Analysis of music genres

Music videos appeal to specific audiences through several ways. Their main purpose is to relate to an audience; for example dance or pop genres may aim to relate to teenagers or younger adults. The artist would do this by reflecting the audiences lifestyle. This would appeal to an audience as they can  build a relationship to the artist as they relate to parts of the video. An artist may also aim to appeal to an audience through creating a meaning to the song, aiming to develop reasoning behind the lyrics. This is often done with the creation of a narrative in the video alongside the song. Finally, the artist will also include an element of performance within the video, for example it will show the artist or artists sing or performing throughout the video. This is done to showcase their talent, it may appeal to the audience as they often enjoy watching the artist singing or performing to them personally as it again builds a relationship between them and the artist.

Drake - Over (Rap)

Cinematography

- The first form of cinematography that is clearly evident throughout this music video is the use of close ups upon the artists face. This is clearly seen throughout the video, specifically throughout the chorus in a bedroom. It shows Drake rapping and singing to the camera from different angles. This is done so that Drake is able to easily connect and relate to his audience. It is as though Drake is singing directly to the viewer, this results in an emotional attachment to build between the artist and the audience, making them engaged with the video and the lyrics. This is often used by artists in order to appeal to their audience, many artists feel that they should show there face in videos in order to gain recognition for their appearance. This is often seen in the rap genre as personal appearance is very important in order to achieve status.

- Another camera angle that was widely evident throughout this video is a low angle, used whilst the artist is performing. This is again seen as Drake raps and sings whilst sitting in his bedroom. This camera looks up at him sitting on the bed from the floor. This is used to make Drake seem powerful and dominant as he looks down towards the audience. It shows that he is the focal point of the video. This is used by Drake to again raise his status and reputation; this is an important way for rap artists to appeal to their audiences as fans of the rap genre often turn to rappers with a rich lifestyle and a high status.

Editing
- One form of editing seen within the video is the use of shadows adding to the background of where drake is singing. This is seen midway through the video and shows shadows of people surrounding drake as he sings about his exciting and busy lifestyle. This is used to emphasise the fact that he has a rich and packed lifestyle full of new and exciting people. It is used to clarify the lyrics and explain the reasoning behind the song. It may also be used to appeal to the target audience. Fans of the rap genre look up to artists and their exciting lifestyles. This song and the editing used to emphasise the meanings behind it shows this busy lifestyle and adds to Drakes stardom as the audience has an insight into his rich lifestyle.
- Another form of editing seen in the video is the use of colours and filters. This is seen throughout the video but specifically towards the end as drake and Rita Ora are seen together surrounding by golden colours and lights. This could be done to portray Drakes rich lifestyle full of wealth and materialism. However, the fact that he is seen ignoring it all and staring willingly at the girl shows that he cares more about her than his wealth. This could have been done to help him relate to his audience as they see that he has down to earth feelings like everyone. Drake may have done this in order to show his sensitive side and appeal to a wider target audience.

Mise En Scene 

Setting/iconography - The settings seen throughout the sequence are made to be simplistic and basic. This is clearly evident throughout the video with the main setting used or the chorus being set in a basic bedroom as Drake sings to the camera with various effects being added to different camera shots. This could have been done to show him as being normal and down to earth outside his hectic and exciting lifestyle. This has been done to again make the artist relatable to his audience. It appeals to the audience as they see that a star like Drake with wealth and talent is similar to them with his thoughts and behaviour.

Lighting/colour - Throughout the video there are examples of flashing, strobe lighting being incorporated into all of the shots. This is done as he talks about his exciting, packed lifestyle. The lights are bright colours of orange, yellow and blue. These flashes of light may be used to represent Drakes lifestyle. This again adds to the image of stardom as the rap target audience can furthermore relate to his exciting lifestyle alongside his relatable personality shown within the video.

Costumes - Throughout the video Drake is seen wearing basic clothing. This is evident at the start of the video as he is seen wearing a basic white hoodie and a white t-shirt. Drake has done this to add to his image of being relatable alongside his wild lifestyle with a lack of expensive jewellery or vibrant clothing. This relatable image seen is unconventional to the rap genre as artists usually try to gain status through showing their wealth. However Drake is already renowned for his stardom and is able to appeal to a wider audience through building a relationship between him and the viewer. The song itself does, however, portray this rich lifestyle as well.

