Music video genres

Genre is important for audiences...
Audiences want to be able to tell what certain music videos contain, e.g. the style, narrative and characters. This allows audiences to select their favourite genre. The particular codes and conventions portray certain genres, so audiences need these to recognise various genres.

Genre is important for Institutions...

Music videos are mainly for marketing the music to a particular audience. Therefore certain codes and conventions which represent different genres allow music videos to attract different target audiences, thus directly marketing their music.

Conventions within music videos...

• props
• costume
• star status
• narrative structure
• performance structure
• settings
• multiple locations
• synchronization
• character types
• visual imagery
• Iconography
• montage/continuity editing
• Genre hybrids
• Theme

Audience Pleasures

Genres particularly within film give the audience either; anticipation, expectation, or prediction. Within music videos the conventions which represent different genres give the audience a connection with the artist.

Hip hop - Consists of stylised rhythmic music usually accompanied by rapping, the music is known for it's roughness and grit. Hip hop originated in the 1970s when block parties became popular in New York City, particularly among African American and Latino young people who lived in the Bronx. 1990 was considered the year that Hip hop exploded, now there are many famous Hip hop artists. E.g. Kanye West.

Rock - Originated as 'Rock and Roll' in 1950s America, it drew strongly on folk and Blues. Its centered around the electric guitar, usually as part of a rock group with bass guitar and drums. E.g. Guns n Roses.

R&B - Popular African American music which originated in the 1940s, originally called 'Rhythm and Blues'. Contemporary R&B has a polished record production style, drum backed rhythms, an occassional saxophone to give a jazz feel and a smooth vocal arrangement. E.g. Whitney Houston.

Pop - An abbreviation of 'Popular', originated in the 1950s, deriving from 'Rock and Roll'. The music includes an electric beat, repeated choruses and melodic tunes written in a basic format. Pop is normally regarded as a softer alternative to 'Rock and Roll', which is aimed at a youth market. E.g. Katy Perry. 

Jazz - Originated at the beginning of the 21st Century (known as 'Ragtime') in black communities in Southern United States. It formed from a mix of African and European music traditions. Blue notes, improvisation and polyrythms are key ingredients to Jazz music. The music draws on many different national, regional and local music cultures. E.g. Louis Armstrong.

Indie - An abbreviation of 'Independent', this is music which has an autonomus (do-it-yourself) approach to making music, as they're independent from major record labels. Traditionally Indie music was different and challenging; it didn't shy away from politics and opposed trends in popular culture. Now it is seen as mostly guitar music with a unique or creative style. E.g. Noah And The Whale.

Country - American popular music which originated in rural areas of the Southern United States. It derived from American Folk music and Western cowboy. It often consistes of ballads and dance tunes accompanied by mostly string instruments, such as banjoes. E.g. Carrie Underwood.