Target Audience Results - Miss Miller

Within our planning process we decided to carryout out a questionnaire asking numerous questions about the dance genre and recorded the results from numerous people within our target audience. We decided to do this because then it gave us as a group much more knowledge on exactly what our target audience liked within a dance music video and then we was able to take that into consideration and know exactly what to include within our own dance music video to make it appealing to them. 

1) Why do you like the Dance music genre?

The first question we asked within our questionnaire was 'Why do you like the Dance music genre?' this was a closed question because there was only a set amount of answers to the questions and these were:
'The fast paced editing, the bright lighting, feel good factor or other'. The majority answer was just about 'Other' with 32%, i believe this is the majority answer because the dance genre has a large amount of conventions which our target audience would like to see and therefore we was unable to categorise them within minimal answers. The second most chosen answer was 'Feel good factor' this answer was popular within our questionnaire as a large amount of people who watch music videos usually watch this particular genre as it is stereotypically a happy and joyful genre with a fast pace which evokes positive emotions within the audience. Another reason which probably resulted in this being a popular answer is that this music is usually associated with good memories for the target audience therefore when they hear this genre of music it makes them euphoric. The next most popular answer was 'The bright lighting' with 24%, this was also a widely chosen answer because bright lighting is a extremely stereotypical convention within the dance genre and is the micro-element which the audience first think of when they think of the genre. This is because it reminds them of the club atmosphere and is relatable. Although it also had a high percentage at 16%, the least chosen answer was 'Fast paced editing', this is because it is a extremely conventional micro-element which also helps emphasise the pace of the video but many audiences don't focus too much on the editing of a video as it, at times, unmemorable. 

2) What do your think of Subfocus as an artist?

The second question we asked was "What do you think of Sub Focus as an artist?". We presented this question as a open question because we knew the responses would be extremely varied, which they was. The majority of the people we asked answered roughly along the lines of 'they're good' this is most likely to be the most chosen answer because we specifically asked our target audience therefore they are aware who the artist is and are likely to enjoy them. The next most popular answer was 'other', with 30%, this answer was usually not from our target audience and instead was people claiming they don't know who they are. Interestingly this final two answers contradicted each other but had similar amount of answers. The first said 'they're unique' with 18% the second said they 'lack originality' with 12% because of this neither of these answers will be of much help as our target audience haven't given us a clear overriding majority. On the other hand the fact that 'they're good' received a massive majority of 40% gives us knowledge that our target audience likes Sub Focus and therefore prompts us even further to use them as our artist.  

3) What conventions do you like to see?

Our next question was 'what conventions do you like to see within a dance music video', the majority of the answers were other with 40%. This is because the people asked was choosing a vast variety of conventions which all was necessarily conventional to the dance genre. The most chosen convention was 'club setting' i believe this was chosen a lot because it is the most obvious and most used convention within dance music videos and this setting allows the audience to immediately recognise the genre. The next most chosen was 'strobe lighting' this is another obvious answer as it is extremely conventional to the dance genre and successful at emphasising the joyful feel to the video. The next convention was 'colour edits' this refers to the numerous bright colours used within the dance genre which also gads to the happy vibes within a dane video. Despite us not being able to take much information from the majority answer of 'Other' we can take inspiration from the other three as it makes us aware that our target audience do enjoy these particular conventions.

4) Would you rather a conventional or diverse music video and why?

This question was extremely helpful as although the reasons may have varied it gave us a clear answer on whether our target audience prefers a conventional or diverse dance video. Overall our target audience preferred a conventional video to diverse. This will have a huge impact on what style of video we will create and is likely to cause use to chose conventional rather than diverse. I believe our target audience preferred conventional rather than diverse because the dance genre in particular is extremely conventional and most videos within the genre are rather similar. This is because these conventions successful complement the music and create a specific vibe for that target audience which is why they continue to listen to the genre. Our target audience also found diverse videos quite confusing and claimed that they didn't always understand the hidden message which left them feeling a completely different way to how the dance genre stereotypically makes you feel. 

5) What is your favourite music video within the dance genre and why?

