From viewing and analysing many music videos in the last few weeks I have realised the differences in conventions between multiple genres and styles within genres. From this I can identify what can and can't be expected from genres and how I can go against or follow to make my video different/ the same and pre existing.
Genres such as Rap and Hard Rock/ Metal convey darker themes whether it be a representation of reality and the themes of the streets in rap or a darker evil feel to metal rock genres as a whole which then reflect in certain ways of producing etc. An example of this I have gathered would be how often low key lighting is used and uses of silhouettes and shaded areas are often planned out and used to create a darker feel to the video which emphasises the themes within lyrics. Often the settings of the videos are scarier places aswell, whether it be alleyways in 'Xaviers Wulf' video Thunderman or actual nightmares in Enter Sandman by 'Metallica'. This use of the darkness then creates a key link in the feel of the music to the style of video which works very well. Camera angles often oppose in both genres, for example the metal genre like the band Metallic use high angle shots of the person in fear in the video presenting a loss of power, whereas the band is shot from a low angle presenting dominance and importance of there selfs and control in the video. Often in the rap genre many low angles are used against the dark lighting to show a figure through the dark which makes the rapper look strong and dominate despite the darkness trying to take over. Editing is used to emphasis the power rap and metal use, the hard hitting bars and chords. Fast straight cuts are mostly used for this at the peak of a build up in a drop in the music which creates a hard hitting feel. This then often cuts to performance based shots of band or rapper in which low angle actions of close ups on instrument playing or hand coordinations emphasis the power in lyrics.
Other genres like pop, dance and the indie style music follow very different sorts of mine en scene, editing, sound and camera angle techniques which make them suit the music styles to match. A lot of these genres themes are much happier and brighter as themes and in tone, so much more high key lighting and brighter colours are used to match this. This is evident in shots like sunsets etc which the colours would be enhanced as a focus to the audience and higher lighting for lens flares and focus on the artists as a main person in shot. They also use lots of very quick cuts in a row of multiple shots for example during dance tracks when there is a build up to a drop in beat. These quick cuts follow the drum beats which is pleasing to watch and hear at the same time as an out of time cut wouldn't fit as well. Along with this a external focus from the artist on things such as strobe lights and peoples feet dancing create interesting creative shots to fill gaps between elements of lyrics with shots of the artist. Many of the dance, pop and indie videos I have watched are performance mixed with concept. Many of the concepts often link slightly to the lyrical meaning of the songs, however are metaphorical in nature making the videos look interesting and different. An example of this I have seen would be during the video California Girls by Katy Perry which is about the beach and the vibes however contrast with a Candy world theme which links however presents the same messages in an alternate reality world to present the bigger picture of this world not being for everyone.
Overall from extracting these conventions linked to genre in video I have been able to identify much more clearly what is expected and what isn't by audiences when watching music video. From this now I am going to chose a genre I would like to work in and link to elements of focuses I would like to film to create my final piece. This will all undergo in the planning process after I have looked into target audience and the use of digipacks and advertisement.
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