Research: Genre

Here is my research on genre conventions for our MV

Overall overview of typical genre conventions for Pop/Indie

Some media terminologies my Media Studies teacher (Mr Nick) taught my class about:

Genre	The way media texts are categorised
Sub-genre	A further categorisation of media texts within a genre
Hybrid genre	Mixing genres together (Rom-Com, Action-Thriller)
Genre Convention	elements, themes, topics, tropes, characters, situations, and plot beats that are common in specific genres
Code	Technical and symbolic tools used to construct meaning
Conform	Follow the standard practices
Subvert	deliberately contrast, oppose, invert expectations.

Genre (in music) is simply defined as its type of music. Its a way to categorize media texts by their type, style, or category based on similar themes such as pop, indie, R&B, rock, etc. According to Steve Neale's genre theory, genres are instances of generic codes and conventions being repeated in media products (music and music videos) and that genres are constantly evolving with each new addition. Due to music videos being the most effective medium in delivering messages towards the audience. 

Since I will be mainly focusing on pop/indie this genre I believe it has its own distinctive characteristics, conventions, and approaches compared to other music video genre's. Here is my focused research result on pop/indie genre music videos: 

Conventions

-> Pop relies on heavy performance based shots as it usually features a lipsync or dance routine

-> Indie on the other hand is more slow pace showcasing most of the MV's narrative

-> Both genres usually follow the narrative of a theme about 'love' as its whats most appealing towards young people

-> A link between lyrics and visuals are usually implemented 

-> In most cases the artist is shown as the protagonist and are always the center of attention in relation to their environment.

-> Direct mode of address when the artists is lipsyncing towards the camera 

Camera 

-> Close-up shots of artists or characters can highlight their style and emotions, fostering a connection with the audience.

-> Establishing shots to indicate the artists location or change of scenery

-> Long shots depict the artist's position in a scene.

Sound

-> Dialogue is occasionally used to introduce the story and concept of the music video, showing what the artist is trying to convey to the viewer.

-> Soundtracks are usually upbeat and mixed to highlight bass and high-tempo beats.

Editing

-> The pacing depends on the tempo of the music itself wether that being slow (montage) or fast paced (quick / jump cuts)

-> Cut to the beat helps create a visually stimulating experience as it synchronises the shot with the beat of the whole song

Mise-en-scene  

-> Pop music videos are usually staged in settings that surround an urban setting. In certain circumstances, settings like schools, gyms, or parks are often used to bring audiences closer to the artist, yet some may be extravagant depending on the artist's approach.

-> The outfits used by the artists are often stylish and current, reinforcing the pop genre's emphasis on style and beauty

-> The styling of hair and makeup are carefully chosen as it may depict and express the artists feelings and emotions 

-> Props are usually used which includes items like cars, mirrors, or neon lights to in order to reflect themes of success, romance, or nightlife.

-> The mood and ambiance of pop music videos is often bright and colorful.

Sources: 

https://www.slideshare.net/slideshow/g324-media-studies-conventions-of-pop-music-videos/79494752

Nathan Zed on yt

In Depth Research

1. Music video (La La Lost you) 

Name: NIKI - La La Lost You 

Year: 2019 

Production Company: 88rising

Distribution Company: 88rising 

Genre/Sub genre: Pop/Indie 

What conventions does it conform to: This music video does conform to typical pop indie songs as it mostly uses a natural setting as the whole theme of the MV, such as city streets, apartments and public transportation. The performance was also very natural which allows the audience to relate more to the MV due the uses of lipsync and subtle acting. And since the MV focuses more on a relatable topic to her audience which is heartbreak as its common for both indie and pop songs. 

What conventions does it subvert: Unlike typical pop songs this MV doesn't use flashy visuals or performance driven scenes due to this MV focusing more on a personal narrative. Instead of up beat and high energy scenes it uses a more slow pace approach where it aligns more indie aesthetics and since it focuses more on subtle emotions and minimal to no choreography it allows the audience to feel more of the emotional atmosphere of the MV as the genre theory by Steve Neal states that texts must conform to typical conventions yet different enough to subvert them to keep it interesting which NIKI used throughout her whole MV because audiences would expect for the MV to be very sad with no happy ending as it starts off by NIKI being very heartbroken but overtime she found her happiness with her friends and new lover leaving her past memories with her ex lover behind and starting something new. 

