Genre Conventions

 Understanding Music video genre conventions

Goodwin's theory 

Andrew Goodwin's Theory is based on these principles:

-Links between Music and Visuals 

-Genre characteristics

-Intertextuality and references

-Notions of Looking (objectification of women)

-Voyeurism 

-Demands of the Record Label (representation of the artist)

-Performance based, Narrative based or Concept based music videos

Firth's 3 Categories 

Performance music video: This type of music video features the artist or group singing (lip syncing) The purpose of this kind of music video is to give the audience and fans a in-concert experience.

Narrative music video: A narrative music video is a video that tells a story. The narrative can be linear or non- linear. Narrative music videos are common in the R&B genre. The purpose of a narrative music video is to convey a message. 

Conceptual music video: Conceptual music videos rely heavily on poetry and metaphors. These videos do not tell a story in a linear way, rather, they create mood and feeling.

Pop

Pop Music videos are usually performance based through choreographed dance or in a narrative storyline that relates to the lyrics of the song. Bright colour hues are often used in pop music videos. The band/artist will often lip-sync to the song. The tone of the video tends to be upbeat, fast pace and bright, with the artists sporting trendy and bright clothing. Pop music videos tend to be about having fun and having a lively nature. This generally appeals to a younger audience. 

Hip Hop and R&B

Typical Hip Hop Music videos usually include the original artists performing in a narrative setting such as, clubs, parties, mansions, beach or a luxurious  country and props such as expensive cars to outline the richness of the music, also reflecting upon the lyrics. hip-hop artists  tend to dress in designer clothing to show that they are wealthy, this is what usually attracts young male viewers. This allows them to aspire to be like the artist in the music video. Voyeurism is also typically used in hip hop and R&B music videos.  

(IAMSU! - I Love My Squad Official Music Video 2014)

The artists are wearing well- known brands and designer clothing and accessories. They are also driving flashy cars. 





Rock

Rock videos are usually presented in a slightly mysterious and rebelling way to create an atmosphere. The video tends to be a performance based video, that includes the band. The video will also highlight the way the artists are dressed, which often reflects upon the stereotypical rock look and dark tone. Rock Music videos can also be narrative based. The storyline will most likely outline the meaning of the usually dark lyrics. Moreover, the editing of the video tends to have a fast pace to match the tempo of the rock and metal songs, with the manipulation of special effects to bring out an effective atmosphere. 





Indie

These videos tend to have varying combinations of conventions; such as bright, dark or sometimes black and white depending on the tone of the lyrics and music. Indie music tend  to cover a mixture of narrative and performance base whereby the focal point can either be the main vocalist or the performance of the whole band, or even the band or artist not making an appearance in their music video. The narrative music videos in this context usually are more representational or symbolic, rather than illustrating the lyrics. In this sense, they are typically quite versatile. The editing techniques differ based on the pace of the music, whereby it can vary from slow to fast pace. The artists are generally presented in a casual manner reflecting upon their outfits.