Research Into Chosen Music Genre - Miss Miller*

The music genre I am interested in doing for my music video, is indie. The reasons why I want to do an indie music video is because I think the indie genre conventions are really fun to create, but also interesting  artist convey themselves well. What inspired me most to do an indie music video, is the artist Lana Del Rey as I believe her music video are conventional and portray the elements of the indie genre well. For example, her videos use number of close ups to express her emotions. It is vital to establish a genre before choosing an artist because studying the genre allows you to develop more knowledge about it which can inspire your choice of artist. Also, without knowing information about the genre, you wouldn't be able to create a music video that is conventional to the belonging artist as you don't have knowledge on it. Researching the genre can also be a guide to what your going to include in the music video, so that it'll be less time consuming and chaotic. The artist I'm planning on choosing for my music video is Birdy.

Lorde - Yellow Flicker Beat 

Lorde belongs to the indie pop genre. A convention that is challenged in this music video, is the use of performance. In this music video we see Lorde expressing herself through dancing whilst she's dressed differently throughout the video. This challenges the indie genre, because instead of performing with a musical instrument, she is using her dancing as a way for the audience to focus on her. However, like the stereotypical indie convention of performing with an instrument, Lorde's dancing also helps the audience learn about her more as an artist through her dancing.

Another convention that is evident in this music video is the use of high key lighting. We see this when Lorde is sitting at the bus stop which is brightly lit on her. The use of this amplifies her lonesome, and also makes the audience focus on her as she's the focal artist present. This draws the audiences attention to her especially since before in the video she was not really seen much in brightly lit places. The fact that she is now seen properly at the end, could symbolise her as coming out of her shell. 

Mise en scene costume and colour is evidently seen in the music video. For example we see Lorde wearing a glamorous black dress when she comes out of the darkness and into the crowd of people who are formally dressed. This could represent her as coming out of her comfort zone, and not caring what others think about her. The black dress could portray her as the mockingjay which is apart of the Hunger games due to the furriness of it. But also with black connoting death and mystery, we do see her fall into some sort of abyss after her long bold strut through the people. Furthermore, the costume of her wearing a glamourous formal dress whilst strutting through the crowd to the camera, is subversive to the indie genre, as artists usually wear comfortable, casual clothing to portray ordinariness.The use of the black connotes death as in her coming out of her struggles alone. Furthermore on costume, the video ends in her wearing white at the bus stop. The juxtaposition from her black dress to her white outfit could imply that she's come out of her struggle and is now ready to get through them. The colour white represents her as pure, innocent and having a successful new beginning as she is sat a bus stop, which implies she's on a new journey. The use of these costumes are conventional to the genre, as costume does help the audience understand more about the artists because it represents who they are. Moreover, the costumes used in this particular video help convey the story of the film aswell, which attracts the film audiences and not only her fans, widening her audience.

Mise en scene lighting is used on this video. The use of low key lighting is evident in most scenes in the music video. For example when we see Lorde singing in a room full of plants, the only source of light is from the light slightly above her.  The use of the low key lighting is to make sure the focus is on Lorde and nothing else which grabs the audiences attention. Low key lighting is conventional to the indie genre as it helps set the atmosphere of the video, but also highlight the artist more. 

Positioning of characters is used in this music video, for example we see Lorde positioned in the middle in most scenes e.g the road, in the circle of people and when sitting down at the bus stop etc. The positioning of her being in the middle emphasises the representation on the artist being important and the focal attention in the scene. Moreover, the use of Lorde being positioned in the middle for mostly throughout the music video, makes the audience engage more with her and relate to the subject that is being portrayed in the music video e.g coming out of your comfort shell. throughout

A conventional setting that is evident in the music video, is a road in the middle of a forest. We see Lorde in this setting as she is standing in the middle of the road singing and dancing. The fogginess creates a tense atmosphere within the the music video which grabs the audiences attention. This is conventional to the indie genre because it creates suspense and tension which creates mysteries that makes the audience focus more on the performance. 

A camera technique that is used in this music video is tracking. We see the camera technique track around the artist especially when Lorde is singing in the middle of the road in the forest. This shows her facial expressions that the audience can see and relate to. Furthermore, this camera technique is conventional to the indie genre as it shows the artist in a personal shot, which gives them spotlight and also helps them build a relationship with the audience as their letting them in. The camera technique could connote the artist as being unstable due to the unstableness of the shot, because it isn't tracking around her in a steadily, its instead going around her like she is dizzy. This could portray the artist as being risky, unsteady and sensitive through the camera technique. 



Another shot that we see in this music video, is a mid shot of Lorde singing in a black background. The use of this shot shows the hand gestures and expressions she does in order to convey the lyrics to her audience. This is conventional to the indie genre, as mid shots help establish where the artist it and how it links in with the song. For example, in this shot Lorde's setting is just a plain black setting where her clothing blends in well with. This represents her as reserved, closed and mysterious as we cant see anything but her face and hands. This grabs the audiences attention and makes them intrigued to carry on watching the music video. 

