as she seems as though she is ready to take on any challenge or task which she may be given. This is also how I would think a boss of a company would be, they sit at a large desk in an isolated office, representing them as authoritative and powerful.


"Rehab" is both a narrative based video and performance based video. This type of music video usually contains scenes which attempt to tell a story throughout the video. Actors are usually used to help to try and tell a narrative to the audience which is usually linked to the lyrical content. This is effective to the audience as it helps them to engage, also creating a visual memory which reminds the audience of the song, which could lead to an increase in sales. However this video is a narrative based video as a story is being told through the use of lyrics. In addition to this video being narrative based, it is also performance based. This is because it is mainly Amy singing to the camera. In addition to this, it is performance based because the artist has her band behind which is a concept of a performance based video.

Relating to Goodwin's theory there is a use of the frequent notion of looking. This is where there are several close up shots of the artist where you can see their face and emotion clearly. This helps to build a relationship between the audience and the artist because the audience will sympathize for the artist once they have seen the emotion and passion they put into signing the lyrics. In addition to this, the audience member may be able to relate to this situation that the artist is singing about.

Paloma Faith - Only Love Can Hurt Like This

The second artists music video I have chosen to analyze is Paloma Faith's "Only Love Can Hurt Like This". One conventional aspect of a soul music video is the dim, low key lighting used throughout the video. This is stereotypical of the genre as it allows to create a serious effect for the audience which allows them to focus on the lyrics. Whereas if there was brightly coloured lighting and effects being displayed this may divert the audiences attention and not focus on what the artist would initially like them to. Another conventional aspect of the music video is that there are many close up shots of the artist. This is stereotypical of the genre Soul, the reason for this is it shows the artists emotion clearly to the audience, which allows them to connect with the song and relate to the artist as they have been in this situation themselves or may sympathize for them as they can see the emotion and passion they are putting into singing their music as their is a clear, hidden meaning. Furthermore, another conventional aspect of the music video is the location and setting used, soul music videos the setting tends to not be extravagant or expensive looking. Unlike a pop music video which typically has a flash, expensive location which would engage the target audience. Soul music videos tend to be filmed in locations with dim/low key lighting. Stereo typically, old clubs, bars, bedrooms, as well as empty filming rooms or studios. The locations used typically in a soul music video are usually basic and empty so it does not draw attention away from the artist and creates a more serious effect. Within this music video specifically, it is filmed predominately in an empty street with the back drop of a brick wall, so this does not divert the attention away from the lyrics but also helps to show a message to the audience. The isolated street could possibly represent the way in which the artist is feeling, therefore the audience will sympathize for the artist. 

Mise-en-scene is used throughout the music video. An example of this is the setting and location in which the video is filmed. The video itself is mainly filmed in an empty street. This is stereotypical of a soul music video as the location is kept very basic and simple in order not to divert the audiences attention from the lyrics. In addition to this the multiple locations used help to also tell a hidden story/meaning to the music video. From the empty street it could be inferred that this is a representation of how the artist is feeling; isolated and lonely. Another location which was used which goes against the stereotypical conventions of a soul music video is when the artist is underwater, usually this would sound like an extravagant setting, in which it is because it is not the typical dimly lit room, bar or street. However, it allows the audience to think of a hidden meaning in which the artist could feel like she is "drowning" or similarly that there is no escape from the situation that she is in. This could help to build a relationship with the audience as many could have felt as though they were in a similar situation and would be able to sympathize for the artist. 

Another mise-en-scene micro element used is the use of low key/dimly lit lighting. This enables the artist to set the scene and creates a more serious effect for the audience not to get distracted and focus more on the lyrics rather than brightly coloured lights and effects. In addition to this, another conventional mise-en-scene element used within the music video is the positioning of the artist. Stereo typically in conventional soul music videos the artist is mainly in the middle of the shot. This is so that the audience are able to focus on the artist and the lyrics which they are singing without their attention be diverted elsewhere. The position in which the artist has been seen to be in throughout the music video is commonly used by a child and gives a child like sense that she is fed up or upset. The body language portrayed also suggests that she is in a vulnerable state. This helps to build a relationship with the audience because they may be able to relate to the situation she is in, or just being vulnerable and feeling down. Furthermore, the audience may sympathize for the artist and be more engaged in the music video. 

Furthermore, another mise-en-scene element is the costume in which the artist is wearing. This music video follows the conventional aspects as the artist begins by wearing basic clothing which will not divert the audiences attention. Whereas in a pop music video the artist would stereo typically wear brightly coloured and different textured outfits. However, the music video goes on to go against typical conventions of a soul

music video by the artist being shown in her underwear as this has not been done many times. However, this does not contrast with the message of the song. This helps to portray the vulnerability of the artist and how she is not covered feeling exposed and down. This may help the audience to sympathize for the artist and engage in the video further to understand the full story.

