Genre
theories that relate to my music video;
· In
relation to genre, David Buckingham regards genre as a concept that is not
simple given by the culture; rather, it’s a constant process of negation and
change. This has implied that genre isn’t fixed according to David Buckingham
however it will retain certain characteristics of the certain genre. My video
clearly supports this theory stated by Buckingham in regard to the genre. As seen in my music video, there are many vital codes and conventions which belong to the R&B music genre which I have attempted to challenge in my own musiv video from real media texts. Through the process of editing, the use of colout in my music video has portrayed the emotions of ‘breaking up’ by colour grading the the performance scenes in the black box studio with a ‘cool blue’ colour filter, highlighting this
certain mood. Generally, in R&B music videos, if it’s a break up song from
a R&B artist, the music video would typically have a grey tone or
sepia tone.In music videos such as 'Beyonce - Broken heartd Gril' and Rihanna - Diamonds', there is a black and white tone when the artist is performing aongside dark colours for other parts of the music video, this clearly gives away this 'dark' and 'miserable' mood set by the music video. Furthermore, in this genre, there are typical
conventions that are commonly seen in those R&B music videos; such as cars
and a big crowd behind the artists. I have seemed to challenge those
conventions and used other conventions which are not commonlly seen in the R&B
genre. For instance, there is more of a performance focus with my two
actresses; Natalie who is the artist and Holly who is the ballerina, however
they are both shot in the same location, the black box studio which
demonstrates that I have gone off route and haven’t stuck to the ‘common’
convention that you find in a R&B music video. This also suggests that
genre can be played with alongside play an on-going important social role as
they are able to reflect the changes and remain relevant.
· Genre
can impact the relationship between the texts and the audience. This can also
challenge David Buckingham’s theory as there are few elements of my music video
which follows certain conventions for instance; in my music video, there is an
element of slow motion through time-remapping in the ballet performance which
heightens the sense of emotion and signifies the strong emotive feeling the
artist has. This is a convention heavily recurrent in the R&B music video
genre as slow motion is mainly used in performances and in dramatic scenes
which are not very common in R&B music videos as they are all performance
and not narrative based.
· According
to Katie Wales, genre is an ‘intertextual concept’, they exist and grow because
certain motifs and conventions from other texts are included, by using other
elements of other texts, they begin to help different genres and texts evolve.
This can evidently be seen in my music video where I have taken inspiration
from different texts and put them in my own music video. For instance; after
researching similar products, I had begun to take inspiration from those texts
and use them for my own video. Looking at ‘Rihanna– Diamonds’., I was inspired
to create a performance video with a range of shots from close ups to mid-shots
to low angle shots to create this direct address, moreover, the use of a black
background was also another feature taken to ensure the performance stood out.
There is a sense of intertextuality in my work which signifies that audiences
who are familiar to this genre would recognise the text more, rather than
audiences from another genre.