An editing technique that is used in this music video is montage of Lorde dancing in a wall of shredded white sheets from 2:55 - 3.15. The use of this montage is to capture her in different angles and shots so that the audience stay focused on her. Also, it links in with Goodwin's theory of the visuals and music matching because the montage shows her dancing along to the beat. The use of these techniques help convey herself as an artist and performer by showing her expressing herself in different shots. This is conventional to the indie genre, however montages may be used stereotypically in indie music videos to convey short memories. Whereas Lorde used the montage differently but instead to showcase her expressing herself through dancing. 

Another editing technique that is evident in the music video is slow editing. This is used from 0:43 - 1:04 where we see Lorde in a room full of plants from the outside window to slowly being transported to her standing in the road through the camera. The use of the slow editing here is to create suspense and mystery within the atmosphere as it links to the next setting. This makes the audience feel anxious and intrigued to see what happens next as they follow the slow editing to find Lorde has switched scenes smoothly. Slow editing is conventional to the indie genre because it reflects the pace of the music which created the atmosphere of the music video. 

The target audience for this music video are people ages 15-24 who like the indie genre and eeriness to music videos, and also fans of the movie The Hunger games Mocking jay Part 1 as the song is apart of the soundtrack. However, generally her audiences are people aged 15-24 that may have similar costume or culture lifestyle to her. 

Lorde is represented as dark, eerie and mysterious through the use of low-key lighting, isolated settings and also through her body language  e.g dancing. This intrigues the audience to her so that they try and understand her mystery. However, she is shown as expressive through her dancing which some audience can relate with her. Furthermore, she's portrayed as normal especially when she's in real life settings such as the bus stop because "normal" people who are't famous are prone to use public transport. 
The style of the music video is concept based this is due to the fact that it has a link with the mocking jay film. The message in the concept is about people not knowing your struggles and being able to get through them but yourself. This concept goes well with the film but also appeals to the target audience as they can relate and take on bored on the message behind the music video. 

Goodwin's theory of lyrics and music matching is evident in the music video. For example when Lorde sings the lyrics " Red, orange, yellow flicker beat-beat-beat-beat" from 3:40 - 3:45. The repetition of the word beat in sync with the actual music puts an emphasis on the ending. However, it could also symbolise her being a broken record which makes it look like the song is left on a cliff hanger. The use of this excites the audience in the last minute, and also makes them intrigued to find out whats coming up next for the artist. Lyrics matching the music is stereotypical in the indie genre, as it helps emphasise what is going on in the music video so Goodwin's theory of lyrics matching gives the audience more of an understanding of whats going on. Also it makes the music video entertaining and interesting to watching and listen to.  

Goodwin's theory of visuals matching the music is also evident in the video. For example, at the end Lorde is seen sitting at a bus stop whilst singing and bopping her head on beat. The use of this is to give emphasise to the lyrics as her body language stresses what she is saying. This is effective as it provides excitement to the ending and makes her video finish with her bang. Visuals matching the music is also conventional to the indie genre, as it gives a further insight on what the artist is singing about. Therefore, creating a more engaging experience for the audience to continue watching what is in the video.  

Gabrielle Aplin - Panic Cord

Gabrielle Aplin a female indie pop singer who sings the song Panic Cord. A convention that is apparent in the music video is a performance shown which is evident through the use of her playing guitar throughout the music video. For example when she is singing and playing the guitar with her boyfriend on the bedroom floor. The use of Gabrielle showing herself playing the guitar showcases to the audience that she is multitalented and can do other things than sing. This is conventional to the indie pop genre as artists, especially in the indie genre have a performance of them playing an instrument. 

Another convention that is apparent in the music video, is the theme of conflict. The song is about her break up and how she feels she's too blame and feels lonely. This is evident as we see flashbacks of the couple being happy and of when they're at their rocky stage of the relationship. This is conventional to the genre as its a typical theme of love and loss, blame, guilt and loneliness. This appeals to the target audience as they may relate to the artist and feel more closer to her as she's portraying that she's been in the same issue.  

In addition, the artist representation of being reminiscent is conventional to the indie genre and evident within the panic cord music video. This is evident throughout the video as it shows the artist reminiscing memories of her relationship by looking at items in the memory box then shots after showing the event behind that piece. The use of this artist representation portrays her as thoughtful, deep and reflective which are traits that are stereotypically found in the indie genre, as artists tend to sing about personal experiences of their lives and reflect on them through their music. 

When it comes to mise en scene costume, the artist is portrayed differently in two different colour schemes in her outfits in the video. The first one would be that she is often wearing white, which shows her innocence and purity from the relationship. This could suggest to audience that everything gets better after a break up, since she's dressed more brightly it conveys the image of being new and moving on. However, what I noticed was that when she was in the flashbacks with her boyfriend she would wear dark,dull colours for example grey, burgundy and black. This could represent her being not happy in the relationship, confused and dead in the relationship due to the dark colours shown. The use of her costumes having two different colour schemes juxtaposes the white and dark side to convey the journey she has been through in the relationship and how she is finally free. Also in the flashbacks she wears casual, quirky clothing which reflects the indie genre but the white helps to promote her as clean and innocent, separating her from other artists. 

