Analysis of music genres - Miss Geogriou

Why do music videos appeal to an audience?

There are many reasons as to why music videos appeal to an audience, firstly the music videos create another element of appeal for the artists, meaning that they can appeal to both the fans of the music and people who enjoy the music videos through the additional aspects and features within the music video itself. Music videos also provide added entertainment as the audience can both enjoy the artists music and the aesthetics of the videos which increases the audiences experience thus increasing the views as the audience enjoy both the video and music, features such as using eye contact between the artist and the viewer creates personal synthesis which means the audience feel involved and as if they are being directly targeted which increases the relationship between the 2. Within this blog I will be analysing 3 varied music videos, Drake - Over, Flo Rida - Club Can't Handle Me, and music video of my choice, Jake Bugg - Two Fingers, in terms of cinematography, conventions,  editing, and mise-en-scene.

Rap analysis - Drake - Over

This music video is of the Rap genre, within this performance based video are many techniques that appeal to an audience. The songs theme is primarily based on relationships, this is very conventional as many viewers will be able to relate to the songs content and thus may enjoy it more. I will be analysing the music video in terms of the aspects how they are effective and how they are conventional to the genre.

In terms of editing there are many different features implemented within the music video that would appeal to an audience. Within the music video there are several instances of colour tints evident, the use of this is as the colour tints create different representations of the artists through the use of colouring, for example the darker colours or red tints are used to represent the artist (Drake) as angry or depressed whereas the lighter colours within the music video are for when Drake is portrayed as being in a better mood. The use of colour tint effects are common in many music videos, mainly of the pop genre and although Drake is a rapper it is understandable that he would take elements from the pop genre as he is an extremely mainstream musician who’s fan base is varied and thus inevitably he or his record label would choose to use features that would appeal to masses. The use of this feature also correlates with Goodwin’s theory of visuals linking with the song as the colour tints are used to reflect the mood of the song as is aptly done through the use of colouring. Another aspect of editing used within this music video is the use of fast and slow paced editing which much alike to the use of colour tints is used to reflect the ethos of the song and to keep the audience entertained as it results in unpredictability as there is a different shot almost every couple seconds this thus keeps the viewer guessing. The use of a time lapse of the clouds is effective and of people walking past is effective as it portrays the artist as being stuck whilst everything is moving on fast, again a feeling that many viewers may be able to relate to making the video more appealing. 

In terms of cinematography the music video there are many different camera angles and shots implemented to make the music video entertaining. Firstly there is an abundance of close ups used within the music video, this both promotes the artist as he is the key figure within the music video creating a point of interest as the artist is well known, meaning fans of the artist will be pleased to see him in the video. The use of a close up also links with Goodwin’s theory of a strong use of close ups within music videos which again suggests that this music video follows the many conventions in order to create an effective music video that will appeal to the viewers. The use of an extreme close up when the artist is rapping is effective as the artist almost seems to be addressing the audience; this is backed up as the artist seems distressed and says lines such as "what am I doing?" The artist within the music video also looks distressed, thus adding to the reality of the song and making it more relatable. Within the music video there is also the use of a low angle featured, this is very conventional within the rap genre, and it is used to represent the artist as powerful and being of a high status, which is the representation most rappers want their viewers to have on them, which is backed up with most rap music videos including luxurious things such as cars, chains etc.  

In terms of mise-en-scene there are many different elements within the music video that are used effectively to appeal to the audience. The use of character positioning within the music video also aids to the enjoyment of the music video for the viewer, the artist (Drake) is the centre point of the video for the entirety, and remains within the music video always in shot. The use of this results in making him the main point of interest and motif within the music video, as he is the thing viewers want to see as they are a fan of his music and thus he is the thing they want to watch in the video. This feature of mise-en-scene is again incredibly conventional as many record labels make the music video mainly including the artist as this is whom is popular with the fans and thus who they will enjoy seeing within music videos, thus why most music videos are performance based in terms of the mainstream. The use of strobe lighting within the music video is something that derives from dance music however due to the mainstream inspiration the song takes it is understandable for this element to be within the music video. The high tempo is reflected by the strobe lighting which flashes fast meaning that there is again a link between the visuals and the music thus corresponding to Goodwin’s theory of what makes a music video conventional. 

