Styles of music video

Genre Video - A music video that has individual conventions to fit a certain genre e.g costumes props and situations e.g smoking links in with rap or hip hop, an example of this is Popccan Party Shot and the genre of this song and music video is dancehall / bashment, you can see this from the way that the girls are dressed in the time code 0:56 This fits the style genre video as the genre of this video is danchall/bashment and you can see this from the way the girls are dancing in the time code
1:02 The institution would use this style to represent the artist as a danchall artist who is quite fun and outgoing and likes to party, this style of music would affect the audience as they would like to see what the artist is like and how he acts towards women for example in the time code 1:25 the artist is on a boat with women with beach suits on which could denote that he is just using them . I could potentially use this style in my music video by having a house song and having people dancing to house music by 'cutting shapes' or just having drinks and looking like they are having fun with friends partying ect, this can then get the audience more involved in the music video by them wanting to try and join in with the music video by doing the dance moves in or trying to make up there own dance moves to the song.

Genre Subverting Video - This is a music video that goes against the normal genre for example a rap artists music video could have some country music video aspects in it, an example of this is Korn Twisted Transistor -  This music video is genre subverting as the four artists are replaced with rap artists singing the song however the rap artists are dressed as they would normally, you can see this in the time code of 1:01 This fits the style of genre subverting as it shows how the rap artists are saying the lyrics and playing the instruments of a rock band. The institution would use this style so that they could get a different audience watching this video as it has famous rap artists in it like Snoop Dog and Xzibit for example at the time code 0:29 you see snoop dog playing the guitar which could suggest to the audience that he is in the song, this would then get the music video more views as more people than just the target audience of the band Korn would watch it. The impact on the audience is that they can see that the artists have more of an imagination to there music video's and are not boring this could then make the audience tell some of there friends about the video that famous rap artists are in which could then mean that more people are likely to watch it as in the time code 0:58 you see the famous black rap artists playing all the instruments. I could potentially use this style in my music video by having a rap song e.g B.I.G - Big Poppa, but having a party/house music video like Breach - Jack I would use this style to get more than a rap audience or more than a house audience to watch this video so both house and rap audience would possible enjoy this music video as it has rapping in it and it also has house in it.

Performance - This is a music video were the band is playing the instruments or the artist is singing to the audience, this can also be seen as both the band and the singer are performing together  to the camera/ audience, another part of this could also be "As Live" where the footage is not live but it has been recorded from a live concert, an example of this is 'N in Paris - Jay Z and Kanye West. The example that I am using for performance is Magic Rude this is a performance music video because at the time code 0:16  you see the band playing the instruments and also throughout the music video the lead singing is singing to the audience. This fits the style of performance as the band and the lead singer are singing and playing there instruments to the camera/ audience throughout most of the music video, there are very few moments in this music video were the band and singer are not performing to the camera/ audience. The institution would use this style to give the artist brand so that the audience can visually see what the artist is like and how they dress for example at the time code 1:12 you see the band having fun and jumping around which could indicate to the audience that they are fun and easy going. The positive impact on the audience from this style of music video is that they could possibly relate to the artist and how they are feeling in the music video, for example in the time code 0:40 the lead singer is getting rejected by his girlfriends father to marry her, this  also means that the audience will have a positive representation of the artist if they like the way they act and dress in the music video. I could potentially use this style in my music video by having either a hip hop or rap song but someone could be saying the lyrics to the camera so it will be like they are performing it to the audience, this could then get the audience more involved in the music video as it is like the artist is singing to them which could then mean that the audience could then relate more to the artist.

Narrative - This is a music video were the audience can see a clear story line in the music video, so it can either tell the story of the song or tell a different story (the story line develops), an example of this is Sam Smith I'm Not The Only One this is a narrative music video as the video is about a husband cheating on the wife and thinking that she doesn't know however she does, the music video tells a story about the song so they match you can see this at the time code of 1:14 This fits the style of narrative as the music video is telling a story to the audience that explains the song. The institution would do this so that the artists song would make sense to the audience if they have only listened to it and not watch it, for example at the time code 1:12 when Sam Smith sings "you and me we made a vowel" the audience then see the woman start to take off her wedding ring, this also impacts the audience as they can visually see the artists and could possible relate to the music video from past experience's that they could have had for example at the time code 1:51 you see Sam Smith singing, this could then mean that the audience can see what type of person the artist is. I could potentially use this in my music video by having a soft slow song and adding in a music video that tells a story and links up with the music video so for example if the song was speaking about a girl running away from home, in the music video there would be a scene of a girl packing her stuff and walking out the door at night. 

Animation - This is a music video that is cartoon based or stop animation an example of this is Gorillaz Clint Eastwood which is an animated music video, you can see that this music video is animated in the time code 1:04 were you see holograms in the sky. This fits the style of animation as at the time code 1:14 the members of the group are cartoon characters and not real people. The institution would do this so that the artist can be unique to other artists by having a different format or by having the entire music video animated, this then gives the artist more chance of building a unique brand by having more animation for example at the time code 1:34 you see the band as cartoon characters and they stop playing there instruments because a hologram cracks the floor. This also has a positive impact on the audience as they can see that the artist is more unique and has more of an imagination which would then make more of the target audience and general public want to watch the artists music video's to see what they do next for example at the time code 2:02 you see that in the music video you see the lead singer singing whilst tombs and graves are popping up in the background. I could potentially use this in my music video by having most parts of it animated and a few shots not this could connote that I am creative in the rang of animated shots that I would be using to make the music video more unique.

