Category Archives: Genre

Research Summary

I have now completed all of the research posts essential in allowing my blog to be complete. I have managed to tackle all posts and all have been very productive in my research and I have evidently developed a much better understanding of the products I wish to create.

A key element I found interesting was the analysis of past student’s music videos. Looking at actual music videos that previous students have created themselves helped me develop a much better understanding of how to enable myself to achieve the highest marks possible – it also meant I was able to learn from the mistakes and praises of previous students allowing me to attempt to make my own music video look as professional as possible. Looking at the final versions of these students music videos allowed me to see the variety of genres, ideas and styles that I could later incorporate in my own products. I focused on completing tasks such as:

I think that out of all of the research posts that I’ve managed to complete, I found the analysis of digipaks the most useful. This is personally because I was unaware of the codes and conventions of typical digipaks – I had not seen many prior to research and was unaware of the purpose or what content to include. After researching I now believe I have a much better understanding and hopefully should be able to produce a successful product myself.  For example looking at the different genres with regards to digipaks and how these varied allowed me to develop a better understanding. I also completed the following tasks:

It wasn’t just the analysis posts that I found helpful, I think that completing such variety of different posts has enabled me to see more of what I need to include and do in order to create a successful music video.

To conclude, I believe that completing all of these research tasks has allowed me to gain a much wider perspective of what I need to do for my final products – more specifically what I intend to include in my own.


Music and Genres

In this post I will discuss the different genres of music and the influence and effects (both positive and negative) they have on a generation, group or society. I believe in doing so, this will enable me to further my understanding with regards to the influence and power music can have, along with  how different genres have different effects on people.

With regards to genre, there are many different types. The first and probably most broadcasted genre is Pop. This is thanks to the charts and mainstream radio stations like Capital, Kiss and Heart. These types of radio stations mainly feature artists such as Katy Perry, Justin Bieber, Beyonce, Calvin Harris and Adele. Pop artists are the most recognised artists worldwide and it’s fair to say that they have the most success as consequently their music is for generally aimed towards main-streamers.

The song that I have chosen to base my music video on is Birdy – Shelter. This is typical of that of the Indie genre. Independent music is music produced independently from major commercial record labels or their subsidiaries, a process that may include an autonomous, do-it-yourself approach to recording and publishing. The Indie genre is not so broadly mainstream and recognised. It is a slightly less defined music genre aswell. The Indie genre has slight more variation within it and consequently the target audience is able to vary dependant on the artist. With regards to my music video and the artist my target audience is generally females aged 15-35 with the ABC1 demographic. Genre’s such as Indie does not mean that only Indie fans will listen to their music, different music genre audience may also listen.

Music Video Styles

There are three potential styles that I am able to base my music video around; Performance, Narrative and Conceptual.

Performance –  Focuses on the fact that you need a performer to ‘star’ in your music video, whether to act out a story-line that goes with the music or to mouth along to the words of the song. The majority of performance music videos do feature the artist of band who sings the song but a contradicting example of this is Sia – Chandelier as this is performance but doesn’t feature the artist herself. However this could also be argued as conceptual as well. I believe this is a relevant concept that I intent to include in my music video.

Narrative – Tells a story through the music video, it has to go somewhere and makes sense in order to work. A key example of this is Wilkinson’s ‘Afterglow’. It is apparent, that style of performance usually goes hand in hand with a narrative style. In the vast majority of music videos, narrative is present – telling a story to engage the audience that is suited to the genre and lyrics of the song. I also consider this a relevant concept that I believe would be effective throughout my music video.

Conceptual – Considered as far more ‘random’ than the other two styles of music video as a lot of the time it doesn’t have to make sense or even go anywhere. It’s very possible that a music video can be a combination of any of the three styles of music video, for example ‘Just’ by Radiohead is a combination of all three and ‘No Doubt’ It’s my life is a mixture of narrative and performance.

After analysing the three concepts I believe that performance and narrative typically go hand-in-hand with one another and consequently I believe this would be an effective technique to use in my music video. I intend to focus the performance shots in the black box room and the narrative elsewhere – more open to interpretation.

Music Video Theory

Please click the image below:


Here I have wrote about music video theories in regards to Narrative, Genre, Representation and Audience.

Narrative – the way those events are put together to be presented to an audience. All media texts have a narrative, whether they are a six hour TV miniseries or a one paragraph newspaper story or a glossy magazine photograph.

Representation – Who? What? Why? Where? Representation is about understanding the choices that are made when it comes to portraying something or someone in a mass media text. When representing a person, media texts often focus on their age, gender, ethnicity, job, culture/nationality and financial status.

Genre – a way of categorising a particular media text according to its content and style. Genre does not rely simply on what’s in a media text but also on the way it is put together. A media text is said to belong to a genre, as it adopts the codes and conventions of other texts in that genre, and lives up to the same expectations but texts from different mediums may belong to the same genre.

Audience – Every media text should have an audience, if not then there is no point going any further with it. All media texts are made with an audience in mind, ie a group of people who will receive it and make some sort of sense out of it. And generally, but not always, the producers make some money out of that audience.

I believe my target audience is reasonably broad and consequently believe I’ll be able to attract quite a few people from my music video. Whilst I was coming up with an appropriate target audience I took into consideration the various audience theories and models so that I would be able to attract the largest demographic possible through the making of my video.

One theory in particular that I looked at was the effects model also known as the hypodermic model – this focuses on the consumption of media texts has an effect or influence over the audience, however this is usually a negative one. With regards to my music video I am hoping to oppose this theory and construct my video with no adverse effect of the audience. The effects model presents the audience as vulnerable and having no control over that influence thrust upon them – this of which I disagree. Whilst this theory represents all audiences as powerless, a theory that opposes this is the uses and gratifications model.

This is a theory I have taken consideration into with regards to my music video. The theory states that all audiences are active and instead of being powerless over media, that one consumes it for their own pleasure, these pleasures varying. The uses and gratifications model states that the power lies with the audience and not the producers. Audiences will decide if they enjoy, reject or apply particular media products, the choice is theirs and they are the only ones who can control this. Clearly this directly opposes the effects model and this is an approach I wish to take with my music video – actively engaging the audience to allow them to relate to the music video.

A third theory put forward is the reception theory. The main idea put forward with this theory is that all media texts or products have a hidden or specific message or meaning behind them. Reception theory stated that some audiences could fail to decode the hidden message behind the media product or in some cases reject the idea completely. Stuart Hall who was the theorist behind reception theory identified three types of audience decoding of texts which are; dominant, negotiated or oppositional. According to reception theory every single media text has to fall into one of these categories whether they are supported by the audience effectively decoded of rejected completely. With regards to my music video this is an extremely relevant theory – I wish for my audience to decode a hidden message with regards to freedom and peace. I have not yet decided how I will do this but I believe it is an effective technique used in many successful music videos.