Genre Conventions in Music videos

Pop Music
The Pop Genre conventions in a music videos are usually all about performance, often they have choreographed dance or have a narrative storyline to do with the lyrics. The artists tends to be lip-syncing throughout the video. Pop music is usually upbeat, fast paced, and fun, the artists image conforms to what the mainstream audience finds 'normal' wearing trendy clothing, pop music generally appeals more to a younger audience however young adults also listen to pop music. Some example of Artists/Bands that are part of the Pop Genre are; Bruno Mars, JLS, and Katy Perry.

 In this Music Video we see Bruno Mars performing Choregraphed dance moves, in a fun imaginative way that would appeal to young audiences that enjoy the pop music, we can also see he is wearing a checkered shirt which was 'in' at the time this music video came out, therefore conforming to mainstream fashion. The background is bright and the beat is kept at good pace to create a cheerful, happy, atmosphere.


R&B
R&B are more to do with adult subjects and are often aimed at an older audience then pop music. R&B music videos usually focus on the artists themselves, there may be backup dancers but most of the time we see the artist on screen. Male artists are sometimes seen topless with tattoos on there bodies and usually show off there wealth through wearing gold rings and trains, showing off there luxury cars in the videos, however this also used to advertise products to the audience, the fans of the artist are likely to buy the products the artist is associated with.  Female artists usually have minimal clothing on or tight clothing, to show there stomachs and curves off, most R&B songs are quite sexual now, this was not always the case, there is a lot of emphasis on sexuality and looks in the videos. Examples of artists part of the R&B genre are; Chris brown, Usher, Beyonce.

This music video Chris Brown-Sweet Love, fulfills the R&B genre conventions as it is a performance video, with dancing, but also shows sexual scenes illustrating the lyrics making 'sweet love'. We see Chris Brown topless showing off his tattoos and body, we see a female in the video who is sexualised by wearing minimal clothing on showing off her curves. We also see him in a limousine which symbolises him being a wealthy man.




Rock/Metal
The Music videos for this genre are usually presented in a mysterious ways to create and edgy atmosphere. Usually performance based, with a band but the mostly focused on the main vocalist. Music videos are either narrative or just of the band. Bands/Artists have a stereotypical rock look, tattoos, long hair, black clothing, holding/playing electric guitars. The editing in the video bes fast pace as the tempo of the song is usually quite fast.

Indie
Indie music videos are usually a mixture of narrative and performance base, the narratives are usually more symbolic rather then illustrating the lyrics,some indie songs are fast paced and some are slow, the editing depends on the temp of the song. The artist dress code can range from jeans, trousers,shirts, leather jackets, presented in a casual manner. An example of an indie Band is, Kaiser Chiefs.

This music video by the Kaiser Chiefs-I Predict a Riot, is a performance video, the video itself doesn't have much to do with the lyrics, however the sort of pillow fighting might symbolise something like a riot being out of control like the pillows stuffing flying everywhere without any control.