Research into music genres

Music videos appeal to an audience with the use of Mis-en-Scen, Editing and camera shots. Each artist uses different techniques and styles to appeal to their specific audience. This is effected by the characteristics of their audience. For example, the age of their fans is a factor when considering how they will film their music video. These conventions are effected by the genre of the music especially.

Rap- Drake 'Over'

Firstly, Rap artists use a common convention of showing their wealth through materials and their party lifestyles. Therefore, the majority of them are concept videos, giving the audience and insight to the artists lives. Costumes are also an attribute to the making of this music video. Drake wears a red jacket at parts of his video, 'Over' to show his anger for how quickly he has shot to fame. He does this to show his fans that he hasn't had an easy ride and how he truly feels about his large success and fame. Iconography is used immediately during the first scene when we see Drake wearing a silver chain and gold ring. This shows his wealth. This relates to the audience as they are in awe of his wealth and how he can afford such expensive items. They therefore think that he is successful and different to an common person. This gives the audience interest in the artist as they are awe of his success. The lighting often changes throughout this video. When the artist is sitting on the bed, it changes from high-key lighting to low-key lighting. This technique relates to the lyrics as the lighting change represents his emotions and feelings.

The audience can relate to this and it therefore feels more personal, as they can relate to having low times and good times in their lives. The audience also gains access to see the artists true emotions, which can leave the audience in awe as their idol is being so honest. The artist is always positioned in the center of the screen. This means that all the attention is on him and that the audience can focus on their idol. Also the audience are able to see more of the body language repesenting the way the artists is feeling.

A low angle shot is used for when Drake is dancing, while his lyrics are projected on the wall. This camera shot represents Drake as a new rap artist and the shadow represents his image. The lyrics on the wall clearly represent and emphasise the message of this song. This relates to the rap genre as it defines his emotions throughout his life that he has been through. An establishing shot when the city is shown on the wall in the background and Drake is in the Foreground. This represents his life and how quickly he had become famous. This is because the setting is based in a normal bedroom and the city on the walls amplifies this drastic change in his life. Drake relates this to his audience as he wants to tell them his story and everyone has a story to tell from their life. 

Editing is also used as we see color filters used when Drake is in the bedroom. These bright colors and fast moving colors reflect on his lifestyle and how fast it is. We analysed Drake's song 'Over' for the rap genre, whereby we are shown the relationship between his lyrics and the visuals. This editing technique is adapted from Dyer's theory which states that a star must be simultaneously ordinary and extraordinary for the customer. This is to relate the lyrics to his relationship with 2 females. He does this to make the song relate back to his audience as they can emphasise with him due the the normal bedroom setting and they are able to see his lifestyle

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

The aim of Flo Ridas dance video 'The Club Can't Handle Me' is different to other genres and this is because it is dance. This means that clearly, he has to try to make his audience want to dance, where as other music genres don't have this main aim. Therefore it is important he does this by using certain camera shots of dancers, which appeal to his fans and they can replicate them in a club. The first shot used is a panning shot. This is showing him turn up outside the club in his very expensive car. We then see numerous club scenes, where there is a large crowd jumping to the music. Here, a hand-held shot is used to entice the viewer and make them feel like they are in the club, dancing to the music.

Editing is also used to give this video a cool, young vibe. By using a split screen, Flo Rida shows the calm and the busy side of the club. This represents how he has different experiences in the club, further leading to show us a concept technique. This lets the viewer become closer to the artist as they are able to get an insight on what their idol does. A split screen also references Flo Rida's lyrics and how the 'club can't handle them'. This leaves the viewing fans in awe of how popular and influential Flo Rida is. Also other visuals relate to Flo Ridas music. These are shown by using a variety of pace in the video and when the music is slow the dance on screen is shown in slow motion. This is mainly during the first part of the chorus and it gives a 'party atmosphere' emphasising the people dancing. The viewer can therefore see clearly how their idol parties and it is fascinating for the viewer.