There are several camera techniques used in Paloma Faiths music video "Only Love Can Hurt Like This". One example of a main camera technique used multiple times is a close up shot. This particular shot helps to display the artists facial expression. Here it is evident that Paloma is down and showing emotion about that particular subject. This helps for the artist to build a relationship with the artist as this could be something that the audience may be able to relate to. Camera shots are used to help engage the audience. This links to Goodwin's theory to the frequent notion of looking where there are several close ups of the artist, this enables the audience to sympathize for the artist because they may feel sorry for her. Another camera technique which is frequently used throughout the music video is a mid shot of the artist. This can be seen in the picture, it is evident

that through the mid shot the audience can see the body language of the artist. Here is it is clear that the artist has her arms on her knees and her posture is slumped over slightly. This position is commonly used by a child and gives a child like sense that she is  upset. The body language portrayed also suggests that she is in a vulnerable state. This helps to build a relationship with the audience because they may be able to relate to the situation she is in, or just being vulnerable and feeling down. Furthermore, the audience may sympathize for the artist and be more engaged in the music video. Another shot which is used within the music video is a long shot which shows her pushing herself away from the man she is supposedly with. The audience can infer from the shot that she feels trapped, she is trying to push her self and take herself away from the situation but can't find the courage to do so. This relates back to the lyrics of the song which the audience will mainly focus on due to the simplistic video style "Only Love Can Hurt Like This", the audience may be able to relate to the artist as they may have been in a similar situation and feel sympathy towards her, therefore engaging them.

One of the main editing styles in the music video "Only Love Can Hurt Like This" is slow paced editing, which can be seen throughout the music video. The transitions and editing are slow paced so that this does not take and divert the attention away from the lyrics and the emotion portrayed by the artist. In addition to this, if the music video was to use fast paced editing this would not look right or match the lyrics. With an upbeat transition and fast paced editing this would contrast the lyric content. One example of when this technique is used throughout the music video is at the beginning, as Paloma enters the scene where she begins singing with a background of a brick wall, it almost seems as though she is running away from something, Which creates an emphasis of the reoccurring theme of entrapment that the artist seems to be focusing on. Which could be what she is suggesting the whole video. Secondly, this technique is used nearer the end of the video also. This is when the artist is in what seems to be a sea/ocean and the scene is slowed down. I think that the slow paced editing allows the audience to focus on the artist and how this could infer how she is feeling, as she comes across as frail, fragile and hopeless, which the audience are more aware of due to this technique.

I think that the target audience for soul music is mainly targeted towards females. This category is widely targeted towards both elder and younger females. This is because the typical content of a soul music video includes messages and subjects based around love, being hurt or relatable situations. Girls stereo typically tend to be more emotional or show more emotion than a man would, so this may be a reason as to why the might be able to connect and engage in the song more. This does not go to say that a man would not be able to relate to the music, however I think that females would be more engaged in the lyrics and be able to sympathize for the female singer. Within the music video "Only Love Can Hurt Like This" I think that the artist Paloma Faith is seen as vulnerable and trapped. This can be inferred through the uses of different camera shots and different editing techniques which help to portray the emotion of the artist and how she feels. I think that the artist gives of a sense of entrapment as the video relates to being hurt and shows her running away and trying to get away several times along with the scene of her drowning which could link to her feelings and the situation that she is in, how she is no longer free and she feel as though she can no longer help herself, almost like she is drowning.

"Only Love Can Hurt Like This" is mainly a narrative based video. This type of music video usually contains scenes which attempt to tell a story throughout the video. Actors and actresses are usually used to help to try and tell a narrative to the audience which is usually linked to the lyrical content. In this video Paloma and an actor help to act out the narrative of the video which is linked to the lyrical content. This is effective for the audience as this helps to create a visual memory which will remind them of the song. Relating to Goodwin's theory there is a use of the frequent notion of looking. This is where there are several close up shots of the artist where you can see their face and emotion clearly. This helps to build a relationship between the audience and the artist because the audience will sympathize for the artist once they have seen the emotion and passion they put into signing the lyrics. In addition to this, the audience member may be able to relate to this situation that the artist is singing about. Secondly, the second reference to Goodwin's theory is relationship between the lyrics and visuals. This is when the artist sings "Only Love Can Hurt Like This" as she falls into the ocean, which could correspond with pain. Not only physical pain but emotional pain which she may be feeling which engages the audience as they may be able to relate to the situation.

My research on my chosen music genre will assist me with planning my own music video for this genre because I can see similarities and differences between the videos so I can differentiate between what are conventional aspects of our genre and what are not. This includes the frequent use of close up shots to clearly show the artists facial expressions and body language which will help the audience to grasp a better understanding of the video. I will also take into consideration the editing effects and transitioning of soul music videos as slow pace editing is mainly used which can help to bring across a hidden message to the audience which makes them engaged and think further into the video.