Research- Target audience

Target audience research

 We have decided to research our target audience so that we can gain more of an understanding about what the audience prefers and would expect in a music video. After receiving our results we will take the feedback into consideration, so that our video can reach the audience's taste to the best that we possibly can. Furthermore, we have created a questionnaire that includes 6 questions, and will be answered by 10 individuals. 

Below is the visual appearance of the questions asked: 

 Questions-

 

Results- 

Below is our recorded feedback:

  

Director inspiration- Jake Nava

Jake Nava:

Jake Nava is a British director, best known for his work in music videos and TV commercials and working with artist's such as; Beyoncé, Kanye West, Jay Z, Lana Del Rey etc. 

Awards won: 

• Adele “Someone Like You” and Kanye West “Monster” landed him in Entertainment Weekly’s Top 10 Music Video Directors listing. 
• The  effective video for “Single Ladies,” recently listed by the Times at position number 3 in The 25 Most Influential Music Videos of all time. It charts as the 3^rd most downloaded video in the world and won “Video of the Year” at MTV America, MTV Europe and BET Awards.

His Music Video's: 

'Single Ladies (Put a Ring on It)' By Beyoncé. Which recieved 498 million views on Youtube.

'Someone Like You' by Adele. Which recieved 722 million views on YouTube. 

'Shades Of Cool' by Lana Del Rey. Which recieved 42 million views on YouTube.

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Director inspiration- Hannah Lux Davis

Hannah Lux Davis:

 Hannah Lux Davis is an American music video director, who is known for working with artist's such as; Nicki Minaj, Arianna Grande, Lil Wayne, Miley Cyrus etc. According to: http://www.racked.com/2015/2/25/8102315/hannah-lux-davis-music-video-director the artist doesn't focus on what might go viral, or even what might be the best choice for her behind the camera. "What does this artist need? That’s what I love figuring out," she says. "What’s going to take them to the next level or take them somewhere they haven’t been?". Her song-by-song approach means she rarely recycles ideas, making her treatments creative and sought-after, but also labor intensive. Add to that a late-discovered learning disability and "every treatment is like running a marathon."

Awards won:

• 2013 MTV Music Video Award Winner for Best Hip Hop Video for "Love Me" Lil Wayne Ft. Drake & Future

• 2014 Artist to Watch Winner for Fifth Harmony "Miss Movin' On"

• 2015 MTV Music Video Award Nominee for Best Collaboration Jessie J + Ariana Grande + Nicki Minaj "Bang Bang"

• 2015 MTV Music Video Award Nominee for Best Collaboration Ariana Grande & The Weeknd "Love Me Harder" 

Her music video's: 

'Love Me Harder' by Ariana Grande featuring The Weekend. Which recieved around 450million views on YouTube.  

                                                     

'Hey Mama' by David Guetta featuring Nicki Minaj. Which recieved 788 million views on Youtube.

'23' by Mike Will Made It featuring Miley Cyrus, Wiz Khalifa and Juicy J. Which recieved 580 Million views on YouTube. 

Music video analysis (Kid Ink)

Analysis of 'Show Me' Kid Ink featuring Chris Brown

Music video analysis (Tinashe)

Analysis of '2 On' Tinashe featuring SchoolBoy Q

The video for ' 2 On' was directed by Hannah Lux Davis and premiered on the 24th of March, 2014. This therefore promotes the artist and the single's release had marked a key point in Tinashe's career as it helped the artist become more recognised by the public. 

The video starts off with a close-up shot of Tinashe making direct address with the audience. This then engages the audience from the very beginning as the video is more personal and enables the audience to view her facial expression. Following this shot, the narrative is cut and a mid shot of the artist is used. In addition, the dark lighting turns her body into a silhouette and therefore enables the audience to view her hour-glass physique. Furthermore, this particular lighting also signifies that the video will be based around a dance routine as strobe lights are commonly used for this effect. A straight cut is then used to present Tinashe walking towards the camera and wearing; a bra-let, black baseball jacket and excessive amounts of jewelry. All in which make up a stereo-typical outfit for a female, hip hop/ rap artist. 