This question revealed to my group what our target audience is most interested in within music videos of the dance genre. The music videos on the pie chart are the ones that were most frequently mentioned, this means I will carry out  further research into these videos and gain inspirations that the audience would like to see in my own production. The Rudimental video that is popular with the taret audience has the style of a narrative, which indicates that the audience enjoys diverse videos which may not conform completely to the stereotype, however, on the other hand, 9Ts and Bounce both include very conventional elements within their music videos such as strobe lighting and coloured tints, which means that throughout my own music video I will include aspects of diversity weaved into a conventional dance music video. 

6) What don't you like to see in a dance music video and why?

We asked 40 members of our target audience ‘what don’t you like to see in a dance music video?’ the

answers to this question was extremely varied and gave us further knowledge of what shouldn’t include within our music video. This also emphasized the fact that our target audience hugely enjoy a conventional video as the none of the answers were conventional to the genre and will likely result in me and my group producing a conventional video as our target audience clearly prefer that. The audience came up with things such as violence, however many people had their own individual opinions on what they don't like seeing in a music video, highlighting that despite our efforts to create a music video to the widest audience possible, people still wont enjoy it. 

7) Do you like to see the artist featured within the music video and why?

Although this question stereotypically only applied to a extremely small section of the video, as the dance genre doesn't heavily feature the artist too much, most of our target audience believes it is crucial to have the artist feature in the music video. They believe that it establishes an image for the artist and helps to create a bigger fan base as the audience can relate to their image and representation. Others think it ins't essential and that the artist doesn't need to be featured at all; its about the music not about the artist which can be true to a certain extent in the dance genre. With this genre of music, may fans listen because of the effect the music has rather than the representation of the artist which is a main focus in other genres such as pop. As a group, this questionnaire has helped us to decide we will feature the artist in our music video but only slightly, to appeal to our whole target audience who do like to see the artist and others who don't. 

8) Who is your favourite dance artist?

     A- Chase and Status, B- Sub Focus, C - Rudimental, D- Other

The results of this question really reassured my group that we had made the right decision with our chosen artist as they were the most popular out of our closed question selections. Even with the option to select a different artist, the majority of participants chose Sub Focus. However, some people did prefer other artists, which meant that further research could be made into their style of music videos too see what inspirations i could take and develop for my own production. 

9) What style of music video do you prefer?

     A - Narrative, B- Performance, C- Concept.

This was also a closed question, we asked the target audience what style of music video they preferred between the choices of concept, narrative or performance. It is clear to see that performance had the biggest vote, closely followed by narrative. This revealed to our group that these were the two main styles that our music video will focus on. Our video will contain a short narrative and also include performance throughout. However, we won't focus as closely on the style of concept because of the small vote it received through the questionnaire.

10) How old are you?

      A-12>15, B-15>19, C- 20>25, D- 26+

I believe the subculture theory that is most applicable to us as a group is CCCS. CCCS is a theory which refers to the fact that all subcultures come from one culture and this is a reaction to the mainstream. This is a theory which applies to us because for our music video we are using the dance genre and this genre stereotypically rebels against the mainstream. This genre goes against the mainstream because the culture of young people drinking to excess and doing drugs is frowned upon by the rest of society, yet the dane genre embraces it. The responses to our questionnaire support this because the vast majority of the people we asked said that within a dance music video they like to see all the stereotypical conventions of the genre and no diverse elements. This shows that our target audience enjoy the conventions of the dance genre and in doing so therefore rebel against the mainstream.

We chose to video record a few of our responses from our questionnaire to create our 'vox pops'. We decided to do this because it meant that we had documentation of much more in depth results rather than just a few set one or two word answers. Having this meant that we was able to gain a more of a description of their response and therefore have a further understanding of what our target audience like because they are expressing much more k knowledge to us through these longer answers.

This process was very helpful to me and my group within the planning process of our dance music video because we now know what our target audience like within a dance music video. This meant we are able to plan our video with a vivid idea of what our target audience enjoy and then include it in our video with more confidence that it will appeal to them. We now had statistical evidence of what our target audience preferred and could use these statistics to accurately recognise what is preferred and by how much to know exactly why to include to ensure we appeal to our whole target audience  The vox pops was also key in emphasising this and further increasing our knowledge by giving us much more in depth responses.

Music Video Inspiration - Miss Georgiou.

When planning a music video I took inspiration from numerous music videos, I looked at how each individual video uses each specific micro element, the style of the video, how the artist is represented within their particular genre and the choice of song. Each of these elements have given me huge inspiration and given me a lot clearer idea of the genre I plan to use for my music video and what its going to consist of.