Dance analysis - Flo Rida - Club Can't Handle Me 

This music video is of the dance genre and is a song that would be played in the club. The song is also performance based however features narrative aspects, and there are several conventions and features used within the video that are both conventional and appeal to an audience.

Firstly in terms of mise-en-scene there is a dance routine within the music video, this is very typical and conventional within music videos especially those of a dance or pop genre. The use of this dance routine both aids the music video as it contributes towards the happy and energetic theme the music video exerts and also encourages the audience to learn and participate with the music video this making the song more enjoyable as even without the video the audience will remember the routine and the video will spread in publicity. Another use of mise-en-scene exerts a positive vibe within the music video, the use of facial expressions aid towards the happy vibe the song is trying to entail on their audience, everyone in the music video is smiling and having a good time, this encourages the audience to also be happy and enjoy the music which improves the quality of the video as the audience are having a good time. The use of trendy outfits is also incredibly conventional within the pop and dance genre and is evident within this music video, the use of this creates the representation that the artists and actors within the music video are trendy and up to date. 

In terms of editing there are many elements used within the music video that make it more appealing for the audience. Firstly there is prominent use of fast paced editing within the music video, the use of this is to correspond to the high tempo of the song itself and thus this is a feature that links with Goodwin’s theory of visuals and music. The use of fast paced editing also correlates with the club setting of which the music video derives from as clubs are fast paced and loud, this may make the audience feel more immersed within the music video as the video fits the ethos of the song which attempts to take the viewer into the club. Within the music video there is also the use of slow motion, this is effective as it means that the viewer can watch the main point of focus for a long time and is also an entertaining feature to implement within the music video as it adds originality as not all music videos have slow motion within their videos. The video also cuts to the film Step Up 3D many times, this creates a link to the film and is used as a means of endorsing both the film and the song as when the music video is played viewers will think of the film and when the song is played in the film viewers will think of the music video. 

In terms of cinematography there are many different camera angles and shots used to make the music video entertaining and effective. Like Drake’s Over there is an abundance of close ups used within the music video, this promotes the main artist (Flo Rida) and makes him the main point of interest within the music video which is understandable as he is what the fan want to see as he is what they listen to and whom they are of fan of. The music video again like Drake’s music video uses a low angle in order to make the artist seem superior over the audience and to portray him as being of a high status. The music video also uses many different panning and tracking shots in order to show the club scene and to fit in all the actors in and to make the club look as if it is real.

Indie analysis - Arctic Monkeys - Snap Out Of It

This music video is of the indie genre and thus inevitably will be different to the two other music videos that are more mainstream, as the indie genre is more about individualism as it is the independent work of an artist or group whom have full control over the creativity of the music video, however there will still be many features relevant and conventional to the indie genre.

In terms of editing, there are many different elements implemented for an added effect. Firstly there is the use of an old school VCR effect added in certain points of the music video; there are several uses for this. The effect makes the music video unique as not many music videos feature this style of video as times have changed, the effect also may appeal to the older fans of the music group as the Arctic Monkeys have been prominent for years and thus this type of throwback style may be familiar to some of the fans. There is also the use of merging two different clips together with both of them being transparent; the use of this creates the feeling of un-stability, especially within this clip when taking in the context that the song is about a break up, the use of the fuzzy TV effect again corresponds with the VCR effect and creates an interesting element not seen usually within music videos.
In terms of cinematography there are many different camera angles and shots implemented within the music video to make it effective and entertaining to the audience. Like the two other music videos there is again the use of many close ups, this is expected as although the song derives from the indie genre the artists (Arctic Monkeys) are still incredibly popular and mainstream, thus meaning the fans viewing the music video would want to see the members of the band within it and thus they are the main focus of the music video. The music video also uses a handheld camera shot, this correlates with the VCR effect as it intends for the audience to feel as though they are watching a home movie of some sort, this is not a conventional aspect of many music videos and thus adds some originality to the music video.

In terms of mise-en-scene there are many different elements used within this music video to make the video appealing to the viewers. Firstly in terms of settings, the video is set at home, this makes the video more relatable as the audience can sympathise that the main actress is crying in her own home over her ex-boyfriend. All the viewers of the music video also have a home and thus they relate as it is a realistic location and somewhere they know. The use of costume in terms of the actress correlates to Goodwin’s theory of voyeurism as the female is wearing revealing clothing and combined with the use of close ups, means that there is increased sexualisation within the music video, this appeals to the male demographic of the music video.