Once the singing has begun, a relationship between the lyrics and the visuals has straight away been distinguished. And this is shown via Tinashe lip-syncing and moving her body to reflect the lyrics. This is a fairly common convention of a hip hop/ rap music video and represents Tinashe as having an attitude and as being a good dancer. The artist is later presented meeting up with her friends, at what looks like an old Ware-house that has been modernised to become a 'hang-out' place for the group. And again, the characters are presented wearing a similar costume to Tinashe's. Later on in the extract, the narrative again cuts and returns to Tinashe in the dark room with strobe lights. Again the relationship between the lyrics and visuals is reinforced as shown via Tinashe posing both hands into a gun position, when she sings 'bang, bang'. 

Later on in the extract, the reference to the notion of looking has been distinguished, which is shown when Tinashe is looking at her mobile phone and there the audience can see her writing a message saying 'I'm getting dressed up, and feel like partying with my girls to Tinashe'. This is therefore promotes herself and her music. Throughout the video, many close-up shots of the artist have been used and this could perhaps be a demand of the record label so that Tinashe can develop her star iconography. Tinashe and her peers are then presented to be messing around with party balloons, taking selfies and dancing, which is stereo-typical behave for a young, group of female friends. Therefore, this could suggest that the audience for this video is young adults. 

The music for the video is fairly up-beat and energetic and this is reinforced via the lively and fun visuals of Tinashe and her friends. Therefore this distinguishes a relationship between the music and the visuals. In addition, when the beat becomes faster, the artist and her friends are presented dancing to the same choreography and again this is a common convention of a hip hop / rap music video. Later on in the extract, Tinashe is shown to be looking through a rail of clothing and quickly removes her top, which flashes her bra. However, this therefore represents Tinashe as sexual and attractive and therefore references to the notion of looking, particularly the voyeuristic treatment of the female body. Once making a change to her costume, a long-shot is used of the artist and the back-up dancers. They are also presented to be wearing colour coordinated outfits and again, dancing to a set choreography. This particular routine is energetic and on time with the music, making the video more engaging. 

When rap artist, SchoolBoy Q is introduced, a close-up shot has been used and enables the audience to view his facial expression and costume choice; a bucket hat, sunglasses, a grey T-shirt and a parka Jacket. All in which make up a stereo-typical outfit for an artist within this genre of music. Towards the end of the video, all the characters take part in an up-beat dance routine and also have a cake fight, which represents this age group as fun and enjoying themselves, therefore making the video entertaining and more engaging. Furthermore the video ends with a slow motion shot of Tinashe twirling around as the music becomes more subtle and eventually fades out. 

Music video analysis (Ariana Grande)

Analysis of 'Let Me Love You' Ariana Grande featuring Lil Wayne

The video for 'Let Me Love You' was directed by Grant Singer and premiered on the 22nd of march 2016. This therefore promotes the artists and the single's release and can be obtained on the artist's album 'Dangerous Woman' which was released on the 20th of May.

The video starts off with a close-up shot of a dripping tap, although this isn't actually heard, due to the music already making a start. After a couple of seconds this changes to a high angle tracking shot which presents numerous lights within the ceiling, being turned off and the room therefore goes darker. This shot then follows onto another close-up shot, but this time of a light being reflected off the water in the swimming pool, therefore all in which seem to inform the audience of the artist's whereabouts and builds tension up to the point where Ariana is finally introduced. However, although the artist is now visible, she is presented facing sideways and not towards the camera and her hair is almost covering the right-hand side of her face, therefore only her left side can be viewed. This presents the artist as being more secretive and mysterious and this idea is also reinforced via the use of dark lighting which adds the mood. 

This is then followed by a close-up of Ariana laying down and is presented to be touching her own body, in a sexual manner. Although, due to the brightness of the light coming from the window, the audience is still unable to view her facial expression or appearance, therefore, again adding to this mysterious representation. Ariana is then showed to be looking at herself in the mirror, and this is the first time the audience is actually able to clearly examine her features. In addition, Ariana is also wearing a full face of makeup and her hair is fairly eye-catching due to the wavy style in which she has gone for. This therefore represents the artist as glamorous and slightly seductive due to her hinting that she likes the look of her reflection.

