Genre

Using Genre:

Using familiar generic conventions would pose both positives and negatives when it comes to audience feed back. It could be seen as predictable as it has been done many times before however it is easy and ready made so there is no need for a long planning process to come up with ideas. Some may argue that it lacks innovation and originality but some may like the familiarity and they like to know what they are investing in.


Subverting generic conventions means coming up with an original idea that hasn't been done before, it is a very risky process which could lead to alienating the audience but the development could be seen as clever or edgy and fascinate viewers rather than turn them away.

 

The genre that my group is looking at is 'Pop' however it is performed by an 'RnB' artist. Pop music originated in Britain in the 1950s/1960s. The word 'pop' is derived from 'popular' meaning that this genre is made up of favourites chosen by the people and can actually consist of any style. It is mostly aimed at the younger generations and is a more tame approach to the rock-and-roll genre. The first mention of 'pop' music was in 1926 referring to music with a popular attraction to the public this then became a well known reference ten years later. It has a mixture of conventions from many, if not all, genres being heavily influenced by advances in technology.

The main themes that run throughout the songs are love, breakups and inspiration, themes that many people can relate to on a worldwide scale. Because of the general target audience there aren't many pop songs that include frequent bad language to avoid controversy with the younger age demographic.


Pop songs are usually composed of a few verses, a repeated chorus and sometimes a bridge. A bridge is a mutated part of the song possibly set in a different key that mixes the song up a bit more and the contrasting sounds can make it more entertaining. The songs are usually between 2 and 5 minutes in length so as not to underprovide for the audience or bore them with repetition, with the most common instruments present in them are vocals, guitars, pianos, percussive instruments and electronically made sounds.

Rihanna - Diamonds

Preliminary Task - Diamonds by Rihanna

Key Words of Genre

Genre is the category or type of music which audiences chose their favourite conventions, certain institutions make their music within their genre specialisation as that is where their expertise is present. It is defined in the Oxford Dictionary as 'a style or category of art, music or literature'. It originates from France, which means 'kind' or 'sort' and is usually seen as a repertoire of elements.

 

A convention is an element you expect to see in a genre, it is defined in the Oxford Dictionary as 'a way in which something is usually done'. For example, in an action film you expect to see violence, a male hero and the theme of good vs. evil.

 

Iconography is a sign or symbol associated with the genre, it is defined as 'the visual images and symbols used in a work of art or the study of interpretation of these'; for example, dark settings and tense music is the typical iconography of a horror film. 

 

Ideology is the beliefs of an individual or group and what they think is important, it is 'a system of ideas and ideals'; for example, the characters of Downton Abbey think it is important to be rich so host lots of parties and dinners to show off their wealth. 

 

Hybrid-genre is when elements of two or more genres are used within a film; for example, Johnny English is an action comedy, Shaun of the Dead is a rom-com-zom. 

 

Verisimilitude applies to all music videos and means how 'real' or 'realistic' a text is. Some genres have a greater degree of verisimilitude than others. 

 

Some theorists suggest that "genre is no longer a fixed set of elements", "genre has changed because the conventions of various different genres have been used together". Buckingham (1990) argues that a genre is a "constant process of negotiation and change" which means that it can be interpreted how the viewer wants, other theorists say "conventional definitions of genre are based on the idea that they share particular conventions of content e.g. Themes or setting" and "genres are instances of repetition and differences." 

Storyboard - Rihanna Diamonds

Rihanna – Diamonds Storyboard

Conventions and Genre of Music Video Analysis



Fleur East - Sax:

This music video is of the genre dance-pop, it is very up-tempo and lively with bright, saturated colours throughout. There is a main focus on the female singer, encouraging the male gaze with her costume being bright block colours and having many cut outs making it revealing. The lighting is high-key lighting up the brightly coloured set and following the conventions of the pop genre. Throughout the video there is a highly physical performance with energetic dance routines set with different bright back drops, on some there can be seen to be back up dancers dancing along to the same routine making the shot seem busier and more hectic. The editing is fast paced and cuts to the beat of the song creating a link between the audio and the visual, the fast pace of it keeps up the energy of the song. It looks to be a high budget set and performance with complex dance routines and dancers and the bright back drops, using effects that manipulate the video to do different things, this convention adheres to the pop genre.

Birdy - People Help the People:

This follows the genre of indie folk/pop music, it has a very slow tempo. We have decided on recreating this music video for our preliminary production as it is a more simple array of shots than a typical music video especially for a first try at creating a music video and it is in the style and genre that my group is looking at. This music video doesn't really fit into a particular genre, this itself is a convention of an indie style video. A convention of the indie genre is for it to be very middle-class, this is represented through the use of taking a bus for transport which is seen as a very middle-class mode of transport. It has a very slow pace of editing throughout creating a very laid back atmosphere together with the black and white so there's no bright distracting colours. It is set in an everyday setting with everyday people, there's little to no choreography involved in this video following the conventions of an indie music promo.

Foo Fighters - Rope:

'Rope' is of the genre rock/punk/metal. The costume consists of dark colours and the whole video has a monochrome look to it as they use black costume against a white background to give it that contrast. An emotion that can be picked up on is anger this is through facial expression, body language and the vocals and is a common convention and ideology within this genre. The costume is quite scruffy and uncaring of appearance unlike those of pop genres where every hair is in place and most costumes are skin tight without creases. It can be viewed as quite intimidating as it has a montage of shots where the band members are in shadow as they are backlit, this prevents us from seeing any distinguishable features, the video is also very up close to the members possibly adding to the intimidation by being up close in the personal space. The whole video is male dominated, following the conventions of the rock genre with each of them holding an instrument or microphone and heavy focus on their talents. The video is performance based with the band playing as though they are on stage at a concert even though they are in a secluded room, this makes the viewer feel closer to the band as they watch.







