Music video theory: Goodwin

Bethany Heath

Hip hop/ Rap

Hip hop / rap

This particular genre makes use of the following codes and conventions:

Colour palette: These are mainly deep colours, such as blues, pinks and reds. These particular colours can connote the meaning of the songs, for example the colour red is the connotation of danger or love, which stereotypically are the genre rap artists sing their songs about. It also makes this style of music open to males and females.

Target Audience: generally teenagers from around the ages of 15 upwards, males and females can relate to this style of music.

Typography: this differs between the male and the female artists, for example Iggy Azalea has big bold writing of her name on the front cover of her album, as well as Nicki Minaj, however the male artists focus more on their image rather than the typography. Its usually small and they make use of calligraphy writing.

Media language: The shot types used are ranging between close ups and long shots, again there is a difference in the male and female artists, this is because female artists like to use their body and their image to represent their music, whereas males use more close ups of themselves which promotes direct mode of address and creates a relationship with the viewer.

Iconography: A good example of this is 2 Chainz album, as he has used a close up of 2 chains around his neck, which is a representation of him as an artist and the music he produces. Female hip hop / rap artists such as Nicki Minaj have used more fun pictures, for example on the front of her album she is covered in splashes of neon paint which connotes that she has a quirky side, as well as her serious rap side.

Lighting: The female artists use bright lighting, which connotes their power in society, For example stereotypically females are usually the happier more brighter individuals. The male artists use quite dull and dark lighting, which connotes their power and authority, and makes them look meaner.

Setting: All of the album covers are set in a studio based setting, however on Eminem’s Digipak he uses a naturalistic setting such as the city buildings of Detroit. This can make the artists approach seem more realistic and down to earth.

Costume: male rap artists like to wear a lot of bling, and heavy coats such as real fur or real leather jackets. This connotes how wealthy they are, it makes them look superior. Female rap artists usually go for unique and bold outfits, for example Iggy Azalea wears a multicolored jumpsuit.

Indie Rock

Colour palette: The colours for this genre are mainly dark blacks, whites, or deep purples and greens. This is a representation of the music indie bands produce, it’s quite dark and alternative. But also has lot’s of meaning behind it and hidden messages.

Target audience: Usually around 16-25 years, as most of the music has a sensual / intimate theme to it.

Typography: The fonts used are quite abstract, the font is either really large or really small, for example Two Door Cinema Club use an impact font, but they change the O’s and the C’s, and make their own identity using this.

Media language: The shot types are usually between mid shot and long shot, this is because it creates a sense of mystery, as direct mode of address isn’t being used so it creates a tense atmosphere and portrays them as quite mysterious characters.

Iconography: Very little Iconography is used, it’s quite minimalistic however Two Door Cinema Club interpret a cat with green eyes into the typography of their album which gives them a unique sense of style and approach.

Setting: The setting for this genre are quite diverse, as The 1975 have opted for a studio based setting, which gives them a minimalistic sleek kind of style, whereas The Kooks have gone for a naturalistic style, they are stood outside of a nightclub, in a group talking amongst themselves, this connotes that they are cheeky and fun and youth orientated.

Lighting: The lighting used is very dull and dark, which gives it an egdy feel, like there is a dark twist in the album or the songs are very solemn or elegant and sinister.

Indie RockCostume: The costume looks very laid back and minimal, however the females on the front covers wear very little, and show their bodies off which communicates that they can be seductive and that they can dominate others. Whereas The Beatles go for a classier and smarter look and are all dressed in suits, which connotes that they mean business.

Pop

PopColour Pallette: The colours used are quite fun and playful colours, such as blues, pinks and purples. This suggests that the artists are young or their target audience for their music could be teenagers. However Taylor Swift’s colour scheme is yellow and white, which suggests her purity and innocence, which again can relate to teenagers.

Target Audience: For this kind of pop music, the target audience is around the ages of 10- 18 years old, as they sing about things that this age group can relate to such as young love and rebelliousness.

Typography: The fonts used are quite big and bold, which shows their importance and dominance. However some of the artists such as ke$ha have decided to put their own personal spin on their artist name to create more of an identity or brand for themselves.