The first video I have chosen to take inspirations from is Wankelmut, Emma Louise - My Head Is a Jungle (MK Remix). The reason I have chosen this video is because there is the use of a party scene and strobe lighting. The use of the colour tints also is conventional as it creates the party theme and gives the audience and insight to the genre of the song and what it represents. The video follows a character which is also quite relatable for the audience as they may feel they also have a lifestyle similar to the character in the visuals of the music video. The narrative has given me inspirations for my own video. The location of the party is very irregular; it takes place in a launderette. The idea that the party is in an unordinary location keeps the audience entertained and surprised as it is not just any normal dance music video. Another inspiration is the mis-en-scene element of costumes; the costumes that have been worn in this video really appeal to the target audience of the video as it is current and fashionable and suits the genre of music. 

The main micro element which inspired me from this video was the use of lighting. Within this video the lighting used is very successful in creating a party atmosphere as they have numerous beams of light going around the room in a variety of colours. The also have sudden flashes of different boldly clouded lights as well as frequently changing this lighting to a different boldly coloured, fast paced spectrum of light. This particular use of light is very good at creating the party atmosphere which we plan to create in our own and therefore we will try to explicate this exact lighting as this video has proven that by using this lighting you can make any setting look like a party this means we will be able to film in a variety of locations and make it look like a party. This use of lighting is the most conventional lighting possible to the dance genre because within the dance genre this lighting is regularly used to create a party setting and to create the excitement of a party to the audience.

The second video I have chosen to take inspiration from is Alesso - Tear the Roof Up, there is a very fast pace of editing used within this video which shows a clear link between the music and the visuals. The song is of the electro house genre so is also like my chosen genre. The video is diverse and follows different characters through the use of close ups and irregular visuals. I like this video because it keeps the audience interested in the video as it doesn’t stick to one basic concept. The visuals within the video are almost unnatural, just like the style of music. The visuals in the video appeal to the audience who enjoy the style of music which means that my target audience will also enjoy the idea of a strange or aberrant nature. The images within the video show characters who are distressed, this links to the music as it reveals a much exaggerated reaction created by the music. The artist of the song appears in the video as the only sane individual. I am definitely going to include the fast pace edit which accompanies the rhythm of the song, but I might also adapt the idea of the artist being the only normal or customary person within the video as the atypical concept keeps the audience enthralled. 

The editing used within this video has also inspired us for editing which we plan to use for the party element of our video. The editing used within this video is extremely fast paced throughout as numerous jump cuts are used in quick succession to change between a variety of different shots. The effect of this is that it creates excitement as the audience are not left bored looking at the same image instead they are constantly left captivated as it keeps on changing and progressing. This form of editing is extremely conventional to the dance genre as it is frequently used to try and get the audience to start dancing as it emphasises the pace of the video and song. Despite it being very conventional i only plan to use it i do only plan to use it for the conventional part of our video as thats when we need to create excitement and havce a fast pace, where as for the narrative part of the video i plan to use much slower editing which will create a more depressing atmosphere. 

The third and final song i took inspiration from is Won't Look Back by Duke Dumont. This video didn't inspire as much as the other two as it is extremely unconventional and therefore many of the elements are totally unique and would be difficult to recreate successfully but on the other hand i did take some inspiration from the fact that they created such a unusual video within the undeviating dance genre. Wont Look Back is a entirely narrative based video in which criminals wearing bizarre masks of numerous royals rob a shop using pogo sticks as guns. They then use these same polo sticks to flee the scene before they are pursued by policemen on a segway. Although the storyline used i did take some inspiration from the fact that they used a completely original narrative as it kept me intrigued throughout and i was never bored. I also believe that the comedy element within the video was successful and although it was extremely unconventional to the dance genre i would like to incorporate a little bit within my music video. 

The editing used within the song 'A Team' by Ed Sheeran also inspired us as within this video a time lapse is frequently used. A time lapse can be seen at numerous points when the character remains in the same place and the surroundings around her quickly go past as the pedestrians who walk past are sped up. The effect of this is that it evidently shows to the audience that all long time has passed and the character is yet to move. This means that the audience feel sympathetic towards the character as it shows that they don't do anything with their time which means they would have a boring undesirable life. This use of editing is unconventional to the acne genre as it is very rarely used to show that a characters depressing life but it is contrastingly sometimes used to quickly show a large crowd moving either entering or exiting a venue. 

