GenreMusic Video

The genre that we are focusing on is music video. We have decided to use the artist Pixie Lott as our main focus of what we want our music video to be like. Pixie Lott’s genre of music is British, modern day pop.

Conventions of GenreAndrew Goodwin’s Six Points…- Genre characteristics - Visual/lyrics- Visuals/music- Need to sell the artist- Intertexuality- Voyeurism(Quoted from Goodwin’s book, ‘Dancing to Distraction’ in 2003)

Music videos like Rihanna’s video to ‘Who’s that chick’ is an example of one that contains lyrics to the song on the video. This creates a relationship between the lyrics and the visuals.

Intertexuality is popular in many videos. One being ‘Stupid Girls’ by Pink. Artists use this to refer to other artists, music videos or films. E.g.. In this video Pink is ‘mocking’ celebrities like Paris Hilton.

• There is a relationship between the lyrics and the visuals, sometimes the visuals either illustrates, amplifies or contradicts the lyrics.

• There is a relationship between the music and the visuals, again with the visuals either illustrating, amplifying or contradicting the lyrics or the song.

• Particular music genres may have their own music video style and iconography such as live performance for rock, or storyline with dance routines for pop music.

• There is a demand on the part of the record company for lots of close ups of the main artist/vocalist.

• The artist may develop their own star iconography, in and out their videos which over time, becomes part of their image. Such as Lady Gaga. Her image is extravagant and unusual.

Pete Fraser’s Ideas of Genre

Fraser’s theory of lyrics is that they tend to establish a general feeling or mood rather than offering a coherent meaning. Key lines may play a part in visuals associated with the song but very rarely will a video mirror all the lyrics of a song.

Whilst some music videos transcend genre, others can be easily categorised. These features may be reflected in the types of mise en scene, themes, performance, cinematography and editing style.Cinematography in music videos is an important

aspect as it shows significant meanings by the way the camera moves. Shot and distance all need to be analysed.

Editing used in videos creates a more interesting video to watch. The most common type of editing is fast-cut montage- rendering many of the images impossible to grasp, ensuring multiple viewings. However some videos use slow pace and gentler shot transitions/cuts to establish mood.

Intertextuality – “Music video as incorporating, raiding and reconstructing.” (J.Stewart)

Music videos offer fragmented non-linear narratives – leaving the audience with a desire to see them again. Performance in videos is also another popular way of selling the artist. It almost acts as an insight to what they offer their fans in concerts and tours.

The History of Music Video

Music videos became a popular thing and a successful aspect for an artists’ career when Top of the Pops started to use them. Music videos became a substitute when the band was on tour.

Beginning of MTV: Artists began to have the need for promos for each release in order to have successful album sales. There was a boom in promos in the early 1980’s.

Multi Channel Music TV: There was a growth in genre-based channels to make it easier for the audience to watch/listen to music videos of their taste. Black music also broke out in the market giving a variety to the music we listen to.