ROMENA VASANTH
Music Genre Research and Iconography:
Conventions of Pop:
Pop videos tend to be vibrant in terms of Mise en scene which is reflected in the video. the mood of the song is usually uplifting and upbeat with the bright colours conveying a specific mood. Typically includes dance routines with specific outfits to match the setting.
Some pop songs can be based around a dance floor or parties whereas some other pop songs can be themed around a relationship in which the mise en scene such as costume and lighting would be different.
Iconography - What is expected for each genre.
Costume:
This is an important part of the Mise en scene which is usually very fashionable and represants the music appopriately. The outfit is important for establishing current trends but it also helps to market the music video if the costumes are more extravagent. The costumes featured in the music video are ideal for the target audience who are usually youths, because fashion is an important trend for them. Than there is more chance that it will be more popular because of the interest it sparks. For example, costume is an important element to Lady Gaga's music videos and style in general. Artists such as Lady Gaga and Niki Minaj wear costumes that make the music video convey more meaning or give it more of an edgy feel.
Costume can be used to portray an emotion of the artist. This can be done in many ways such as the Music video itself being stripped back and set in one location which allows us to focus on their singing and the meaning of the lyrics. In some music videos the artist can have no costune at all and instead be naked. This is usuallly for stripped back songs where the artist wants to show how they are focusing on the emotions and being stripped bare shows they are only human to feel that way. This is shown in songs such as Jess Glyn - "Take me Home" and Rihanna "Stay".
Link between lyrics and the visuals:
It is important for the video to link the song to the lyrics' meanings. The music video also helps to aid the audience with feeling the same emotions that the artist wants to convey across. It is important for there to be a relationship between the song and the music video. For instance, a narrative that is completely irrelavant to the lyrics of the song will cause confusion for the viewers. So the visuals and editing have to flow with the song for the overall product to be simultaneous to each other. The lyrics visuals and editing have to coordinate to get across the appopriate connotations and emotions. Moreover, in some music videos symbols and motifs are used as a visual throughout to relate to the lyrics. For example, lyrics that contain something to do with fire such as a relationship the visuals might have fire to link the meaning to the song. Another example is shown in Rihanna's music video "Diamonds" where there are several shots of her touching the diamonds which is relevant to the lyrics but also the title of the song.
The editing of the shots will help bring the music video together and the different types of cuts will help portray these emotions. Usually it depends on the theme of the song for instance, if the pop song is based on a party atmosphere there will be more use of jump cuts that will help increase the pace of the visual to match the pace of the song. This can be used to make the audience feel exhilirated and exciting which is probably the purpose of the track.
Rapid cuts - A sequence of shots edited together to fit the rhythem of the song. For example, Nicki Minaj "Pound the Alarm" which shows several shots of the exotic location which reflects the mood of the song as it is both fast paced and energetic which is refelcted by the use of the brazillian dancers and their bright costumes.
The song itself is controlled by the lyrics which sets the tone of the song of what the setting should consist of such as focusing on particular theme or using various locations. Also, it is important that if the music video is narrative based it should remain consistent throughout and not just leave the narrative unfinished half way through and move onto something completely different and un related. This overall affects the tone of the song and is reflected in different shot types and how it is edited together portrays either a soft or aggressive mood. Depending on what the artist wants to convey across.
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Pop videos usually feature the artist themselves sometimes even in music videos that are based on narratives. The Artist may make an apperance because it connects the singer to the song, and is useful in marketing.
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Usually the length of a song is 3 - 5 minutes long.
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The song itself is very catchy which draws in viewers especially if the music video is intriguing and interesting it will make a bigger impact and help marketisation.
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Arists - Actors in the music video are generally young which is more appealing to the target demographic.
Most pop music videos feature aspects of love whether it is a song based about being heart broken or looking/being in love. This works well for who the pop genre is aimed at as the audience are usually quite young and experience or relate to many aspects of the song theirself.
Voyeruism: Using sexual interest to draw in the audience. Voyeruism is used in music videos to hook viewers even if it is as simple as someone taking their top off. It is usually more highlighted for females, but it has the same effect and meaning for both genders.