Another editing effect which we have taken inspiration from this video with is the black and white effect. Within this video the black and white effect is placed throughout the whole video and everything is seen in black and white. The effect of this is that it makes the whole video seem more depressing as removing the colour from the video means everything looks less bright and energetic and instead looks more dull and gloomy. This use of editing is extremely unconventional to the dance genre and actually completely opposes it, as within the dance genre they usually try and do everything they can to include as much colour and to create as much excitement as possible whereas this effect does the opposite and tries to remove all the excitement. Despite us trying to replicate this depressing narrative we might not do it throughout the video instead we may only include it on certain segments of the video.  

We also took inspiration from the focal character used within this video and the fact that the narrative follows this characters day-to-day life. The character seen within the A-Team video is a young homeless young girl who can be seen wondering the streets of London as she goes about her everyday life in which not very much happens. Within our video we plan to use a similar part of this type of narrative within our video as part of our video will see a young homeless girl go about her everyday life but contrastingly to A-Team this narrative will run parallel to another narrative in which a young successful man will be seen and they will meet in a club scene finale. This use of both characters and narrative is unconventional to the dance genre as usually within this genre a performance based video is used in which you only see the artist performing live in a festival, concert or club. Therefore the characters used within our narrative are also unconventional as stereotypically no characters are used as their is no narrative instead the audience only see the artist.

Another video which inspired us for our music video is 'My Love' by Route 94, much like our video this video belongs to the dane genre and is a very conventional video and therefore we aim to replicate these conventions within our final conventional scene. Although the most dominating factor within this video is the infra-red colour tints and editing, which we don't plan to replicate, we do plan to re-create the party setting which can be seen within this video. The setting seen within this video is a busy club setting in which all the characters can be seen having a good time, we plan to replicate this as it is one of the most prominent conventions within the dance genre which evokes memories within the target audience which have experienced that situation and enjoyed it.

Another element which can be seen within this video which we plan to use in ours is the fact that a young, romantic couple can be seen within this conventional club scene. We plan to closely mirror this within our video as the two focal characters which have been seen throughout our video will then finally meet in the final conventional club scene. This is a unconventional element within the dance genre as the fact that they are always performance based means that very rarely a narrative can be seen which could follow a couple.

Copyright - Miss Georgiou.

The copyright law which applies to the majority of creations within the entertainment industry such as sound recordings, films, musical work and artistic work (as well as many others) is officially known as the Copyright, Designs and Patents Act 1988. Copyright means that a company or person who owns a recording or song has the ownership of its content, meaning not just anyone can use it. This stops the recording being used for things that the owner doesn't agree with, and helps them to protect their own work. 

The reason that the first thing as a group we needed to do was apply for copyright is because if we proceeded to produce a music video for a specific song without the permission from its owner.. we would be breaking the law. The song we have chosen as a group is 'Turn back Time' by Sub Focus. My first step was to make some research and find out what music label the artist belongs to, my second step was to contact the owner via email and ask for Copyright permission. By applying for copyright it means that I will be able to use the record and also to publish my production on the internet on websites such as YouTube. 

As of the 17th of November 2014 we are still awaiting a response from the record label, which we previously contacted asking for permission to use "Turn Back Time" by Sub Focus. Despite this we continue to plan and film our video as we know that the record label is busy and may be unable to reply to us. 

Analysis Of A Star and Dyers Theory - Miss Miller.

Artists may change their image, sound or lifestyle for numerous reasons in the hope of totally reinventing themselves. One of these reasons for reinventing themselves may be to appeal to a different target audience which may make the artist more relatable for a larger target audience. This changing in target audience could to a increase in revenue if the appeal to a more mainstream audience or contrastingly they could appeal to a more niche audience. If the change of their image was drastic enough this could cause a increase in publicity as the press would document the change and express their positive or negative opinions which would cause their audience to go see the change of the artist. The artist i have chosen is Justin Bieber as i believe that over time he has reinvented himself and gone from a teenager cute performer to a more edgy adult, within a relatively short period of time. to achieve this Justin has changed both his image and music and now wears more fashionable mature clothes and his music although is still within the pop genre is now more unique and distinctive.