What representations are there: This represents a lot of common heartbreak for young adults (17-20) as well as racial spread of casting. As most scenes were NIKI and her white ex lover having a hard time moving on even though NIKI's ex lover has met new girls such as both black and white races this shows the videos cast is quite representative of audiences, while the girl is still having a hard time processing it. Then again the characters themselves can't be said to hold any stereotypes of their own, since in this day and age, inter-racial couples have become completely normal.But, in the end the girl finally let go and had fun as she learns to open her heart for someone else but the guy becomes more lonely and just reminisce their old memories together (nostalgia). This also shows how the girl during the first half of the MV shows how she has trouble in doing certain tasks or gets reminded of the guy when doing something they used to do together. Though overtime each place that reminded her of their relationship became more normal in her eyes indicating that relationships take time to heal. Having the MV set in the city also allows helps create a sense of loneliness in a crowded atmosphere such as the girl seeing couples in the train while she was alone. 

What technical elements are used to give it meaning: 

Mise-en-scene

- outfits used were casual allowing audiences to have reliability on the characters used as it applies to what clothes we use in everyday life 

- NIKI was doing her performance in a public transportation (train) in a very dark and dim light which creates a sense of loneliness as all the background characters weren't paying attention to her and acted as if she wasn't even there

- we can assume NIKI was in New York due to her being in a subway line and we can see how NIKI patiently waits on the trains while waiting if her past lover will even show up

- NIKI's past lover also goes in the subway reminiscing their memories together through flashbacks indicating how much memories the subway line had for both NIKI and her past lover 

Camera

- medium and long shots used during the girl mc's heartbreak moments such as when her car broke down depicts the anger and sadness in her body movement and facial expressions allowing the audience to connect that feeling to her heartbreak. 

- medium shots were mostly used to portray the body movement of both NIKI and her ex partner by showing past loving memories in a bright vibrant colours with a joyful look on their faces but in comparison to dim lighting used to show how depressing New York subway was for NIKI's past lover and NIKI herself

Edit

- slow pacing to reflect the tone and theme the MV follows 

- transitions between locations in order to show the flow and time of their memories 

- slower cuts between each scene in order for the audience to feel more of the emotional connection each scene is trying to portray 

Sound

- during high climatic moments there were effects of non diegetic sound used to create impact during those scenes (thumping/quick pace/distorted) 

- in emotional scenes barely any effects were used other than the music itself wether that being silence or just the instrumental being put in  

2. Music video (Nonesense) 

Name: Sabrina Carpenter - Nonsense 

Year: 2022

Production Company: 

Distribution Company: Island Records 

Genre/Sub genre: Pop 

What conventions does it conform to: Performance was prominent in this MV as Sabrina uses lipsync as her main form of performance with hints of her dancing. The whole tone of this MV was also very colourful and bright with hints of  yellow tones (vintage) which allows the audience to feel a sense of excitement throughout watching it while still feeling that 2000's love vibe. As most pop MV's uses colorful visuals in order to reflect the upbeat nature of the song Sabrina was able to incorporate most of this by having the setting of the MV to be in a party or not in her room with her friends indicating the fun atmosphere this whole MV is trying to portray. The lyrics used also matches the visuals this MV has especially when the artist meets a guy from the party and when she was getting ready allowing the audience to know what the artist meant during those specific lines. 

What conventions does it subvert: Instead of having a deep narrative, this MV focuses more on a comedic storyline with Sabrina and her potential lover having a blast at the party they met together with one prominent line this MV has: "How quickly can you take your clothes off, pop quiz" suggesting a more fun setting and vibe. This MV also emphasizes playful romantic clichés, which show the fun side of meeting a guy, not in a serious traditional kind of love, as it’s less about a specific person and more about the fun they had during the night. Instead of typical celebrity glam with lavish outfits, makeup, and locations, Sabrina opts for fun and trendy outfits that are stylish but casual, making her appear more relatable to her audience as if she's going to an actual party with her friends.

What representations are there: Heavy emphasis on 'party boys' because they usually stereotyped to be bad guys; in this case, they are seen vaping and playing party games, meaning that they should be avoided, but the artist is shown having fun with him, implying that it is a nice night. The scene of this MV is also revealed to be at a home party, where the youth are having fun drinking, partying, and karaoke, emphasizing the carefree and youthful lifestyle full of fun, mischief, and humour, as it presents an upbeat perspective on life. Feminity is also emphasized by exhibiting the artist getting ready for the party with her friends, dancing, drinking, and taping each other, demonstrating how girls generally act before heading out to a party. However, the majority of the characters are white, which may reflect how American teenager parties were held in the 2000s.