The lighting mostly throughout the music video is natural lighting, especially when she pulls out the glass chandelier and the light glistens through it. This is conventional to the indie genre as it gives a sense of realism for the audience and helps build a relationship with Aplin because they can relate to what she's doing. In addition the natural lighting represents the artist as ordinary and innocent, as it showcases her through a non artificial lighting, portraying her as honest and genuine. Also, it portrays her as authentic, and delicate, which grabs the audiences attention due to her delicacy, as they feel she's sharing her weaknesses with them. This could help build a relationship with the audience, as they feel she's being honest about herself, through conveying herself in a natural light. Furthermore, the lighting is quite bright and airy, which connotes a sense of being relieved about the situation, as well as looking back on the happy memories in a clear mindset. Could convey that she has no regrets on what has gone on and also gain empathy from the audience if they have experienced something similar. 

Thirdly, mise en scene hair and make up is evident in the music video. For example Aplin's hair and make up is very simplistic and natural which reflects the mood of the video and shows the innocence of the artist. Natural hair and make up are conventional to the indie genre because they show the artist as being ordinary and relatable which appeals to the target audience. 
Fourthly, mise en scene setting is evident in this music video conventionally, for example its set in a house for most of the video where she is playing the guitar, with her boyfriend or alone. The use of having a house as a primary setting is to make the narrative told look more realistic but having it in a real place. Moreover, this is conventional to the indie genre because it shows realism that audiences expect to find and relate to. 

Lastly, mise en scene positioning of the character is evident in this video. For example when Aplin is smelling the rose she is positioned in the middle of the shot. The use of this positioning makes the audience focus on what she's doing sot that they follow the narrative well. This is conventional to the indie genre, as artists tend to position themselves in the middle of their videos to gain attention from their audiences. 

A camera shot that is used in this music video is extreme close ups. This is evident in the video when she is playing the guitar and the close up shows her lips. The use of this camera shot is to help convey her facial expressions whilst she's playing so that the audience gather a deeper understanding of the song. Extreme Close ups are conventional to the indie genre, as they help amplify what is being shown as important, however in this shot it is adapted to convey importance into what she's saying as the audiences are forced to focused on her lips.

Another camera shot that is evident in this music video is a long shot. This is shown when we see her and her boyfriend by the fire eating marshmallows. The use of this long shot establishes the setting that their in e.g indoors which shows how comfortable they are together. Also the long shot helps show what they're doing from head to do so that the audience see clearly what is going and its importance in the narrative. This is conventional to the indie genre, as it shows part of the narrative so that audience understand what is happening because they can see the setting in which the artist is in.  

An editing technique that is used in this music video, is a montage. A montage is a series of shots that are put together of the same scene to show deeper meaning to the scene. For example, from 1:05 - 1:12 we see the artist and her boyfriend by the fire place feeding each other marshmallows through different shots, such as long shot, close up and panning shot. The purpose of this montage is to show the scene from different angles and perspective, which makes it feel more upbeat and lively, therefore illustrating the happy memory successfully. Also, because of the different shots seen, it appeals to the audience as the creativity isn't dull to them, therefore making them engage more to the video. Montages are conventional to the indie genre as it shows the scene from different angles and positions, also helps the audience understand the narrative or concept more as the montage may show the facial expressions of the characters, what they're doing and the location they're in. 

Another editing style that is evident within this music video is a jump cut. This is seen when Gabrielle is smelling the flowers she was given by her boyfriend from 0:06-0:08. The jump cut gives emphasis on their intimacy by drawing the audience closer through the editing technique. This engages their attention to what is going on in the scene, so that they have further understanding of the narrative. Also, it helps build a relationship between the artist and audience, as the jump cut illustrates her allowing them into her personal life. This is conventional to the indie genre, as artist's usually sing about their personal experiences and use their music video's to showcase this to their audience. 


The target audience for Gabrielle Aplin's - Panic Cord would tend to be more females round the ages 16- 26 due to the narrative of a relationship break up, this may build a closer relationship with her and the audience because its a relatable situation. The artist is represented as emotional and relatable through the narrative as it is a life situation that anyone can experience in their lives. She is also represented as talented through the use of iconography of a guitar. This instrument is conventional to the indie genre as it is what is usually used in the music beat to create the calm, easy going feel. The style of this music video is mixed with performance and a narrative. An element where the video is seen as performance based is through the guitar. This is used when she is singing alone and when her and her boyfriend are playing together romantically. The performance conveys the passionate, relaxed, calm and contented mood in the music video. However, most of the video is narrative based with the story being about her relationship ending because she was bored in it. We see this when she sings "maybe you were happy, I was bored" and we see her facial expression of boredom on her face whilst being with him. This gives further meaning to the lyrics, so that the audience understand the video well. 

