Initial Ideas

My Genre

The genre I have chosen to use for my music video is pop. Pop is directed towards appealing to a younger audience. This is because it is fun and lighthearted and the music is upbeat. This makes it good for parties and being played on mainstream radio, which is often listened to by a younger audience.

Research and Planning

I am going to take inspiration from these people from different decades to create different looks for the artist in my video.


For the third of my video that is going to be 60's inspired, I am going to recreate this make up look.

For the third of my video that is going to be 80's inspired, I am going to recreate this make up look.

For the third of my video that is going to be inspired by now, I am going to recreate this make up look.

Form

The music video is edited to reflect the pace of the music. As most popular songs are 120 beats per minute it can mean that music video may cut every second to match the beat of the song.
Genre - Pop
Performance dominates the conventional pop video as the solo performer or group are marketed as a commodity as well as the music they produce. 

Examples of form
Editing
Lip sync
Non diegetic sound
Cinematography

Examples specific to Pop music videos
Narrative
Performance
Mise-en-scene
Colour

Genre

Theoretical Evaluation of Production

Genre – a style or category of art, music or literature.

Codes and conventions and signs and signifiers

Daniel Chandler (2001)

Sub genres

Steve Neale (1995)

“Genres are not ‘systems’ they are processes of systemisation.”

Barry Keith Grant

All genres have sub genres

Divided up into more specific categories that allow audiences to identify them specifically by their families and what become recognisable characteristics.

Jason Mittell (2001) argues that genres are cultural categories that surpass the boundaries of media texts and operate within industry, audience and cultural practices as well.

Industries use genre to sell products to audiences. Media producers use familiar codes and conventions that very often make cultural references to their audience knowledge of society, other texts.

Genre also allows audiences to make choices about what products they want to consume through acceptance I order to fulfil a particular.

Rick Altman (1999)

He argues that genre offers audiences ‘a set of pleasures’

·         Emotional pleasures

·         Visceral Pleasures

·         Intellectual Pleasures

The strengths of genre theory

The main strength o genre theory is that everybody uses it and understands it – media experts use it to study media texts, the media industry uses it to develop and market texts an audiences use it to decide what texts to consume.

The potential for the same concept to be understood by producers, audiences and scholars makes genre a useful critical tool. Its accessibility as a concept also means that it can be applied across a wide range of texts.

Christian Metz (1974) argued that genres go through a typical cycle of changes during their lifetime.

Experimental stage

Classical stage

Synopsis

My music video is going to be for the pop song, One Last Time by Ariana Grande. I am going to cast a young, female to be my artist and performer in the video. I am going to split my video into three sections so there will be inspired by three different eras. I am going to have one third inspired by the 60’s, another third inspired by the 80’s and the last third inspired by the present day. The first third will be in black and white and the other two thirds will be in colour however the 80’s will be the most vibrant in colour. I am going to take inspiration from clothes, make up, hair and overall image to make it clear to the audience what I am trying to do. I am going to have my whole video performance based and it will be mainly shot in the studio using lots of artificial light. This should work well because watching many pop videos; this is usually how they are and how they work well.