Goodwins theory consists of 7 main points; links between lyrics and visuals, links between music and visuals, genre characteristics, intertextual references, notion of looking, voyeurism, demands of the record label and whether the video is performance, narrative or concept based. Each of these elements is evident in all of these videos but they differ in each video due to Justin reinventing himself in between the realises of the two videos. Goodwins theory is evident in both of Justins videos despite his contrast in image. For example within both videos numerous close up camera shots are used of the artist, this is to promote the artist to their target audience and ensure that they remember his image and are aware that he is preforming the song. Artists aim to achieve this because their specific image may only appeal to a certain target audience and specifically Justin Bieber has had to change his image to ensure he is still appealing to his young audience who are growing up and maturing.


Although Bieber completely reinvented himself changing his sound, image and even lifestyle the style of both these videos remain the same. Despite being released two years apart both videos are mainly narrative based with large amounts of performance based elements throughout. The video for 'Baby' follows the narrative of Justin pursuing a love interest at a bowling alley; to do this he frequently tries to impress her through dancing, singing and bowling. Even though he reinvented himself, the narrative within 'Baby' is similar to the one within 'Boyfriend' as                                                

'Boyfriend' also follows the storyline of Justin pursuing another female love interest. Despite this similar plot the fact that the artist is changed is evident through the way this storyline is presented. Within 'Boyfriend' Justin uses his expensive cars and fast driving to impress the girl which differs immensely from the methods used by a younger Bieber during 'Baby. This contrast is due to the fact that the artist has to change his videos to adapt to his personal change to ensure they remain realistic and appeal to his target audience. Both of the two videos also have similar performance based elements in which they briefly pause from the narrative to show Justin singing either directly to the camera or within the scene. Both videos also feature a brief group dance in which numerous background dancers dance in front of each other, this features in both videos as it appeals to the artists target audience and makes the video more up-beat and fun.

Justin Bieber belongs to the pop genre and both these videos and songs belong to this genre as they follow stereotypical conventions of that genre. Although both the videos do belong to the pop genre the second video is much more edgy and dynamic where as the first is a very stereotypical and conventional video. For example within the video for 'Baby' the lighting used is very stereotypical and conventional as bright, bold lighting is used throughout, this type of lighting is conventional because it is appealing to the young female target audience as it is associated with positive vibes. But on the other hand this type of lighting isn't used within 'Boyfriend' and instead they use natural lighting, this is because his target audience is no longer interested in the bright bold lights and is instead more mature and grown up. Despite still belonging to the pop genre certain elements of 'Boyfriend' may be considered as hip-hop because he frequently shows off his flashy lifestyle e.g. cars and watches and also objectifies women.

Another video which supports the fact that Justin Bieber has changed over a period of time is 'Confident', this video was released near the time of the release of Boyfriend which means there hasn't been much change in the artists image. On the other hand Confident does emphasise the change over time since Baby because within this video, much like Boyfriend, Justin can be seen chasing a young female. But even though he also does this in Baby the way in which he goes about chasing the female within this video appears to be more sinister, due to his older age, as he is no longer viewed in the 'cheeky' manner like previously. The setting use in both Baby and Confidence evidently show the change over time as Baby is set in a bowling alley and contrastingly within Confidence Justin can be seen looking for his love interest inside a party. This shows how Justin has changed over time because a bowling setting emphasises Justins youth as it is a setting where young kids stereotypically attend and is usually associated with young kids. Where as, contrastingly the party setting within Confidence shows that he is a young adult or a
older teenager as these are the only people who attend these settings and shows how he has grown up and is attending more mature settings. He may also have used these contrasting settings to appeal to his different target audiences who have also changed as he targets girls who are of the same age of him therefore as he grows up so do his target audience. This means that when he released Baby his target audience was 10-15 year old girls this meant that they could relate to the bowling alley setting meaning the video appeals to them, and when he released Confidence his target audience was then 16-20 year olds who would relate to this particular setting and again making it appeal to them.