Interpretive - This is a music video that when the word is sung in the music video you see what the artist is singing or rapping about, an example of this is R Kelly Trapped In The Closet Chapter 1 you can see that this is an interpretive music video as at the time code 0:39  R Kelly sings that the rays from the sun wakes him and in the music video you see him start rolling as the sun hits him. This fits the style of interpretive as when R Kelly is singing something then it will happen on the screen for example at the time code 0:48  R Kelly sings that the woman comes out and kisses him and she does. The institution would do this so that the audience can understand visually what the artists is singing or rapping about, for example in this song R Kelly is singing about what has happened during his day and at the time code 1:12 he sings that he was quickly trying to put on his cloths, and in the music video you see him trying to put them on quickly. The positive impact on the audience from this is that they can visually see what the artist is like and also what he/she is singing about for example at the time code ... you see R Kelly in a suit which could connote that he is very smart and hard working. I could potentially use this in my music video by having the same thing that someone says or sings about to come up on the screen so that it makes more sense to the audience, for example someone singing or rapping 'I got this black suit on' then someone having a black suit on.

Impressionist - This is when the music and music video match the feel of a song, this is also when the audience visually sees examples that match the mood of the song, for example Ed Sheeran Thinking Out Loud, this music video matches the feel of the song as on the time code 0:18  you see Ed Sheeran and his dance partner walking towards each other with spot lights on them. This fits the style of impressionist as the sound of the song and the music video fit as at the time code 0:47 you see Ed Sheeran and his partner dancing together whilst he is singing to her. This institution would do this so that they can make an image of the artist towards the target audience and also towards the general public, for example at the time code 1:21 you see Ed Sheeran and his partner stop for a second like looking into each others eye's which gives the audience the impression that he is soft and caring. The positive impact on the audience is that they can visually feel how the artist is feeling from how they act in the music video for example at the time code 1:29 you see Ed Sheeran and his partner hug and almost kiss which could connote to the audience that he is in love and that he is very soft. I could potentially use this in my music video by having either a slow loving song which then has shots of a couple dancing and singing together or if it was a rap song I would have people smoking and in a party.

Surreal/Abstract - This is a music video that is quite strange and out of the ordinary, it is like a video that was made for art, an example of this is Basement Jaxx Where's Your Head At, this is a surreal music video because at the time code 0:49 you see the doctor put a guitar on the stuffed monkey, also at the time code 1:23 you see that there are peoples heads that are on the monkeys bodies whilst they are playing the instruments. The institution would do this so that the artist would then have a brand to the audience as having weird music video's which could then get more people than just the artists target audience to watch this for example at the time code 2:12  you see that the monkeys are singing to the guy this could denote to the audience and the general public that the artist is imaginative. The positive impact on the audience is that they may not visually see the artist but they can kind of see in to the artists mind from what they do in the music video this could imply that the artist wants their music video to be different from the others. I could potentially use this in my music video by having people's faces on different animals bodies whilst they are singing .

Pastiche/Homage - This is on type of music video that  inter-textually references movies, this copies the films camera styles or could be a direct copy of the film, for example Michael Jackson Thriller which is a copy of the film Night Of The Living Dead, you can see in the time code 3:17 that in Michael Jackson Thriller he uses the same part from Night Of The Living Dead from this time code 0:45 This is where both of the girls from MJ thriller and Night Of The Living Dead are running from a monster.This fits the style of homage as in the time code 8:04 of MJ Thriller you see that it has a similar scene to Night of the living dead at the time code of 1:08 as in the music video and the film both the male and female character are both trying to protect them self's from the zombies. The institution would do this so that the artist music video can be more entertaining and this can lead to the artists becoming more known to people that watch movies. The positive impact on the audience is that if they have seen the film Night Of The Living Dead then whilst they would be watching the music video Thriller they would then see some aspects from the film which connote to the audience that the artist is creative and imaginative. I could possible use this in my music video by having scenes or the same camera language from a film which could interest more than just the target audience.

Parody - This is when another music video makes fun of another media text and copies it, this fits the style of parody as the music video White And Nerdy is the parody to Riding Dirty, we can see this as in the time code 0:16 you see in white and nerdy he is doing the same thing just in a funnier way to ridding dirty at the time code 0:37 as they are both standing behind red beams of light. The institution would do this so that the artists that is doing the parody to the original music video could then get some recognition from more of the audience that listens and watches rap/hip hop type music video's, and as the artist would get more recognition more of the audience would be most likely to look them up to see if they have any more funny music video parody's for example at the time code of 1:22 of white and nerdy the artist used the same background and clothing of riding dirty at the time code of  2:02. The positive impact on the audience is that they can see a new artist making fun of another artist song which could then make the audience want to look at more of the unknown artists music video. I could potentially do this in my music video by having some copied scenes from another music video made funnier than the original.

Referencing - This is were a music video has included footage of a film or TV program, and example of this is Will Smith Men In Black which is in the film Men In Black, you can see that this is referencing as in the time code 0:47 you see a scene from the film where all the workers are in the workshop. This fits this style as there are scenes from the film for example at the time code 1:35 you see aliens from the film. The institution would do this so that the music video and the film can be promoted from either watching the music video or watching the music video, this could then promote the artist further to the audience as being and actor and rap artists. The impact on the audience from this is that they can see the music video at the end of the film and also from YouTube so they can see the artist in a different light by seeing that they are in a film and also doing the song and music video for the film. I could potentially use this in my music video by having scenes of a film that would represent me as an artist.