Facial expressions/ body language - Drakes facial expressions and body language throughout the sequence is seen to be respectfully aggressive and confident. This is seen as he raps towards the start of the sequence. Drake is seen rapping with a serious facial expression pointing at the camera. It portrays him as being dominant, confident and powerful. These forms of confident facial expressions and body language is often seen within the rap genre as artists aim to appeal to an audience by seeming confident and powerful in order to increase their social status.

Positioning - Throughout the video drake is seen to be in the middle of the shots. For example there are various mid shots taken at a series of angles that show Drake to be at the centre. This clearly makes Drake the focal point of the video. It helps appeal to an audience as they are able to focus of Drake and his emotions, helping them relate to the artist. This self promotion is often seen in the rap genre as artists tend to want self recognition so that they can express their personal appearance.

Flo Rider - Club Can't Handle me ft. David Guetta (dance)

Cinematography 

- Throughout this video there is multiple examples showing the use of long shots. These long shots are mostly used to show the party atmosphere within a club. The long shot is used to emphasise the fun and wild behaviour seen within the club. Also portraying the exciting party lifestyle that is lead by the artist, Flo Rider. This party lifestyle is conventionally seen as the main aspect of dance genre music videos. This is because they are often aimed to appeal to young vibrant teenagers who aim to fulfil this party lifestyle. By doing this Flo Rider and David Guetta are able to appeal to this audience as they aspire to them and their exciting lifestyles.

- Mid way through the video a close up is used showing a mashing machine in a laundry store. This done whilst there is a party atmosphere running throughout the video. It is seen just before hundreds of people break into the store, holding a large party and spreading the atmosphere across the city. The reason for this is to show how ordinary people can still fulfil this great, exciting party lifestyle that is the focal point of the dance genre. It appeals to the target audience as people can relate to the video, seeing everyday settings change into the party atmosphere that they aspire to.

Editing 

- The main form of editing that is used throughout the music video is the use of jump cuts. This is seen especially towards the end of the video as it switches quickly between different party settings. This is used to emphasise the artists party lifestyle and how it is very exciting and hectic. It also shows how it is contagious as the party moves quickly throughout the city. This is done to appeal to the target audience through complying to the stereotypical dance conventions.  It again portrays this dance atmosphere that greatly appeals to the young target audience of the dance genre.

- An additional example of editing seen in the video is seen through the tempo. It is made to be very fast. This is clearly evident towards the end of the video as it speeds up massively. It shows multiple dancers and different party settings in multiple shots at a very fast paced. Much like the use of jump cuts this again emphasises the face past lifestyle that surrounds the party atmosphere. This again appeals to the younger target audience as they aspire top live this exciting, fast pace party lifestyle.

Mise En Scene 

Setting/iconography - Setting and iconography has been widely used throughout the video in order express the artists party lifestyle and appeal to fans of the dance genre. This is evident through the first shot of the video. This is a long shot showing two very expensive cars outside a club. It portrays the artists of being surrounded by wealth, allowing him to lead an exciting life in clubs around the world. This party lifestyle appeals to the younger teenage target audience of the dance genre as they are inspired by it.

Lighting/Colour - The lighting throughout the main parts of the video is seen to be dark with lots of strobe lighting and spotlights aimed at the artists and dancers. This is seen throughout the video and is done to resemble a party atmosphere within a club. It also highlights the artists, showing the audience that they control this party atmosphere. This again furthermore appeals to the teenage target audience as they are again able to gain a further insight into the party lifestyle that they aspire to.

Costumes - The main artists throughout the video is seen wearing items such as sun glasses at night and large gold jewellery around his neck. The artist does this to promote his self image and stardom, it makes him look wealthy and stylish. This complies to the club setting and the party atmosphere that is conveyed throughout the video; it is a conventional outfit for someone at a club or party who wants to show off and stand out. This appeals to the teenage audience of the dance genre as they aim to stand out and enjoy themselves as much as possible.

Facial expressions/body language - Throughout the video Flo Rider is seen with his arms out singing to the camera. This could be seen as welcoming body language. It shows that this is his wild and exciting lifestyle and that everyone is welcome to join in with the party atmosphere surrounding it. This again appeals to the teenage audience as they can relate to this and join in with the fun, relaxed lifestyle that is promoted in the video.

positioning - Finally, towards the end of the video Flo Rider is seen positioned on top of the large crowd of people as he sings to this camera. This positioning could have been used in order to show him as controlling the party and taking over it. It shows him as being important to the party atmosphere and shows him as being the centre of it. This again appeals to the teenage audience as it portrays his exciting full lifestyle which the young dance fans look up to.


