Analysis of music genres - Miss Georgiou

Music videos appeal to an audience through the cinematography, mise-en-scene, editing and style of the video. These are important because is makes the music video more memorable for the audience and people will start talking about it gaining publicity for the audience.

Drake - Over Music Video

In the Drake rap music video, cinematography is used to draw attention to Drake, a close-up is used to make Drake the centre of attention. This is evident at the beginning of the video when Drake is sitting at the end of the bed. This camera shot portrays his emotion as being angry and upset which demonstrates his loss in a relationship. This allows the audience to notice his emotions during the video which is conventional for artists to do during their music videos to make them more appealing to the target audience. The audience would want to listen to Drake's story in his rap song because conventionally, rap artists rap about past experiences.

Another camera shot used in Drake's rap video for 'Over' is a mid shot of Drake on the end of the bed in an empty room, this cinematography puts us on Drake's level as we are not seeing him from above or below, this allows the audience to see Drake as a normal human and not a famous artist. Also, because the shot shows Drake facing the camera, the audience may feel as if he is rapping to them about his life and his relationship issues, making the video more enjoyable and entertaining because he is performing directly to his audience.

The use of fast paced editing and changes of scenery to match Drake's speed of rapping makes the video appeal more to the audience as it will flow more and create a professional look, and also draws attention to specific parts of the song in the video, making it more exciting to watch. This will have a positive effect on the audience as they may want to watch more of Drake's videos, increasing his publicity, this is conventional of the rap genre to include fast paced editing to match the lyrics and music in the songs.

The coloured background editing used in Drake's videos are used to show his emotions. For example the red background shown throughout different parts of the song creates the feelings of: love, danger or anger, which is all different feelings Drake raps about in 'Over'. This helps the audience to understand the video more and make it more appealing to them. This again appeals more to the audience as it makes the video more enjoyable to watch as the visuals on screen match with the lyrics which is one of Goodwin's points on music videos.

One of the five mise-en-scene elements shown in Drake's video is the setting. When Drake is in an empty room on the bed, the room is very small and the bed isn't fancy, this subverts the stereotypical rap videos that normally include money and big houses, because Drake is in a very average looking room. This makes the video more relateable for the audience as they see Drake as a normal person and not a star, this allows them to create a relationship with him through the visuals in his video and make the video more appealing.

The costume an artist wears in a music video also has an impact of the audience and the video, Drake is wearing a normal hooded jumper in 'over', this subverts the stereotypical rap videos of big chains and designer clothing, again making Drake seem on the same level as his audience making his song and video more relatable to them whilst they watch it, therefore making it more enjoyable to watch. This subverting of the rap music genre allows Drake's music video to have more of an emotional effect as he is rapping about himself and his past compared to some other rap videos that are about sex, drugs and violence making it stand out to his audience.

Drakes facial expressions throughout the 'over' music video are very tired or angry. These emotions linked with the lyrics makes the video more enjoyable to watch for the audience as Drake is showing his emotions and letting his feelings out through the video, and opening up to his audience. This will make them feel as if they know Drake's problems and respect him more as an artist as they can relate to what he is rapping about which makes the video more appealing for his audience. The visuals linking with the lyrics is a point from Goodwin's theory which is clearly seen in Drake's music video to make his audience engage more whilst watching his music video.

The lighting in Drake's 'over' video is used to portray his emotions in his lyrics, the different shades and different colours of lighting can be used to make his lyrics seem more enjoyable to listen to as the audience can see a visual representation his emotions too. The dark lighting used portrays a sad, lonely feel throughout the music video whilst Drake sits alone on a bed or alone in a room, also the bright lights can reflect his happy emotions and present him as a star as he is in the spotlight almost, the red lighting can portray Drake's sad and angry emotions throughout his rap music video which makes the video more captivating for the audience.