Goodwin's Theory that there is a relationship between lyrics and visuals is evident in the music video. Throughout the video, it illustrates many of the lyrics being represented through visuals. For example, when she sings "Maybe I wanted you to change, maybe I'm the one to blame" the couple are seen sat on the bed as if they have just had an argument, however when the boy leaves her, she looks upset as if she is in the wrong of it all. Even thought the lyrics are not directly related to the visuals, it still conveys the narrative well and makes it easy for the audience to the understand the situation. This is conventional to the indie genre, as lyrics matching the visuals amplifies the story included in the music video so it makes it flow and understandable within in the audience. 

Secondly, Goodwin's theory that the demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work, could arguably be in this music video. This is because I believe the way the record label are looking for realism through the track, this is shown in the music video through the narrative. Also, scenes such as having a drink at the pub or walking along the beach are seen as every day scenarios that audience could relate too. In relation to close ups, there are close ups evident in the music especially when she is playing the guitar which emphasises herself as an indie artist because its conventional and making the focus on her when she is performing. In her other videos,they follow the same idea of everyday situations and videos people can relate to, for example her song "please Don't say you love me", however the difference is that she is performing to the camera and she is not involved with the acting.


After researching different music videos within my chosen genre;indie, it has helped me develop more of an understanding about the conventions that are suitable for a indie music video. Some inspirations I consider from this research is the use of a relationship based narrative within my music video like Gabrielle Aplin's 'Panic Cord'. This is because this type of story conveys real life stories which the target audience may relate to which is conventional to the indie genre. Also, I will consider using a vertical camera angle shot, as seen in Lorde's video, to introduce my artist but in a more interesting way so that it catches the audiences attention. 

Research Into Major Record Labels - Miss Georgiou*

Record labels are companies that manufacture and distribute recorded music. They are brands or trademarks that are associated with the marking of music recordings and music videos. Artists tend to belong to record labels and are maintained through a contract deal with their managers. In the music industry, more artists have become reliant upon record labels to widen their audience, market their albums, and both be promoted on other means of communications such as MP3, radio, and television. The internet has increasingly been vital for artists way to avoid expensive costs and gain new audiences, as well as use their videos to sell their products. Overall, the purpose of a belonging to a record label is so that they manage the artist as a whole, which benefits them and could make them more visible in the music industry. 

Major Record Labels

Major record labels are labels that command a high percentage of the annual sales of record, and have their own distribution system. These are large companies within the music industry that may also own smaller record labels. Major record label usually work with artists who've developed a fan base but will back new acts that they have faith it.  

The three major record labels in the UK currently are: Syco Music, EMI (Electric & Musical Industries Ltd.) and Warner Music Group. 

The record label, Syco music, also known as Syco Records is a British record label founded by Simon Cowell in 2002. It is a subsidiary of Sony Music Entertainment and has got offices in London and Los Angeles, but the original base in London and is known for its successful artists, especially in the UK market. Xfactor winners and Britain got talent exclusively have the right to get signed by Syco. An example is Susan Boyle's debut album, I Dreamed a Dream, which sold over 9 million copies, making it one of the best selling releases of the last decade. Also, the well known successful boy band One direction is signed with the Syco with a full UK deal and joint US deal with Columbia Records. Syco Music do not not only handle music but also handles entertainment overall and this goes by the name of Syco Entertainment. Within Syco Entertainment, they have music, films for artists such as One Direction and TV shows e.g The Xfactor and Got Talent (which has global television formats that air in 60 countries including chine). This shows that Syco is not only for music, but for film and TV shows too. 

The second record label is EMI group (Electric & Musical Industries Ltd.) who are a British music company that is one of the world's largest music companies, controlling record labels on five continents. EMI own a vast collection of record labels such as Capitol Records, Virgin Records and EMI records. There are more than 70 labels that operate around the world, throughout Asia, Africa, Europe, South and North America. Artists that are signed under EMI Group include Coldplay, Spice Girls and Emeli Sandé. 

Last but not least, another major record label is Warner Music Group. It is the third largest global music record label and it was founded back in 1958 as 'Warner Bros. Records.' Originally it was owned by Time Warner itself, the world's largest global conglomerate. WMG operates some of the largest and most successful recording labels in the world. This includes its flagship labels Warner Bros. Records, Parlophone Records and Atlantic Records. WMG also owns Warner/Chappell Music which is one of the world's largest music publishing companies. British Artists that belong to this major record label are Birdy, Ed Sheeran and Only The Young. 

