- Videos often feel like a short film
- Cinematic feel
- Narrative based- key to representing and explaining the song and the meaning behind it
- Also told through performance- a lot of indie bands use performance as a key element in their music
- Both the narrative and the performance work together to tell the story
- Narratives are usually emotionally and intellectually deeper than pop videos
- Indie music videos- tend to be low budget
- Settings are simple as the focus should be on the band/performer
- 'Retro look' created through costume and make up. Costumes give character identity whether its the band or just the character
- Props would be instruments to show that it is actually the band who are playing them
- Often might use live performances as their music video
Hip-hop
- Party or club location
- Use of alcohol or drugs
- Might be associated with violence including guns
- Recognised brands and clothing
- Displays of wealth- cars, jewellery, large homes
- Attractive women/sexual dancing- women are often the object of men in these videos
- Male artists usually represented as having power
- Does not tend to have a storyline- theme and performance
- Low angled close up shots- implies the artist has power over their audience (as they are looking down on them)
- Artists try to seem desired by those around them
- Crowds might be shown bouncing or waving their arms to the beat- shows people liking the song so therefore the audience of the video might be more inclined to like it
- Clothing may sometimes be sporting attire
R&B
- Topless males to appear to the female audience
- In R&B artists are usually fashionable and wear the latest trendy outfits
- Often jeans
- Men usually have tattoos
- Subtle Jewellery
- Females have little clothing- used as sex objects
- High heels to make them appear taller and more powerful
- Flawless look to create a sense of perfection
- Videos tend to be sexual- contains voyeurism
- Grey tones within sexual videos creating a mysterious and sexual atmosphere
- Beyonce goes against the norms with here videos- showing herself as a strong and independent woman
- Slow songs- videos might be about love
- Fast songs- videos might be about partying
- Slow songs might usually follow a narrative, natural lighting and might be a bit more realistic
- Fast songs- bright colours, flashy cars, could feature a club with champagne. Artificial lighting.
Pop
- Artists portrayed as happy and loving life
- Might be based around love or relationships
- Associated with teens- the target audience of pop
- Genre is conveyed through how the scene and locations look
- Might be about sex or partying
- Women might be sexualised
- Bright lighting and costumes
- Costumes tend to be whatever clothes are fashionable at the time
- Actors and singers tend to be a lot younger in order to relate to target audience
- Narrative based- performance aids this
- Artists might often have their own recognisable symbol- Olly Murs and his hats
- Voyeurism of men- prominent in music videos by female artists
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