Research into chosen music genre

The music genre my group and I decided to use to create a music video is dance. As a group we discussed what type of music we liked and found that we all share a common interest in dance because of its bright lights, party scenes and energy the videos have within them. As well as sharing a common interest in the genre we all decided that we wanted to portray a positive artist image and concept within our music video which would have an optimistic effect on our audience. We felt that dance could help us portray this as the songs are very upbeat, and the genres conventions all portray positive vibes, having fun, friends, family and enjoying life. This was very inspiring to us as we feel music should make you feel happy rather than sad which is what effect some genres have (the indie genre is stereotypically known for songs about heartbreak).
Thinking About YouOne artists who is successful within the dance genre is Calvin Harris, I chose to analyse his music video for ‘Thinking about you’ in order to gain inspiration and ideas for my own music video.

Firstly the style of this music video is around 40% narrative, 30%concept 30% performance. This is quite conventional to the dance genre as many music videos within the genre show some footage of dance and party scenes however also show a narrative as a music video showing just a party would bore the target audience with a concept as the lyrics portray some meaning which must be presented to the audience, in this case the concept is ‘thinking’ about people. Although Calvin Harris wasn’t present throughout the whole of the music video I feel the purpose was to portray the lifestyle he leads. The lyrics were also portrayed throughout the music video however not in regards to himself but others experiences problems or negativity, this could represent him as leading a very problem free life as he is a dance DJ and is very positive about life.

Mise-en-scene was used effectively throughout the music video to represent Calvin and his featuring artist, appeal to the audience and follow conventions of dance. All the micro-elements of mise-en-scene were used at some point within the music video. Hair, make-up and costume were used to portray the life’s of those around Calvin including his featured artist who sung the lyrics of the song. She is dressed in a glamorous bikini and has her hair and make-up done very stylish and professional like all the other girls within the music video. This portrays the glamorous life style and shows the audience that the people within the music video can afford to look good with all the money they have. Glamorous lifestyle are most commonly conventional to the rnb genre however can still be conventional to dance as it is showing how a dance artist lives.  

The next element which also portrayed a glamorous life style lead by Calvin was setting and iconography, just as the music video starts a longshot shows Calvin Harris pulling up in a BMW outside a mansion. The iconography and setting both link in together in this shot to portray how much money Calvin makes from being a successful DJ and also gives the audience an insight in what kind of house he lives in and what kind of cars he drives. This setting is not as conventional as usually there are lots of club or festival settings, these setting aren’t as glamourous as the mansion as festivals and parties can get quite sweaty and busy however it helps in portraying the lifestyle of Calvin which his fans may be interested in therefor will still appeal to the target audience. A club setting and DJ equipment is also used within the music video, I feel that this type of setting and iconography is used to represent the genre rather than the artist as the camera shot is showing what type of setting the music gets played and how people listen to and enjoy the music. However as the camera also shows Calvin playing on his DJ set, it portrays him within his career and how much people enjoy listening to him. This setting is highly conventional to the genre as dance musical is generally played at these types of setting with a DJ. 


Facial expression and body language is also used to portray the party goers as having a fun time as they are seen smiling and dancing in the club to the music. This is very conventional to the dance genre as the music is known for making people feel happy and makes people dance and enjoy themselves. Although people are seen having fun negative emotions are also conveyed within the music video when a boy is angry while beating up someone else. Although this is not conventional to the genre because the emotions are not positive it is necessary as it is part of the narrative that the producers are trying to portray. 
   

The lighting and colour used within the music video are also conventional to the dance genre, the club setting shows very low key lighting with lots of bright flashing lights. This is conventional as a typical club setting where dance music is played consists of low key lighting and flashing lights.

The positioning of Calvin makes him centre of attention throughout the music video. In the club scene he is shown above everybody else on the DJ set. This shows the audience that he is the DJ and everyone is enjoying his music and excited and happy over him. This is very conventional as in many dance music videos the DJ is shown connecting with the crowd making them have a good time, it portrays Calvin as a typical dance DJ who loves what he does and making the crowd have a good time.

The two main camera shot used within this music video are close ups and high angles. Close ups are used throughout the music video to show people’s emotions for example the boy being angry and another of the girl having fun at the club. Showing the emotions of the people within the music video relates to the narrative (target audience) as the boy is angry at the other boy who annoyed him and also shows people having fun which is conventional to the dance genre. High angles is another camera shot that shows people having fun as the shot is used in the club scene so that the audience can see above the people clubbing. The audience will see all of the people in the busy club having fun and dancing in the air and shows Calvin’s music having a positive effect on people. 

The editing techniques used within the music video are very conventional to the dance genre. There is lots of  fast editing and straight cuts used within the music  video. This assists the fast beat and makes the music  video appear exciting and very fast paced. This  appeals to the audience as they like the fast paced of  the dance genre and it may lead them to wanting to go  out to party. 

The target audience for this music video would be anyone who enjoys the dance genre and the typical dance scene, which is going out partying ect. Also anyone who is a fan of Calvin Harris as it portrays his lifestyle as well as the dance genre. Many young peple enjoy the genre and many young adults are shown within the music video therefor I feel the producers are trying to especially target young people who are at the stage in their life when they want to enjoy themselves and go out every weekend. I feel that this target audience would be able to build a relationship with the image which Calvin Harris portrays of himself as they will like the fact that Calvin enjoys performing for his crowd and like seeing them enjoy themselves, the audience may want to go to one of Calvin’s sets as they want to experience the positive vibes he brings. 

