Wednesday, 3 September 2014

style and conventions of music videos

Hip-Hop is a convention. The typical Hip-Hop music videos contain flashy cars, half dressed girls. An example would be the music video below which is Big Pimpin by Jay-Z. The video contains a big yacht, half dressed girls and a lot of money. The institution uses this style because it puts across that the artist is living the dream which is getting female attention, money, and fame. This has an impact on the audience. It creates a relaxing vibe/ mood and puts across a chilled mood where people can sit back and listen and relax too. In my own music video I would try to show some flashy labels, maybe as a location use rich areas such as Knightsbridge to show to the audience the artist is living the dream that everyone wishes to live.

Another style would be Performance such as using footage from live concerts in the music videos, This contains a real audience. An example would be In the Morning by Jcole. He is performing in concert and towards the end he meets the girl he was talking about in his lyrics backstage. The institution have done this as it attracts a bigger audience such as people who went to the concert itself. This has an impact on the audience as it shows a whole new experience of how Jcole's concerts are. It has been portrayed to being very exciting and fun.  This also attracts a larger audience such as people who are interested in concerts.

Another style would be narrative. A narrative tells a story in the music video. An example would be Seven days by Craig David. The institution would use this this style because it gets the audience interested in watching the music video and seeing how the narrative ends. The narrative reveals the storyline.  This also puts across a love and chilled out mood to the audience. I would like to use a narrative for my music video as it is easy to put together.

Another example of a style/convention is referencing. This is when something within the music video references to another media text. An example would be putting something in from another film.  An example would be Happy by Pharell Williams. Characters for despicable me 2 were used in the music video and it was also the main single for Despicable me 2. The institution would do this to bring my awareness to the film so more people would watch it but also this would attract a bigger audience such as people who like the film despicable me 2. The impact of this on the audience is that it creates a joyful mood as the video itself is very happy. I like the idea in the music video of people dancing down the street. I would like to use this in my music video.

Interpretative is another example of style/convention. This is when the music video matches exactly to the lyrics of the song. An example would be Slow Down by Bobby Valentino.  The institution would maybe use this style because it is a lot simpler and easier to make as no creative ideas need to be made as it is matching everything the lyrics is saying. The impact this has on the audience is they do not need to imagine the storyline in their head as it is already shown. I would not use this style for my music video.

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