Hip Hop

The conventions of this genre are emotions and feelings of confidence and
excitement with a hint of ego and wealth. Its a genre which holds high value in
the accumulation of materialistic objects such as jewellery, cars, houses and
clothes. There is no deep and inner meaning in the lyrics but egotistical and
exciting emotions and feelings. Another convention of this genre is authority and
power. Due to the complexed and complicated conventions and meaning of this
genre, the music videos are unique and almost distinctive to any other genre.
This is because throughout songs many different editing techniques and camera
positioning needs to be done to enhance a visual representation of the genre and
its conventions. For example the music video of the artist, Eminem song my
name is, uses many low angle shots and close ups to emphasise the notion of
power and authority as the camera under the artist whilst he spews his reckless
lyrics clearly give of a message of invincibility and superiority. Mostly because of
the illusion that the low angle camera creates which makes the artists almost
look bigger and stronger than everybody else. This clearly fits the conventions of
the genre which is intoxicating levels of ego and confidence with a thirst for
authority and power.
Low camera angles support the genre of hip hop and emphasise thoughts of
power and authority over everyone.

Another music video example for this genre which shows

intoxicating levels of brash behaviour and high value
placement on money and wealth is the artist, 50 cents
music video inda club. This is because throughout the
video, there are various women dancing around money whilst men hold onto
their jewellery and expensive car keys. These scenes within the music video
clearly show the conventions of the genre, hip hop as it highlights the
objectification of women and long thirst for more and more money.

Scenes of women dancing

round money whilst the artist
shows of his jewellery clearly
show the conventions of the
genre

Rock

The conventions of this genre are behaviours of aggression and anger with a
touch of ferociousness. This is mostly signified through the clothing or physical
modifications on the body. This is because throughout this genre many of the
artists wear deep black clothing almost all the time. Their skin is also covered
with tattoos spanning from their arms to their neck. All these pieces of clothing
and ink can signify a vibe of almost aggression and hostility towards anyone who
comes close to them. This clearly links back to the conventions of this genre
which is deep unexplained frustration and extreme ferociousness which no one
can comprehend. Due to all these peculiar conventions of the genre, this creates
an almost unique but intriguing music video. I know this because in the music
video of the song psychosocial by the artists named slipknot uses mise en scene
to illustrate and reinforce the conventions of the genre. This is because the
lighting is almost always black throughout the video. This can illustrate inner
darkness and almost a lack of happiness in ones life. This links back to the
conventions of this genre which is anger and frustration. The music video from
the song, nothing else matters from the band Metallica also use mise en scene to
illustrate the conventions of the music video. I know this because the band used
hand gestures and certain sigh languages with their hand throughout the video
to resemble evil and angry thoughts this then links back to the conventions of
the genre which is aggression and mental instability.
Dark lighting and peculiar
costumes represents the
conventions of the genre
which is anger, frustration and
mental instability

Indie
This genre represents simplicity, originality, imagination and pureness. It is a
genre which focuses on nature and the element of passion from the artist. These
conventions of the genre clearly emphasise why there is a low budget spent on
indie music videos as the primary focus in the videos are the messages and
intellect that the artist is trying to convey and pass on. All these conventions and
attributes in an indie music video give it a retro and a classic look of imagination
and creativity. This is what also makes indie music videos unique and different as
the lack of expensive editing and music videos does not affect the creativity and
passion which is still presented throughout indie music videos. For example the
music video of the song pale shelter by the artists tears of fear uses minimal
effects and editing throughout the video. This clearly illustrates the conventions
of an indie music video as the lack of heavy editing and modification clearly
show the pureness and originality of the artists music as the genre is all about
imagination and interpreting the music video in your own way. The music video

of the song, someones calling from the band, modern English uses peculiar and
surreal props such as statues around the artists. This is done to reinforce and
burst imagination into the mind of the viewers by using simple and cheap objects
such as plastic statues to create imagination.

Modern English someones

calling

Tears of fears pale shelter

Pop
This genre represents an aura of excitement, happiness and
atmosphere of a care free society were everybody should just have a
good time and let loose. However this genre is not like any other
interdependent genre as pop has been influenced and dictated by the
demands of the audience. For example music videos from iconic pop
stars have targeted certain audiences and ages in order to attract eyes
and listeners to their music. Pop stars has also modified and changed
their videos and singing styles in order to promote themselves and fit
the demands of the public. This then gives music videos in this genre a
unique and unpredictable look as no music fan does not know what to
expect. For example the iconic pop star Michael Jackson use to sing and
create music videos that was almost like the genre, indie as the vibe
was just classical and positive. This was shown in Michael Jacksons
song ABC in the music video. However as technology improved he
modified his music videos and lyrics in order to fit the ever changing
demands of music fans. These changes were more thrilling and
adrenaline pumping songs for example the song thriller and its music
video.

This emphasises the everchanging

genre
and structure
The pop artist Beyonc
also shows
significant
signs how this genre and its
of
pop
music
videos
conventions have changed with different generations. I know this because the
artist Beyonc started of her career as a sex idol that flaunted and confidently
showed her body curves of in music videos. Her lyrics and music videos were
choreographed and written to encourage thoughts of love and affection. Her
albums and music videos were the image of relationships and connections
between two counter-parts. For example the music video of her song check up
on it, clearly shows her sexually flaunting her body whilst continuously making
subliminal sex messages even though this genre consistently makes micro
changes and develops, this still links back to the overall and vague conventions
of the pop genre. This is simply having fun and being content and happy with
life. This also makes pop music videos unique as even though the viewer may
not agree or like the way the artist is portraying herself, they still can admire her
positive vibe and attitude.
Beyoncs music video of the
song, check up on it.

However after a couple years, Beyonc started to change the vibe and messages
of music. Her once sexual and attractive music videos and songs, starting to
disappear and the new political motivated and serious messages started to flood
her art work. I know this because she started to release songs such as sorry,
which represented feminisms and the fight towards inequalities within
relationships. This was clearly shown in her lyrics. However her more serious
tone was clearly emphasised by the mise en scene used throughout the music
video of her song, sorry. This Is because the lighting which was used was dark
and dull colours. This then can clearly emphasis that the messages which are
being said are deeply serious and must be paid full attention to. Beyoncs
change from a charismatic and sexual artist to a serious and meaningful artist
clearly show how she is trying to anticipate the demand s of different
generations as her behaviour shows how she is trying to target two different sets
of audiences. I know this because she is targeting the young and impressionable
teens with her music videos such as check up on it and the older adults with
her meaningful songs such as sorry. These constant changes in conventions of
the pop genre clearly allow the music videos to become unique and distinctive as

the music fans never know what type of music to expect from this genre. This
creates curiosity and starts to eventually draw in or music fans to the genre.

Beyoncs music video of her

song sorry