Research into my chosen music genre

Research into chosen music genres

The music genre, which I have chosen to base my music video on, is dance. This is because I like the variety, which dance videos have about them, and how they can all, be represented through different styles such as narrative, concept, and performance. Some of the music videos, which inspired me the most to want to base my music video on dance was; the narrative which was portrayed through the song ‘we found love’ by Rihanna, the performance based video which is in David Guetta featuring Akon ‘sexy chic’ and the concept based video Rudimental ‘feel the love’. I like how anything can be adapted and can still suit a dance music video. Therefore another reason why I have decided to base my music video around the dance theme is because it gives me a broad variety of different elements, which can be done, which will then conform to the conventions of a music video. These are some of the main reasons why I have decided to choose this music genre.

 

The first artist whom I have chosen to analyses is David Guetta, because I think that he is similar to my chosen artist who I will be basing my music video on. The music video of David Guetta, which I will be analyzing, is; ‘Little Bad Girl featuring, Taio Cruz, and Ludacris because this is a both performance and concept based video which is one of the ideas which I have considered for my dance music video. 

    This video conforms to various different codes and conventions of a dance video, some of which being the location being set in a club for some of it, having people dancing and having a good time, and having women in minimal clothing. This is conveyed through the whole video. An example of where this has been used is right at the start of the song about 15 seconds into the song there are people dancing in both a club and then on the beach as well. The women in the scene are also wearing minimal clothing and are pretty, and young. This also conforms to the conventions of a dance video. This shows people having fun and loving life. I think that this also conforms to the stereotypical conventions of dance in general. Another conventions which is evident in this music video would be, the use of the latest technology being used. This is shown where David Guetta takes out his high tech phone and starts to take pictures of the people at this party. This conforms to the dance genres as well, I think that this also relates back to the idea of reality for actual parties as it shows a progression over time, as more people do take pictures at parties, in order for them to save the memories and look back over them the next day. Another reason they may take pictures is to help them remember the night before, if they don’t remember it, which could be for many reasons one of which being because the person could be drunk, then the use of the picture could remind them of the good time which they had. This compared to parties which may have happened say 15 20 years ago this wouldn’t have been the say as not that many people would have phones and camera and so on so would only have their memories and other people to tell them about the night before. This makes it clear how parties have changed. I think another reason why David Guetta has used his phone is also to convey to the audience who is watching the video how good of a party it is, and to show this success of the party David Guetta has taken pictures of it. Another code and convention, which has been conformed to would the use of lack of clothing and very minimal clothing that is being worn by women in this video, this is very stereotypical of club life and conventions of a dance video. This is illustrated where, there are women wearing Lycia body suits which show off all their figures and gives the appearance of no clothing as it is nude color most of which match the skin tone. They are then having a strip lights wrapped around their bodies in various directions; this also does not cover the whole of their bodies. A part from these the other women in the video are also dressed similarly in terms of the lack of clothing, for example there are some girls, which are just wearing a binkies tops, and little short which were more like hot pants. There wear other girls in little dresses and so on. This is done to convey the idea of getting dressed up and going out to have a nice time, this can then relate to relationships and people going to clubs to meet new people and having a laugh and maybe finding someone new. This also links the title hook of the song and the visuals together as the song is all about ‘little bad girls’ and that would then link the idea of girls wearing the minimal clothing as it almost shows that they are being a little bit naughty and not wearing clothes which they would normally wear and just not conforming to the idea of girls being innocent and doing as they are told.