What technical elements are used to give it meaning: 

Mise-en-scene: 

- outfits used were quite open showing that the artist is going out to have a fun night relating towards young audiences that usually go out to such events 

- we can assume the setting in a house as there are scenes that showcases them being in a neighbourhood with the event usually being called a 'house party' 

- the lighting was quite yellow and vintage which would make it seem that the MV was trying to depict a 2000's look allowing audiences to feel a sense of nostalgia with the props being used quite old such as the cars and cameras

Camera: 

- over the shoulder shot from the artists back to showcase her getting ready in the mirror 

- medium shot of the artist and her friends so that audience can still see their body language which is them having fun for a night out (dancing) 

- zoom to show the artist and the guy she met at the party which indicates that their having a good conversation through the crowds 

Edit: 

- quick cuts between each scene to match with the upbeat tone the song has enhancing the playful and carefree mood.

- cut to the beat was mostly used whenever the chorus comes up in order for each scene to match each beat the song has which allows the audience to be engaged when watching the MV

Sound: 

- many lyrics match the visuals as its very obvious through multiples scenes we can take one scene where it says "I caught the L O V E, why would you do this to me" which matches the artists talking with the guy at the party 

General Research

1. Gracie Abrams (I love you, Im sorry) - 2024

Genre/Sub-Genre?

Pop

Target audience, and how are they appealed too?

Teenagers to young adults (16-20 years old) using visually engaging content such as bright colours but with a more slow pace melody by having the instrumental being more prominent with summer/school aesthetics (contributed by the setting of being in a car, beaches, school auditorium and day to day minimal clothing ) with the portrayal of a more simple approach making their music video more intriguing to younger audiences.

What would you like to use in your music video from this?

I mainly liked how she used performance as the main part of her MV as most to all scenes involved her lipsyncing which I will mostly incorporate in my MV. The colour grading of this MV was also one of the more intriguing things that stood out to me because I liked how bright and colourful it was which allowed each setting of the scenes to play a crucial part in her MV.  

What would you like to avoid in your music video from this?

However many other elements were lacking in this MV because I didn't really understand the narrative Gracie was trying to put out. Due to her being happy yet the song was sad so it became very unclear, and there were no natural acting scenes making this MV not being the most relatable to the target audience is trying to attract since its about love but there were no love scenes just full on lipsyncing. 

2. Taylor Swift (You Belong With Me) - 2008

Genre/Sub-Genre?

Country Pop/Pop

Target audience, and how are they appealed too?

Mostly teenagers (12-17 years old) using a variety of visual elements (natural setting, tone, clothing) with a prominent storyline as it shows how a girl next door is in love with her neighbour but her neighbour already has a girlfriend creating a strong narrative of "the girl next door" keeping the target audience engaged due to them wanting to know how the plot will end. 

What would you like to use in your music video from this?

I liked a variety of elements from this MV but what stood out the best was the narrative and how it was used to connect it with the song/lyrics. As it made me wonder will Taylor win the guy or will she not, the use of performance was also very well planned out cause it didn't seem too little or too much to me. Even though this is a very old MV from the 2000's it's one of those MV's that keeps the audience engaged due to its straightforward approach. Because according to the Binary opposites theory by Levi Strauss, opposites drive a narrative forward and in this MV does so by having 2 characters being complete opposites of each other, the popular one with brown hair and a cheerleader (who cheated on her boyfriend) while the main character uses glasses and is a part of the band making her seem like the 'nerd' type. 

What would you like to avoid in your music video from this?

As all elements seemed very well thought off one thing I would add is by incorporating a better colour tone as some parts just doesn't connect well with one like in one scene where I thought that it was too yellow and this doesn't really have a flexible target audience to work with. 

3. NIKI (Oceans & Engines) - 2022

Genre/Sub-Genre?

Alternative/Indie

Target audience, and how are they appealed too?

Young adults (17+) having a variety of visual elements leaning more to a realistic/natural approach with a prominent storyline showcasing NIKI's past lover in every new memory she has in her life indicating that she's taking a long time to move on from it making it very relatable for her target audience. 

What would you like to use in your music video from this?

I liked nearly all elements of this MV because there was minimal performance but with a straightforward narrative, using crossfade cuts to distinguish the different timeline of each scene and how every new memory brought her back to her old one leaving it very nostalgic for the audience to feel. I also liked how it incorporated a visual effect by adding her text with her friends because even though it was very sad and mellow the MV still had a modern add on too it. 

