According to Daniel Chandler (2001), “genre is a
type” which is clear in any piece of art, music or literature. For my A2
Advanced Portfolio production, I created a music video to ‘Nasty’ by Pixie
Lott. I chose the pop genre, as it is a type of text that offers the ability to
both abide by and challenge the genre conventions.
Andrew Goodwins ‘Music Video Theory’ that he
developed in his book, ‘Dancing In The Distraction Factory’ (2002) is very
useful when exploring genre in music videos. It states that ‘the record label
will include the need for lots of close-ups of the artist’ which I have
features in my video, as close ups are a key part of displaying my performers
actions. This enables the audience to develop a relationship with the artist as
she is constantly looking into the camera.
This is also supportive of David Gauntlett’s concept
of ‘ideology’, which was developed by the Spice Girls. He describes that ‘The
girl power concept was a celebration of self-belief, independence and
friendship’ in his book ‘Media, Gender and Identity’ (2002). Therefore as my
performer is constantly looking into the camera a relationship is built with
the audience. Blumler and Katz’s ‘Uses and Gratifications Theory’ that
audiences consume the media in order to build a relationship with the artist, I
have linked to this convention in my video.
Throughout my music video I have used a monochrome
theme, this could be related to Levi-Strauss’ ‘Binary Oppositions’ as there is
a contrast between the black, which is considered as bad and rebellious and the
white, which is pure. I also used Barthes ‘Theory of semiotics’ here, as the
use of the white also represents the innocence of my artist, which then I
contrasted with the black to show how her innocence is slipping away, to become
more rebellious and independent. I also use this theory when l used shots of
the performer flicking her hair and looking towards the camera, this could be
considered as rebellious and challenges authority. Furthermore, one of my
filming locations is in front of a graffiti wall, this also relates to the
theory of semiotics as the artwork, colours and phone in the corner, symbolise
the rebellion of young people (like the performer), there is also a fallen over
traffic cone in a couple of shots, which also symbolises rebellion of young
people. In addition, Barthes Theory of Semiotics can be applied to the opening
scene of my music video. There is a rap to begin with, which I have the words
flashing up on the screen in a pink font. The writing I use for this is very
girly, so that and the colour symbolise femininity. Also at this point in the
video, Andrew Goodwin’s theory can be applied as the video reflects the lyrics.
In conclusion, David Buckingham says that ‘genre is
not…simply “given” by the culture: rather, it is in a constant process of
negotiation and change’. This suggests that every music video slightly alters
and moulds the genre of that type of music. I reflect other music video genres
such as with the use of the text appearing on the screen, I am relating to the
‘indie pop/rock’ genre and the use of the urban graffiti wall could be related
to the hip-hop genre. However once I have reflected the videos which are
appropriate for my pop genre, I added in my own techniques which identify
myself as a director.
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