Throughout the video, Ariana is presented wearing numerous different costume choices and the majority are made up of dark, tight, revealing clothing, which therefore again represents the artists as sexual and seductive. This reference to the notion of looking, particularity voyeuristic treatment of the female body is distinguished throughout. The music for the video is very slow and passionate and this is reinforced via the sensuous visuals of Ariana, therefore, forming a relationship. Furthermore, the lyrics and visuals are also shown to have a relationship, as the artist is often presented lip-syncing to the music and altering her facial expression/body language to match the words being sung. 

Close-up shots of the artist are commonly used throughout and this may perhaps be a demand of the record label so that the artist can develop her star iconography. These particular shots also present the artist making direct address with the audience and therefore makes the video more personal and engaging. I also noticed that during the chorus the shots tend to be a lot shorter and straight cuts have been used between each shot. This therefore reflects the faster pace of the music and enables the video to flow better. Whereas during the verses, the shots tend to be a lot longer and this therefore reflects the slower pace of the music. 

Right before Lil Wayne is introduced, an over the shoulder shot has been used and this enables the audience to view the artist smoking his cigarette. A diegetic sound of his lighter being lit is then added and this particular sound is used in all of the songs that he's featured in, to almost act as a que for him to start and informs the audience that his verse is about to begin. The close-up shot of the artist enables the audience to view his serious facial expression and his costume choice; a white baseball cap, white T-shirt and gold, heavy jewelry. Furthermore, this is a stereo-typical outfit for a hip hip /rap artist. 

Towards the end of the video, both artists are shown having equal screen time and are both presented as having a close bond with one another as shown via their friendly body language. The video then finishes with both artists laughing at each other,struggling to remain focus and lip-sync to their lines. This then makes the video less serious and more entertaining, therefore engages the audience more.

Music video analysis (Kent Jones)

Analysis of 'Don't Mind' Kent Jones 

Music video analysis (WSTRN)

Analysis of 'Come Down' WSTRN

Digipak research- Christina Aguilera

Digipak research 'BI-ON-IC' by Christina Aguilera 

Digipak research- Tinie Tempah

Digipak research - 'Disc-Overy' by Tinie Tempah 

Digipak research- Drake

Digipak research- 'Take Care' by Drake

 

Digipak research- Marina and the diamonds

Digipak research- 'The Family Jewels' by Marina & the diamonds

Digipak research- Rita Ora

Digipak research- 'ORA' by Rita Ora

The digipak for Rita Ora's album 'ORA' is very modern and eye-catching. The use of the black and white filter presents Rita's glamour and beauty and therefore engages the audience. What I like about the digipak is that the style is simplistic, but the use of the colour red immediately draws in the audience's attention. This colour is also effective as it stands out against the black and white background, and has connotations of danger, love, passion and relationships. Which is perhaps what the music featured on the album is about. The digipak also suggests that the genre of this album is pop, again which is reinforced via the colour choice and the artists playful and seductive body language/facial expressions. 

The front cover of the digipak is a close-up shot of Rita. This shot therefore enables the audience to view Rita's serious but seductive facial expression and therefore represents the artist as being perhaps flirtatious. The bottom left image of Rita presents the artist as having a significant amount of money. This representation is presented via the amount of jewelry worn; numerous rings and eye-catching earrings. This is because jewelry is stereo-typically associated with people who have wealth and this is perhaps how Rita would've liked to have been portrayed. In addition, the typography in this first image presents the text; 'RITA ORA' in bright red, sans-serif font, which has also been capitalised so that it stands out against the background. Furthermore, the same colour theme has been considered throughout the whole of the digipak, as shown via the writing on the back of the album. 

Research- Theorist (2)

Research- Laura Mulrey 

Laura Mulrey's theory on the Male Gaze, suggests that women who are in front of the camera are usually objectified by the male camera crew and this forms the idea of Voyeurism. This is the idea of looking in order to gain a sexual pleasure and therefore male viewer's gaze at the screen to notions of voyeurism, which relates to Andrew Goodwin's work. Furthermore, I feel that this is very common within music video's across a variety of different genres, especially in the Hip hop / Rap and Pop environment.

