Analysis of music genre- Dance Flo-rida

Music videos are important in building a relationship between the audience and artists, familiarising the audience to the artist as if advertising themselves. Mainstream music videos are successful in doing this by conforming to the conventions and characteristics of the music genre. This therefore satisfies the audience as it fulfills their expectations.

The Flo-rida's musc video opens with a long shot of two luxurious cars stopping outside a venue situated in New York City. This is used  to reveal the destination, evoking the busy, central city life style. However the focus is on the cars as the over indulged entrance instantly makes a statement as the doors glide open making it appear as if they are superior. This adds to the materialistic conventions which are portrayed throughout pop videos, however this is a dance track but due to flo rida being a pop artist it focuses on these elements. This is relatable to many pop videos for example in the Boyfriend video Justin Bieber is driving various rare, exclusive cars to make him stand out, impress and  create that wealthy image. There is a close up which later follows this when Flo Rida puts his clenched fist, up to the camera, similar to a fighting action, at the same time revealing his watch while the lyrics say "I got money to blow. The watch is used as part of his image and to further suggest his wealth, supporting the lyrics. The action, as if literally punching, adds to his huge ego and confidence and further relates to the motion as if punching up. 

There are various fade edits which are used to move smoothly between each scene which could suggest the easy flow of his lifestyle, these edits are generally used quite often to further suggest their carefree, simple life.  Other edits are used such as split screens showing long shot of the city and a high angle of the club to help emphasise the atmosphere of people dancing. It also allows us an insight into Flo Ridas luxurious lifestyle of city life and work followed by nights and and clubbing in the city, to a certain extent these worlds cross over but the images are suggesting two different worlds. Although he is continuously surrounded by luxury and expense where ever he goes.  Whether it is work or socialising he does it in style and has a brilliant time, at the same time attempting to suggest that he is in the best place for it. This clip is trying to create that idealised image of what people long to have an easy going wealthy lifestyle where money can literally be thrown away. The mise-en-scene supports this through the further general use of the iconography with sunglasses and champaign used, champaign as it can be the most expensive and sunglasses to further suggest the star image. The use of sunglasses protects his real persona but expressing another persona which the audience admire, portraying the Richard Dyer theory of the artists being used as a product to sell and advertise their music.  The sunglasses could metaphorically suggest, literal stars as if this is what he aims for, looking up to a bright future. 

The mise-en-scene setting of Flo Rida in the club allows the lyrics to specifically match the music video,not only this it also reveals, adding features of dance into the music video. People would watch this and assosciate this song as a dance/club song rather than just a pop song, perhaps appealing to a wider audience. 

Analysis of music genres

Rihanna Take A Bow

Rihannas Take a bow single  was released in 2008...
The music video opening consists of a close up revealing Rihannas arms crossed, clearly focusing our attention on her body language and image as there is a significant focus on the gold jewellary she is wearing such as her gold paiget, necklace and engagement ring to evoke a wealthy lifestyle and conforming to the star image and rnb stereotypes of luxury and over indulgence of iconography.

The camera then continues to pan upwards to reveal facial features as she looks, looking down which could imply rejection and to show the audience she is upset, with a lack of interest, as she gazes down at her arcylic nails as if in a thoughtful state of refection or peering at her engagement ring which brings back memories, also creating irony as engagement rings are meant to suggest a commitment of promise and honesty which has obviously been broken. These items could be used to suggest nostalgic memories and importance to her as gifts. On the other hand it could influence her fans to want to be styled similar to her with golden jewellary, even when attempting to portray emotion Rihanna is always styled with which appears to be her posessions to continue to use her as an icon.  This close up shot allows the audience to engage with the artists emotions, perhaps emphasising them as we are focused on only her. The black background and clothing allow us to focus on just her, also conveying her emotions  which could suggest emptiness, hurt and a feeling of being alone. Her clothes are also black which blend into the background creating a feeling of nothingness as if her memories and happiness are non exsistant and destroyed, reflecting  lower level of confidence. However later on in the video simple midshots are used along with close ups to show a change in mood and reveal more to the audience. The mid-shot eye line match tracks Rihanna as she walks directly towards the camera, while inside the house. The eye line match suggests an element of power and attitude which is supported by the way she walks carelessely forward as if confronting us; the audience, followed by a raised eyebrow connoting sarcasm. This lets us connect with further emotions such as anger and aggression which is portrayed by these actions, as we develop an understanding of how she feels towards her ex; betrayed. The confrontational pointing motion exaggerates her attitude and feelings but furthermore is another convention of n rnb or pop music video.

