Youths are seen as reckless and one who don't stop partying and drinking. Younger artists tend to have more upbeat party orientated music videos, for example Rita Ora and her video hot right now shows them having a party, dancing and her singing through a headphone. Older artists such as David Bowie demonstrate there music videos follow a story line as shown in his newest video. Elders also tend to reflect on there younger days in there music videos.
Black males are usually associated with hip hop/rap and heavily dominate the genre with the exception of Eminem. There stereotype is for them to be brought up in humble backgrounds and for them to be surrounded by gang violence, drugs and sex. In there music videos they tend to show off this gang lifestyle. An example of this is Biggie Smalls video warning. this video involves Biggie Smalls being hunted down by gang members because of the money he has made and him shooting them when they enter his home. This video represents all of the normal things to see a hip hop star being associated with, money, drugs, violence, weapons and 'bling'.
white males are also seen as players and in gangs, but it is not as negatively highlighted as other black artists. Some males aspire to be a player and live this sort of life style, so some people may think that black males are the more dominant of the two as that is the role model that they are representing whether it is negative or positive.
Females are seen as being vulnerable and sex objects what ever there genre is, but there are specific artist who go against this stereotype. my first example is Adele, she doesn't wear provocative clothing in her videos, she intrigues people with the shear quality of her musical ability. Another example is Beyonce who although still wears provocative clothing she tends to be controlling the male rather then being the less dominant out of the two.
A performance video focuses mainly on the artist or the band, in there natural enviroment. This can be when with friends, having a band practice, live performances or staged performances. They are usually seen miming the words, but the artist should supposedly be quite well known to create a performance video as otherwise the public may not be as interested in the video. The cost of making a performance music video is usually fairly low as the producers are giving the audience the most realistic image of the band as it is only the band they are showing. An example of this would be Swedish house mafia- don't you worry child as it is just of them performing live.
Swedish house mafia- don't you worry child
This video was Swedish house mafias last ever before they broke up. It shows them performing live. This was very effective as it is unusual to see drum and bass being performed live unless you actually go to the concert. This means people are very curious to what it may be like.
green day- american idiot
American idiot is green days all time best selling song. This video shows them holding a staged performance in a warehouse. one of the reason that the producers may want to to do a performance video is because of the genre, a lot of people who are fans of rock and indie music (bands) like to see how they not just what it sounds like.
concept video
Concept usually contain very strange ideas, and tend to seem very weird to the audience. Although these videos may seem strange to the audience it is an attraction to many consumers. A concept video will keep the audience constantly attracted to what or who is on the screen. There is no particular genre which is attached to concept videos, it is used by a wide range of genres. Some examples of concept videos would be Lady Gaga- Bad Romance.
narrative videos
A narrative video mainly consists of a story line that links to the lyrics of the song. This is a good way of engaging the audience, songs that use narrative videos can often be featured in films, with scenes from the film in the music video. An example of this would be Bruno Mars- it will rain.
This is the twilight breaking dawn soundtrack, it features scenes of the film being played through a projector during the music video.
gender
in music videos the different genders are represented in certain way. This can depend strongly on the genre. Males are represented as being fairly dominate and to have lots of money and girls. Females are represented in a sexual ways and vulnerable. An example of this is 50 cent- candy shop.
Women
In this video women are represented as sexual objects. They are dehumanized and made vulnerable. Although 50 cent is the main focus in this video there tend to be just as many shots of the women then the artist, which is the same for many other music videos.
Another representation of women is emotional. in rihannas music video stay. The song is about her true love leaving her. She is represented as emotional as she is crying, naked into a bath tub. although the mood of the music doesn't show her acting in a sexual way, we still see her naked in a bath tub.
Pinks music video raise your glasses. Like many of Pinks music videos she is represented as a strong, independent women. The ways that she is represented is her non reveling clothing, her punk rock attitude and the fact that she is not based around lots of men. other artists like this are Beyonce, Hayley Williams from Paramore.
Men
D12-Fight music, this represents Men as being Gang members, with drugs and violence. The fact that they are in a gang makes them look strong and tough.
another representation of men is to be seen as emotional and caring. An example of this would be Bruno Mars- grenade. He is represented as a very caring person who is madly in love with someone as would supposedly do anything for her.
men are also represented as players and pimps. they are seen with many women around them in there videos, representing there ability to be able to pick up women. An example of this is Jay z- give it to me.