Music videos which support Mulrey's theory-

Iggy Azalea- Change Your Life featuring T.I: 

Nicki Minaj- Super Bass:

Beyonce- Partition:

 

Research- Record Company

ROC NATION (Record label) Research

Research- Theorist (1)

Research- Andrew Goodwin 

Andrew Goodwin's book called 'Dancing in the Distraction Factory' identifies a number of key features, which distinguish a music video as a form:

• Particular genres of music have their own music video style and iconography. For example, a dance routine is common for boy/girl bands. 
• There is a relationship between the lyrics and visuals. And visuals are either illustrating, amplifying or contradicting.
• There is a relationship between the music and the visuals. Again with the visuals either illustrating, amplifying or contradicting the music.
•  The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs (or start iconography) which recur across their work.
• There is a frequent reference to the notion of looking, for example screens within the screen and particularly voyeuristic treatment of the female body. 
• There is often intertexual reference (to either films, TV programmes or other music videos)

In order to see how these features are distinguished in music videos, I've decided to analyse a numerous amount of different music videos and genres. The reason for this is so that I can see if certain features are more common in a particular genre, and therefore whether I would need to include a particular feature in my own music video in the future. 

1) The first video I analysed was Fifth Harmony's single 'All In My Head (Flex) '. This single features Rap artist, Fetty Wap and the genre of this track is classed as Pop/Rap/Reggae. In this video I noticed that the first feature (video style and iconography) was distinguished. This is shown via the dance routines, which is a common iconography for girl bands and therefore can be viewed throughout the video:

2) The second video I analysed was Jennifer Lopez's single 'Ain't Your Mama'. This genre of this track is classed as Pop and distinguishes the second feature ( relationship between lyrics and visuals). This is shown via the amplifying visuals, which present Jennifer refusing to mother her Husband and is also what the lyrics of this song are about. This is therefore noticeable throughout the video:

3) I also analysed Beyonce's music video for '7/11', which fits in the Hip hop / Trap genre. In this video I noticed that It distinguishes the third feature ( relationship between music and visuals). This is show via upbeat, energetic and sassy video, which reflects the genre of the music and is noticeable throughout: 

4) The next video I analysed was Selena Gomez's single ' Come & Get It', which fits into the Pop and Bhangra genre. I noticed that this video distinguishes the fourth feature ( record label demands). This is shown via the frequently used close-up shots of Selena and therefore forms her star iconography which is noticeable throughout: 

5) I then analysed Duke Dumont's music video for 'I Got U' which features the artist, Jax Jones and fits into the Deep House genre. In this video I noticed that the fifth feature is distinguished (reference to the notion of looking and voyeuristic treatment). This is shown by the character in the video using a virtual reality headset and is what the entire video's narrative is revolved around. In addition, this video also slightly references to the voyeuristic treatment of the female body, which is shown via the multiple Women in bikini's and limited amount of clothing. 

The last video I analysed was Eminem's single 'We Made You' and the genre of song is classed as comedy Hip Hop. This video is a good example of making intertextual references, which was Goodwin's final feature. This is shown via the frequent references to films such as; Star Trek and Psycho, the TV programme, The Ellen DeGeneres Show and other celebrities such as; Kim Kardashian, Elvis, Jessica Simpson and many others. All in which make the video entertaining and engaging due to this comedic style. 

Research- Preliminary photography

 Preliminary Task- Photography

On Tuesday, we decided to take part in the set preliminary task. This then meant we had to take photo's of our environment or peers and change the camera's setting/mode for each individual shot. Although, due to us all being placed in a small group, we had a specific theme in which we had to bear in mind when taking the shots. For instance my group's theme was; Trapped Vs Freedom. Therefore we had to take images that we felt reflected these themes. After finding out our theme, my group chose the Cannon 700D Camera and then we decided to watch a quick tutorial on how to change the the camera's mode, so that we were ready to start shooting.