The editing is rather basic as they just cut from scene to scene however at times there is an odd fade for example when leading up to the first chorus, from Rihanna singing directly to the camera to her in her car to perhaps show her moving on, her next step. This could be suggesting a slow moving stage in her life, as the fade softens the scene and her hurtful emotions. However throughout these clips irony and metaphorical terms are used as she says 'curtains fully closing' to suggest the end to her being treated like a fool, as if she has been laughed at and intimidated because she has been cheated on. As it says this her garage doors are opening to reveal she is driving away and that this is a new start for her and the end of the past and that it is the end of his relationship with her, at the same time as the 'show being over' or him no longer being able to be in her life, company or house.

The lyrics conform to Goodwins theory as they connect to the visuals for example 'standing outside my house' the ex boyfriend is standing outside Rihannas house desperately attempting to get in, again relating to the general conventions to these videos as it strengthens the lyrics giving it more depth and meaning. Rihanna is also constantly used as a way of advertisement throughout the film, two significant shot revealed a close up of her watch and before hand blackberry phone allowing us to see the designer watch in detail and her mobile.

The Script Hall of fame ft. Will.i.am-How it follows purpose of music vid

The Script-Hall of fame ft. Will.i.am 

How it follows the purpose of the music video

Style of the music video

Explain generic conventions of genre

Target audience

The music video is not just to entertain as it appears to convey a deeper message, giving us a realistic insight into peoples struggling lives and determination. The music video begins as if it is a film almost introducing 2 different characters which struggle with society and their upbringings and the challenges they are faced with. For example the boy who is woken by his mum verbally abusing him, living in a rundown area, where as the girl is deaf but appears to be living in a wealthy surroundings instantly showing different classes of people. As it reveals each character there is a flashback effect of a ‘taste of success’ in black and white. For example the boxer is holding up his hands in a winning gesture and the ballerina performing professionally as if it is their destiny. Each clips echoed by cheers and a slow motion effect of their actions. But the black and white makes it appear as if it is a long distant memory, perhaps attempting to evoke their dreams and it never becoming reality for them due to their current situations. Each of these characters reveal different surroundings as the male is irish and the female is American this connects us to the artists backgrounds as Danny is Irish and Will.i.am is American, as if the bringing together of different people through dreams. 

The music video is narrative as it focuses on telling the lives of these 2 characters while switching between will.i.am and the script performing/singing, as if it is live footage but in a warehouse as if mimicking/following their actions as if performing live. The dark; low key lighted room which the script and will.i.am performs in almost conveys distress this is supported by the fact that the lights are flickering. However it allows us to focus on the artists themselves. This could be a metaphor for the struggle of the characters lives and although it’s dark and difficult if you don’t give up it will get better. The scene could be dark to also relate to the black and white images of the success which flashes up various times when struggling relating the artists to these successful scenes too. There is a long shot of the script as if physically standing in ‘a hall of fame’ which it may be attempting to convey, as they are already there. 

The music video does not paint a perfect idealised image which makes it easy to warm to and shows that failure can come before success but not to give up through pressure etc. The boxer gets beaten up and the ballerina cannot perform. The music almost mutes and appears as if sounding underwater to evoke composure. Close ups are common in this music video to allow us to connect with the characters emotional distress. It switches between the artists and the characters which is also a convention in a music video almost relating them to the scenes. Will.i.am and the script replicate the boxing gesture to show strength and make the video appear more continuous. The camera angles challenge the conventions to an ordinary music video as it is jittery and uneven as if it is hand held. However this adds to the purpose of the music video making it appear more realistic and implying distressed minds, emotions are very clear through this. 

