CONVENTIONS OF MUSIC VIDEO

Janakan LOGANATHAN

CONVENTIONS

• Usually, pop music videos are between 3-5 minutes long with a set structure and a consistent beat. Music genre is normally conveyed through the video dressing and setting. Furthermore, the lyrics are normally based around love, money, girls and relationships and Pop magazines are often themed with bright and bold custom colours which are normally associated with positive vibes. In addition to the artists, they are portrayed as happy, enjoying and have content with life. This signifies that they have a lot of freedom to express their life to their target audience. The pop music genre often targets the teenagers and young adults and usually, pop artists are clothes in fashionable, stylish and mainstream outfits which can inspire the audiences to wear in order to make them seem like they follow the artists’ footsteps.

CONTINUES…

• The form of songs normally follows a verse-chorus-verse structure and uses hook lines which are catchy therefore stays in the audiences’ mind.

• Another convention of music video is that within the music industry, it tends to follow current trends rather than being independent and making something new, unique and different to hear.

• Music video promotion is via radio stations and magazines. In the UK music songs, there are guaranteed to be heard everyday on well-known radio stations.

10 YEARS AGO…• Music artists were not seen in extremely revelling outfits as the girls think their body is very precious and can only be

seen by their husband however, now it has changed completely where the female artists tend to be wearing nothing in music videos. Instead, they wore clothing with a bit of bare skin to impress their target audiences so that they would get a wider range of feedbacks and give the representation of being unique compared to other existing artists. Some audiences get away with it as it does not effect them in any ways but girls tend to be portrayed as objects due to how they are displayed on the screen and this affects them they way men used to see women back in the 90s.

THEN NOW

ARTIST REPRESENTED IN POP• Artists are expressed in a very sexual and seductive way, trying to lure the audience in, very slow/staged like. However, current

artists choose to dress in provocative ways portraying a sexual atmosphere in order to attract a wider audience for their music videos. This was not the same back in the 90s where female were dressing casually for music videos and whether the audiences like it or not, they would get views and comments but now, female artists took the advantage to show their body to the audience as it was the ‘best way’ to get views for their music video. This is giving the women a bad impression but yet, people do argue that it is their decision whether or not they want to show their body to the world and as they are popular, they can do whatever they want to hold their fame at its place.

POP ARTISTS