Miley Cyrus - Party in the USA

Cinematography 

- Towards the start of the video a long shot is used to show dancers surrounding Miley as they dance to the song at a party. This adds a feel good, positive vibe to the video and emphasises the fun party atmosphere within the video itself. This is done in order to appeal to the young female teenage target audience, they can be seen dancing around to their favourite songs and get excited when singing along to it. The dancers help increase the tempo of the video and enforce this fun vibrant vibe. They are also conventional to the pop genre as dancers are often seen in pop songs in order to add to the happy, positive rhythm of the songs.

- In addition to this a low angle shot is used midway through the video to show Miley singing to thousands of people in front of the US national flag. This presents her as being powerful and a great performer, whilst also adding a patriotic theme to the video. This appeals to the target audience as it again builds up excitement by showing Miley as a iconic star singing to thousands of people. It also complies with the conventions of the pop genre as the patriotism shows Miley to be performing on a national and world stage with the genre is often associated with as it is full of large stars from the music industry.

Editing 
- One form of editing seen within the video is the use of a jump cut. This is seen as the shot switches quickly from the car park setting to the USA stage with Miley singing. This is done to show Miley as the star he is, it focuses solely on Miley, it appeals to the target audience as they want to see as much of their idol as possible. This iconic presentation of Miley links to the pop genre as it is full of big stars performing to massive audiences.

- Also, another form of editing seen is the use of a green screen. This is seen when Miley sings the chorus of the large USA stage. There is a back ground of fire works, neon lights and screaming fans. This has been added through visual effects and again presents Miley as being an inspirational star to the young target audience. Also, it gives the video happy, patriotic themes which matches the happy vibes seen within the pop genre.

Mise En Scene 

Setting/iconography - Towards the start of the video the setting consists of a typical American party with people playing music out of the back of their cars and a series o big American trucks. This is done to emphasise the happy party atmosphere seen in the video. These happy emotions appeal to the younger, innocent audience. It is also relatable to teenagers who aspire to have big parties like this. It is seen as conventional to the pop genre as it associates itself with the happy vibes often seen within the music.

Lighting/Colour - The lighting at the start of the video consists of warm, bright orange colours. This is done to show the sunny weather in California at the time. It presents happy and relaxed emotions which again appeals to the innocent younger teenage audience. It is also conventional to the pop genre as it conveys the postive and fun spirit that the music is often based on.

Costumes - At the start of the video there are a series of close-ups showing Miley wearing vintage cowboy boots. This is done to show that she is from a small town in South-West America, yet she has become the star she is now. This is relatable to a lot of working-class Americans, appealing to many teenage Americans who aim to become a star like her. It is also conventional to the large national target audience of the pop genre as it gives evidence of the American dream.

Facial expressions/body language - Throughout the video Miley is seen to be happy and confident as she performs to her audience. It presents her as striving towards her American dream as she goes from her small home to performing to millions on a national stage. These happy, motivational themes appeal to the audience who aspire to be like her. The patriotism also appeals to a wider national target audience, helping her achieve stardom which is needed within the pop industry.

Positioning - Miley is often positioned above the camera throughout the video, especially on the stage as she sings down to her fans. This presents her as being confident as she performs to a large audience, also showing her as being successful and happy with her vibrant lifestyle. It appeals to the young audience as they aspire to be like her with her success and talent. It also appeals to the large audience of the pop genre as she again attracts a national audience through fulfilling the American dream and creating patriotism throughout the video.

The elements of the different genres analysed here very much varies in order to impress and relate to the different target audiences. The rap genre aims to create a high status through impressive iconography and effects in order to give the audience an artist to aspire towards. The dance genre is seen to create a party atmosphere that the audience aim to enjoy, which is done through the use of setting and fast tempo. Also, the pop genre aims to present big well-known artists through the use of large performance elements to show happy and fun spirits which appeal to the younger target audience. Each video also aims to build a relationship with the audience. This is done by relating to the different target audiences in separate ways. This is seen in the rap genre through Drake singing to the camera, in the dance genre as Flo Rider converts common settings into a party atmosphere and in the pop genre as Miley appeals to a large target audience through use of the American Dream. In all the videos analysed, artists aim to present themes that are accessible to the audience and that they can relate. This is seen to help build a relationship between the artist and the audience. I have chosen to take inspiration from this and potentially incorporate this into my dance video. I could create a party atmosphere that audiences may be able to relate to.