Independent Record Labels

Unlike Major record labels, Independent record labels or indie record labels operate without the funding of or outside major record labels. These record labels are likely to sign undeveloped or unusual artists than major record labels are. In independent record labels their releases are usually distributed by smaller regional distributors, but sometimes they'd arrange a "pressing and distribution" deal with a major label that will help get your record into more stores. Due to them being smaller organisations, independent record labels will often be satisfied with small profits from any given act. Whilst they lack the expansion in marketing and distribution power from major labels, they however help artists build on their niche appeal rather than try and make you conventional to the mainstream act. 

An example of an independent record label in the UK would be XL recordings with is an independent record label owned by Richard Russell. It originated as a 1989 offshoot of Beggars Banquet Records and is part of the Beggars Group of labels. The label releases albums worldwide and operates across a range of genres. Artists such as Adele, FKA twigs and Tyler, The Creator have worked with XL recordings. A particular artist that has made the label successful is Adele, with her sales for Adele's 21, it helped XL Recordings' bank balance from £3million to £32million in the space of 12 months. 

In addition, another independent UK record label is Cooking Vinyl which was founded in 1986 by former manager and booking agent Martin Goldschmidt, who remains the current owner and managing director,and distribution manager Pete Lawrence. The company is based in Action, London. The record operates as part os the Cooking Vinyl Group whom comprises essential music & marketing, CV America, Cooking Vinyl Australia and Cooking Vinyl publishing. This record label is home to artists such as The Prodigy, The cult and Alison Moyet. 



From a music point of view I don't think its fair that four companies dominate the music industry because it puts other companies in so much pressure just to compete with them. For example an artist from an independent company wouldn't be able to compete with an artist from one of the four companies, as they have a small fan base and less promotion for themselves because they don't have the mass funds from the company to distribute and promote themselves. Also, with four companies having more impact in the music industry this creates a hierarchy of record labels as they offer more opportunities than other record labels. For example, Emeli Sande belongs to the media conglomerate EMI and since the company operates around the world e.g Asia, America and Europe etc, this allows her to have more promotion and distribution than an independent artist such as Alison Moyet because the company runs in different parts of the word, which diversifies her fan base. Whereas independent artist, Alison Moyet would only rely on the independent record label to distribute her music to the nice audience, which concentrates her fan base and gives her less opportunity to expand. However, with these music conglomerates dominating the industry, what is let out is usually mainstream which allows independent labels to diverse and stem away from the mainstream acts. Even though major record labels are prone to be more successful than independent labels, this could be criticised slightly through XL recordings and their success with Adele's 21 sales which made their bank balance increase rapidly. Adele is a well known soul artist who's music can be recognise anywhere with her songs "Rolling in the deep" and "Skyfall" which was a song for the James Bond film 'Skyfall'. This proves that even though Adele belongs to an independent company, she has still gained the same success that a major artist would have, because of her authentic sound and also expansion through films. But of course major record labels will remain more successful. Honestly, I think it is possible for independent labels to be just as successful as major labels but it's just that the'd have to put more work in to reach there. It could be argued that independent labels are more authentic and appealing to a niche audience which major record labels cannot do solely because they're interested in the profit rather than the interests that the artists wants to put out like in independent record labels. Therefore, independent labels can allow artist to nurture and invest more time into their music, whereas major record labels are busy and need their artists to be ready whenever they need them. 

Analysis Of Music Video Genres - Miss Georgiou**

There are many ways in which music videos engage their audiences. Whether its the style of video e.g narrative, performance or concept or the micro elements used such as editing e.g effects, these all attract the audience into watching the music video. In order for a music video to be successful, it has to be interesting to watch for the audience, for example a narrative could intrigue the audience with a story included and make the music video seem more as a story than a music video which they could pass along to others, which creates talk around the video. Moreover the micro elements; cinematography, editing and mise en scene are imperative when it comes to a music video. These elements help build the music video together and are essential when engaging the audience and matching the type of genre. In this post i'll be discussing further how different types of genre engage their audiences through the use of cinematography, editing and mise en scene. 

Drake - Over (Rap/Hip Hop)

The music video for the song 'Over' by Drake comes under the genres Hip Hop/ Rap. The style of video is concept based. The concept of the video is about "the struggle between the purities of his past life and what his new life has to offer". This concept is seen through out the music video especially through the use of editing.

An example of this is the filters used on top of the artist when drake is sitting on the bed between 0:00 - 0:11. What we see are flashing images such as fire flames, drake himself standing alone and 2 different types of girls (representing bad/good girl). The use of the flashing could represent different elements of his life , especially when we see the two girls shown differently. This links in with the concept of being stuck in the middle of his past life and what his new life has to offer and is conventional to the rap/Hip-hop genre as artists often incorporate what's going on their life in their music, which engages the audience as it makes them relate and build a relationship with them.

Another example of how editing is used to engage his audience, is through the use of fast editing which is apparent when he is rapping. This shows how passionate Drake is when his rapping which shows how much the lyrics mean to him. The fast pace of the music video could also imply how fast and busy his life is and how he copes with it through his body language seen. This engages the audience and gives them an insight of the artist life which grabs their attention.This conventional to the Rap/Hip Hop is usually fast paced as the artist expresses themselves through rapping. Also, the fast pace could also grab the audiences attention by getting them excited and energetic allowing them to express themselves just like how the artist is. 

