Genre conventions

The music video we will be creating, 'Lego House by Ed Sheeran ft P Money' is of the rap/hip hop genre, and this genre has a few solid conventions in it's videos.

The main conventions of rap videos frequently involve money/wealth, expensive cars, guns and objectified females.

The objectification and sexualisation of females is a heavy theme. With the women appearing nothing more as back ground. Women are very rarely not in a rap video as the objectified female imply the rapper is wealthy, powerful and a 'bad attitude' being surrounded in women and womanising.

Money, fast cars and large houses are often shown to present their wealth, if they're not shown then their wealth is portrayed through other mise en scene objects such as guns and rich clothing.

Usuallly in rap/grime and hip hop vidoes the artist is shown as powerful by the low angle shots and perspective they're put in by the camera and editing. The artist usually raps at the camera looking down at the audience implying power and authority over the audience.

BH

Record Label

A record label is a brand/trademakr oor company ascociated with the marketing of music recordings and music videos. Often, a record label is also a publishing company that manages  the production, manufacture, distribution, marketing, promotion, and enforcement of copyright for sound recordings and music videos. THe record label conducts scouting and auditioning for new artists they can take in and offer contracts with recording artists and their managers. The term "record label" derives from the circular label in the center of a vinyl record which prominently displays the manufacturer's name, along with other information.

Major labels 1988–1999 (Big Six)

1. Warner Music Group
2. EMI
3. Sony (known as CBS Records until January 1991 then known as Sony Music thereafter)
4. BMG
5. Universal Music Group
6. PolyGram

BH

Audience Research analysis

From these survey results I can see that audiences watch music videos, primarily to listen to the song. the audience analysis shows that music videos are mainly watched through television or internet, probably the majority watch them through you tube on their tablets, phones or laptops.the audience prefers mass production videos, these results reinforce why official videos are so popular. the most important answer is if the audience prefers narrative of performance. A large number of music videos are a performance but the audience prefers to see narratives possibly because they're more interesting or the audience likes seeing their artist interact and act in videos. 

BH

Music Video Survey

Below is a link to a survey I have created to research what the audience loo for in music videos and their important personal preferences.
These questions are relevant to the Contemporary media landscape, and the production of our music video.


Click here to take the survey...

BH

Development of the music video before queen - bohemian rhapsody

Queens bohemian rhapsody is seen as the most influential music video ever made, but saying it was the first music video is incorrect. There are many arguments to which was the first ever music video some argue that feature length films that include the songs count as music videos such as bill haley's rock  around the clock and elvis Presleys jailhouse rock both in the 50's. Tracks used to have film clips played over them in the 50's 60's and early 70's then artists started recording videos specially for the track being them performing then eventually a narrative based video.

record labels requested artists before the release of videos such as bohemian rhapsody, to perform and create a short video to go with their song to help promote them better and to revolutionise the music industry to a new level.      

BH

Oasis - Rock 'n' roll star analysis

Oasis - Rock 'N' Roll Star

The Audience for this video consists of a young audience as the rock n roll lifestyle appeals mainly to young male adults and teenagers. It also appeals to young females audiences as well according to the video which consists of a screaming female audience.

The video for the rockband Oasis - Rock 'N Roll star is a rock/Britpop genre song and video. It is aimed at the audience of young people mainly but it is a generally universal audience. It is a typical video showing generic conventions of the rockstar life style, with jump cuts of a gig at a stadium with a screaming crowd (mainly girls). The video shows the glamorous side of being a rock star as unlike the kings of Leon video we studied where they look exhausted and fatigued from their tour, in this video it shows the happiness they receive from their fame and wealth by showing clips from them; bowling, go-carting, laughing etc. the video has no narrative other than portraying the rockstar lifestyle as wealthy and enjoyable. The main part of the video is them in performance. The quick jumpy cuts, lighting, colours used and odd camera angles represent how frantic and busy the life is. It portrays that there is never a dull moment when on the road in a rock band, and shows that there is always something happening and that it is a glamorous yet frantic lifestyle.

The label/institutions behind the song are Creation label which didn’t stay with Oasis long.  The song is a promotional single which did’nt get very far but set the band up for a further 8 number 1 singles.

The video was of one of Oasis's first breakthrough singles so the video could represent their quick leap into fame, wealth and stadium tours filled with jumping crowds and screaming girls connoting the glamorous lifestyle of a rock star hence the video/song title, Rock n roll star

BH

Same Girl - Usher and R kelly

Audience

The target audience for this video is likely to be primarily male, who might identify with the 'issue' of being two- timed by a woman. And those who aspire to lead the life that R Kelly and Usher are portrayed to have in the video. Fans of each artist would be excited seeing the two in a duet rather than a feature.

Genre

There several key significant features. in the video of the R&B genre. Firstly the iconography of R&B such as the cigars, the 'bling', the fast cars, the fancy houses, the money and the attire such as baggy trousers, sunglasses, caps and hoodies. the language in the lyrics of the song and in the video is stereotypically African american street slang: 'Word', 'dawg', 'crib', 'homie', and 'yo'. Which are also stereotypical of the genre.

narrative
narrative begins with the equilibrium of establishing how busy their work schedules are (and how successful they are). The narrative then continues through a phone conversation between Usher and R Kelly. Where they both discuss a girl hey have both met and describe how much they like her. As the narrative progresses they discover that they were both describing the same girl. They both plan to trick her by meeting them both at a restaurant where they discover that the same girl is in fact twins.

Representation
The video and song has an unusual theme for R&B, where we see the idea of men being played/two timed and not women.Here we see the two artists discovering that they have been betrayed by an otherwise perfect girl. But instead of fighting about it like two dominant males would stereotypically do they use their friendship to get back at the girl.The representation of the R&B factor tends to be associated with extravagant displays of wealth and luxury, and this video is no exception, with jewellery, fast cars, big apartments and objectified women.

institutions
Collaborations between famous artists are always popular with record labels. record sales are boosted and the fame of the artist is also increased. And fans of both artists will purchase the track appealing to a wider varied audience. Both artists are signed with Jive records. And at the start of the video there is a clever promotion of R Kelly's Double tour, while on the phone Usher talks about his new fragrance release.

analysis
there are lots of different types of shots used to emphasise the idea that the song and video is a conversation through song. Firstly the split - screen shot with usher in close-up and R Kelly, medium shot, are leaning back slightly away from the camera. Both artists are dressed in white presenting the case that they are to be seen as innocent perhaps in the video, connoting the switch in roles from women being played by men to the other way around.


BH