The reason for this preliminary task was so that we could all gain an understanding about as to why certain modes are used when taking photo's and what effect this then has on the captured image. Although, after doing this task, I still don't feel that comfortable changing the settings and therefore I will take some more images using the different modes so that I can become more confident for when I create my own ancillary texts.

Image number: One 

Theme: Freedom

Shutter speed: 1/50

Aperture: F

ISO: 800

Although, we thought that this particular mode made the image too bright and exposed and therefore, felt that this particular mode would have been better for an indoor image.

Image number: Two

Theme: Freedom

Shutter speed: 1600

Aperture: F

ISO: 200

Image number: Three
Theme: Trapped
Shutter speed: 1/50
Aperture: F
ISO: 600

Image number: Four

Theme: Trapped

Shutter speed: 1/50

Aperture: F

ISO: 800

Research- Magazine advert analysis (Lady Gaga)

Magazine advert analysis- Lady Gaga ' THE FAME MONSTER'

The image above is a magazine advertisement for Lady Gaga's 2009 album 'The Fame Monster'. In this advertisement Lady Gaga is presented in two different images. The top image uses a close up shot of Gaga and this enables the audience to view her costume, hair and make up. Although, due to the artist wearing an unusual and eye-catching wig and costume, this then hides her forehead,eye-brows and mouth, therefore only her eyes and nose is visible. The reason for this may be due to Lady Gaga wanting to be represented as mysterious and original and therefore doesn't want to fully expose herself to the camera. In addition, Lady Gaga is also shown to take up the majority of the frame in this image and this is possibly due to her wanting the audience's attention to be only on her. Gaga is also shown to be giving the audience direct address, which makes the advert more engaging and personal, therefore encouraging the audience to purchase the album. 

Furthermore, the black and white filter applied over this footage makes the advert more serious and dramatic and this helps to make the advertisement more effective and engaging. Overall, the style of this image is fairly futuristic and therefore could perhaps reach out to both the male and female audience. 

In the second image, another close up shot has been used to show Lady Gaga. This again enables the audience to view her hair and makeup and the positioning of her hand on her hair. Furthermore, this particular body language represents Gaga is being graceful, delicate and feminine. I then noticed that this feminine theme is also shown via Gaga's large flower, which is positioned on the other side of her head, and flowers are stereo-typically associated with elegance, grace and delicacy, which is perhaps how the artist wanted to be presented. Although, the colour of the rose is black, and this colour is usually associated as being Gothic and mysterious and therefore portrays Gaga as being unique, which helps make the advertisement more engaging. 

The typography in this advertisement uses a reverse-bloc to present the white, bold , sans-serif text; 'LADY GAGA'. This text happens to be the largest and most eye-catching due to it being positioned in the center of the advert , and this may have been done so that the audience immediately see's her name. Furthermore, the use of capitalised letters makes the advertisement more dramatic and effective, and therefore is more likely to engage the audience. Below this text, the name of the album is featured, although in the word 'Monster' the 't' has been replaced with a crucifix cross, possibly to represent Lady Gaga as a follower of religion and especially the Devil which is mentioned in numerous songs of hers. This also makes the text more effective and engaging. Furthermore, the advertisement mentions the names of two popular tracks from the album, as well as another artist in which she collaborates with, Beyonce. This therefore could attract a wider audience, that follows Beyonce and could encourage them to listen to the album.

I also noticed how the magazine advertisement includes images of the actual album cover, so that the audience can be informed about it's appearance,if they are wanting to purchase her music. What I also like is how the advert includes; 'now available at all good music retailers' which suggests that Lady Gaga's music is such a success, that It can be only purchased from the well-known retailers, that are also fans of her work. Therefore this light-hearted wittiness makes the advert more entertaining and encourages the audience to purchase her album. 