Drake Close Up 

In the over music, cinematography is used to engage the audience.The use of frequent close ups of Drake is seen throughout the music video, for example when he is rapping lyrics from 0:23 - 0:30 " I know way too many people here right now, that i didn't know last year, who the f*ck are y'all?", there is a close up of his face. The use of this close up shows his facial expressions and emphasis on what he's saying. The close up complements his semi aggressive facial expressions,especially when he says "who the f*ck are y'all" and represents him as arrogant and careless about other people as he's says this whilst looking straight at the camera. The use of this may make the audience react to it as he's saying it right in the camera, which may feel intimidating but exciting to watch, which engages them to continue watching the video to see what else he has to say. This could be seen as a 'dig' to other artists as Drake is establishing himself as being known by many, but not knowing them (too famous) which could make other artists, particularly in the Rap/ Hip Hop genre feel threatened by him. This is conventional to the Rap/Hip Hop genre as they usually compete to be the best, and close up's like Drake's makes the audience feel intimidated and hyped about what he said which creates more of a buzz around the music video, as they'll talk about what he said in that camera shot. 

low angle shot in puddle 

Another camera shot used in the music video, is a low angle shot. This is evident when we see Drake rapping between 2:17 - 2:25. The low angle shot is seen through a puddle affect which makes it look like the audience is looking at him upwards from the puddle. The use of this makes him look superior and represents him as dominant and powerful. This is conventional to the Rap/Hip Hop genre, as artist usually avoid conveying themselves as vulnerable and weak, so the low angle shot demonstrates them as being confident and more important than the artists. 

White Tracksuit 

Trench Coat 

Mise en scene, costume is used in the 'Over' music video stereotypically and unconventionally. Firstly, we are introduced to drake wearing an all white tracksuit and a gold chain when he is seen sitting on the bed. The use of wearing a tracksuit and chain is conventional in the Rap/Hip Hop genre, as they're usually associated with gangs which the genre developed from and typically worn by people in them. In addition, the colour white catches the audience eye which could portray him as good and pure and different to other rappers, which makes him stand out more. Also, the use of wearing a tracksuit could be used to help build a relationship with the audience, as tracksuits are seen as normal clothing which could convey him as 'normal' which makes him relatable to his audience. Overall the costume in this particular scene is conventional to the Rap/Hip Hop genre. In contrast to the white tracksuit, we do see Drake wear an outfit that looks more luxurious. For example when he is wearing a a smart trench coat which looks expensive. The use of this represents him as wealthy and having expensive taste in clothing which is a shift away from the stereotypical look for the Rap/Hip Hop genre. The contrast between the two outfits convey how Drake is a part of both lifestyles and shows he's relatable but to an extent obviously because he's a star. 

Another element that is clear in this music video is the positioning of the artist. The positioning of Drake in this music video is generally in the middle, which conveys his importance and dominance within the video, as the audience focus on him. The use of this builds a relationship with the audience, as the position of being in the middle engages them with Drake, which makes them focus on the actions and expressions he's doing. This is conventional to the Rap/Hip Hop genre, as artist like to convey that their powerful and dominant in the rap scene through the use of the positioning in the middle of their videos. 

The use of lighting and iconography is prominent in the video as it sets the atmosphere and mood. In the drake 'Over' music video, the use of low key lighting is used at the beginning of the video. In this shot, the only source of lighting seen is from the iconography of two lamps at both sides of the bed, however Drake himself is not seen and is just shown like a silhouette. The use of the low key lighting could convey the darkness that he's experiencing in his life, but the lamps are a sign of hope for him. The use of this lighting and lamps as iconography, makes the audience understand a little more about the artist, and also makes him relatable as expressing that theres always hope even in dark times.    

Drake is found in numerous of locations in the music video, however the setting of the whole video is always in isolated places as he is always seen alone. For example, we see him sat on the bed alone. When this is happening there are images shown on a projector behind him e.g people's walking fast. The use of this is unconventional to the Rap/Hip Hop genre, as you expect artists to be in the 'hood' and in gangs with lots of girls around them. However, Drake takes the subversive approach and uses a normal like setting e.g bedroom, which builds a relationship between him and his audiences because it conveys realism that they can relate to. In addition, the use of a bedroom as his setting shows how he's comfortable and letting his audience in, as bedrooms are places of privacy where people can be themselves.  

All About That Bass - Meghan Trainor (Pop)

The song I will be analysing for the pop genre is, All About That Bass by Meghan Trainor as it is conventional to the pop genre. Firstly, the use of cinematography showcases the pop genre, especially through a long shot. In this long shot we see Meghan dancing with a bunch of dancers whilst singing. The use of this long shot, shows off her dance moves and shows how she is multi talented because she's doing two things at once. Also, it shows off dancing which is conventional to the pop genre, as artists want to make themselves look fun and young. This makes her audience engage more with the video and also learn more about her as an artist as they see her do more than just singing. 

