Analysis of Music Genres - (Drake 'Over', FUN. Feat. Janelle Monae 'We Are Young', Flo Rida 'Club Can't Handle Me' )

I have decided to analyses three different music videos from 3 different genres of Rap, Dance and Pop. You will need to analyse the camera shots/movements, editing styles and the mise-en-scene. Therefore, I will record my findings from each video.

I decided to firstly analysis Drake's song 'Over' which at its peak reached Number 1 in the US Hot Rap Song Chart and 2nd US Hot R&B/Hip-Hop Song Chart. However, the song only reached 50 in the UK Single Chart, which suggests that the song was very popular in the genre, however, was not as famous in the overall music industry. This means that in the Rap and R&B music genre he is very popular with his work, the song 'Over' is his debut signal of which shows that he has rapidly become a mainstream artist similar to Eminem, Jay-Z or Rihanna.

A close up/establishing shot was firstly used in the music video when Drake was sitting on a bed in a plain bedroom. He looks directly into the camera and makes eye contact with the audience, this appeals to the target audience due to them feeling like he is singing to them. This is essential as it builds a relationship with the audience and trying to establish himself as a new rap artist into a mainstream and competitive market with older artists such as Eminem, 50Cent and Jay-Z. This is a type of convention of the Rap genre as the audiences are always intrigued into understanding the life of a rap artist and this is because rap artists always include elements of their life in their music such as living in care, living in council houses and drugs. The shot changes to a two shot screen which is 2 images of Drake were seen through the video. This shows who the artist is and also it builds the narrative as it shows that he is thinking.

The creative side shows the type of artist that he is and this will build a relationship with the target audience because it shows them the personality of the artist and the way he wants to be represented in the song due to the narrative. Additionally, the music video includes a low angle of Drake dancing whist his lyrics are projects onto the wall behind him. This implies that camera shots relates to Drake as a be Rap artist and the shadow represents his image not challenging the music video genre characteristics of the emotions/life that he has been through. The audience would be interested in watching this video as it is stereotypical and follows the conventions to show the audience are interested in learning information about him.

The mise-en-scene of the music video is important in giving the video the visual meaning and personality which the artist is trying to represent. The location of the music video is Drake's bedroom, this makes the video personal which means him have a connection with the viewer. This means that the target audience will be able to relate to the artist and means that the song has more detail. The lighting is important to give the video affect and this music video uses low key which highlights the artist. This means that the visuals draw attention to him and the audience find it easier to notice him. The video uses a large amount of colours, with the use of red tint which shows that he is angry and is used as an editing style means it is more affective to move onto the next scene. This implies that it is easier for the audience to understand the narrative and songs visuals.

The editing is essential in making a successful music video this is because it uses editing to use tensions and show emotions to the target audience. The fast paced editing is used when the background changes to streets; this builds excitement for the audience and represents his previous life. This informs the audience that his life is moving quickly through his life. The affect of fade of in and out was used when Drake moves from one scene location to another. This suggests that the song has moved on his life and the artist was explaining another point in his life, this is showing the audience the main points of his life in the meaning in the narrative.

Overall, the music video from Drake is very successful because it uses very simple mise-en-scene to build a relationship with the audience due to them. Additionally, the narrative of the song and means that the meaning of the song shows Drakes background and this appeals to the target audience of which the Rap genre is aimed to increase popular for the mainstream artist.

 

 

The video I have chosen to analyze is FUN featuring Janelle Monae – We are young, the song was at number 1 in the United Kingdom and in the top 10 in the US after playing on the Super bowl. This music video has taken a narrative route rather than a performance; the narrative is based on people being young and rebellious for a night and living life. The purpose of a music video means that artists can promote their music on a visual and verbal scale. This means that the target audience is likely to watch the music video and want to listen to the song or artist again by buying the song. The video doesn’t link with the overall narrative but the mise-en scene does have a bank volt door to imply they have broken away from society and not caring about life by setting “the world on fire”. This implies that the artist is being rebellious and individual compared to many other artists in the Pop genre. This aims the song at all ages to increase sales and has a wider audience compared to other artists in the industry such as Eminem or Slipknot. The music genre would be ‘indie’/’Pop’ genre due to not the mise-en scene but the narrative of the song. The scene which the song is filmed is from the recording studio where the music video has been simply made but very effectively because it has a modern edge which appeals to a wide audience due to them generalizing and standardizing all areas to aim the song at people aged 15 to 55 which are of both genders who are interested in a individual look. This is not conventional to Goodwin’s Theory of genre characteristics because many Pop music videos include an exotic or normal life location compared to the music studio which shows its originality and being different to other artists.

 The FUN leading singer is wearing average clothes of jeans, grey t-shirt and modern trench coat. This shows tat the band want to be normal people and don’t represent themselves in a different way to make them connected to their audience. This is also not conventional to Goodwin’s Theory because the artists are wearing normal clothes to match their target audience of the video. This relates the song because the narrative is about normal citizens breaking free and the beliefs and ideas they have which can affect the world works (revolution). Finally, the facial expressions of the leading singer of fun and Janelle Monae when singing are smiling throughout the narrative when they say “we are young”. This suggests that they are happy to be young and believe in the narrative of the song.