Research- Magazine advert analysis (Kanye West)

Magazine advert analysis- Kanye West 'YEEZUS' 

The image above is a magazine advertisement for Kanye West's 2013 album 'YEEZUS'. In this advertisement an image of the artist is absent and this is fairly peculiar as usually, the artist is positioned within the center of the frame , so that the audience has an understanding of their appearance. Although, the reason for Kanye's absent is due to him being such a successful and well-know artist, therefore the public will automatically associate his name with his appearance without an image being provided. Furthermore, due to this absence, an image of the album is visible instead and this therefore informs the audience about what the album cover looks like. However, this is also a fairly unusual album cover as again, the artist is absent and his name also isn't featured, although, this then reinforces the idea that Kanye is such a national success.

 In addition, on the album's front there is a piece of red tape stuck onto the right-hand side and presents the name of the album. This colour may have been used due to the colour red being eye-catching, but also because it has connotations of power and danger. Furthermore, the reason for the simplicity of the album maybe due to Kanye feeling as though he doesn't need to have a really detailed album cover as he is already acknowledged worldwide and a main player in the R&B / Rap music.

The typography in this magazine advertisement includes the text 'YEEZUS' directly at the top. This bold, black, sans-serif font is very eye-catching and stands out against the white background. This is therefore effective as it catches the audience's attention. In addition the writing also looks like it has been written in a free-hand style which then makes the advertisement more engaging and unique. Another point to note is that that album's release date is also the same size as the album's name and this is perhaps due both pieces of information being the most significant to know. In addition, the advertisement also includes the text 'NO PRE ORDER PLEASE PURCHASE' and this may have been featured due to Kanye perhaps wanting the album to be more of a surprise on the actual release date. 

Overall, the style of this magazine advertisement is fairly masculine and simple and this may be due to Kanye wanting to reach out to a male audience. Furthermore, the album is also probably aimed at an older audience, and this is because the chosen album cover and advert wouldn't usually attract the attention of someone of a younger age.

Research- Magazine advert analysis (Jessie J)

Magazine advert analysis- Jessie J 'Who You Are'

Research- Magazine advert analysis (Marina & the diamonds)

Magazine advert analysis- Marina & the diamonds 'The Family Jewels'

The image above is a magazine advertisement for Marina & the diamonds' 2010 album ' The Family Jewels'. In this advertisement Marina is presented to be lying down and therefore only her face is positioned within the center of the frame. This is significant as the audience's attention is focused only on Marina. In addition, in this image, Marina is shown to be giving the audience direct address, which makes the advert more personal and encourages the audience to purchase her album. 

Also it enables us to notice her 1950s inspired makeup and airbrushed skin, which was a stereotypical appearance for Poster girl during this era. The reason for this is perhaps due to Marina wanting to be represented as retro and eccentric and this is shown via the artist's appearance and style. 

The background of this image is a stereotypical,1950s inspired, floral pattern, which almost looks like the fabric has faded , again emphasising the old-fashioned effect. The reason for this may be due to Marina wanting to present herself as unique and different to the other mainstream artists dominating the charts at the moment, and therefore makes the band more well-known due to her original style. Furthermore, this particular style of advertisement could also inform the audience about the band's genre of music, which happens to be, indie pop. 

The Typography in this magazine advertisement includes the text 'Marina & the diamonds' directly above the main band members face. Therefore this makes the text more eye-catching due to it being within the center of the frame , in a bold size and in the colour white. Also, the sans-serif font, makes the text look like it has been written in a free hand style and therefore makes the text appear more eccentric, which is what the band wanted would have aimed for. 

In addition, the album's name; 'The Family Jewels' is also featured above the band's name and is again shown to be written in the same style of text/font, and although this text seems to appear smaller, it is still eye-catching and effective. Another point to note is that, at the bottom of the advertisement, three popular singles which feature on the album have been promoted. This may be so that the audience will then associate these singles with the album/band and therefore maybe more encouraged to purchase it. Furthermore, at the bottom left of the advert, the band's new single 'Shampain' has also been promoted by including an image of the single's cover as well as informing the audience that the album can be available for purchase on iTunes.  

