This is the preliminary research I did on music videos across different genres for component 3 to help me understand about the conventions across different genres, and will help ultimately decide which genre to choose for my project. This blog was done by me (Cassie).
⋆˚࿔ Preliminary Research ˎˊ˗
Why are MUSIC VIDEOS important?
Music videos act as a promotional tool for artists to further boost engagement and streams on their songs. Especially as video content is the most popular and engaging format for marketing and information. Producing quality music videos can even allow artists to win awards, providing exposure and recognition.
However, it is also a way for artists to enforce their brand or image by using music videos as a platform for artistic expression. Music videos can add depth and more meaning to songs, which can make music videos more appealing and relatable to audiences. By displaying their creativity and identity, artists’ music videos can serve as a business card to potential business partners or collaborators, expanding their reach and synergy with other brands/media texts.
From the audiences’ perspective, music videos can be a way for them to feel more connected to a song through a story or performance. They may find it as a way to connect with a favorite song or favorite artist more. So music videos are also important to fans and to keep fanbases alive.
MY PROCESS:
My teacher showed a few music videos in class for us to watch, and asked us to research on them, focusing more on conventions, representations, and our personal opinions. This can help us understand the genre, the story, and help us figure out what we like/don’t like in a music video so we can apply it to ours. Here is the template he gave us on how to format our research:
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RESEARCH
1. POP - Manchild by Sabrina Carpenter (2025)
Conventions:
Pop music videos usually are very high-quality and have expensive production. In this music video alone, there are many sets and 30+ outfit changes, showing the high production. Pop music videos usually have very unique concepts that align with the brand Image of the artist, meaning they can have vastly different concepts. In this video, Sabrina Carpenter decided on a country concept while adding her "man hater" persona. She heavily relies on shock value for her music videos, adding out of the ordinary things. She also follows a convention of choreography, adding clips of her line dancing which matches her concept. Performance, lip syncing and dancing, is very common in pop music videos. Her outfits are very elaborate, unique, and brightly colored, which align with pop conventions as well as it makes the video feel more energetic. She uses fast paced editing/fast cutting as her song is more happy and upbeat, making the editing more rhythmic.
Representations:
She represents herself, or women in general, as innocent woman becoming a victim of men's stupidity in relationships. She represents men as stupid, incompetent and pigs, by cutting to pigs when the lyrics say "hey men!" and showing men doing stupid things such as driving off a cliff. She also represents hitch hiking, which is when individuals walk (usually on the high way) and asks cars passing by to give them a ride. She was shown hitch hiking and spending time with multiple men in funny vehicles e.g. a sofa on wheels which shows them as childish and dumb, especially since they just let her in their vehicle even though she hates men. They use fast cutting at the end to show more energy and how chaotic a relationship can be. She uses a turtle at the start to indicate "slowness" in men, not in speed but slowness in thinking, indicating she thinks they are dumb again.
Personal Opinion:
I love this music video. There are a lot of scenes, locations, outfits, people that overall make it more interesting. There is a clear storyline of her hitch hiking and men ruining her moments, which I find quite funny and creative. The country theme matches the song as I can hear some country influences in the instrumental of the song. The visuals are gorgeous and high-quality, which almost makes it feel like a film. It was just very cinematic overall and I enjoyed it very much, and I can appreciate the great styling and fashion.
2. INDONESIAN POP - Dunia Tipu-Tipu by Yunia Yurita (2021)
Conventions:
Conventions of Indonesian pop may be similar to pop in general, but with a focus on Indonesian culture e.g. more modest clothing. Since Indonesian Pop singers tend to be smaller in terms of popularity, so production is more low quality as normal pop. Since this song is slower than most pop songs, the editing is more slow. However, they do conform to the performance aspects of pop, as they do have lip syncing/performing instruments/small choreography. The video doesn't have elaborate colorful outfits like normal pop, and has more muted, modest clothing. The video uses light but not bright colors, having a white flowy set and clothes sets the mood for the sad song.
Representations:
This video represents relationships with someone you love e.g. parent-child, wife-husband, two best friends, etc. In the video they show multiple people, different relationships sitting down together and looking each other in the eye. At first they laugh and giggle as it feels funny or awkward, but as the song progresses they start tearing up and feeling sad as they feel more emotional. Behind them, is a white set with flowy fabric. A white set connotes innocence, especially in a song translated into "World of Lies" meaning they may try to find the truth, or they are the truth. The use of dancing children also connote innocence and purity. They used close ups to show the tears, which brings focus to the tears and shows that the people are grateful and thankful to have each other.
Personal Opinion:
I loved this music video because it really got me in my feels. My classmates watched this together in a class and I would say that half the class teared up. I think any video that can make you feel emotions intensely has succeeded in fulfilling its job. However, they only used one set which felt repetitive over time and felt boring. While I think the music video suits the song, the performance aspects definitely didn't and it felt weird seeing the artist smile and perform in a video with people crying.
3. INDIE - Zombie by Jamie T (2014)
Conventions:
In this music video, they follow conventions such as performance, particularly performing with instruments especially guitars which is very common in this genre as it shows artistry, passion for music and independence. Another convention is that the theme is considered “weird” or out of the ordinary, with a theme of zombies. It’s very experimental which is typical to indie artists, so they follow conventions. Indie music videos are known to be creative, and I think this music video is creative because I’ve never seen someone else do this kind of concept. These kinds of videos focus more on originality and authenticity than conforming to what society thinks a music video should look like. Indie videos tend to be low-quality and slef-made, as seen from the unrealistic blood and injuries. This is because the Indie genre places an emphasis on DIY.