    Mise-en-scene is key in a dance music video and it is one of the key main aspects, which makes it a dance video. This is also evident in this video as well, as the choice of clothing, props and lighting in this video is all significant in helping the setting and the video to look as much like a club, party setting as possible.  One aspect of mise-en-scene is lighting and this is used very effectively in this video, in order for it to display the purpose, which is the idea of an all night party all the time this has been conveyed to the audience through the use of lighting, as the majority of the settings which are used during this low key lighting, an example of where this is used where it is evident is where the women’s starts to put her merchandise out to sell in her shop the lighting suggests that it is early in the morning through the use of the nearly morning setting where it is so early that the sun has not even fully raised yet. This shows it is the early hours of the morning this is also time when people are still partying. Then during this scene the sun comes out and this is where the low key lighting is then reduced a little and as the scene brightens up, then the sun goes back in and the low key lighting comes back. This part of the video is where the women has gone back inside to get some of her stock (in the scene I’m talking about it is a multicolored windmill but when she gets back outside to display it the sun has gone back in again the woman look confused as to what is going on and looks up at the sky again I think this is a reference to low key lighting as it makes people look up and makes it even more obvious that low key lighting is being used this is then showed to signify that that all the characters have now noticed that it is night time again. Thus conforming to the stereotypical conventions of a party, as most of them happen at night. Another example of where low key lighting is the scenes during the club where there is also use of low key lighting, as it is dark in the club. But then this helps to emphasis the club setting and also makes the scene look more fun, this is due to the bright lights which have been used an example being where the women are all dressed in lights and they are just flashing everywhere. That has many connotations on its own as this relates to the purpose, and then name and the title hook of the song. As it is ‘Little bad Girl’ so this stresses the idea of girls and gives them the main focus of the song, as the girls stand out more than the boys in the video apart from the artist, (David Guetta, Ludacris, and Taio Cruz) as they are the singing and performing so there will be times where the camera is on them. But the main focus is on all of these girls who are dancing around some of which being in the flashing lights; this makes them stand out as being examples of bad girls.

    Costume plays a big part in this video as it is used to portray the purpose of the video. As the women were very little clothing therefore conveying that naughty almost careless behavior and creates a sense of girls behaving badly, this is further conveyed as it is considered girls should be well behaved and shouldn’t really go clubbing, clubbing can also be frowned upon as it has relations to drinking and behaving in ways which people wouldn’t normally behave and where they start doing things which they wouldn’t normally do, of example the way they dance may become a little dirtier, the use of language may become more narrowed and there may be a broad use of swearing and careless talking, there could also be aspects of sexual behavior as pride and respect goes out the window. These are just some of the different stereotypes, which is to be had about clubbing and drinking. This is illustrated where one of the girls is grinding her body up against a boy, and other scenes where other girls are shown grinding themselves up against other females. This conveys a very relaxed, and fun environment where the girls are just having a laugh and letting their hair down and just having fun as they are more relaxed and enjoying their night, this then suggests that they are doing things, which they wouldn’t normally do. This can then relate back to the idea of girls behaving badly. I think that in this video David Guetta has tried to convey the more sexual and fun side of having fun, rather than showing the other side at the end of the night where people are falling around everywhere and are being sick as well as not being able to get home. By showing this side they are conveying the sexual side and showing that girls so have a bad side to them, and illustrates women in a very appealing way, thus illustrated how the bad side can be fun and good as well. This also conforms to the idea of the song, about being bad as the word ‘little’ suggest well-behaved and only being a little bit naughty, this word also suggests that all girls can be just a little bit bad and this song is illustrating a little streak of naughtiness.   

    There is use of iconography through this video, this is to convey how the artist wants to be seen, and what their style is about, for example how they like to dress. David Guetta doesn’t usually show up in all of his videos unless there is some time of club setting involved. This would then explain why he is in this video as it is a club-based video. He is then usually always seen DJing in front of a big crowd of people, with headphones on looking happy and playing his music. This illustrates how David Guetta wants to be seen and how he wants to be represented to his audience. I think that he wants to show that he is a successful DJ and he wants his audience to be happy and enjoy his music. The way in which David Guetta has chosen to do this during this video relates to the idea of stereotypical conventions of a dance music video. Thus conveying the target audience David Guetta is trying to appeal to. By having a large crowd shows that David wants to try and reach a broad audience. This also relates to the idea of David Guetta just doing his job. As this is a portrayal of what David Guetta does for a living, as he is a DJ this could then make this video then become personal as he is showing his audience what he would do when he is working, so that would be taking picture and DJing as well as enjoying the night. This could then show his audience what he does for a living and therefore could make this quite iconic as this appears in more than one for his videos for example he also does his is ‘where the girls at’ just for one example. There is more than one use of iconography as both of the other artists in this video also use it, Taio Cruz, and Ludacris. They both wear very stereotypical R&B artist clothing for example the jeans, and leather jacket, and chains around their necks and so on. They also both wear glasses during this video; this could be considered weird as both of the artists are inside so there is no sun. Therefore I think that the reason why they would be wearing this is to conform to the R&B conventions of a music video. I think that this then relates to the style which each of the artist want to convey about them and shows the swag, which they have, and how they want to be portrayed about them. This is almost like a way of them saying that they are too cool that they look good with glasses on inside. This then shows the type of person which they want to be, again this is also something which is conveyed through some of the artist other songs this shows that this is a trend which they carry throughout more than one of their videos for example Taio Cruz ‘break your heart’ again he is wearing sunglasses in the same situations. This is just one example of where this has an artist has set a trend for themselves to convey their style. There are other brand which are used during this video one of being a Sony Ericsson Xperia and also the brand of vitamin water, this may be brands which they are associated with of brand which may be sponsoring the brand, it also may be something which is new and big such as the phone at the time which this song came out and the water maybe a sign to that the people at this party are not all drinking alcohol.   