Research- Magazine advert analysis (Beyonce)

Magazine advert analysis- Beyonce ' I AM...SASHA FIERCE' 

Research- Magazine advert analysis (Rihanna)

Magazine advert analysis- Rihanna 'LOUD'

Research- Conventions of Hip Hop / Rap music

Conventions of Hip Hop / Rap music 

Background of Hip Hop / Rap music:

• Hip hop music, also known as rap music, was formed during the 1970's in the United States of America. This genre of music consists of stylised rhythmic music and often accompanies rapping, which is a chanted rhyming speech. Hip hop/ Rap music became increasingly popular in New York, during this era, particularly among African American youth. In addition, The Sugarhill Gang released a song in 1979, called 'Rapper's Delight' and this track is widely regarded as to be the first ever hip hop record to gain a widespread popularity. Furthermore, before the 1980's, hip hop music was largely restricted within the US, although during this era, the genre began to spread nationally and started gain popularity in other countries.

Conventions of Hip Hop / Rap music

• The music is often about relationships, love, everyday struggle , prejudice and gang culture.
• The music varies from being loud and aggressive, to calm and relaxed.
• Music includes a steady and energetic beat. 

Conventions of Hip Hop / Rap music videos:

• Narrative's usually tend to be about partying/clubbing , having authority, being part of a gang or about relationships/breakups.
• Male artist's are presented as having dominance over women and therefore women are presented as being objects of lust.
• Usually reference to the artist's wealth via the use of expensive costumes , jewelry , cars or shown to be spending their significant about of money. 
• Clothing is generally sporting attire, especially Basketball shirts due to this presenting the artist's strength/power. 
• Low angles tend to be popular in hip hop / rap videos. This is because it portrays the artist as having great authority over the audience. 
• Video's usually show the sexuality of women and the attraction between both genders.
• Artists are shown to be very expressive, via their use of hand gestures, facial expressions and body language. 
• The artist is often the main character and therefore has the camera predominately on themselves.
• Hip hop / Rap is stereo-typically associated with teens,as teens tend to be the main audience for this particular genre.

Key players in Hip Hop / Rap music:

A key player in hip hop / rap music at the moment is male artist, Kendrick Lamar. Kendrick's last album released was called 'To Pimp a Butterfly', which has been shown to be a great success, although this album never actually went on a national tour. One of the main tracks which featured on this album, is called 'Alright' and this video includes many stereo-typical conventions of hip hop / rap music/videos.

In this video the narrative is predominantly based around prejudice which is held against Black American's in today's society. The narrative is also about gang cultures, violence and presents the artist as having authority by showing him having a lot of money. In addition, his wealth is referenced via the use of expensive clothing, jewelry and cars. All in which are common conventions of a hip hop / rap music video. Furthermore, the lyrics are about prejudice, gang culture, authority and rebellious behavior and the music is loud, aggressive and has a steady and energetic beat. 

Another key player in hip hop / rap music is female artist, Nicki Minaj. Nicki's most recent album; 'The Pink Print' was released on 12th December 2014 and was the name of her most recent worldwide tour. One of the main tracks which featured on this album is called 'The Night Is Still Young' and this video includes many stereo-typical conventions of hip hop /rap music/videos. 

In this video the narrative is predominantly based around having fun,young love and teens enjoying life. Also,Nicki is presented as being fun and seductive via the costume choice and wearing a full face of makeup. In addition, her wealth is referenced via the use of expensive clothing, jewelry and cars and therefore presents her as having authority. Furthermore, Nicki is shown to be the main character in this video due to the camera being predominantly on herself. All in which are common conventions of hip hop / rap music/ videos. Another point to note is that the lyrics are again about young love and fulfilling life to the best you possibly can and the music is calmer and more relaxed, compared to Kendrick's video, however this just shows how diverse hip hop / rap music is. 

 Laura Mulrey's theory on the Male Gaze, suggests that women who are in front of the camera are usually objectified by the male camera crew and forms the idea of Voyeurism. This is the idea of looking in order to gain a sexual pleasure and therefore male viewer's gaze at the screen to notions of voyeurism. In addition, Goodwin argues that the female performer will frequently be objectified in this fashion, often via a combination of camerawork and editing with fragmented body shots, emphasising a sexualised treatment of the artist. Furthermore, I feel that this is very common within music video's across a variety of different genres, especially in the Hip hop / Rap environment. And Mulrey's and Goodwin's theory can be noticed in Nicki Minaj's video above. 

