1) Hip Hop and Rap music videos.
Low angled shots to shot status/power. Having this type of shot will present the audience with the idea that the artist is powerful and successful. This low angled shot will make the audience feel insignificant in comparison to the large looking artist.
A$AP ROCKY- F
JAYZ AND KANYE WEST- OTIS
2) The constant showing of the female body.
In most rap/hip hop music videos Laura Mulvey's 'male gaze' theory if substantially present. This is due to the constant visuals of the artist being surrounded by women wearing next to nothing in their videos. This represents to the audience that the artist is desirable particularly to the opposite sex, again representing status. This also represents females as being meaningless as there are so many of them around the artist and they can flip from one female to another.
LIL WAYNE - LOVE ME
NICKI MINAJ - HIGH SCHOOL
R.KELLY - IGNITION REMIX
3) References to the 'finer things in life'
The use of flash cars, money and big houses represents wealth and power, a big feature in this genre. This leads the audience to feel that this is what they could have if they were as successful as the artist, once again a sign of status and power. This also links to Strinati's postmodern theory of 'style over substance' in which the videos are more focussed on appearance rather than the items function.
NICKI MINAJ - HIGH SCHOOL
DRAKE - HEADLINES
FRENCH MONTANA - POP THAT
4) People dancing to the song.
The use of actors dancing to the song in the visuals promotes the track and presents that the track is good to the audience. When watching the video the audience will see people dancing and having fun to the song, this making it more likely for them to purchase the song themselves.
DRAKE - HYFR
FRENCH MONTANA FEAT. NCIKI MINAJ - FREAKS
5) Being surrounded by friends/posse
This convention in hip hop/rap music videos represents the popularity that comes with being an artist of this genre and leads the audience to believe that if they are listening to or producing this genre of music they will have lots of friends and popularity. The way the artists' use this convention is again to present status and power as they are often the leader of these large groups of people.
DRAKE - MISS ME
DRAKE - HOLD ON, WE'RE GOING HOME
Pop music videos:
1) The use of bright colours.
The use of bright colours throughout the video promotes a young and vibrant feel, relating to the target audience that is usually teenagers.
STOOSHE - MY MAN MUSIC
KATY PERRY- CALIFORNIA GURLS
2) Styling of clothes that are in trend.
The use of wearing clothing that is in trend at that time will lead the audience to want to be like the artist and wear the same clothes as them. This again i representing the young feel
to the videos.
ALLI SIMPSON - NOTICE ME
STOOSHE - MY MAN MUSIC
3) Having fun and messing around in the video.
This represents that the artist is young and fun to the audience. This also makes the artist relatable to the audience intended as they may be doing something the audience do with their friends. This also promotes the track as it will lead the audience to feel happy when they listen to the song.
ONE DIRECTION - KISS YOU
4) An element of love within the video.
Many pop music videos have an element of love in the narrative. This makes the artist and song relatable as many focus on young love and heartbreak in the visuals and lyrics.
ALLI SIMPSON - NOTICE ME
TAYLOR SWIFT - YOU BELONG WITH ME
5) Having the artists' name and song title on the opening scene.
This convention promotes the artist and the track leading the audience to remember who they are if they have not heard of them or their songs before.
ALLI SIMPSON - NOTICE ME
OLLY MURS - TROUBLEMAKER
Acoustic/indie music videos:
1) Natural locations
natural locations are aesthetically pleasing and add a wholesome feel to the video and therefore to the representation of the artist. Locations are often places of nostalgia such as the beach and carry warm feelings with them leading the audience to feel happy.
GABRIELLE APLIN - HOME
BEN HOWARD - OLD PINE
2) A focus on the artist playing their instrument
This represents that the values of the artist are about the music and not the editing and costly imagery in the visuals. Also represents what the artist does on a day to day basis which leads the audience to feel as though they know the artist more personally.
GABRIELLE APLIN - HOME
3) Intimate gigs/performances.
This makes their music feel personal to the audience and is also a reference to their day to day work.
GABRIELLE ALPIN - HOME