The video opens with a close-up of all the individuals of the band with a high definition close-up of all the average dressed with them playing the beginning of the instrumental with the backdrop of the recording studio. This sequence of shots makes it quite intense with the audience waiting to only listen to the narrative. Then the shot changes to the main singer of the band ‘FUN.’ Sitting down on a chair enjoying singing the song, this shows that he has passion for the song and wants to show his emotions of the story. This implies that the age of you doesn’t matter and you can do what you want even if others believe you look out of place due to looks, age or beliefs. This relates to the target audience because society believes that you have to be a selected image by the media and the music video’s portrays that you can be famous without the looks that the media wants you to look like. Finally, the music video has a long shot of the entire band from ‘FUN.’ and Janelle Monae wearing the different types of fashion to show they are from different backgrounds. This shows the different ages of the artists and it builds a narrative and the meaning of the song, the shot shows that the artists have kept the music video simple and effective so the audience just listens to the lyrics.

 

The editing of the music video of the music video plays an important part in the way the music video has its effect. The music video has simple straight cuts through-out the music video this is due to the song style aiming to be simple and basic to relate to the target audience. Also, the straight cuts through-out makes it easy to watch aqnd listen to the lyrics of the song. The slow pace editing during the chorus means that it has a slow tempo to increase emphasis on the words of the song ‘We are young’.

Camera movements in this music video are simple but essential in making it successful, in this sequence of shots the camera zooms in slowly on the artists Janelle Monae when she sings the chorus. This suggests that due to her night being young she looks younger and beautiful and therefore that shot moves closer. Also, the music video has a panning of the piano, shows the slow pace of the music by how slow the man is pressing the keys. This makes the audience only listen to the pace of the music until the narrative beginnings. Finally, the light is very bright and this makes it joyful and bright because people are living life to the full. The song mentions ‘going to set the world on fire’ and the bright lights in the background suggests that they have done so and now they are young.

 

Overall, this music video is very successful because they used simple techniques very effectively so the audience listened to the lyrics of the song but mainly the chorus. Also, the style of the music aims the music video at a range of different ages and peoples backgrounds. Finally, the songs narrative doesn’t have a selected music genre which means that it has a wide range of audience and a mass market to sell to the target audience.

 

 

 

 

Finally, I have analysis Flo Rida’s song ‘Club can’t handle me’. The song reached Number 1 in 7 Charts (6 Countries) of which included the UK singles and Dance Charts during the year of 2010. But, only reached Number 7 in the US Pop Chart, this shows that the song appealed more to an international audience compared to the US Pop Charts. The song is aimed at people aged 12-36 of both genders. The age range of the target audience is wide because of the genre characteristics of being in a nightclub and partying which appeals to the older audience, which is different to the younger audience, which listen to the lyrics. The song is in the popular film ‘Step Up 3d’ of which has the same target audience of the song. The song has the genre characteristics of the Dance music genre, which is represented by the UK Chart position and the song is mainly located in a nightclub with dancing.

 

The Cinematography in this video is effective in its attempts to position the audience with the artist and in the nightclub, which connects the audience to the artist. A long shot inside of a club is used which shows a crowd of people with Flo Rida in the middle; this suggests that the artist is popular with the majority of people, which the songs narrative is aimed at in the industry. Additionally, implies that he attracts the audience as it shows an interaction between Flo Rida and his audience with fans enjoying seeing him in which he shows that they are valued in his music videos. The music video has Flo Rida in a close-up to show his emotions and his emphasis the impact that the audience has had on him and his career status.

 

The style of editing doesn’t challenge the genre characteristics but is still used affectively; with the majority of them being fades and straight cuts to show the excitement and pace to the audience. The fades mean that the viewer can change from location to location easier and still be attracted to the video because they are still able to follow the narrative. The change in locations implies the history of the artist to the mainstream audience and success the audience appreciate this as they feel included in his ascendency. The straight cuts are also used as a method to change location, however by using a cut instead of a fade the locations can change a lot quicker, which builds excitement and action. This is shown in the nightclub because they have a large range of shots at the people in the location at a fast paced sequence.

 

The mise-en-scene can of the music video allows Flo Rida to create an image for the audience to perceive him as due to dance having a wider range of genre characteristics compared to genres such as Rap, Pop or Hip-Hop. Flo Rida uses two Lamborghini cars in his establishing shots as props for the setting to illustrate his wealth and power in the location. This implies that Flo Rida is successful and mainstream with a large amount of wealth due to his target audience of which he is visiting.

The main location of the video is in a nightclub, a generic convention which is used regularly in the dance genre. Nightclubs are also the place in which the audience can access his style of music and where is target audience has listened to his sogs. By the location being in a nightclub, a place that the audience can relate to, Flo Rida can draw another similarity to the audience in which could encourage the attraction of more fans. This is a marketing technique that the artist uses a location in which the audience can relate, compared to a millionaire suit in a Pitbull music video ‘Hotel Room Service’ which doesn’t appeal to such a large audience.

 

All of this considered, this music video uses a large amount of the sterotypical genre characteristics and conventions. This makes the video affective and appeal to the target audience, however, the music video makes it easy for the audience to connect with the artist because the viewer listens to the narrative not needing watch the music video completely. Also, the style of the music aims the music video at a range of different ages and peoples backgrounds. Finally, the songs narrative doesn’t have a selected music genre which means that it has a wide range of audience and a mass market to sell to a large target audience compared to other mainstream artists in the music industry.