Research- Conventions of Pop music

Conventions of Pop music

Background of pop music:

• The term 'pop' is an abbreviation that originally derives from the word 'popular'.  According to Grove Music Online, the genre 'pop music' originated during the 1950's in Britain. However this term was originally used as a description of Rock n Roll music, due to this type of music being 'popular' during this era. Whereas now, it could be argued that Rock n Roll music has become less valued in today's society. This is because, new genre's have been introduced, and therefore the term 'pop' is now used to describe/refer to a numerous amount of different genres, which are currently popular in the charts.

Conventions of pop music:

 

• The lyrics are often revolved around relationships or love. 
• The duration of a pop song usually lasts between 3-5 minutes, as well as having a clear, set structure and a consistent beat.
• Pop music also tends to follow current trends instead of being independent and unique.
• A 'verse-chorus-verse' structure is normally followed and hook lines are sued, as this therefore stays in the audience's head due to it being catchy. 

Conventions of pop music videos:

• Narrative's usually tend to be about relationships, breakup's or partying.
• The artist is often the main character and therefore has the camera predominantly on themselves. 
• Artist's are shown to be wearing modern and fashionable costumes.
• The artist's are usually presented as being happy and enjoying life.
• Pop music is stereo-typically associated with teens, as teens tend to be the main audience for this genre.
• Video's often include scene's of people partying/clubbing or being affectionate with their partner.
• Female artist's often represent themselves as seductive and therefore this can engage the audience due to them behaving in a mischievous or rebellious way. 
• Female artist's are also presented as wearing heavy amounts of makeup and this is because, in today's society, makeup is a way for artist's to express themselves and their emotions. 
• Over the last few years, technology has shown to dramatically improve, therefore, animated scene's have become more popular within pop videos, as this helps to create an exciting, loud and energetic atmosphere.

Key players in pop music:

A key player in pop music at the moment is female artist, Selena Gomez. Selena has currently released a new album called 'Revival' , which has been shown to be a great success and also the name of her current world tour. One of the main tracks which features on this album, is called 'Hands to Myself' and this video includes many stereo-typical conventions of pop music/videos. 

In this video, Selena is represented as being seductive and mischievous. She is also presented to be wearing a full face of makeup and wearing very little clothing. All in which are common conventions of a pop music video. In addition, the narrative in the video is based around a relationship and therefore both characters, including Selena, are shown to be happy and enjoying life. Furthermore, the lyrics are revolved around love and a relationship and the duration of the video is 3 minutes and 47 seconds, again being the usual duration of a pop song.

Another key player in pop music at the moment is male artist, Justin Bieber. Justin has currently released a new album called 'Purpose' , which has been shown to be also be a great success and also the name of his last world tour. One of the main tracks which features on this album, is called 'Company' and this video includes many stereo-typical conventions of pop music/videos.

Although Justin Bieber doesn't feature in this music video, the other characters are shown to be having fun and are represented as stereo-typical teenagers as shown via their choice of outfits and behavior. In addition the narrative of the video is based around teenagers partying and spending their day in the company of their peers. All in which are common conventions of a pop music video. Furthermore, the lyrics are revolved around love and relationships and the duration of the video is 4 minutes and 55 seconds, which although could be considered as fairly long for a pop video, however, still remains in the common duration. 

 Laura Mulrey's theory on the Male Gaze, suggests that women who are in front of the camera are usually objectified by the male camera crew and forms the idea of Voyeurism. This is the idea of looking in order to gain a sexual pleasure and therefore male viewer's gaze at the screen to notions of voyeurism. In addition, Goodwin argues that the female performer will frequently be objectified in this fashion, often via a combination of camerawork and editing with fragmented body shots, emphasising a sexualised treatment of the artist. Furthermore, I feel that this is very common in pop music video's and is also noticeable in both Selena's and Justin's video's.