The positioning of Drake in his 'over' video consists mostly him in the centre of the screen, this draws attention to Drake as he is what the viewers can see most which promotes him as an artist. Also the fact that Drake is in the centre of the screen shows that he is the centre of attention which conveys him as a star. This increases the publicity for Drake's videos as the audience would want to see more of him and his music videos as they can see him singing his own songs which makes the video more meaningful and personal as he is performing to the camera. Because a close up is used this allows the audience to feel more involved in the music video as they can see Drake's emotions whilst he raps which makes the video appeal more to the audience. This is stereotypical of the rap genre as the artists usually promote themselves through their videos by performing to the camera allowing the audience to identify the artist.

Flo Rida - Club Can't Handle Me Music Video

In this Flo Rida dance music video another close-up is used but creates a different representation due to the different genre; dance. A close-up shot of Flo Rida shows him with sunglasses and jewellery on and also shows a group of people dancing in the background in the club, this is conventional of dance music videos to show people dancing and having a good time. This allows the audience to see the artists lifestyle as Flo Rida is out partying and throwing money about, showing that he is rich too, making him a role model for his audience. Also because Flo Rida is in the middle of the screen it draws all attention to him making it obvious that he is a star, by performing to the camera Flo Rida allows the audience to identify him and therefore promote himself as an artist.

Another use of cinematography is a high angle shot, this is used to show all the people dancing in the club. This portrays everybody as less important than Flo Rida as he is a famous artist because they look smaller through this camera angle. This shot could also be seen differently, it could be used to show the enormous amount of people in the club which is what the music video is about and is conventional to the dance music genre, this makes the video more enjoyable for the audience as they have exciting visuals to watch which match the lyrics which is one of Goodwin's points.

The editing in this Flo Rida music video is used to help the audience get an insight in to Flo Rida's lifestyle. Fast-paced editing is used between shots to show the rush in the club because there is so many people there creating a realistic, exciting effect for the video. This can also be used to reflect Flo Rida's fast rapping through the video which makes the visuals link with the lyrics, this makes the video appealing to the audience as it creates a professional look throughout the video. This allows the target audience to see how Flo Rida lives a party life style and make them see him as a role model, also the use of partying in this video is typical of the dance music genre which will make it appeal more to the dance music audience.

The setting of the club on Flo Rida's video is conventional to the dance genre because most dance videos show people dancing in clubs. This particular setting is used because of the word "club" in the title, this allows the audience to see the visuals that match with the lyrics during the song, which is again part of Goodwin's theory. This makes the audience intrigued with the club/party lifestyle that Flo Rida is portrayed to live during this video, making the video appeal more to the target audience, and making the video conventional to the dance music genre.

Flo Rida's costume in this video consists of big chains and big earrings, this mise-en-scene element conveys Flo Rida as being wealthy. This, plus the beginning shot of him throwing money gives the audience a clear representation of his rich lifestyle due to being a music artist which makes him seem like a role model to his target audience. This could appeal the audience as they would want to see the wealthy lifestyle he lives possible as a form of escapism.

Flo Rida's facial expressions throughout the "Club can't handle me" video include mostly smiling. This shows that being out partying makes him happy, this makes the audience want to go out to clubs themselves just by watching this video, this is conventional to the dance music genre because dance music is what plays in clubs. Also the wealthy artist lifestyle is shown to be satisfying Flo Rida making him a role model to his target audience and therefore increasing his musics publicity and making the audience want to see more of him and his music videos.

The darkness of the club in the video accompanied by flashing strobes lights is a typical mise-en-scene element used in many dance videos. This is used to recreate the scene of being out in a club which is what Flo Rida's music video is all about, making it again, more enjoyable for the audience as the video represents Flo Rida partying with loads of people in a club. The strobe lighting is used in many dance videos to draw attention to the video and increase the artist's publicity. The strobe lighting is typical of the dance music genre as it makes it exciting for the audience and engages them as it makes the club scene feel like reality.

