Analysis of music video genres - Miss Georgiou

ANALYSIS OF MUSIC VIDEO GENRES

There are many different things used to engage the audience towards a music video. Many similar things are used in every music video such as a popular or exciting location which attracts the audience because of its features. The costume the artists wears. This is usually changed throughout the music video to allow the audience to stay engaged, swell as the costume relating to the narrative of the song. The narrative is also another way to engage the audience, if the narrative is personal to there artist, then it allows them to tell there story to the audience and express their feelings creating a relationship between the two. Also the different camera shots and editing techniques can engage an audience into watching a particular music video.

I am going to analyse three music videos so i can see what different features are used to engage an audience, and i will do this by looking at three different genre's of music. The first i chose is rap and for this i have chosen to analyse a song sung by Drake, a well known rap artist. The song "over", includes many different convention's and features of the four different things i am looking for. I will be looking for 2 different camera shots, 2 different editing shots and 1 of each of Mise-en-scene, this will help me to understand fully and grasp a concept of what works well and what doesn't in every music video i choose. 

This is the music video on youtube which i have used for my analysis. Firstly, i looked at two

different camera shots(cinematography). Close up's are used frequently to show his facial expressions when rapping to his song. This shows his emotions and feelings towards the lyrics and how he feel's about singing about them. The lyrics show him to be singing about a girl that he likes and clearly has feelings for her. A close-up also shows the artists facial features, which may attract the target audience as they may find him attractive, another reason why they may be engaged to watching his music videos, including this one. A close-up shows an intimate and detailed description of an artist or main focus within he video. Within the rap genre it is conventional to show clear emotions of anger within the music video, and traditionally display anger such as smashing things and facial expressions/actions.

 

The mise-en-scene within this camera shot supports the genre of rap conventionally. Drake's costume shows this. The mid-shot of him shows him to be wearing a white top and white jacket, showing him to be looking fresh and clean, which reflects on his wealth and the way he is represented to the audience. This will mean the audience will see him as a role model, and admire the things that he is wearing. Moreover, within this shot it is also included that he is wearing a gold chain around his neck. Within the rap genre men rapping within their videos, are normally seen to be wearing gold jewellery as it shows their wealth and how much money he earns, leaving the audience envious and jealous of his style and the things he wears within his music videos.  His wealth again represents how much he earns and showing this off to his audience. This also shows to the audience how high his status is and his popularity globally. In his other music videos with the genre of rap he is seen to be wearing gold rings and other pieces of jewellery which are shown as expensive and worth a lot of money.

Location is shown through the micro-element of mise-enscene. The music video is located in a bedroom. Simplistic settings show its relatable as day-to-day people are familiar with that setting and are often associated with being in there. The setting shows Drake the artist to be sat on the bed, in a dark room with minimal lighting from lamps either side of him, this is shown through a long-shot. The dark background docent show Drake clearly, as you cannot see his facial features or clothing. This may represent Drake as having blurred thoughts whilst in this image, as well as having dark and sad thoughts which relate to the image of darkness. Within these screenshot you can see that there is three small lamps on each corner of the room so produce light into the setting.

Furthermore, a shallow focus shot is shown through the micro-element cinematography. The screenshot on the left shows this evidence. The shallow focus shows Drake singing in a close-up of  the screen and a woman dancing sexually behind him in the background. The reason for Drake being upfront in the shot shows that he takes priority and this is who the audience want to see more. The woman being behind him may also show that he has control and possession over her, showing that she is his and connecting to the meaning of the song/lyrics. Within the rap genre it is often seen that the men take dominance over women and in this shot this is shown. This means that this is conventional to the rap genre.

Moreover, editing is used a lot throughout this music video. The first piece of editing I have chosen to look at is at the start of the music video when drake is covered by a picture. The screenshot on the left shows evidence of this. The pictures almost represent Drake's thoughts and what is on his mind, as well as giving the audience a picture of what the meaning of the song is. The flashes of picture show a girl to be sitting down and looking down. This may be a flash back of his thoughts. This peice of editing works well to grab the audiences attention to try and look to see who the girl is and get there attention to be thinking why is he thinking this and how is this going to connect to the song. Furthermore, another peice of editing used is when drake is singing and lyrics and flames appear on screen, this makes him appear violent and dangerous to his audience, a convention of the rap genre. The flames of shown to be overlapping drake which may mean that he feels trapped and cannot escape from his feelings. The words that appear on screen as a text are the ones he is singing "one thing about music when it hits you feel no pain". This may mean that Drake expressing his feelings and emotions through music is easier than him talking about it. All of these special effects within the editing features of the music video makes the video look more important and eccentric.

The next video I have chosen to analyse is Justin Bieber - What do you mean?. This song has the genre of pop.

