Codes and
conventions of a chosen genre.
For my creative project I have chosen to use the genre of
pop. The codes and conventions of a pop music video alter and change just like
codes and conventions usually do.
The first convention of a pop music video would be the use
of colour. In pop music videos colour is widely used to reflect the upbeat
track of the pop song. Bright colouring has proven popular with many dance
music videos such as LMFAO ‘Sorry For Party Rocking’ were bright neon colours
are used to reflect the upbeat track and the energetic dancing within the
video.
Also the costume for LMFAO ‘Sorry For Party Rocking’ is very
distinctive and is a signature style for the artists within the group, which is
also something that many pop videos have. Costume is also a key feature of a
pop music video as it tends to be bright colourful clothing that is somewhat
different to that of an R&B video or another genre of video. In pop videos
the artists tend to wear clothes that have been made a signature style for them
like LMFAO with animal print leggings and also for artists such as Neyo who
always wears a hat in performances or videos.
Another convention of the pop genre music
video would be the use of dancing as a way to reflect the mood of the song, but
also to show the performance of the artist which is why music videos are
created to make sure there fan base/ audience get the chance to see them do
what they’re famous for and that is to perform and entertain. In pop videos
dancing is done with a lot of energy as most pop songs are upbeat and so
dancing is used to reflect that. For example in Beyoncé’s ‘Single Ladies’ music
video it’s simply her and two backing dancer dancing to her track while she lip
syncs to the music, this is an example of a pop music video that is simple yet
affective after receiving more than 194,683,598 views on YouTube and a number of
awards for ‘Best Video’ and ‘Best Song’. The video may have been a simple
concept but many saw it as the making of Beyoncé as a respected artist as it
shows what she does best, performing.
The next convention
of a pop music video would be the use of fast paced editing to keep the
audience interested as well as making the video upbeat and reflective of the
pop song which again is also upbeat. Fast paced editing help the audience to
stay interested while also catching the eye onto different points in the video
such as change of location of costume. Examples of this would be Beyoncé ‘Countdown’
and Rihanna ‘We Found Love’ these videos both use fast paced editing for
different reasons, in Beyoncé ‘Countdown’ editing is used for costume change
but with the bright costumes and quick editing it keeps the video interesting
and in Rihanna ‘We Found Love’ the fast paced editing is used to show change of
location, however, both videos use fast paced editing to reflect the upbeat
pace within the song.
Another typical convention of a pop music video would be
that narrative structures are used but because of the use of montage editing a
narrative is made to look like a music video rather than a film. And although
the narrative doesn’t have a clear beginning, middle and end we can establish
what the disruption is and the equilibrium. Narrative structures to music videos
are rare and are hardly ever done but an example of a music video like this
would be Justin Bieber ‘As Long As You Love Me’ were we see a love story with
an equilibrium and a disruption and although this music video is done in
narrative we still have shots of the individual artist performing directly to
the audience through the music video.
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