    The setting of this music video is based in a club but there are a few other locations throughout the video as well, some of which being, the beach overlooking the sea, a couple in bed, a women setting up her shop, the a bird’s eye view of the world. These are the main locations which are used through the video most of them conform to the typical party setting of artists being in a club. This conforms to the conventions of a dance video, another location which also conforms to the conventions would be the use of the beach as it plays on the idea of young people going on holiday to these party islands and letting themselves go and having a good time. This conforms to the purpose of the video being about girls behaving badly, letting themselves go and conveying that they do have a bad side as well. This is shown where David Guetta runs out onto the beach and they all go sliding down the beach, a whole massive group of people from the club who have ran down to the beach this is both girls and boy and they just go down for fun, it is also at this time where the sun which has just come up goes back down again. This is then suggestive of a never ending party; this then becomes more obvious when they go back inside to carry on partying. This then relates back to parties being fun and people not wanting them to end because they are having such a good time. Some of the other settings which are used don’t have that much of an impact, for example the use of the woman and her shop this is not something which people would see in a dance video therefore this juxtaposes with the idea of all dancing they have also just used a normal girl which wouldn’t really be considered to be a dance music video. Although there is another setting which doesn’t conform to the stereotypes which is the couple in bed, the male leave the bed thinking its day time and is about to get dressed but then the sun goes back in and its night time again, the camera then turns to the woman who is in bed with no clothes on this is evident as she is holding the blanket up against her and there are no clothes. The way this conforms to the song is that the way the girl behaves suggests that she is looking for the male to get back in bed with her, this is evident through her facial expression and the way she is portraying herself in bed that she is behaving a little badly, thus relating back to the purpose of the song and the title hook ‘little bad girl’. 

 

THE SECOND MUSIC ARTIST

The second artist whom I have decided to analyses is DJ Fresh, this is because this is a dance artist and is also someone who has recently come into the music industry, therefore I think that his take on music is different to what is currently out in the market, this is one of the reasons why I have chosen to analyses. This music is also very fast, upbeat, lively and very new. I think that this is an artist who has brought a new fresh flavor to the dance market, as well as this his music videos are usually concept based and involve a lot of energy which connect the visuals and the beat of the song. This is something which I will be considering when planning for my music video, as I think this would help the song come to life more and give the lyrics more meaning. This video is a concept based video throughout with some elements of performance.   

    The music video which I have chosen to analyses is ‘Hot Right Now’ featuring Rita Ora. This song conforms to some of the code and the conventions of a dance music video; this is present through the video although some parts of the video do challenge the stereotypes of a dance music video. One of the codes which are conformed to is the use of bright colors throughout the music video; this is present throughout this video. This is because it is set during the day outside, where there are blue clear skies. But the best example of where this is evident would be where there is the whole group of people dancing in a semi circle, once they have just pasted the walls with brightly colored graffiti on them. This is the main example of where bright colors have been used this is just one example but it is evident throughout, this is one example of where the codes and conventions have been met of a dance video. This suggests fun and upbeat activities thus linking the visuals with the upbeat rhythm of the song. This can then be related to the audience as they can visually see what an upbeat song this is. Another code which has been conformed to is; fast upbeat videos this is shown where everyone of dancing to the beat of the song, his also brings in the conventions of dancing during a dance video, but this example both juxtapose and conforms to the conventions as it conforms as there is dancing during the video which is a stereotypical trait of a dance video, but then it challenges the convention as the dancers are not dancing in a routine, all together at the same time, and the characters in the music videos are not wearing the same costumes. This conforms to the conventions as it usually during a dance video all of the dancers wear the same thing. But I think by not having all of the characters dressed in the same thing allows the characters to express themselves more and show of more of an personality to each of the characters and expresses that idea of freedom. This then relates back to DJ Fresh expressing a new side to dance and bringing a modern twist to the dance music and allowing DJ Fresh setting a trend. There are other conventions which are conformed to as well, but these are the main ones which are present throughout the video.