The target audience is extremely open, from the message of the music video it appears to attempt to appeal to everyone because it suggests that you can still be successful and follow your dream no matter who you are. ‘You can be the greatest you can be the best’, no matter what you are faced with. To a certain extent let this make you a stronger person, fight and strive to be better. On the other hand I would say that the general demographic audience due to this being the script and will.i.am and pop music would be teenagers as they listening to this music more and are influenced by these. The script is mainly appealing to teenage girls. The music video features older teenagers as actors to perhaps allow us to make a better connection and more relatable. Due to the lyrics saying ‘be astronauts’ or ‘be politicians’ this furthermore indicate that it is addressing/inspiriting the future generation to follow their dreams and be what you want because anything is possible.

**How elements of Goodwins Theory have been used.

Genre of characteristics of The Script ft Will.i.am
The music video appears to have been influenced by the rock genre due to the darkness and low key lighting which is emphasised by flickering lights which introduces a feeling of abandonment. However two genres are combined together as Will.i.am offers elements of hip hop/pop through his rapping or speaking. The narrative is more relevant to The Scripts style through close ups which focus our attention on musical instruments of his band playing the guitar and the piano keys.

What is the relationship between music and visuals?
Jump cuts to reality are used to reflect their mental dreams and metaphorical ‘dream’ as the actors wake (professional ballerina and boxer) Specific filters such as black and white edits are used to make it appear surreal and unrealistic or far removed from reality to reveal to the audience that they they haven’t reached their dream. It also seems like a flashback making it appear so far away almost unreachable.
Parallel/sandwich between artists and narrative based)

The spoken/mild rap parts are slow and show the artists almost ‘squaring up’ to each other but to reveal passion and emotion through following a dream. Actions are used in order to strengthen and engage the audience making it appear increasingly believable. This makes it seem like they are confronting us You could be king kong banging on his chest’ Danny at this point is banging his fist on his chest.... This scene matches the acting scene were there is an argument.
((Another example of when lyrics match visuals is when

Opens with a piano, with a close up of the artist playing piano. There is a relationship between visually showing the instruments being played ...)))

Another example is when they continue.. ‘You can throw your hands up’ at which point both artists do so.

‘The world is going to know your name’ Danny emphasises with facial expressions as if shouting out upwards and pointing as if confronting the world, as if the world can now hear him, telling everyone.

ith close ups to evoke the sort of rock element from the script and forming a relationship with the instruments and sound itself.


Is there reference to the notion of looking?

Notion of looking at the ballerina and the boxer insight into their lives, we can feel their emotions. Used differently to most videos...
Close up on her face and focus on the hearing aid to perhaps emphasise how other people look at her and the consciousness she feels of knowing others are watching her because she is different.

It’s the same for the boxer to reveal an insight into his life making it appear more realistic, emphasising his emotions and feeling of vulnerability during the scene.

Over the shoulder shot as the other character takes up the majority of the shot making the boxer seem weaker less power.




**** There are many close ups which focus on instruments to reveal the band adding to rock genre characteristic.
Star motives points at camera ‘you’ as if directly confronting the audience, we can ‘be the best’ gives hope. (concept of the video)

Body positions suggest confidence and power, exactly what the music video wants to build up as it shows the actors struggling and lacking confidence. The artists are used as if an example/telling us that this could be you and not to give up when it gets tough.

Are there intertextual references?

No not from the artists (as much) as it is trying to focus on the story and message behind it. Not relevant or important in this music video as it reveals different classes lower and wealthier. Doesn’t matter who you are what background you come from you can be what you want and work towards your dream if you want to.It would be contradictory if they were advertising money.