Representations:
Here, I believe that they are representing middle-class workers. It showed people with casual clothing in an old empty pub which does not seem luxurious. It used medium shots to show them uninterested and bored, showing that they are not enjoying their lives. It also represents bands, or indie bands, that perform at small locations with small crowds. The uninterested crowd reflects onto them, showing that they’re not popular and did not find the right crowd for their kind of music. Lastly, they represent zombies which are usually represented as violent, dangerous, etc. This time, they’re represented as artists and harmless, as they fall apart while performing music. This new interpretation of zombies makes the video more interesting and experimental, which is exactly what the indie genre is all about.
Personal Opinion:
Personally, I like the video overall. It does have an interesting concept that I’ve never seen before and can definitely hook attention, but once again this music video was only held in one location which made it so repetitive and boring. It cuts back to shots that we’ve already seen before, just more bloody, and it got old after a bit. Since the song was quite long, I honestly got tired of it. If it were me, maybe I’d introduce more locations and more storylines to make it more engaging.
4. RNB - Blinding Lights by The Weeknd (2020)
Conventions
The video follows many common conventions of the Pop and R&B genre. First, it has a very high-quality and expensive look, making it feel more like a short film than just a music video. One major convention is the use of a "bad boy persona" or “play boy persona”. The Weeknd stays in his “After Hours" character throughout the video, wearing a specific red suit that makes him easily recognizable. He does traditionally “bad” things such as speeding, causing fights, smoking etc. This video follows the convention of a solo performance. He lip syncs and dances alone in the streets, which shows a more isolated and manic vibe which makes the video feel more chaotic, exciting and wild. The editing is fast and uses blurry lights, which matches the fast lyrics and rhythm of the music.
Representations
He present himself in this video as a "bad boy persona" and explores themes of traditional or toxic masculinity. The Weeknd is shown doing things often associated with this image, such as driving sports cars very fast, smoking, and spending time at a club with girls. By showing him getting into a fight and ending up with a bloody face, the video represents the messy and violent side of this lifestyle. He represents the lyrics of "I'm blinded by the lights" with vivid visual images of him being blinded by the building, cars and surrounding lights which symbolizes him being overwhelmed and lost, usually because of love, fame, or a chaotic lifestyle. The representation of men here isn't about being strong, but rather about the chaos, mistakes, and "toxic" habits that can come with fame and nightlife, it shows how lifestyle and environment affects men in general and how they are influenced daily. The video also gives the manic vibes through his actions in the video such as laughing randomly, running around, driving fast, and seeming out of control, almost like he’s not thinking clearly and drunk.
Personal Opinion
I really like this music video because the visuals and aesthetics are great. The neon lights and the red suit create a cool look that is very in character for The Weeknd and it matches the song perfectly as scenes matches with lyrics. I found it interesting and somehow funny in a way, especially the scenes where he is laughing maniacally even though his face is hurt and bleeding. I also liked the use of different camera angles, like the low shots and the shaky camera during the driving scenes, because they made the story make sense and helped me feel the energy of the night. It felt very cinematic and creative, and the storyline of him wandering through the city kept me interested. What captivated me in the video was also how they take the shots of lights more dramatic when it comes to the chorus "blinded by the lights".
5. ROCK - Now and Then by The Beatles (2023)
Conventions
At the top of my head, when I think of rock music videos, I think of bands, edginess, and instrument performances. This music video follows the convention of instrument performances, as it zooms into the band members playing instruments such as drums, and includes other people playing violin. I don’t think this music video strongly follows rock conventions that include edginess, rebellious themes, unique styling, etc. This may be because this song and music video is considered a tribute to the members in the band who have passed away, which is why the song carries a more mellow and sad mood to it. While it doesn’t exactly follow conventions, that is what makes it unique and new, so audiences don’t feel bored of consuming similar content within genres.
Representations
It represents death. This music video uses AI to add the past members of the band into the music video, seemingly playing instruments and singing. The juxtaposition of the members who are alive, looking old and bittersweet, and the members who have passed, looking young and happy, visualizes to the audience about the concept of death. It makes the video very sentimental, which fans can appreciate. It also represents bands. Bands such as The Beatles, One Direction, BTS, etc tend to have crazy loyal fanbases, who always yearn for reunions or for the bands to get back together. Paying tribute to the members who have passed by using AI and editing them into the frame also allows fans to have some closure.
Personal Opinion
This music video was very sweet. I am not a big fan of The Beatles but I felt sad watching the music video and seeing the band back together artificially. I’m usually against AI use in music videos, especially if it is used to generate art that an artist could have easily worked on, but in cases like this, AI excels. There are still some errors with the AI, which kind of ruined the vibe for me. The AI members did weird stuff that did not match the other members and wore weird outfits, which made everything less cohesive. However I think if they made this music video now, the AI would’ve looked more realistic, making the video better. However, overall I like it.
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REFLECTION:
This preliminary research was actually really helpful because it helped me understand the conventions of different genres, like their themes, visuals, and how they attract audiences, which made it easier for me to decide which genre I want to do for my project. My role in this stage was researching and analyzing different media examples. But I faced a problem as I honestly found it quite boring at first and struggled with motivation because I just wanted to start creating straight away. However, I solved this by slowly realizing that without proper research, my project wouldn’t have a strong foundation and could end up failing or lacking direction, so I pushed myself to stay focused and to take it more seriously. As I continued, I started to feel more motivated and confident because I could actually see how this research making progress and improving. Maybe next time, I would discipline myself to consistently do small changes in the project no matter how I feel, and setting up some kind of reward system to help with motivation.
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