Pop
Through watching Dua Lipa - New rules, I have found many codes and conventions of the genre. Firstly, the use of an upper class location is very representative of the pop genre. Pop artists are seen as role models as it is arguably the most listened to genre by a younger demographic. Therefore, in order to appeal to the target demographic pop artists may surround themselves with things a young audience may approve of. Dua Lipa's location in the video is an excellent example of this, as a younger demographic may envy and admire her for living such a lavish life style. The costume used in this video is also very significant. This is because of her influential status as a female pop singer, the clothing she wears may become part of a trend. It is clear to see that the artist recognises this and therefore, the bright popular clothing she wears in the video has been chosen carefully. The use of camera, in particular a wide shot of the female protagonists demonstrating their friendship. The video focuses on friendship and putting men aside and the use of this wide shot clearly illustrates that. This convention was used appropriately to make Dua Lipa appear admirable and appeal to a female demographic resulting in an expansion of her fan base.
Hip Hop
In comparison to Dua Lipa's video, Azealia Banks' video uses a brick wall as a back drop. This use of a working class location is very representative of the hip hope genre which is often associated with streets and cities. The basic background brings the viewers attention back to the artist and their music which is stereotypically more gritty and down to earth unlike pop. The male gaze is also demonstrated throughout the video. It is most evident when an extreme close up of the female artist lip-syncing is used. This illustrates that Hip Hop may be considered less progressed in comparison to pop which focuses on female unanimity rather than women as sexual objects. The focus on sex is constantly illustrated throughout the video. This is evident through the use of a performance based video showing the female artist dancing and singing. This differs hugely from the pop genre video which focuses on friendships and getting over breakups. This implies that the demographic for Hip Hop may be considered more diverse as the music is aimed at a male and female audience.
House
The house genre could be considered to consist of 'feel good' songs. The codes and conventions used in the video to tend to reinforce this upbeat feeling however, because of the use of a narrative based video this video does differ slightly. An example of this is the jump cuts used when the male protagonists enters the house, it is used to show his distress and urgency during a time where the equilibrium has been disrupted. Another editing technique used was a wipe. The wipe was blurred and disorientating which could be considered to be a quality associated with clubs often playing house music. This creates the more upbeat atmosphere which may often be associated with going clubbing or partying. The location used in this video is used wisely to appeal to a teenage demographic. Because of the growing use of You Tube, it is essential that the music video appeals to You Tube's largest audience; teenagers. The use of an American suburb may appeal to an American teenager who can in turn, identify with the male protagonist in the video because of his location.
Learning comment
From this is have learnt the importance of codes and conventions. I have learnt that using multiple codes and conventions which are not suitable for the genre of music can spoil a video. I have learnt that certain codes and conventions are specific to certain genres. However, one of the areas i found which was not specific to any genre of music was camera. I found that despite the genre, many music videos used similar camera angles so this is not something I will need to be concerned about when making my own video. However, one of the key aspects was mine en scene. The costume and location used in each video all varied drastically and showed a clear means of identifying each genre. When making my music video I will have to consider whether my idea are appropriate for the genre of music and whether they will fit with the song.
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