The artists are styled in black, fashionable but takes away focus diverging attention from them so we can remain to focus on the story they are evoking. (blending in with the background)Also focusing on music


Is it performance based, narrative based or concept based? How much of each? 
Performance based and narrative as it switches simultaneously to build a relationship between the narrative and the artists, engaging the audience and strengthening the lyircs.

However it is majority narrative based to perhaps create empathy and connect to the audience as realistically nobody has a perfect life, like what the media evoke. By taking the majority of the focus on the artists it draws us away from that materialistic, idealised image and allows an insight into the story, also looking at the artists as role models instead of just these icons. They do create strength and help emphasise specific parts however due to emotions, actions etc which is appropriate.

Feature to look for	General examples present	Detailed example
Genre of characteristics The script ft will.i.am	Influenced by rock genre due to darkness/lowy lighting flicking lights feeling of abandonment	Will.i.am  featuring in it brings the element of hip/hop/pop into it rapping/talking. But the narrative is more relevant to the scripts style close ups focus on musical instruments and his band playing guitar and the piano keys.
What is the relationship between music and visuals?	Jump cuts to reality are used to reflect their mental dreams and metaphorical ‘dream’ as the actors wake (professional ballerina and boxer) black+white surreal/not reality because they haven’t reached their dream. It also seems like a flashback because it’s so far away almost unreachable.	(Parallel/sandwich between artists and narrative based) The spoken/mild rap parts are slow and show the artists almost ‘squaring up’ to each other but to reveal passion and emotion through following a dream. Using actions to strengthen and engage the audience making it appear increasingly believable. As if they are confronting us also‘You could be king kong banging on his chest’ Danny at this point is banging his fist on his chest. This scene matches the acting scene were there is an argument. Opens with a piano, with a close up of the artist playing piano. There is a relationship between visually showing the  instruments being played with close ups to evoke the sort of rock element from the script and forming a relationship with the instruments and sound itself.	Another example is when they continue.. ‘You can throw your hands up’ at which point both artists do so.  ‘The world is going to know your name’ Danny  emphasises with facial expressions as if shouting out upwards and pointing as if confronting the world, as if the world can now hear him, telling everyone.
	There are many close ups focus on instruments to  reveal the band adding to rock genre characteristics.	Star motives points at camera ‘you’ as if directly confronting the audience, we can ‘be the best’ gives hope. (concept of the video)  Body positions suggest confidence and power, exactly what the music video wants to build up as it shows the actors struggling and lacking confidence. The artists are used as if an example/telling us that this could be you and not to give up when it gets tough.
Is there reference to the notion of looking?	Notion of looking at the ballerina and the boxer insight into their lives, we can feel their emotions.  Used differently to most videos	Close up on her face and focus on the hearing aid to perhaps emphasise how other people look at her and the consciousness she feels of knowing others are watching her because she is different.	It’s the same for the boxer  to reveal an insight into his life making it appear more realistic, emphasising his emotions and feeling of vulnerability during the scene.  Over the shoulder shot as the other character takes up the majority of the shot making the boxer seem weaker less power.
Are there intertextual references?	No not from the artists (as much) as it is trying to focus on the story and message behind it. Not relevant or important in this music video as it reveals different classes lower and wealthier. Doesn’t matter who you are what background you come from you can be what you want and work towards your dream if you want to.It would be contradictory if they were advertising money.	The artists are styled in black, fashionable but takes away focus diverging attention from them so we can remain to focus on the story they are evoking. (blending in with the background)Also focusing on music
Is it performance based, narrative based or concept based? How much of each?	Performance based and narrative as it switches simultaneously to build a relationship between the narrative and the artists, engaging the audience and strengthening the lyircs.	However it is majority narrative based to perhaps create empathy and connect to the audience as realistically nobody has a perfect life, like what the media evoke. By taking the majority of the focus on the artists it draws us away from that materialistic, idealised image and allows an insight into the story, also looking at the artists as role models instead of just these icons. They do create strength and help emphasise specific parts however due to emotions, actions etc which is appropriate.