 

    Mise-en-scene plays a big part in this music video as it helps to establish DJ Fresh as a dance artist. All aspects of the micro elements have been used through the music video, this helps to portray the meaning and the visuals to the song. The first main aspect which is used through this music video is lighting this also conforms to the conventions of a dance music video as bright lighting is used throughout the music video. Ti is so bright to the point where there are actual beams of sunlight in the video. An example of where this is used is where Rita Ora is standing on her own and is stretching her body out while she is standing by the wall, as she moves the sunlight beams through the gap between Rita and the wall. This is one example of where high key lighting has been used. This bring a bright freshness to the music video, this also makes it seem fun and upbeat. This whole brightness then brings a clean, clear aspect to the video as well which further enhances the freshness and innocence which come with this. Whereas a dark setting in the same scenario would be suggestive of rebelliousness, and maybe doing something bad which they are not spouse to or drinking for example. But just by changing the light to a high key lighting turns this on its head completely and just makes this look likes teenagers having fun and enjoying the day while expressing them in a good way. As a result this could change the stereotypical view which people have of teenager and showing that they are really just innocent and full of energy. The use of the sunlight I think also plays a big part in this music video as the sun is bright, so brings the fun factor to this video. As well as this the sun is also very hot, so this then links back to the title of the song being called ‘Hot Right now’ as the sun is hot and this connotes the hotness which is being spoken about during this music video.

    Another of the micro elements which is used through this music video is; iconography this is used throughout the video as well. This is targeted more towards Rita Ora rather than DJ Fresh, as she is in the video and he isn’t. Therefore most of the attention throughout the video I targeted more towards Rita than DJ Fresh. An example of the iconography which has been used is the use of the big old style radio which Rita carries on her shoulder at the start of the video and then again through some of the other stages of the music video. This plays a big part of the video as it is this which the music for the rest of the music video looks like it is being played through. This is also the device which attacks the rest of the people and is the music which everyone to dance to. This kind of brings a retro theme to the music video, and develops a device for the music to come out with. I think this can relate back to the idea of the song having a modern theme to it but then trying to bring a retro theme to it. Another example of where iconography has been used would be the use of trainers which Rita Ora is wearing; she wears a range of different trainers throughout the music video. The camera often zooms in on them when she is walking and often shows them, this then means that the audience sees this as well. I think that this then relates back to Rita Ora the most as the trainers are more about her than the song.

As this is then representative of Rita Ora as a person, as this is a way of showing the person she is and how she wants to be perceived. As this is also Rita Ora’s first ever appearance as an artist in her own music video, she has made an appearance in another music video prior to this music video this was in the music video ‘Over’ by Drake. But in this video Rita were more of a person which the producers and Drake want her to be, rather than the person who Rita wants to be. Whereas in this video Rita gets the chance to show her personality and the kind of person she wants to show to her audience. This conveys Rita being a very playful, fun girl, it also coveys her as being very laid back and not afraid to wear trainers and covey that type of boyish side to her and she is not afraid to show that she does wear trainers and this is what she likes wearing and what she feels comfortable in, but she does juxtapose this well as she is then wearing a pair of hot pants, which conveys her girly side. This is a way of showing herself to be different and show what her style is and how she likely to be seen through the media, this is what she has done through this music video.