Richard Dyer was a writer who developed a theory which described artists as 'stars' which means they are not real people and are instead commodities and products. Dyers theory is evident within 'Baby' as Bieber is presented as quite cute and innocent to viewers who are more mature and older but at the same time he is presented as appealing and attractive to his target audience. This representation differs immensely to that featured during the video of 'Boyfiend' as during this video he is presented as young man who is extremely wealthy and successful which equally makes him as appealing but instead to a much older audience. The artist, Justin Bieber, can be viewed as a product in both videos as in 'Baby' he displays numerous characteristics which Dyer claimed made him a 'star' such as youthfulness, originality and talent. These characteristics would present him as a product as it would make him more appealing which means he will appeal to a large audience and generate a large revenue despite appealing to a niche target audience of young females within the extremely large pop genre fans. Dyers theory is also present within the second video 'Boyfriend' even though the displays different characteristics. Rather than the youthful representation from the first video 'Baby' Bieber in the second video is presented as with a antiauthoritarian and rebellion attitude as well as sexual magnetism. This change in attitude and characteristics emphasises the fact that he is a commodity as it makes him more appealing to his new aged target audience which allows him to generate more revenue.

This analysis of Justin Bieber and research into Dyers theory has increased my knowledge on how artists change over time and how they appeal to different target audiences. Given this i now have more of a idea on what artist i will use for our music video and following this decision how i will appeal to their target audience.  

Analysis Of Music Genres - Miss Georgiou.

Music videos appeal to their specific target audience  through many ways. Due to their being many variations in music genres and channels the way each music video appeals to their own unique target audience differs. They attract these specific target audiences through numerous micro-elements such as miss-en-scene, cinematography, editing and sound. How each music video uses these micro-elements is how their target audience is able to recognise the genre of the video and the individual style and personality of the artist.

Drake - Over (Rap) -

Within Drakes music video for 'Over', cinematography is used to appeal to his target audience who is attracted to the rap genre. This video is very stereotypical and conventional to the rap genre which makes it appealing to his target audience who are attracted to this specific type of video. This particular use of cinematography is evident when a close up of Drakes face is used early on in the video. This close up shows the emotions Drake is trying to portray within the video as the close up immediately allows the audience to clearly see the fact that he's feeling depressed and sad, and sets the tone for the rest of the video which is about Drake expressing his negativity towards a relationship.

Another shot which is used within Drakes video for 'Over' is a long shot from allow angle. A long shot is used because it successfully shows the editing which is being used in the background, which is the rushing city streets, this means that they are clearly able to express the connotations of these city streets to the audience. A low angle shot is used because, from the audiences perspective, they are looking up on the artist this means that he is presented as bigger and more dominant and powerful to the audience as he is towering above them and looking down on them. Both of these shots are conventional to the dance genre because long shots are usually used to show large amounts of the background and present specific messages. Low angle shots are also frequently used and conventional within the genre as rap artists often try to present themselves as powerful and this shot does achieve this.

The editing used within this video is very unique and key in portraying a specific effect to the audience. Colour tints are frequently used in this video to change the colour of the whole scene to a variety of bold colours which makes the more exciting and eye catching which appeals to their specific target audience. This use of colour tint makes the video more exciting because it quickens the pace as they quickly interject the colour for a very short period of time which makes the video appear quicker as what the audience is seeing keeps on changing and they don't know what to expect. This particular use of editing is unconventional to the hip hop genre because usually within this genre they use just simple jump cuts which vary in pace depending on the song and whether it is fast or slow. This type of editing is usually found within the dance genre.

Within this video lighting is also used to present Drake as relatable to his target audience and help portray the emotions the video is trying to express. This helps appeal to an audience as the red lighting has numerous connotations such as love and passion, and contrastingly danger and anger. To do this  they briefly cut from the stereotypical and conventional editing and lighting of the busy rushing streets in the background and jump cut to all red lighting. This contrast from the usual stereotypical rap genre editing and lighting of the fast paced city streets to the all red lighting emphasises the emotions it connotes. These emotions which the colour connotes are what present Drake as relatable to his target audience as most of his specific target audience would have at one point during their lives felt one of these emotions and therefore form a bond with the artist as they have something in common with them which makes them appear as less of a celebrity and more as someone who has had similar experiences.