Cutting to the Beat

(R's hand pushing Di)(R ECU L)(CU R's hand pushing Di)(OHS Rd)(CU F)(CU R filling C with Di)(CU R's hand in water)(R running down Rd)(CU tops of heads)(CU R)(ECU R holding C filled with Di)(R holding Di)(Silhouette)(ECU lighting C)(EU R's eyes)(Smoke)(ECU R blowing smoke)(ECU R's hand in water)

(CU R)Shine bright like a diamond 
Shine bright like a diamond(ECU R's hand running over Di)
  
(CU R)Find light in the beautiful sea 
I choose to be happy(Flowers falling over) 
You and(CU R) I, (ECU two hands)you and I(CU R) 
We’re like diamonds in(ECU R's hand) the sky  
(CU R)You’re a shooting star I see(ECU R's hand) 
A vision of ecstasy(CU R) 
When you hold me, (Glass shattering in reverse)(CU R)I’m alive(MS R) 
(CU R)We’re like diamonds(Fabric billowing) in the sky(CU R)  

I knew that we’d become one(Large object in reverse) (MS R)right away(TS R running on Rd) 
(CU R)Oh, right away(TS R running on Rd)(Curtain rail falling in reverse)(ECU R's hand on bed)
At (CU R)first sight I (MS R on Rd)(CU R)felt the energy(Ball of light) (CU R)of sun rays(TS R running on Rd)(CU R) 
(CU PU R)I saw the life inside your eyes   

So shine bright(Bright light on Rd) (CU TS R running on Rd)tonight,(Bright light R running on Rd) you and (MS R on Rd)I (Various objects breaking in reverse) 
(ECU R's hand)We’re beautiful like (CU R)diamonds in the (MS R)sky 
Eye to (CU R)eye(Bright light R running on Rd), so alive 
(CU R)We’re beautiful like diamonds in the sky(R on Rd under Aurora Borealis)  

Shine bright like a diamond (CU R under Aurora Borealis)
Shine bright like a diamond(ECU R's hand) 
Shine bright like a diamond(CU R) 
We’re beautiful like diamonds in the sky  
(CU R under Aurora Borealis)Shine bright like a diamond (CU R)
Shine bright like a diamond (MS R in reverse)
Shine bright like a diamond 
We’re beautiful like (ECU R's hand)diamonds in the sky 

(CU R)Palms rise to the universe 
As we (LS R in landscape)moonshine and (MS R)molly 
(CU R)Feel the warmth, we’ll never (CU R)die(LS H slow motion) 
We’re like diamonds in the sky  
(CU R)You’re a shooting star I see 
(CU R)A vision of ecstasy 
When you hold me, I’m alive(MS H slow motion) 
We’re like diamonds in the sky 

(CU R)At first sight I felt the energy of sun (MS R)rays 
(CU H)I saw the life (CU R)inside your eyes  
(LS two H slow motion)So shine bright (CU H slow motion)tonight(CU R), you (ECU H hoof)and I(MS R) 
We're (CU R)beautiful (MS horse slow motion)like diamonds in the sky(LS H) 
(CU silhouette R)Eye to (MS H)eye, (CU H)so (ECU fire)alive 
(CU R)We're beautiful like diamonds in the (LS H)sky  

Shine bright like a (CU R)diamond 
(LS H)Shine bright like a diamond(MS H) 
(CU R)Shine bright like a diamond(CU flowers on fire) 
We’re beautiful (ECU R)like diamonds in the sky  
(CU R)Shine bright(Police and fire) like a (CU two H)diamond 
(LS two H)Shine bright(MS two H) like a diamond 
(LS R)Shine bright like a diamond(MS two H slow motion) 
We're beautiful like diamonds in the sky  
(CU R)Shine bright like a diamond(ECU R's hand) 
(CU R blowing smoke)bright like a diamond(ECU flower on fire) 
(ECU R's face on water)Shine bright like a diamond  

So shine (CU R on water)bright (MS R on water)tonight, you and I(Police and fire)(Silhouette against fire)(CU man) 
We're (CU R)beautiful like (MS R on water)diamonds in the sky (Silhouette against fire)
Eye to (ECU R's hand)eye, (CU R)so alive (LS R on water)
We're beautiful like diamonds (MS man on fire)in the sky  (MS R busy scene)

Shine bright (CU clothing)like a (ECU R)diamond(LS two H slow motion) 
Shine bright like a (CU R)diamond(LS two H slow motion)(ECU R) 
Shine bright like a (ECU R's hand)diamond(MS R) (CU R)
Oh, yeah(CU R tilt) 

Shine (MS man on fire)bright like a diamond(ECU R) 
(CU R)Shine bright like a diamond(LS R on water) 
(Fire)Shine bright(CU R) like a diamond(ECU R's hand) 
Shine bright(CU R) like a diamond(ECU R on water) 

(ELS R on water) 

R - Rihanna

Di - Diamonds

Rd - Road

H - Horse/s

ECU - Extreme close up

CU - Close up

TS - Tracking shot

MS - Mid-shot

LS - Long Shot
ELS - Extreme long shot

Cutting to the beat is an effective way of editing and composing a music video. The cuts between shots happen on definite beats within the song to create more of a flow and to establish a stronger connection between the video and the song as there is a visible and audible change. It can also be done with the melody, cutting to the next shot on different notes rather than beats, Rihanna uses a mixture of both as some of the shots fit into the percussive beat in the background but not with the melody and some are the other way around. This mixes it up a little and makes it flow with both the song and the lyrics.