Media Language: The shots used are mainly between long and mid shots, which shows off their whole body, however Ke$ha uses a close up of her face which portrays her as a strong dominant character compared to the others. Also some of the writing refers back to the target audience for example “Cant be tamed” shows that Miley Cyrus is wild, rebellious and your average teenager.

Iconography: Katy Perry uses a lot of this, she is pictured lying naked on a bed of candyfloss, this is a connotation that Katy is seductive but sweet and feminine at the same time. Whereas Kylie is dressed in a white leotard with black string wrapped round her legs, in a provocative position. This portrays her as an independent immodest young woman. It also invites audiences in, as she is using direct mode of address.

Setting: The settings are usually studio based, which makes the artists look profound and professional. However Katy Perry uses a naturalistic theme with hyperrealism.

Lighting: The lighting for the studio based covers are very monochrome or bright white, which keeps it simple however for the naturalistic setting, the lighting is bright and energetic, making it stand out to the others.

Costume: The females wear very little clothing, portraying them as sexual idols to males and females, as they are very feminine and sexy. It gives them more to them than just their music.

Rock/ metal

Rock / metalColour Pallet: The colours used are very dark and deep colours

such as reds, purples and blacks. Red is the colour of blood and fire, which gives the album covers a very sinister and passionate feel. The black contrasts well with the red giving connotations of power mystery and evil. Which is what the songs of this genre usually involve.

Target audience: This would be around the ages of 16-30 years, Rock music is quite eccentric and mature, and very deep and emotive.

Typography: The fonts used are quite gothic and noticeable, they stand out from the rest of the cd cover, they make an impact of importance on the front cover.

Media language: Most of the shots used are long shots, as it features the whole band, however most of the rock bands use symbols and iconography to represent themselves.

Iconography: This is a big part in rock metal bands, they all use iconography to portray themselves to their audiences. For example Def Leppard have used the classic triangle and a skull, which makes them look fierce, fiery and angry. Guns n Roses use a cross with 4 skulls at each end, which connotes that they have rebelled against the norm, and they have broken the rules. Which links in with the type of music they produce, as it is very heavy and reckless.

Setting: They are all in a studio based setting, and if not it’s usually just a plain black background so their iconic band symbol is made clear and recognisable.

Lighting: The lighting is always dark deep black and red colours to compliment the colour scheme used, it makes them look mysterious and evil, drawing in their audience.

Costume: ACDC are dressed in casual wear, however the main man at the front is wearing a velvet suit jacket, with a black hat with silver horns sticking out, which connotes him as the powerful leader, almost like the raging bull of the pack. Which makes him the idol for the bands fans and audience.

EDM

EDMColour Palette: The colours used are a mix of all different colours, there are blues, yellows, purples and blacks. Because of the variety of colours it connotes that electronic dance music artists can really put their own style into the music they produce, instead of following the conventional rules that are usually put in place in other genres. For example the artist “ M I A “ uses a variety of colours put together whereas “ Martin Garrix” has a monochrome colour, which makes M I A ‘S album cover more eye grabbing.

Target audience: This is usually 17- 30 years, as EDM is typically played in night clubs and raves, and is music for parties and dancing.

Typography: Some EDM artists like to keep it simple, for example Martin Garrix uses an Ariel Black type of font, which fits in with his monochrome minimalistic cover, whereas M I A uses funk abstract lettering, which could be because she is female and is stereotypically more fun and quirky.

Media language: The majority of the shots are close ups of the artist, which connotes that they might not be well recognised within the industry yet, so being on the front cover of your album will build more of a fan base around the actual artist.

Iconography: M I A uses iconography on her album cover, she uses hyperrealism with the animal print rips on the front, giving connotations that she is wild and untamed the same as wild animals. Also Tinie Tempah uses it on his album cover, to make him look like he’s in out of space, which will attract the attention of his audience, as it is surrealism.

Setting: The settings are mainly studio based, however Flo Rida is pictured next to a bank full of money, this is a key connotation of how wealthy and rich he is, it makes him look important and valued in society.

Lighting: The lighting is a mix of bright and dull, for example Martin Garrix uses bright lighting on his face, so it stands out from the black background.

Costume: The costume is usually casual clothing, Flo Rida wears a black vest, to show off his muscles and his built body, as it makes him look superior and gangster.