The positioning of Flo Rida in this video consists of him being mostly in the middle of the screen, this, just like in Drake's 'over' video, makes him the centre of attention and draws attention to him yet again. This also promotes him as an artist as he is performing to the camera This makes the audience notice that he is important and the main artist and therefore increases his publicity even more throughout the whole video.

The cinematography used in this Adele music video is conventional to the soul genre, a close up of the artist's face is used to show her emotions whilst singing, this makes the video more appealing to the audience because they sympathise towards her. Also this allows the audience to create a relationship with the artist and they can see clearly her emotions whilst singing the song, this will make the video more enjoyable as the audience can see Adele's emotions whilst she performs to the camera. This is conventional to the soul music genre as soul music videos typically show emotions to match the lyrics being sung to make the audience relate to the artist's problems.

A long shot is also used in this Adele music video showing her in an empty room, this shows that she is lonely and independent. This is conventional to the soul music genre and soul artist normally sing about past relationships ans about being alone now, for example Paloma Faith's song 'only love can hurt like this'. Also this could be portrayed differently as it could mean she doesn't need a man to be happy which is again quite popular in the soul genre, this makes Adele a role model for women as they see her as strong and independent, also the audience can relate to this song as she is talking about her home town, the audience can build a relationship with Adele as they could feel the same way about a place in their past.

The editing in this Adele music video is slow paced, this is used to match the slow singing by Adele, this makes the song and video fall into the soul music genre as it is slow and not fast paced which is normally seen in dance videos. Also the slowness of the editing in this video brings out the artist's emotions as the audience can see many shots of her whilst singing, this allows the audience to sympathise for her and therefore build a relationship with Adele through the music video making it more appealing to the audience and making the video conventional to the soul music genre.

The lighting used in this 'hometown' music video is dark mostly, this creates a sad, lonely feel and allows the audience to realise this and feel sympathy for Adele. Pictures on the wall of Adele's home town are lightened up making them visible for the audience, this links with the title of the song and makes the video more understandable for the audience, this also shows Adele's emotions as she is upset about leaving her hometown, the audience can see her hurt and possible relate to it if they are missing a person or place, this makes the audience engage more with the video as it is flowing with emotion which makes it more enjoyable and enticing to watch.

The setting in this Adele music video is an empty room, this is very simple and allows the attention to be drawn to the artist and her emotions whilst singing, this promotes Adele as an artist as she is drawing the attention of the audience as there is nothing else to look at apart from pictures on the wall. This empty room also allows the audience to relate to how Adele is feeling as it is confined and lonely which some people in the audience may be feeling, this allows them to build a relationship with the audience as the artist and audience feel the same way. This is conventional of the soul music genre to create a relateable video for the audience in an attempt to make it appeal more to them.

Adele's costume in this video is all black, this represents either strength or fear, both of these link with the video. Strength presents her as a strong woman who is independent where as fear presents her as scared that she has forgotten her hometown which is the title of the song. The costume is very simple, this allows the audience to feel on a mutual level with Adele and see her not as an artist but as a ordinary woman, this allows the audience to relate more towards her and understand her songs more which also makes them more appealing and enjoyable for the audience.

Adele's facial expressions in this video are passionate and upset, this shows that she is upset about leaving her hometown and that she is passionate about what she sings about, this is again conventional to the soul music genre as soul music artists sing about things meaningful to them in order to engage the audience and make the song and video more relateable to the audience. Adele also looks down a lot in this video which shows a visual representation of her sad emotions, this makes the video appeal more to the audience as they can see the emotional side of Adele.

Adele is positioned in a char in the middle of a room, this makes her seem humble and not flamboyant, this makes the audience empathise for her as she is emotional about her hometown, this is conventional to the soul music genre as artists usually sing meaningful lyrics to themselves opposed to performing to the camera which is more typical of the rap or pop music genre. This makes the audience relate to Adele as she is emotional and portraying her emotions through her song, making the audience enjoy the video more.