The second cinematography that is found in this music video, is the use of a aerial shot. This is evident when Meghan is laying on a colourful floor of fabric. The aerial shot is taken from above the scene to establish the landscape she's in and the relationship she has with it. Within this shot, you can see the colourful background which represents her as a fun, cheerful and colourful which is conventional the pop genre and appealing to the target audience as they'd want to feel the same way.

When it comes to editing, the technique used all depends on the mood of the song. In pop it is usually varied, however in this particular music video, its quite upbeat. This is evident through the use of jump cuts from 2:12 - 2:15 when we see Meghan standing next to a boy, then it jumps to a scene of her surrounded by girls then back to the boy. The use of this jump cut establishes that she is more of a girls girl as theres more of them than the boy. Also the jump cut creates a live atmosphere for the audience which is conventional to the pop genre because the video is not smoothly run. 

Mise en scene is apparent in the music video, as it is very vital in conveying the pop genres. Firstly, the setting for the All About That Bass video is a hot pink coloured setting which similarly looks to be like a doll house. Iconography of a doll house used by the two little girls in the music video suggests the theme of the music video as a whole being like a doll house. The use of this setting and iconography is to create a vibrant, girly and fun atmosphere but also appeal to the target audience e.g little girls, through the use of doll houses which they in particular are likely to play with. This is conventional to the pop genre, as artists often use elements of their target audiences life, so that they can relate with them and build a closer relationship with them. 

Throughout the music video, it is set in high key lighting and the colours used are bright e.g pink,blue yellow etc. The use of high key lighting is to amplify the joyful, fun atmosphere especially when the target audience e.g little girls are playing with their dolls. The bright colours are used not only to catch the audiences attention, but to follow the conventions of what a doll house is like, as their usually brightly coloured. This shows that Megan is very aware about her target audience, and makes them feel involved as she is representing herself like them. The use of bright colours in the music video is conventional to the pop genre so its ensures the audience are attracted to the videos right away. 

Overall in the music video, through mise en scene costume, Megan and the other characters are dressed in doll like clothing which are brightly coloured. This shows their youthfulness and vibrance within the video. The colourful costumes appeal to the audience as it gives them more of an understanding of the doll like themed video and also may make them want to copy the fashion style. 

The positioning of Megan in this music video is mostly in the middle. For example when she is sitting in the middle of the other girls and when they're dancing. The use of her being positioned in the middle makes her stand out from the group but also shows that she is still involved. This could portray her as not stuck up, however the ring leader of the group. The use of this positioning is conventional to the genre, as artists usually are positioned in the middle so that their audiences pay more attention to them. 

Year 3000 - BUSTED (Pop Rock)

The song 'Year 3000' by Busted belongs to the pop rock genre, which is a genre that has a mixture of both the pop and rock conventions. The pop rock genre involves a catchy pop style and light lyrics in its guitar based rock songs. In terms of cinematography, we see a long shot of the boys playing their electric guitars whilst one sings. The use of this shot shows the audience the setting that they're which is a bedroom. This is conventional to the pop rock genre as musicians usually practice in their bedrooms which makes the artists look relatable for the audience, which helps build a closer relationship with them. 

Another camera shot that is evident in this music video, is a low angle shot. This is used when the group are playing their guitars in the cartoonish futuristic setting. The use of this low angle shot represents them as confident, powerful and dominant. Also it suggests how nothing can phase them even if they were in a alien futuristic world as seen in the music video. The use of this shot is conventional to the pop rock genre as it makes the artists look 'cool' and 'brave' which are aspects of how an artist should be like. Also it engages the audience to continue watching because they are seeing the boys from a different perspective, which is down below. 

CGI is used evidently in this music video. The editing technique shows the band in a futuristic setting where there are aliens walking around. The use of this shows the fun side of the band which is conventional to the pop genre as artists like to convey that their fun. Also the CGI used helps the audience understand more about the song through Goodwins theory of lyrics matching visuals. When we hear the lyrics " He said, I've been to the year three thousand" we see the visuals of them in a future like setting which portrays what is being said in the lyrics. This is conventional to the rock genre because it brings the lyrics to life which grabs the audiences attention. 

Another editing technique that is included in this music video is a montage. The montage is used at the beginning when were introduced to the band and they're are seen playing their guitars passionately. The fact that the montage was used at the beginning to show the boys, creates a fun atmosphere for the video as we seem them jumping around and doing what they love. Also, the montage emphasises their performance by showing the audiences how talented they are without singing. The use of this montage appeals to the target audience due to its liveliness which portrays the band like that and makes them want to have fun like they are. This is also conventional to the Pop Rock genre, as it conveys the fun element of the genre in a fast creative way which builds up the hype in the music video. 

