For music videos portraying the song of an R&B, Hip-Hop or Pop genre, the style is generally the same. Both men and women who are featured are seen as glamerous, modern and attractive. Costume is bright, upbeat and often complimented by makeup. Setting's mostly contain bright studio lighting or a popular location young people are often depicted.
This is a music video by Owl City, a pop/electronic-synth American musical project by singer-songwriter and multi-instrumentalist Adam Young. His music is popular and this particular song fits the genre I am looking at since it is a collaboration with other Pop artist Carly Rae Jepsen. This type of Genre often has other singers featured within songs since it ups the popularity and targetted audiences are more likely to listen to it, especially if they are a fan of the other artist. This is likely the case with this particular song since Carly Rae Jepson has only just very recently had a rise to fame with her single "Call Me Maybe" which was met with great success, reaching the No. 1 spot on both The Billboard and Canadian Hot 100. The single also went to the number-one spot in 19 other countries.
Comparing this video to the typical conventions of the genre we can see that the costume fits the sterotype, both the male and female artist are wearing what is considered 'hip' by many teens and young adults. It is designed to relate to the audience and show off certain aspects about both singers. It also compliments the background colours.
The setting also fits several aspects of the genre, the location supports the idea that young people like to go out and have fun, we see them in the woods, a cabin, driving through a city and then later around a campfire partying. The song lyrics support the video also, both represent young people.
This is a music video by a K-Pop band and the song is called 'Electric Shock', this shows us that no matter what language/country the song is from, the genre stereotype is still the same. Perhaps even more so in the case of this video. The girls shown are wearing trendy, bright coloured clothes. The clothing being worn are probably from a popular clothing brand, this is often the case for Pop videos.
The whole setting for the video is brightly lit up and expensive looking.
Although the Owl City song is of a similar genre, the typical codes and conventions do not always apply. The music video does not show a choreographed dance which is almost always the case with 'Pop', so this would disagree with Steve Archer’s Theory. However the K-pop bands 'Girls Generation' does support it since almost all of their video is dancing. Andrew Goodwin’s Theory is also supported by both these music video's since both artists appear heavily in the music video, each getting a huge amount of face time and close ups.
Although the Owl City song is of a similar genre, the typical codes and conventions do not always apply. The music video does not show a choreographed dance which is almost always the case with 'Pop', so this would disagree with Steve Archer’s Theory. However the K-pop bands 'Girls Generation' does support it since almost all of their video is dancing. Andrew Goodwin’s Theory is also supported by both these music video's since both artists appear heavily in the music video, each getting a huge amount of face time and close ups.
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