The genre for my music video is Pop/ British Soul. Pop music has commercial success and is in the music charts. The promotion of pop music had been greatly affected by the rise of Music Television channels like MTV since the early 1980’s. These channels showed off performer’s visual appeal. Since the 1960’s soul music has been popular in Britain. A clear genre of British soul did not emerge until the 1980s, when a number of black and white artists who made soul their major focus began to enjoy some commercial success. Popular Brit Soul artists include Adele, Amy Winehouse, Duffy and Joss Stone. There are several subcategories in soul music such as my music video genre British Soul, Neo Soul and Motown.
Depending on the genre of the music, the music video will be different. For music video conventions in British Soul is the video usually has a frequent use of mono-tone colour schemes to make the video look more realistic, low use of special effects, usually no backing dancers as the songs are slow paced, slow editing to match the song and a narrative which is to do with a love story e.g. a break up for example Adele ‘Set Fire To The Rain’.
For music video conventions in Pop music is that the video has usually a dance sequence where the artist will be at the front, and the other dancers perform in a group behind them or next to them with the artist always in the middle for example ‘Single Ladies’ by Beyoncé. They usually wear something which is similar to the artist however the artists will stand out more and the attention of the audience is focused on the artist. For example in the song ‘Single Ladies’ Beyoncé is wearing a one sleeve leotard with a glove to make her stand out and look more appealing as the other women are just wearing leotards. There are bright colours which makes a happy atmosphere, close up of artists which connote innocence and can make a more personal feeling for the audience. They are fun and light hearted and usually have a narrative such as a teenage scenario (having a crush on somebody). The editing style of music videos usually cut to the beat. Both soul and pop have narrative and performance conventions or sometimes both. Some pop videos have used abstract for example ‘The Dog Days Are Over’ by Florence and the Machine.
The artist/band of British soul music stereotypically look natural and wear fashionable clothing but not over the top. They usually have their own independent style for example Amy Winehouse with her beehive hairstyle. Also another example is Joss Stone as she is known to wear hippy style clothing.
The artist/band of Pop music stereotypically looks glamorous and artificial. Female artists wear revealing outfits to create sex appeal. Artists such as Lady Gaga and Katy Perry are examples of pop artists who have their own individual style to make them stand out and it helps sell their music. Male singers usually wear stylish clothes which make them look dominant. Male bands wear similar clothes to each other or sometimes in bands each member has their own style which audiences can remember them by e.g. JLS members all have a colour what they wear. Pop music is aimed at a younger audience and the social class hierarchy of E however I think my chosen song is aimed at an older audience as I don’t think younger audiences will understand the lyrics.
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