The Music Video

Simon Frith's theory presents the idea that Music videos come in
three types. Each type have their own features which are
recognizable to audiences.

Our music video

Dramatic changes of framing and heavy movement of
camera to emphasise dance aspect of performance

Dance

Fast-paced and discontinuous

Lip-sync is a convention of a
editing cut to the beat of the music performance music video

Looking at examples of real media texts in the genre that we

wanted to make ours (RnB/Pop/Street) we found that music
videos for them were predominantly performance, with
sometimes a hybrid mix of narrative. Girl groups, like the Fifth
harmony Boss music video (on the left) are usually of the
performance type. We decided the best way to utilize a girl
group music video that would also be able to appeal to our TA,
is to create a performance type with a subtle hint of narrative,
using the generally overused love story as the theme.

This point is also a key feature of a performance

music video, where the music and lyrics inform
the performance, however its the performance
that drives the video. We used this feature in our
music video by putting in symbolic imagery of
heart, planet and themes of Red like its
frequently said in the lyrics of Red Planet.

Red imagery: sometimes in the shape of

circles to connote planets & silhouettes
bring a mystery to the subtle theme of
space.

We fully adhere to the genre conventions of

Rnb/Street/Pop (as youll see on the next slide) in
terms of style, Band identity etc. This is so that,
within all our individual aspects of our music
video which make it unique, we still include
conventions our audience expect to see in from an
RnB/Street/Pop music video.

Genre Conventions

Tion Waynes- Cant go

broke

Band Identity:

Discontinuous editing with

choppy cuts and visually
striking colourful effects are
key conventions when it comes
to the style/look of the music
video

Drake- Headlines
Girl group examples of
conventions of portrayal of
women

Representation:
Usually in Rnb/Pop/Street music
videos, women are usually
represented as sex objects and
usually use their bodies to sell
the music. For example in the
examples on the right:
Although girl groups in this genre
play it down, its still prevalent.
We challenge this convention of
the sexual portrayal of
women/girls by reversing the
gender roles and making the guys
look like objects.

We have the men serving

the women in this shot- a
metaphorical shot
highlighting the men as
objects rather than the
women.

Band Identity: Style