Many points of Goodwin’s theory are followed within this music video. Genre characteristics are followed as the music video is set in a club strobe lighting ect showing many positive vibes and people having fun, this is followed in order to be successful of appealing to the target audience. The second is followed as the lyrics ‘thinking about you’ are shown throughout the narrative of people thinking about their partners. The music also has a relationship with the visuals as the fast editing matches the upbeat song. Both of these points also help appeal to the audience as they appeal to the audiences visual and hearing senses making them ‘feel’ the music.. Voyeuristic treatment of the female body is followed throughout as there are lots of half dressed women in the music video, this point may be followed in order to attract a male audience.

Sun Don't ShineThe next music video I chose I analyse to gain ideas for my own was ‘Sun don’t shine’ by Sonnentunz. Although the music video belongs to the dance genre it did not follow some of the most common conventions such as having a club scene. However it did manage to portray the genre characteristics accurately such as being positive feel good music. I felt that this music video was mostly 50% performance and 50% narrative as I didn’t feel it had a deep concept to it, it was simply a narrative of a group of best friends waking up on a roof from the night before and partying all over again which was the performance.

Mise-en-scene was used effectively throughout the music video to portray the dance genre only. There was no representation of the artist within this music video as he was not shown. Hair, make-up and costumes of the girls within the music video was very subtle and festival like, with calm colours and loose clothing, this may make the audience think that they had been to a festival the night before as they were waking up at the beginning of the music video wearing this clothing. This use of mise-en-scene is conventional to the dance genre as dance music is likely to be played at a festival as a festival is full of positive vibes and a place where people want to have fun and enjoy themselves. 

The setting of the music video did not necessarily portray the dance genre as the music video was set on a roof top which is very calm in comparison to the busy festivals/clubs where the music videos are commonly set. However it portrays being calm, happy and chilled out which is also what dance music can bring to people. This setting also helps set the narrative of the girls having a fun night out and waking up content with life. Iconography used within the music video is conventional, at the beginning of the music video as the beat begins to kick in the girl is seen turning on the decks, which is a very conventional instrument to the dance genre as it is what DJ’s use to play their music. 

The facial expressions within the music video represent positivity as there are no negative emotions shown, just happiness. The girl’s body language also suggests they are happy as they are all dancing together and enjoying the time they are sharing with each other. The girls are seen as very care free and happy and are conveying positive vibes, these traits are very common in people who enjoy dance as they want to have a good time and enjoy life and not be negative. It highlights the positive effect dance music has on them, and how much they love it as they get up to party as soon as the beat kicks in. 

 

The lighting which is used within the music video is also very calm and natural. The sun shining relates to the lyrics of ‘the sun don’t shine without you’ which is perhaps what the girls think of each other as best friends. The sun rises also helps the audience understand the narrative as it implies the girls are waking up as the sun is rising after a night out together. 

There are a variety of camera shots used within a music video. Long shots are used to show the girls dancing on the roof top, this represents the girls as being care free to the audience as you wouldn’t normally find a group of young girls dancing on a roof top. Close-ups are also used to show the girls emotions, the close-ups show that the girls are feeling very positive about life and are happy to be where they are. Both these camera shots are used to portray the dance genre as being very positive as the girls are having a good time.

 There are lots of straight cuts within the music video. The editor has done this in order to maintain the fast paced lifestyle that the genre connotes, also so it matches the beat of the song as the beat is also quite fast. Straight cuts also add excitement as they are always changing. Another editing style which is less conventional to dance is slow editing. The editor has slowed down the footage of the girls dancing to highlight how much fun they are having amongst themselves. Although the editing style does not follow the conventions of the dance genre, the purpose of it does as it it there to represent how much fun they are having listening to the song.
 
The target audience for this song would be similar to the target audience of ‘thinking about you’. Anyone who enjoys the dance genre would enjoy this song as it is upbeat and gives off a positive vibe. However it is slightly different to ‘thinking about you’ as it is of a calm song which can be played when relaxing as well as partying as seen in the music video. I feel the music video would attract young teens/adults as the girls are around 18 and also partying, being with your friends, and being slightly rebellious is stereotypical actions of young teens and adults.

The music video follows some points of Goodwin’s theory. It follows some of the codes and conventions of the genre as listed above however not all of them and is rather unique for a dance music video. Goodwin’s second and third points are also followed. The lyrics and visuals share a relationship as the girls are watching the sun rise as the lyrics play ‘the sun don’t shine without you’ as they are all best friends and probably feel that their friends bring them sunshine which connotes happiness. There is also a relationship between the music and visuals as the girls are dancing in time with the beat and also the editors have used fast editing styles such as straight cuts to match the fast paced beat.

After carrying out the research I have and analysing the 2 music videos from the dance genre I have gained many ideas and inspirations. Firstly it has made me realise that my music video does not have to involve much performance which I am pleased at as I wanted to make my video mainly narrative in order for me to interpret a positive concept that I felt the lyrics portrayed. Therefore I will aim to make my video mostly narrative and concept as I want to portray the positive vibes through a positive message, I will still have dancing within my music video however it will be part of my narrative and not in the style of performance. The research also helped me gain ideas for my narrative. I like the idea of the girls waking up from a night before and feel I could use this in my narrative, I did not really like the narrative however as there didn't seem to be a beginning and an end it was just about girl waking up and dancing and having a good time. I also want to involve a party scene as I felt the dance scenes in ‘thinking about you’ where very appealing to watch and made me want to dance myself therefore I may incorporate both ideas for example having my character wakeup from the night before but then have flashbacks throughout the day, as I feel a party scene is the main setting where I could achieve the codes and conventions of the dance genre such as flashing lights and people dancing and what would relate to my target audience.