Analysis of music genres - Miss Georgiou

    Rap genre analysis

    Drake - Over

     

This music video contains many micro-elements and conventions. Some that are conventional  to the rap genre and some that are not. 

Firstly, We can identify cinematography, close up at (0:11-15 & 0:23-32) This close up shows Drake's face clearly to the audience. It alllows us to see Drake's facial expressions and to feel his emotions. It also gives the audience a hint of what the mood of the video is going to be like, which is serious in this music video. This is conventional as music videos in the rap genre tend to use a lot of close up shots to convey the artist as being angry due to them wanting to show their struggle and life experiences. This is also shown through their lyrics. During this close up Drake raps 'I know way too many people here right now that I didn't know last year, who the fuck are ya'll' This displays Drake's anger and annoyance, which shows why he has an angry look on his face. The visuals and lyrics match.  

              (0:11-15)

              (0:23-32)

The setting, mise- en-scene is also conventional to the music genre. It displays Drake in a secluded and isolated room, with dark low-key lighting. Which is often used in rap videos to focus on the rapper and what the rapper is talking about. I feel that Drake also used this setting as a way to make the room seem like Drake's inner mind. Making the music more deep and allows the audience to think. Which is what Rap artists enjoy doing, keeping there music videos real and deep.
 The positioning of the camera (long shot) in which Drake is sitting on the bed,(iconography). Shows that he's uneasy and stressed. Which is commonly shown with rap artists as they like to talk about issues and get certain things off their chest. So when in music videos they tend to look tense, when rapping about serious matters.  

 

The costume, mise-en scene that Drake is wearing. Conforms to what a rap artist typically is seen wearing in a music video which is loose fitting clothing, hoodie and tracksuit. This doesn't only conform to the conventions of the music video but it's also the type of clothing worn by a rap artist in general. As drake is wearing white in the video, white is associated with pure, truth and innocence. It displays him as an honest and truthful rapper. Which is the characther rappers aim to project to their audience.

Drake is also wearing alot of jewellery and bling. This shows Drake's status and that he's got money. This conforms to the rap genre as rap music videos tend to show all the luxuries and greater material, expensive things in life. To show the life the artist is living and their wealth/income.


In this music video Drake also has appearances from other females. One of them being Rita Ora, a famous female artist. She takes the role as Drake's love interest. This is shown by quick close ups of her, to show her beauty. It also shows that Rita Ora is the type of girl he is attracted to. As females in rap and R&B music videos tend to be looked at as a possession or just a sexual object. Rita ora looks eligent and classy with gold surrounging her, showing that she is the prize or possesion that Drake has in this video.

 

  However, we see a woman in the background of Drake dressing provocatively and dancing wearing little clothing. This makes the women to be seen as a sexual object as her body is shown from a longshot but she doesn't recieve any close ups. This shows the difference of status between Rita Ora and the dancer. Also, when Drake is in the scene with the dancer he turns his back to her and doesn't pay her much attention. At that point Drake repeats ' I know way too many people hear right now that I didn't know last year' This shows that he doesn't exactly care for the dancer. This goes against a typical rap video as they usually show high interest and give the provocative dancer great amounts of attention rather than a woman of class.



There is alot of editing shown in this music video. The editing is fast paced and shows a range of shots. This is done to match the pace of the music and to also match what Drake is saying.
 In the opening scene of the music video we can Identify flames which are edited into drakes body, at the same time a sound like a storm can be heard. This editing reflects that Drake feels that he's on fire, in the music industry being on fire means to be great and to do something new and unstoppable. It is conventional to the rap genre because it shows Drake's confidence and emotions. Which is commonly shown in rap music videos. The fire editing can also reflect Drake's inner being, being emotionally hurt and him feeling pain. A mid shot is shown of Drake edited into the outline of his body. A weaker looking version of him which shows that he is feeling alone and upset. Which is again, conventional to the music genre. 

Furthermore, Drake is also seen with the wall behind him which changes the effects of the walls. These walls change to lanes that move fast when Drake says 'I'm doing me, I'm living life right now' Which shows that Drake is living in the fast lane which relates to him being successful and being wealthy. Which rappers tend to convey in their music videos.

   

Dance genre analysis
Flo Rida - Club can't handle me ft David Guetta

    

This music video conforms to the conventions of a typical dance music video. As it includes the party scene, club, dancing, luxury lifestyle and more. Through micro-elements such as cinematography, editing and mise-en-scene.


Firstly, in this music video right at the beginning. There is a longshot of two lamborghini's outside the club, one of which shows Florida coming out of. This longshot of the expensive cars displays to the audience that Flo Rida is living a wealthy lifestyle and can afford those things. Making the audience envy him. This is typically shown in the Dance genre, to display a fun lifestyle there target audience also aim to have (young people) 
  It is clear that Flo Rida is showing off his wealth and income by having a large amount of money in his hand when coming out of the car. He then throws the money in the air which proves his wealth. The mise-en scene, iconography is used to make Florida appear as role model and rich.

