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Genre in Music Videos

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Definition

Genre does not rely simply on what's in a media textbut also on the way it is put together

Just like establishing the genre of another media text

such as a novel, magazine or film- establishing the

genre of a music video is simple due to theconventions involved.

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The Schatz Cycle

One main theory of the concept Genre is The Schatz Cycle:

Stage 1: Innovative- Genre texts merging together to create a newgenre term. At this stage, genre texts are likely to challengeaudiences and to attain popularity through originality.

Stage 2: Classical- Genres conventions are established and thedifferences between the genres are very clear/well-defined.

Stage 3: Parody- Genres texts take advantage of the fact they knowthe typical conventions and therefore adds familiarity to theaudiences. Audience pleasure is generated by the shared knowledgeof the experience and especially the humorous elements of a parody.

Stage 4: Deconstruction- Genre texts then begin to challenge their

generic conventions by reformulating the conventions eitherbreaking, ignoring or altering the shared understanding of genre.Audience pleasure is generated by being able to notice andrecognise the typical forms which this goes against.

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Andrew Goodwin Andrew Goodwin states that there are five key aspects of a music video that

we as the audience look for:- Thought beats: seeing the sound in your head: Firstly you look into themusic and interpret looking through the chorus and verses. Second, thevoice within the song, the artist is unique and can be identified from thesound of their voice. Thirdly, the story an artist is telling within their song.The music video can be seen to aid the story.

- Narrative and performance: Goodwin says we tend to make up our ownidea of the messages being sent in a song from a basic understanding ofwhat it may actually be about. Narrative and performance work together tokeep the audience interested and watching throughout.- Star Image: The vital aspect of music videos- artists want to look uniqueand stand out from others. The star image plays a big role within the pre-production and production elements of the video.

- Relation of visuals to the song: There are three ways in which visualsrelate to the song: illustrate, amplify and disjuncture.- Technical aspects of the music: Hold the music video together eg,camera work, editing (post production). Lighting and mise-en-scene alsoplay a big role in the overall look and genre of the music video.

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Quote

One quote of Andrew Goodwin:

Music videos are simply an

extensive of the lyrics

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Styles of Music Videos

Narrative is when the music video tells a story andthe lyrics and visuals support this

Performance a performance based music video issimply the artists (sometimes others eg. Valerie-Mark Ronson ft Amy Winehouse) performing the

song either live or recored Cameo If a song is within a soundtrack of a film, a

cameo performance may be used and it would beanother famous actor/actress

Notion of Looking When the artist or anactor/actress within the music video looks out uponthe action of the music video- normally creating anarrative performance.