Genre

Genre
As a groups we have decided that our main project will follow the pop genre. The genre pop developed in the mid-1950's, it was a softer version of the popular rock n roll genre. We decided to chose this genre as we feel this is the genre of the song we have chosen.

Codes and Conventions of music videos
Codes and conventions are used in any studies of genre. They are the expected elements/rules which are used within that genre or product. However these rules can br broken or altered to create a new or different product.

The convetions of music video genre are the typical rules which are followed or sometimes broken and are what the audience expect when watching a music video. Here we have put some of the codes and conventions of music videos after watching several of them.

Typical Location: Usually have one or two locations, and are either filmed in a studio or on location eg. a park
Typical characters: Usually includes the band or artist but not always. Here they can promote their band image and ideas expressed in the song
Typical mise en scene: Costumes, musical instruments, lighting and non- diagetic audio are just some of the things we have noticed whilst watching music videos
Typical narrative: We have found that music videos can include just performance of the artist or band, or a narrative or both. Dancing and perfomance is central to the narrative
Typical media language: Usually dominated by the soundtrack and editing sometimes compliments the pace of the song
Typical ideologies (messages and values): These are just some of the typical ideologies which are put across music videos: love conquers all, have fun and be yourself and not someone else.

Here are some of the videos I looked at as research to see what the codes and conventions are.


Regina Spektor- Us
http://www.youtube.com/watch?v=xzrC72Xv6pE&feature=related

This video is located in a studio this is shown when Regina is placing the furniture in the room. The video includes the artist Regina Spektor as she is shown carrying out the narrative and also performing (playing the piano and singing). The mise en scene in this video is interesting, it old paintings and her piano. The use of drawings as her background is used to create her brand image as unique and artistic and this is something many music videos aim to do. The narrative in this video follows Regina performing infront the camera in different rooms. She is sining throughout the music video and she is shown dressing the house and walking through the drawing as it comes alive behind her. The media language in this video is dominated by the soundtrack as she is singing throughout the video, the editing is jolty and jumpy also to reflect her creativity and experimntal nature which is reflected through her music. The typical Ideologies in this video i think are that different is good and a person shouldn't be afraid to be different.


Black Eyed Peas- I gotta a feeling
http://www.youtube.com/watch?v=f_2rrxONlLo

This music video is filmed on set (the club/dancefloor, and room where the artists are getting ready to go out) It is also filmed on location when it shows the young girls walking. The protagonists in this music video are the artists singing and having fun. The mise en scene in this music video are things related to party's such as drinks and alcohol, the artists are also wearing party clothing and this pushes their barnd image forward that they love to party and have fun. The narrative in this video is the artists having a party and it revolves around the artists and their peformance. The media language is dominated by the dance soundtrack, the camera in this video is very much moving around with the artists following them having a good time. The ideologies in this video are to have fun.


Pop Genre
We have found that the codes and conventions change in relation to the genre of the music for example metal music videos are very different to pop or classical music videos. One of the reasons why is because they have different ideologies and brand images they want to push to the audience. Therefore I have chosen some artists/bands which follow the pop genre which will be similar to our group idea-female pop artists.

Natasha Bedingfield- Unwritten
http://www.youtube.com/watch?v=4lFXy5bIiSA

This music video is located in a studio (library) and it includes Natasha Bedingfield as the protagonist. The mise en scene here is the objects which are part of the location e.g.other books, book shelfs, the non-diagetic soundtrack is present as Natasha is singing to it. The narrative in this book reflects the lyrics of the song 'Unwritten'. The media language consists of the soundtrack dominating the music video and everything revolving around the words of the song. The typical ideology put across this pop music video is that take each day as it comes and as a new day approaches your story is unwritten.

Kelly Clarkson- Since U Been Gone
http://www.youtube.com/watch?v=cdxRS_GyBbM

This music video has been set in two locations. The video firstly begins with a shot of Kelly Clarkson in her ex-boyfriends apartment, the second location is a studio where she is shown performing at a gig with her fans around her. The characters included in this music video are the protagonist who is the music artist (Kelly Clarkson) her ex-boyfriend and his new girlfriend and her band when she is performing. This is typical of pop videos as they are often based on relationships and friendships. The mise en scene in this video is used to promote Kelly Clarkson's brand image. Her rock chic outfit promotes her brand image of an independent and strong artist. The idea of feminism and women's independence are pushed throughout this video to promote her brand image- this is done by Kelly shown crashing her ex-boyfriend apartment, it has shown that she has got over her break-up and she is wanting revenge showing she is a strong character.  However, the fact that she is still thinking about her ex-boyfriend could be shown as a weakness but her brand image eliminates this and shows that is a strong willed woman and independent. The mise en scene such as the dark lighting whilst she is performing emphasizes her rock chic look. In pop music videos mise en scene is often used to promote the artists brand image and create and promote the music genre. The narrative in this music video follows the lyrics about Kelly breaking up with her boyfriend. She says that she has got over him 'I can breathe for the first time...I'm so moving on' and the continuous scene of her smashing her ex's apartment shows that she needs this one last action to make him see she's got over it. The ideology pushed through in this music video is the strength of women and it is okay to be without her boyfriend.

Britney Spears- Everytime

http://www.youtube.com/watch?v=fAXgGWY6X5E

This pop music video by Britney Spears is located in a studio. The character's in this music video include Britney Spears (the artist) as the protagonist, her boyfriend. There are two places in which this video is filmed firstly in the home/bathroom and she is shown performing in a white room. However Britney is not shown singing until towards the end of the video where she contemplates committing suicide. Mise en scene in this music video is house furniture, her white clothing is significant to her image she is trying to create in this music video which is angel-like. The bright high key lighting emphasizes this. This video breaks Britney's brand image however, as it is not like any of her older music videos. The narrative of this music video follows the character's life with all the press attention she is getting and her endless rows with her boyfriend. This is a typical relationship theme of pop music videos. This music video is similar to our idea of our music video "At night I pray, That soon your face will fade away" She is hoping to get over her lover and this is a theme we are looking to create in our music video.

Leona Lewis- Happy
http://www.youtube.com/watch?v=oBiTJ1nfCto

This video is filmed on location in Cuba and a studio when she is perfoming to the camera. The protagonist in this music video is Leona Lewis the artist and the music video revolves around what she does. The typical mise en scene in this film is very music cultural realted things such as the furniture and the location, and even the clothing. The music video is mostly narrative based where Leona is getting married. The video follows the lyrics and the soundtrack. The typical ideologies of this music video are that love conquers all and that you should do what makes you happy.

Ivy