Research into music genre

How do music videos appeal to an audience?

Rap - Drake - Over 

(http://www.youtube.com/watch?v=2lTB1pIg1y0)

Editing

Jump Cut: A jump cut happens when the video moves from when the artist, Drake is sitting on the bed in the white bedroom to the empty dark room whilst wearing grey clothes. The jump cut shows how fast everything changes and moves in his life and it relates to the lyrics too. One of the lyrics is "I know way too many people here right now, That I didn't know last year". This shows that the video and the lyrics are matched and in sync. Also, the video has a relationship with the artist as Over is the first single on Drake's first album 'Thank Me Later'. This helps to emphasis that when Drake is sitting in the bedroom, he looks normal but when the scene changes, the audience sees him dressed up and how you would expect a artist to look like.

Colour Filters: The editing of the colour overlap in the 

time lapse shows how the artist's life is changing. The entire part of his body is coloured into a red/orange colour which connotes anger & energy. There is then another colour filter over his body of a blue fading to white with a lone figure, which is assumed to be Drake standing in it. This shows the difference that has happened in his life and it conveys the speed in which his life is changing to the audience. The blue and white cover filter shows him by himself and the audience can assume that this is him before the fame and before his career started. The red/orange flame colour shows how fast and how quickly his fame has spread, just like how fast a flame or fire spreads. 

All of this represents how fast the rapper's life is changing and how his music persona is growing.

Camera Angles
Close Up: A close up is used at the beginning of the video where the artist, Drake has his eyes shut and he looks up straight into the camera. This helps the audience to understand the artist and his emotions and this is important for Drake to establish himself as this is his first video so this is the first piece of work that he can be judged on. Also, the audience will get to make a connection with Drake as they will see how emotional he is and how he wants to tell his story directly to the audience with no interference, just him and the camera. This will also improve his fan base as this close up will make them feel like he cares more about them due to it being just him and the viewer and they will feel a better connection with him.

Establishing Shot: There is a establishing shot near the beginning of the music video when there is an image of the city moving behind Drake on the back wall. This again represents the change in location and the change in his life that has happened. Also, as the projected image has the cars and lights zooming past, it also shows how quickly his career has accelerated. 

Mise-en-scene
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Dance - Flo Rida - Club Can't Handle Me
(http://www.youtube.com/watch?v=SgM3r8xKfGE)

Editing

Jump Cuts: There was a really fast jump cut at the beginning of the music video where the editing is slow when the song is slow paced and when the song is fast paced, so is the editing. Straight cuts are used as well when the editing is fast. This keeps the viewer engaged and interested in the music video as they will want to make sure they don't miss anything. This is conventional for a dance music video as normally a dance song will have a fast beat, which means the editing will be quick and this is shown in this video. 

Split Screen: A split screen is used when there are people dancing in the club on the left hand side and there is an empty street on the right hand side. This references to the title of the song and the lyrics "club can't handle me" as the people end up dancing in the street as they can't fit in the club. This is conventional for a dance music video as it shows the people having a good time and this is what the dance genre represents.

Camera Angles

Long Shot: There is a long shot when the artist drives to the outside of the club and he is in a expensive sports car, a Lamborgini to be precise. This shows off the whole lamborgini and it shows off the wealth of the artist.

Mid Shot:

Mise-en-scene

Iconography: There are various objects shown in the music video to show off Flo Rida's wealth. Expensive cars and the artist is shown to make it rain with money as he throws in it in the air without a care. Also when they are in the club, they have multiple expensive bottles of champagne which are carried to them, which is a intertextual reference and the brand of the bottle shows the wealth that the artist has. It is conventional for an artist in the dance genre to flash their wealth around and inflate their egos as it makes the artist look more powerful and higher up compared to a normal ordinary person and this makes them look more unique and more famous, which is conventional for a music video with a dance genre.
Lighting: Looking at the lighting in this music video, we can see that the lighting in the club is low key but there is bright lights when they are dancing with everyone in the club. This bright lighting shows the expressions on the people's faces and it shows that they are having a good time and enjoying themselves. This is conventional for a dance music video as the song and video is meant to make people happy. Also you expect bright lighting as some point in the video as it makes the whole theme more happy and exciting.  
Clothing: Flo Rida wears a huge gold chain and a big gold watch and he constantly references to them in his lyrics, "They watchin I notice
I'm rocking I'm rolling".

This shows that he wants to be the centre of attention as he is singing about objections that he owns and he is wearing them in the music video so that he is on the screen more. It is more conventional for an artist to be on the screen for less of the time and have more dancing performances, which this music video has as it was used in the movie, Step Up 3D but the artist is shown a lot more than is conventionally expected.

Positioning: One of the positioning methods that was used was when Flo Rida was on top of a podium when they were in the middle of the street and he was shown to be higher up than the other dancers that were in the scene. This has been done to make the artist, Flo Rida look more powerful. This also shows that he is of more importance compared to the other people in the video clip and due to his added height, the audience will realise this and he will be the main focus of the clip. This is conventional for the artist as using goodwin's theory, we can see that the Flo Rida makes himself the centre of attention in all of his music videos.

Rock - My Chemical Romance - Welcome to the Black Parade
(http://www.youtube.com/watch?v=RRKJiM9Njr8)

Editing

Camera Angles

Mise-en-scene

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