What would you like to avoid in your music video from this?

Since I liked every element there wasn't really something I would avoid due to it being very relatable and hits deep for the audience. 

4. Reality Club (Am I Bothering You?) - 2023

Genre/Sub-Genre?

Pop 

Target audience, and how are they appealed too?

Young adults (17+) having a wide range of visual elements but emphasising on its editing as it has 2 actors from both modern world and back in the day black/white television days emphasising on how the character from the television was able to make the modern girl character happy creating a short love story though in the end they were both back with their original partners allowing audiences to understand the narrative making it feel more relatable. 

What would you like to use in your music video from this?

I mostly liked the narrative in this story because even though it was short it was cute while it lasted. Incorporating the black/white television editing and acting made the MV very creative which not lots of local Indonesian artists follow. Not only does this bring back the nostalgic feel to the audience this will also allow them to understand modern and 

What would you like to avoid in your music video from this?

Even though I enjoyed watching the MV and it was very creative I wouldn't think this is something that me and my team could possibly due because it seemed very high budget (outfit changes, acting, setting) and requires high editing skills due to it adding different aspect of modern and post moderns era being combined into 1 MV which is very time consuming. The narrative was also very unclear which made me have a hard time understanding what the main topic the MV was trying to put out. 

5. Stephanie Poetri (I Love You 3000) - 2019

Genre/Sub-Genre?

Pop 

Target audience, and how are they appealed too?

Mostly teenagers to young adults (14-20 years old) with minimal visual elements and straightforward scenes (day to day clothing with a vintage tone) as it just incorporated the characters day to day life with a certain someone in the background holding the camera suggesting that this certain "someone" is having a simple love story with the main character which keeps the audience intrigued to see their memories together. 

What would you like to use in your music video from this?

This is a very low budget music video as it was just multiple clips put together into one with an addition to a vintage tone allowing me and my team to execute something like this easier. I liked how it was very bubbly and outgoing due to the main characters acting making it seem like their having a blast allowing it to be more relatable. 

What would you like to avoid in your music video from this?

But this lacked many elements such as no performance, minimal editing and no narrative. Although it looks like a simple love story we never knew if it was really a lover which doesn't give a sense of excitement for the audience to watch it till the end other than the fact that there memories were cute together. 

6. Olivia Rodrigo (Deja Vu) - 2021

Genre/Sub-Genre?

Pop Rock/Indie Pop

Target audience, and how are they appealed too?

Teenagers (17+) with visually engaging content (day to day clothing, beaches, house, enclosed room) with addition of vintage editing during certain scenes. As this MV mostly used bright colours to portray the main character as a beautiful young girl but behind that she's watching another girl character becoming like her leaving the audience to wonder who is really who and what will happen in the end building the suspense. 

What would you like to use in your music video from this?

I liked how it incorporated different editing methods such as adding both characters in one scene even though its in different periods of time. Quick cuts off the main character watching herself and her copy in an old television frame and the scene turns to that scene in the television giving it a sense of realism which I will try to incorporate in my MV. And how the performance was at a beach really worked well with the characters whole persona, I also really liked the locations this MV used because they give off that beauty in nature setting. 

What would you like to avoid in your music video from this?

Although it was a creative MV and all aspected worked well together, this is a very high budget MV for me and my team to do. As there were many outfit changes and require different props which can be hard to get. Other than that every visual element worked together in this MV. 

Self Reflection: During this time around, I really enjoyed doing research on music video genres, as I myself find it fun to watch multiple music videos over and over again. It has allowed me to gain insight on what's the best method to learn all types of genre conventions, which made me more attentive to details throughout all kinds of music videos, as each video has its own characteristic/narrative that aligns with its artist's own persona and target audience. Analyzing similarities will allow me to figure out what I want to conform to or subvert in my music video later on. As before doing this task, I lacked knowledge on what typical pop/indie conventions were; even understanding the term genre itself was hard because many of its typical conventions aligned with one another, so it made me question, 'What made each genre different?" At first, me and my team wanted to go forward with the genre pop, but the songs that we were intrigued in were indie-pop, which made us even more confused until our teacher told us that indie-pop is a subgenre, not a main genre, which helped us clear most of our confusion. Even though this task gets boring and tedious, especially when I did the in-depth research, going forward it helped me establish the overall base genre/conventions my team will give us a lot of inspiration on what scenes we want to have in our own music video. So overall this research really helped me to narrow down the options of what scenes will most likely follow or add to creating a solid base idea.