   

Flo rida is also shown to be wealthy through his costume, mise-en-scene in a close up shot. We can see Florida wear expensive looking jewellery. And flaunting it to the camera, to show he is wealthy. This links in with dance genres wanting to show the fun, exciting lifestyle. By showing expensive jewellery shows the audience that 'ideal' lifestyle which is conventional in dance music videos. 

    

The video then shows a mid shot of a group of people in the club dancing to Flo Rida's song. This is very conventional as the dance genre is often linked with the club. As it is easier to make the music video interesting and exciting my doing so. It's also one of the best ways to include many extras. Which is something typical in dance music videos, a lot of background people and extras. To increase the excitement in the environment. Making the audience wish they were there or even idealise the party scene and lifestyle. This is probably why the song 
was very successful. In this mid shot it also show's Flo rida to be important, high status and popular. By him being positioned in the centre of the camera and hyping up the crowd saying 'put yo hands up'. He is later shown standing on a pillar above the crowd, which again emphasises his importance. This video also helps to enhance Flo rida's character to the audience and fans. 

   

In this music video, alcohol is also glamorised and shown a lot throughout. This is very conventional in the dance genre as it again promotes the party, nightlife lifestyle. The nightlife is also shown with a high angle shot of the street, with many extras. Showing how many people are having fun, making you want to join in. 

Lastly, the editing in this music video is very fast paced. As the video has to link two scenes, the step up 3 scenes with the club/party scene. Alot of editing had to be done to merge this into one music video. The editing is fast paced to keep up with the pace of the music and transfer to the audience the idea of fast paced, fun life. It makes the video much more entertaining.

But fast editing is typical to see in the dance genre. 

There is also a split screen shown where the people from the club enter the streets through a split screen. This emphasises the comparison between the nightlife and empty streets. Showing that the people from the party make the empty, dull streets come alive. Which is something the dance genre likes to portray, exciting people transferring their energy into dull locations. 

      

  Pop genre analysis

  Stooshe - Waterfalls

http://vimeo.com/52503827

  In this music video the colours are bright, child like and fun. The lighting is bright, vibrant and lively which is common to see in pop videos. Which is something young people are attracted to. It generally makes the video more entertaining and upbeat, and fits the mood of the song. In the video, stooshe's clothing is brightly coloured with some lighting and water being coloured as well. This is shown through a long shot of the band members standing together all wearing different vibrant coloured clothing. Also, the water is also brightly coloured, with fresh clear lighting. This keeps the scene urban, youthful and exciting.

Stooshe appear very fashionable, and dress according to the fashion trends. This allows them to set trends for the audience, be role models and fit in with the time. Allowing them to gain more fans and be more successful in sales/views. Fashion is usually a very important aspect of a pop video as there is a lot of focus on the artists overall appearance as they are in a 'popular' industry. They have to aim to be fashionable and unique.

   

  

 In the setting, mise en scene. There is also a lot of reference to the artist's name 'stooshe' which is commonly seen in pop music videos. To keep the artists name in the audiences head. Turning their name into a brand rather than just an artist, creating brand loyalty. Which helps establish and identify the artist straight away. 

   

  

 Pop videos typically are performanced based and follow a very small narrative. So that it doesn't bore the audience and entertains them. Pop genres usually have synchronized dance routines to match there music. Stooshe are shown doing this alot in their music videos through the quick long and midshots.

The fast editing kept the audience entertained and more interested in the video.

Furthermore, the close ups of each band member allow us to remember each artists face. And see their facial expressions. Which is commonly shown in the pop genre to keep their faces relevant as the music industry is always changing. It also develops motifs for the artist and is usually done by the demands of the record label.

  

  Intertextuality is commonly shown in the pop genre. This is where the original artist is somehow shown in the music video to accept the recreation/cover of their old music by the new artist. In this case Stooshe remade TLC waterfalls, chilli and T-Boz are shown featuring in the music video through a close-up.

To conclude, different music genres (Rap, Dance, Pop etc) All have different codes and conventions meaning different aims in there music videos. And different goals to reach when producing the video. This also shows that each genre has a different target audience so it is critical when making a music video that you cater it for that audience so they stay entertained.

The aim of a music video is to visually appeal the audience and each genre does this in different ways. Whether it is by low lighting, with serious expressions allowing the audience to connect with the artist on a deeper level. Or a soft, bright coloured light with vibrant clothing. All music videos can be successful depending on the genre, it depends on how well you can deliver that music video to your target audience and keep them entertained, excited and happy.