Every music video has it's own genre. It is an essential part of the directors job to include codes and conventions of the artists musical genre. In the case of many 'pop' starts; music videos are quite consistent and rarely stray from the rules. Such as the artist Katy Perry. She is a typical 'pop' icon and her music videos are eye-catching and match with her specific chosen genre.
Otherwise known as ICONOGRAPHY is it vital for the audience to latch onto these conventions in order to understand what genre of music they are listening to. Iconography is the repetition of elements in which make the genre what it is. This makes the default package using visuals and symbols to help identify and associate with said genre. Now, I hear you ask; what is it exactly that makes up 'ICONOGRAPHY'?
Iconography is typically made up of muse-en-scene elements, such as:
- Costumes
- Lighting
- Props
- Locations
- ect.
As an audience we consciously (and sometimes unconsciously) spot these elements and our brain immediately stores it into a specific genre e.g. pop, rock, urban ect...
Referring back to Katy Perry's 'California Gurls' music video we can straight away see the colour palette used is bright, colourful and 'in-your-face'
Vibrant purples, pinks, orangesand blue hues are commonly seen in pop videos as these colours attract the eye and are instantly recognisable to that artist or genre. There are distinct colour schemes. As the above image suggests - this is from Katy's pop video. It's obvious that these colours are from this genre as they are exciting and suggest the music is upbeat and positive. The most occurring colour choices used in the pop genre are bright pinks, yellows and blues as these appeal to their target audience which statistically are of younger ages.
'Rock' The band Nickleback are a well known rock band for the 90s and their music videos cause a clear divide between the genres of pop and rock. The most typical colours used are blacks, dark reds/burgundies and 'off' colours e.g. off white. This is to suggest a more moody and emotional vibe to the song. A more serious edge. Most rock bands use quite loud, aggressive instruments which reflect into the colour pallet. For the male rockers blacks and greys are quite often seen on their clothes, location and visual colour balance of the video. The use of blacks and greys suggests a hidden aura, something more sinister and unknown. Female rockers tend to move towards the mauve purples, rich burgundy or blood red. These connotative colours reflect a deeper, more emotional and even sexual vibe. These choices can come off also as quite gothic.
Lastly we have the 'urban' genre. Colour pallet for urban is a mixture. It infuses both light and dark tones depending on which artist. Such as Eminem ; his music videos are 50/50 between pop of colour and dark and underground. There's also artists such as Nicki minaj who on first glances, you'd think her music videos reflected a pop artist as her colour pallet is very similar to someone like Katy Perry. As previously mentioned, urban can be a mish-mash of sorts wholeheartedly depending on the star and directors choices. Below are two colour pallets from Eminem and Nicki Minaj both contrasting what an 'urban' music video stereotypically looks like.
Nicki Minaj - Super Bass.
(both images from same music video)
Eminem - Without Me
The colour pallets for each urban artist change and mix into other genres depending on the style and tempo of their song. They are still urban but with contrasting colours to otherwise trick an audience. What makes them distinctly urban without listening to the music are the other elements that come into play such as...
Costume: Urban.
Sticking with Nicki and Eminem; their costumes are typical for the male and female versions of an urban artist.
Starting with ladies first, Nicki Minaj wears skin tight, figure hugging costumes often revealing her cleavage and/or legs. This is often a choice of attire for female urban artists as it suggests they are sexual, attractive, confident and unique. Women in the urban genre are often used sexually as it is a genre for most men an/or young teenage boys who listen to it.
Where as males tend to opt for the baggy tracksuit, gold chains, snap back outfit or white tank and jeans combo. This suggests a lack of 'smart' dress and a 'I don't care' attitude which is often portrayed in urban genres.
As for pop and rock the costumes are quite different. Looking at Katy and Nickleback it's clear which artist represents which genre through their clothes. Katy Perry wearing bright, fun, enticing colours, most times revealing her body such as legs, cleavage, stomach and behind it's an obvious sign of a pop star. Females are quite often shown off in this manner. Where as rock stars are more rugged, messy, untamed and aggressive looking. Occasionally sporting a leather jacket, dark skinny jeans, tattoos and print tees.
Locations & Props:
A music video would not be what it is without the extravagant settings, lighting, props and location. After all, the purpose of a music video is to advertise to product - the music and the star. If a music video isn't eye catching enough or doesn't reflect the genre correctly it can result in decline in popularity and sales for the artist. Needless to say, music videos are very important from several aspects.
Pop videos tend to have an realm of non-realist elements to them. Providing fantasy, entertainment and pleasure. Pop genre is something fun to watch and thus needs to fulfil it's purpose in visual form. Just like in Perry's California Gurls she is in a board game titled CandyFornia this is a sign of intertextual reference towards many board games e.g. Monopoly.
Usually sets for pop are quite large in scale are dance choreography is popular in this genre and amplifies the lyrics of the song.
Rock tends to follow a more liner approach to music videos and opt for the typical old, run down abandoned building/house, or a derelict part of the land which is dark and untouched. There's also the option of a rock concert style where the band are playing for hundreds or thousands and it's all very 'in the moment'. This shows the audience they are passionate about their fans and don't need extravagance like say, a pop artist might.
Urban genre uses more luxury or underground locations, again, depending on the artist. Urban artists usually sing/rap about wealth, cars, women, reputation ect..and this is shown through their videos. Although the audience and fans can't relate to the message of fast cars, shootings stars, and mansions it's feeing the imagination and fuelling peoples wants and dreams. Urban and Pop stars are more idolised over Rock stars who are probably more relatable in terms of emotion and lyrics.
Camera Shots:
Although not a huge part but none the less a significant part, the use of camera and angle can also indicate what type of genre a song might be. For example; pop music use a lot of close-up shots of the star, used to focus on the artist and make them recognisable. These close up shots are used for females to sexualise them often or not. Not only does this attract the male audience but it makes the female audience idolise and desire what the star might look like or have.
Conventions of camera work in Rock are more long shots of a stage or the entire band members, establishing shots and aerial shots over the crowd at a concert this suggest a large environment yet intimate with the fans. Also some low angle shots from a fans point of view to show perhaps some sense of intimidation or worship towards the artists. There are also frequent close up and medium shots of the band members or artist playing an instrument often in a handheld manner to make it come off as shaky and organic.
And finally, urban. Urban music videos are similar to rock in the sense that that use lots of low angle shots on the artist to come across as bigger and more intimidating. They also use lots of establishing shots of mansions and cars. There's also use of medium shots of the artist either sat on some steps, on a car bonnet or by a pool these usually instigate some sort of power or pride in urban music.
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