My first piece of analysis is from the micro-element cinematography. A mid-shot shows a glamorous young girl to be sitting on a chair in a bedroom. This mid-shot also links into mise-en-scene costume. Within the pop genre it is conventional to see a young girl wearing revealing clothing. Within this mid-shot we can see that she is wearing skinny black shorts, and a black top pulled down showing her red bra. This shows that she is seducing the audience and the genre is based around love and relationships. This is relatable to the pop genre as artists/women within pop music genres are expressed sexually, trying to lure the audience in, also dressing in provocative ways portraying a sexual atmosphere.

Moreover, the micro element; mise-en-scene, shows the setting of the music video. There are various settings throughout the video but the one that is most conventional is the party at the end. The setting shows Justin and his girlfriend to be falling from the sky and dropping into the middle of a party. The background setting shows lots of teenagers having fun, including them. Within the pop genre it is conventional to be happy with life as well as having groups shows the unity associated with teens, the primary target audience. The setting of the video at the beginning is a bedroom, which associates the pop genre with love and passion, showing that it is conventional.

Furthermore, the micro-element, mise-en-scene shows the artists costume. Justin is wearing a white plain top with a black hooded jumper, as well as light blue skinny jeans with rips in them. The costume of Justin's is fashionable as well as very plain. The artist within a pop genre is seen to be very fashionable, although normally seen to be wearing something bright and vibrant or stand out to the audience. Although this top is very white and crisp which shows to the audience his wealth and the money he makes within the music industry as well as being very clean and well-looked after. His costume also includes his overall image, which shows him to have long hair and showing a 'wet-look'. His hair gets wet at the start of the music video but stays untidy the whole way through showing he has a relaxed personality about his personal image, although still seen attractive by his target audience of teenagers.

The use of editing within this music video is a shot-reverse-shot and fast paced editing. A shot reverse shot is used when Justin and a girl are kissing on his bed. The shot reverse shot is shown of him singing sitting on the edge of the bed and switching back to him and her laying on the bed. This is done for effect on the audience, building tension so the audience know how he is feeling when he is singing towards them. Whereas the faced paced editing is used when Justin is captured by two men in masks, and a black bag s put over his head. This is done in faced paced editing to build suspension and show the fear that is being felt. This may also represent how fast Justin's heart is beating and how scared him and this girl is feeling. It is un-conventional for this to happen within a pop video as the emotions felt is normally happy and content with life, whereas within this video Justin is taking a risk within his life and being involved with danger.

The final video I am going to analyse is Bon Jovi - It's my life. This song has the genre of rock.

Firstly, the micro-element, mise-en-scene shows the artists costume. The artist is seen to be wearing a all black vest with black jeans. This is conventional to the rock genre as artists are usually seen to be wearing dark clothing as It can express there dark thoughts and feelings. The artist also has long dark hair, which is un usual. The colour of clothing can depict sadness or anger.
Moreover, another micro element which is used is cinematography. A long shot shows a boy

within the music video being rebellious and sneaking out of his home. The shot specifically shows the boy climbing down the ladder with the influence of the song. The rock genre is conventionally seen to show rebellious behaviour. Rebellious behaviour is normally seen within the Rock genre as there lyrics are normally related to this and this is how they gain there power towards the audience. The relationship between the audience and the artist is created by the lyrics sung and enjoy how this

shows them a sense of power and rebelliousness. The long-shot makes sure the audience get a full understanding of picture of what is taking place and how this reflects on the music.
The positioning of the artist within this music video is on stage in front of a large audience. Bon Jovi within this music video is higher then the crowd, which shows a sense of leadership and control over his fans. He is also in the centre of the stage which shows that he controls the power and shows unity. This means the audience and the artist can create a relationship between the two easier, as they cans see the meaning in his lyrics. This is relatable to the rock genre has he shows an empowering image to the audience and shows that he has overall power in the battle of his rebellious lyrics.
An underground location is conventional to the rock genre as its hidden, dark and mysterious. This is relatable to the music video as it links to the features of rebelliousness, as the narrative of the boy sneaking out go his home to watch the artist. Furthermore, the colours used in this underground image, shows a green and black shadow behind the artist and his band members. These are conventional to the rock genre as the dark colours reflect off the artist and make him stand out to the audience more as he is wearing all black, and if the background colours were also black and dark he wouldn't be seen. This music video does not include any bright lighting, its always dull and dreary. 
Lastly, the iconography within this video is the instruments. Instruments such as the drums and electric guitar are being played on stage as the artist sings in the middle of the stage. Instruments within the music video add to effect as they create different layers to the music. Within the rock genre it is conventional to see an electric guitar and drums, as well as other instruments within a music video as well as in the background of music.

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. Overall music videos are able to appeal to there desired audience due to the specific relationships they build. Either through anger, world wide issues, jealousy or even mental illness we see how artists will either create a friendship with there audience making it seem like they are very similar in ways or by the fact that they can relate to there problems and seem to have fun with them. I feel that from my analysis of three different artists from three different genre's it has helped me to see the different conventions that are used and how they help to grab the audiences attention. Certain conventions also create a large effect on the video, for example in Drake's video the flames and text on the screen helps emphasise the lyrics and meaning to the song.