The use of the trainers also shows that she is still young, as young people teenagers downwards wear trainers, so I think that this is a way of Rita Ora showing that she is still young herself. Another iconic piece in this music video would be the jacket which Rita Ora wears during this music video, the main close ups of the jackets are at the start of the music video where there is a mid shot of the jacket which she is wearing I believe this to be significant as the jacket has her name all over it. In big bold letters on the back of the jacket is says RITA which is her name, then on the front of the jacket it says Rita on one side then on the other Ora, this then makes it clear that this jacket has been customized for Rita. This then suggest the person which Rita Ora want to be seen as well as the trainers which express her personality this also does as well. The jacket is in the shape of a base ball jacket, this give the jacket a very retro look to it, this conveys the style which Rita Ora has, this could thus convey more about Rita Ora such as the type of music which she creates and what influences her and her music.      

    Another element of mise-en-scene which is used during this music video would be the setting which is used throughout this music video, the whole video is set outside in a random place there is no suggestion of an actual location where this song is set. But it looks like it is near a garage or near a deserted area; this is clear as there is no one around and there is graffiti everywhere. This is the main setting as the other setting in this video is also every similar as it is also outdoors and looks like it is near a bridge, this is clear as in the background there is a bridge and again there is graffiti everywhere. The setting that has been used suggests freedom of the characters in the video, and conveying a place where they are free to be whoever they want. This further develops the idea of this place being somewhere which is ‘hot’ which relates back to the lyrics of the song showing that this is a hot place. This then also illustrates that the place which all of these people are, is somewhere which is hot and portrays what they are doing to be hot. The use of the colorful graffiti which is on all of the walls during this music video conveys a very young setting as graffiti is usually related to young people which further relates to them expressing themselves. The graffiti also conforms to the conventions of a dance music video and they are usually very fun, fast, bright and energetic. This is portrayed through the graffiti on the walls making the appearance of this video even more bight and seems more fun and a place where these young people are free to who they want.   

    The costume which is being worn by the characters in this music video very much conforms to the conventions of a dance music video. The first obvious point would be the bright colors which everyone is wearing throughout the music video such as the red and green snapback which is being worn by quite a few of the boys in this video, Rita is also seen with a snapback in this video as well. Most of the characters have dance related clothing on such as colorful vest tops and t-shirts this conveys that they are wearing clothes that they are ready to dance in this could also convey that this is the swag and the style which is currently in fashion, as the song is called ‘Hot Right Now’ they could be wearing what is currently out and hot right now. I think this could also be a portrayal of individual style and the characters wearing what they like.

This could also be seen as some of the characters challenging the typical conventions of a dance music video as some of them are wearing jeans and sun glassing, as well as jewelry this is not the sort of stuff which people wear when they are dancing, this would therefore challenge the conventions and show that people can wear whatever they want to express themselves, as well as still be able to dance. Rita Ora also conforms to being one of the women in this video which wears minimal clothing she wears the same thing throughout the whole video, this is a little top, which looks like s crop top, with thin straps, there is a floral print on the front of the top which has arrange of pinks and purples on it, and there is a black strip of black as the back of the top. She is then wearing very small hot pants (high wasted shorts) which covers her belly button, she the shorts then end at the top of her thighs, so that she whole legs are on display, these shorts are just plain black, and she is then wearing very thick heavy gold jewelry and a bright red lipstick.

This is all that she is wearing I would say that this is very minimal. This then conforms to the typical conventions of a dance music video of women wearing minimal clothing; I think this is done to help the song reach a broad audience. As DJ Fresh would have his audience, but then by having Rita in the music video she is then expanding this audience as she is not from the genre of dance so she would bring she fans into watching this video as they would want to see what she is wearing. I think by Rita Ora’s choice of clothing it then makes this song appeal to both girls and boys, boys because she is a very young attractive girl, who is then wearing minimal clothing this could be seen as a very strong influence for boy to watch this music video as they would get to watch her dance around in minimal clothing. Then I think that girls would want to watch Rita for a few reasons some of which being they might want to see what all of the boys are staring at. Also they may wants to see what she is wearing as she is new on to the market Rita is likely to be bring her own style and girls may want to watch this to see what’s she is wearing ad then if they like it or it is something which interests them they may want to find something similar to that as they may few Rita Ora as a fashion icon, these are just a few reasons which may attract the people to want to watch this music video.            

I found that through analyzing music videos from the genre which I was looked to base my music video upon that it helped to inspire me when coming up with ideas for my own music video. This also help me to generate a better understanding of the codes and the conventions of the dance genre, thus giving me with example which I could be inspired to incorporate into my own music video.