Mise en scene positioning and body language is evident in this music video. An example is near the end when the band is performing live in front of an audience. In this shot they are positioned in the middle of the stage performing to their audience. From this shot seen in the screenshot, the positioning of the boys is conventional to the pop rock genre as being placed in the middle makes the audience focus on them as a group. Also, the shot is from a point of view shot in the audience which makes them feel involved in the video as if they were actually watching them live. Their body language is of them clapping their hands encouraging the audience to copy them as well. This sort of movement is noted at concerts as its a way of artists getting the audience involved to create hype and involvement making them build a closer relationship with them. However, in this part of the music video we do see them positioned in the middle but alone. For example each band member would take turns in singing looking upwards faced the camera. The use of this lets the audience get to know each of them individually. This is conventional to the pop rock genre as it allows members of the group to show themselves as a person, but also help the target audience, especially teenage girls establish who their favourite is. 

The groups costume consists of dark colours such as black, red and grey. However each are wearing different clothes, to establish their different personalities. This is conventional to the pop rock genre as it shows who they are individually and again helps audience connect with them each. Also, when it comes to hair, the boys have different hairstyles as well as clothing. Ones got spiky hair, the other has a shaved white mohawk and one has flat down hair. These hairstyles are conventional to the pop rock genre as they're not entirely out there like how rock stars usually have their hair but its still rockish with the spikes. This also connects audiences with them as these hairstyles were popular in that time and the target audience mainly teenage boys would have the similar hairstyles to the band. The iconography that is used in the music video is electric guitars. This is the instrument that the group plays throughout the music video. Electric guitars are conventional to the pop rock genre because of its sound that makes it sound rockish. However as it is a pop rock song, the sounds are up beat which the audience can dance too. The use of this iconography is for the audience to have evidence that the band can do other things but sing, so it allows them to show off more talents. 

The band is seen in 3 different settings. One is in a bedroom, then in a futuristic world and then at their live performance. All these stages of in the music video could convey their journey as a band. This is because they start in a bedroom where bands usually practice when they're starting off, then to a futuristic world that could symbolise how they're different to other bands and how its got them successful, to them performing live at a full crowd. All settings seem lively and fun which is conventional to the pop rock genre as this is how the atmosphere should be within music videos. 

When it comes to colour and lighting, it varies in this music video. However, for most of the video its very colourful and bright because of the futuristic theme that is placed in the song. This makes the artists stand out so that the audience engage with them and remember who they are. Also, the bright colours conveys youthfulness which is beneficial for the band as it draws their target audience in who are young teenagers. As for lighting, it is mostly normally lit, its not too dark but not too bright too. This is used to convey the realism side to the group so that audiences can relate with them especially in the bedroom scene. However when they are performing on stage it is low key lighting so that it conveys the underground concert like atmosphere that rock stars usually play in. Overall the use of lighting and colour is conventional to the pop rock genre because it creates a entertaining and vibrant atmosphere.

In summary, this analysis of music genres has taught me many things about the different types of genres especially Rap/Hip Hop, Pop and Pop/Rock. Each music video has different elements to them which makes them conventional to its genre. For example what I liked about the Drake Over analysis is the way the editing style, filters was used to convey how the artist was feeling e.g fire shown inside him. This inspires me to use a filter inside my artist maybe in my music video to convey how our artist feeling in a artistic way so that the audience understand visually. Also, from the Pop video All About That Bass, what I think went well within that music video is the colour theme of pink. This was used wisely so that she could appeal to her target audience of young girls/teenagers. When planning my music video, I will consider my colour theme wisely as well so that I know what fits right for my target audience for them to enjoy watching the video. Lastly, what I found important in the Busted music video, was the positioning of the boys, especially when they were individually seen in the middle singing. Like this music video I will incorporate cinematography and consider mise en scene positioning for my artist so that my audience will know who to focus on and get to know individually rather than the other characters.
The meanings of the micro elements were used differently in the different genres as they all portrayed a different concept or narrative within them. For instance, the Drake video used the micro elements to show the emotions and feelings of the artist, as the song was about a personal experience he's had which is conventional to the indie genre. For example, a long shot of drake sitting on the bed looking down, shows that he is sad and lonely. However, a long shot used in the All About the bass video conveys the artist and back up dancers dancing, which connotes positivity and fun within the video. Therefore, the use of the camera shot is used differently to the drake video, as its showing a performance instead of the artists emotions. In addition, the Busted music video includes a long shot as well like the All About The Bass video to show a performance. However, the use of the long shot does not only show the group playing their guitars and singing, it also shows them in a live concert scene, which differs from the Meghan Trainors video. Therefore, the micro elements are used differently in the Busted video to the other videos, as they convey the group in a real life setting for them, as they're known for performing in underground stages, therefore conventionally showing realism. 
Overall, this analysis will help assist me with my planning because I gained more of understanding about each music genre which I can incorporate some ideas into so that my music video is as conventional and entertaining possible.