1. MUSIC VIDEO GENRE CONVENTIONS

2. While all music videos fall into the main three music video categories of Performance, Narrative and Concept. Different genres employ the use of different codes and conventions when it comes to making a video. These codes and conventions are what make the video recognisable to fans of the genre and are generally what people come to expect from a video related to their chosen genre.

3. Pop Bright and Colourful Setting (Big genre identifier) Very stylised Artists portrayed as happy and content Usually fast paced cuts to the beat and a lot of close-ups used to show artist and long shots to show lavish setting A lot of the themes tend to be associated to the target audience of teens, such as sex, partying and love etc. Artists are generally presented in a sexual and seductive way Hair and make up is used to artists feeling and messages more so in pop than other genres (e.g. Lady Gaga, Kesha, Katy Perry, Nicki Minaj) Pop videos tend to employ choreographed dance routines Most Videos tend to employ a performance and narrative mix Use graphics and cartoons http://www.youtube.com/watch?v=-6YLi0GNBTk

4. Rock Lighting and setting is usually very dark to give edgy, scary, mysterious tone A lot of videos show the band performing with instruments Narratives and themes tend to take on darker tones Tone can alter in relation to sub genre of rock but all generally take on an edgy feel Close ups and obscure angles used to match edgy tone Editing follows song mixture of slow shots and fast cuts Performance, Concept and Narrative all big in the genre Artists presented in style with the genre, tattoos, dark clothing, different hair, piercings etc. Use a lot of imagery http://www.youtube.com/watch?v=DelhLppPSxY

5. Indie The settings and lighting can differ depending on the song and can be either bright or dark Bands wear casual clothing and are also casual in their movements Genre which employs performance the most Themes are usually relaxed and laid back http://www.youtube.com/watch?v=lPCUUfZSO9A

6. Hip Hop/R ‘n’ B Lighting and themes tend to be very bright Show a lot of excess such as cars, money, women etc. (But on other side can also be some videos that are gritty and showcase the street) Employs a lot of close ups of artists and long shots of settings Not usually straight up performance, usually linked to narrative or concept Men wear ‘urban’ clothing or are topless, women wear sexy revealing clothing or nothing Have the most lavish and interesting settings Slow songs employ slow cuts and more sepia tones, fast songs fast cuts and bright colours http://www.youtube.com/watch?v=2ul9anDw-gA

7. Dance Usually very bright lighting and setting Tend to focus less on the DJ etc. A lot of videos have guest vocalist or show tour settings of fans Themes usually are people dancing and having a good time Cuts are usually fast paced to the music A lot of long shots used to show crowds having fun Employs a lot of pop and r n b conventions as they tend to be guest vocalists Biggest user of concept videos http://www.youtube.com/watch?v=1y6smkh6c-0