Mis En Scene is used in Flo Ridas video to amplify his wealth and superiority. This allows the viewer to idolise him as he is so different from the norm, in being famous. Firstly, Flo Ridas positioning during the video immediately separates him from the crowd showing his superiority. He stands on a podium for a large part of this video, hovering above the crowd, which therefore shows him as 'above' them. This also shows him being in the center of attention. The lighting in the club and outside of the club is for the majority low-key.This sets a cool, rebellious atmosphere as it sets the scene. This shows the viewer how fun it is to be in a club with Flo Rida. Iconography is also a key asset of Flo Ridas music video .We are immediately confronted by his clothing, and standing out are a gold chain and watch. This displays his wealth and power, once again separating himself from the general public. This relates to his typical focus on wealth and power, which gives the elitist view that the public perceive of him. The setting of this music video being a high end club shows how Flo Rida's lifestyle once again. He promotes his wealth through this and it is also a cool place to go, which leave the viewers in awe of him. However, a club is also quite a standard place to go to for most people so they are able to relate to the scene and on goings in the club.

Choice- Carley Rae Jepson 'Call Me Maybe'

Carley Rae Jepson's, 'Call Me Maybe epitomises the common conventions of Pop music. Immediately, we are struck by a long-shot with deep focus. This from Jepson's point of view as she stands by the window looking at her crush mow the lawn in the background. Here, the background is in a blurred focus. This shows how the artist is the center of attention and is the main person in this video as we can see what she is looking at. This is a concept-based technique as the viewer is able to see how the artist lives their lives and the how she has a relationship.

 We also see a close up shot when the artist is singing into the microphone. This allows the viewer to see her facial expressions in comparison with the lyrics and how she feels about what she is singing. This makes the video more personal for the viewer as they are able to see the artists facial features, which they wouldn't be able to do un less in the video. The audience therefore feels as though the video is more real and aimed at them.

Editing is also used to highlight concepts and performance techniques in this video. Constantly, throughout the opening of the video the man who appears to be the artists focus, is shown in slow motion shots. For example this is used when he pulls the chain of the lawn mower. This highlights his masculinity and shows him in an attractive light which is appealing to the target audience. The audience therefore see how the artist perceives her crush and the feelings she has are escalated through the lyrics. This is a narrative technique and is therefore relatable to the viewer as they can base their experiences on those of this story of their idol. Deep focus is always used when the artist is in the bar singing. This blurs out everything around her and makes the artists the focal point of the scene. This is a performance technique, making the artist the center of attention. The audience therefore can identify the artist and can see how well they can perform. This will lead to the audience being attracted to the artists singing ability, resulting in for example, more sales of live concert tickets.

Mis En Scen is used in this music video to reflect the mood of the video. This is specifically identified by the lighting used. There is constantly high-key lighting used throughout, showing the happy, quirky mood of the artists video and message she wants to portray. This is reflected in the artists lyrics. The audience are therefore made to feel happy as a cheerful mood is conveyed. The positioning of the artist in the majority of the video is center of the screen, and specifically when she is washing the car. This gives the focus on her once again, and the audience are able to get close and personal with their idol. They therefore feel like they can see the artist more personally and effectively 'know' the artist. This is a typical pop convention as pop artists main aim is often to give the audience an insight into their lifestyle. This is therefore a concept based idea, however as the artist is washing the car it is very relatable to that the audience, making it more personal. The artists costumes are often normal, everyday clothing. In one circumstance she wears denim short with a white vest showing her normality and therefore this allows the female, youth population to relate to her and copy their idols style. It also makes the video more personal. Iconography such as a blue retro car, shows how the the artist is a normal person and isn't a superior in wealth. This makes the video more relatable to the audience and therefore more personal as they feel like the artist is just like them. The setting of this music video being in a relatively normal house. A large part of the video is set in or outside the artists garage showing once again how she has used a normal setting to make it relatable and more genuine to the viewer. This is because a garage is a normal place for a viewer and so they feel as though it is more personal and this love story could happen to them.

Summary
 Pop, Rap and Dance music videos all use different conventions to suit their target audience in what they want to achieve. This affect is established by the use of techniques such as mis en scen, editing and camera angles. The main difference between these genres is that Pop tries to make the videos relatable to their target audience, by using non extravagant settings and ideas under these headings. Rap portrays a strong concept based video, which boasts about its wealth and superiority as well as delivering a personal message and finally Dance enthuses its fans by making performance videos in a relatable environment with artists who are extraordinary compared to the audience.