Music Videos

Rap Conventions • Casual clothing, nothing too characterised but more subtle and

loose• Tattoos • Drugs violence and females • Sections of direct contact with the camera • Props regarding costume tend to be used • Show clear display of emotions- if the song is angry the artist is

likely to present this through their gestures and facial expressions

• Strong editing cuts between concept and narrative • Follow the American dream lifestyle

Drop it like its hot – Snoop Dogg ft Pharrell Williams

• https://www.youtube.com/watch?v=GtUVQei3nX4

Casual clothing, nothing too characterised but more subtle and loose.This is clearly linking to the genre of rap music due to Snoop Doggs baggy top and Pharrell Williams’ top and jeans.

Sections of direct contact with the camera – this connects the artist with the audience. It also makes the audience remember the artists face which creates more promotion.

Show clear display of emotions- if the song is angry the artist is likely to present this through their gestures and facial expressions.

Props regarding costume tend to be used – This is to show the audience their success, due to a lot of the genre being built upon the money and success of the artist.

How it relates to the genre conventions

Follow the American dream lifestyle- the American lifestyle is about gaining success and the expensive car and the wad of money demonstrates this.

Drugs violence and females- there are many women featured in this music video and there are various links to drugs in the song.

Relationship between visual and lyrics ‘I got the rolly on my arm’ – this links to the lyrics due to the lyrics suggesting there is a watch on his arm, which the visuals clearly show.

‘million dollar boat’ – There is a big boat which coats millions in the background of the video which links to the ‘million dollar boat’ lyrics.

‘I'm pouring Chandon’ – Chandon is wine and as you can see from the screenshot there is someone pouring liquid in a wine glass suggesting it is Chandon.

‘I got a living room full of fine dime brizzles’ – The lyrics are stating there is a room full of good looking females; this is demonstrated in the video from the screenshot.

Close ups of the artist

This makes the artist recognisable and builds up an image so when the audience sees the face of the artist they are more likely to watch it due to them liking the song that they were in last time.

Soul Conventions

• Have narratives• Quite monotone or dull colours• Editing is slow pace • There are no special effects• Peaceful theme

She- Laura Mvula

• https://www.youtube.com/watch?v=3J7DbO56QOI

How it relates to the genre conventions Have narratives – The story in this video is of a little girl growing up and she has a child and the cycle starts all over again.

Quite monotone or dull colours – the screenshot shows that the colours were quite muted and weren't bright and bold colours, which links to the conventions.

There are no special effects – throughout the video it was all natural setting and if special effects were put it in it would make it less effective. This therefore links to the ‘no special effect’ convention.

Peaceful theme – There were a few moments were this video broke the conventions; however the overall theme was peaceful and happy.

Relationship between visual and lyrics ‘She walked to watch you’ – This is of a girl who walks in a room and stand while watches her family.

‘There she waits looking for a savior’ – She is watching her parents argue when all she wants is for them to get along or some attention.

‘She don't stop’ – The character has been through a lot but she keeps her head up and doesn't’t give up on anything or anyone.

‘She closed her eyes’ – as the artist sings these lyrics she keeps her eyes shut which shows the link between the lyrics to the visuals.

Close ups of the artist

By doing this the artist gets more promotion and publicity, this creates a hype around the video, therefore making people listen to the music

Indie Music Conventions

• Low budget settings• Close up shots of the artist • Simple editing techniques• Slow movement • Narrative • Two characters

Still - Daughter

• https://www.youtube.com/watch?v=uUWrcFpmI5U

How it relates to the genre conventions

Low budget settings – The setting is in a house, which is easy to film on a low budget due to most people having a house.

Slow movement – as the characters move it is very slow and gentle which links to the music and video conventions.

Narrative – The video has a narrative of a couple falling out of love

Two characters – The storyline contains to characters, a male and a female.

Relationship between visual and lyrics

‘Darkness falls’ – The room goes from light to no light suggesting that the darkness has fallen

‘Spiraling down’ – when these lyrics are sang the camera pans down and so does the characters body, indicating falling down

Close up shots of the artist

This makes the artist recognisable and builds up an image so when the audience sees the face of the artist they are more likely to watch it due to them liking the song that they were in last time.