Flo Rida feat. David Guetta - Club Cant Handle Me (Dance):

Contrastingly to Drakes video for 'Over', Flo Rida's 'Club Cant Handle Me' belongs to the dance genre rather than Drakes rap genre. Because of this difference in genre the micro elements used such as mise-en-scene, lighting and editing. This is mainly evident through the contesting use of lighting. The lighting which mainly features within the Club Cant Handle Me video is low key lighting with flashing strobe lights, this lighting aims to recreate a club setting and atmosphere. This will appeal to Flo Rida's specific target audience as they will be attracted and interested in this specific setting and therefore will look for it to be recreated within a music video. This, much like the affects of certain micro-elements from Drakes 'Over' makes the video more relatable to the audience as they will have experienced this lifestyle and will therefore also feel like they have similar interests to the artist and will therefore enjoy the video more than other audiences who the video isn't targeted at.

Despite this initial difference in the use of lighting and its affect on the audience, similar red lighting is used within Flo Rida's music video to that in Drakes and aims to have a similar affect despite appealing to a different target audience who would be attracted to different aspects. Much like Drakes video which  Flo uses red lighting to portray his love and passion for a love interest Flo Rida's video also uses this similar lighting to a similar effect but presents it in a more lustful manner.


Within Flo Ridas 'Club Cant Handle Me Right Now' a varity of different shots throughout but the main two which are consistently used are long shots and close ups. A long shot is used to show off the luxurious lifestyle of the rapper and make him look extremely wealthy and flashy. To do this a long shot is used as it allows for two very expensive cars to be seen parked behind each other outside the club whilst money is falling from the sky. This portrays Flo Rida as extremely wealthy and flashy because he appears to own at least one of theses very expensive cars and is throwing money on the floor. This use of cinematography is conventional to the hip hop genre because the way in which it is used conforms to the convention that the artists should be wealthy and show off their money.


Pharrell Williams - Happy (Pop):

The final video I've decided to analyse is 'Happy' by Pharrell Williams. This video differs immensely from the other two despite belonging to a genre which isn't that different from their own. 'Happy' belongs to the Pop genre which means that it features certain micro-elements which differ from the other two genres. For example the cinematography used within 'Happy' differs to that used within the other two videos as both Drake and Flo Rida use numerous close ups off the artist which helps the audience remember the artist and shows the emotions on the artists face. Happy also aims to show the artists emotions but instead of using numerous close ups, long shots are used to show the artist dancing. Despite these differences in use of cinematography Flo Rida and Pharrell do frequently use a similar longshot to present their unique and contrasting images. Although both videos use a longshot which allows for the majority of the artists body to be seen as well as the background which is key to presenting their own unique messages. This specific shot is key within 'Happy' as it still shows the focal artist dancing but it also clearly shows the gospal singers singing and dancing in the background which is all part of presenting the main 'happy' message within the video.

The lighting used within Pharells Happy differs immensely to the lighting used within both Drakes Over and Flo Ridas Club Cant Handle Me Right Now as within Happy all the lighting used is natural and comes from either the outside lighting or average room lighting. This differs from the lighting used within Drakes and Flo Ridas because all the lighting used within their videos is very artificial and has been created in that specific way to conform to their genre's conventions. The lighting used within this video is, for the most part, very bright sunlight. This conforms to the pop genre codes and conventions and the message of the song as it evokes happiness within the audience and is a joyful use of lighting. This differs to the dark club lighting used within Flo Ridas and the dark lighting used within Drakes video who are not conforming to the pop genre and portraying a happy message.

The editing within this video is also very different to the editing from the other two videos as within this video very basic slow editing is used and within the other two videos they use complex styles of editing which contrast in pace to Pharrells Happy. Within Happy the editing is very slow and consistent as only jump cuts are used and they are spaced quite far apart. This is used because within this video they rely on other micro elements other than editing to portray the happy conventions and this pace of editing also matches the rather slow paced song. This style of editing is rather conventional to the pop genre as usually within this genre they use editing which matches the pace of the song so all slow paced pop songs will stereotypically have slow paced editing. This differs to the editing of the other two videos which is much faster as their songs are much faster therefore they have o create excitement within the audience as well as conform to dance genre conventions.

This analysis of different music genres will assist me and my group when we choose which song to use for our music genre and allow us to recognise and understand what genre this song belongs to. Following this decision this research will then help us realise what the codes and conventions are of that genre and then we can figure out how to go against these or conform with these depending on what type of video we plan to create; a diverse video or conventional. It also has given us knowledge and ideas on how to manipulate specific micro-elements to ensure that the video appeals to the different target audiences.