Seeing as our music video is in the pop music genre a lot of our research was based around and focussing on pop music videos and the analysis of them. Whilst analysing I would refer to Goodwin's theory to deepen my understanding of what is expected of different genres of music videos. This also allowed to to focus on the characteristics and generic conventions of each music video genre. His technique included the analysis of performance, concept and narrative based music videos.
The outcomes of our research findings have impacted our initial creative thoughts and specific planning decision massively. This is shown through the references to music videos such as; Taylor Swifts 'You Belong With Me,' Katy Perry's 'The One That Got Away' and Ariana Grande's 'Baby I.' These are all music videos which we researched in order to achieve a wider understanding and to develop our analysing skills of the pop music video genre. We have decided to incorporate a lot of the conventions and characteristics found in theses music videos which fall under the pop music video genre. Seeing as our music video is a pop music video it would be best if we developed and used some of these characteristics and interpreted them in our won way. This therefore shows that the research findings and the outcome of these contributed towards the development of our final product.
Another aspect of my research included the research of album covers and their digipak, this was important as we are going to create our own digipak therefore we need to research and look into the alnum covers for the pop genre. After doing a lot of research of album covers such as; Rita Ora's 'ORA,' Rhianna's 'LOUD' and Jessie J's 'Alive' I can conclude that a generic convention in the pop music industry, particularly for females is that their album covers are generally close-ups of their face. This also relates to Goodwin's analysis of music videos as he states music videos in each genre have specific genre characteristics, in the case of the pop genre the characteristic is to have a close up of the artists face on the album cover. This is most probably due to another reason stated by Goodwin that the demands of the record label will be to advertise the artist as much as possible and there is no better way of advertising the artist and their look (which plays a big part in the artists career in this era.) then by placing a close-up of their face on their album. Another characteristic of the pop genre album covers is voyeuristic treatment of the female body, which is also stated by Goodwin. This states that the demand from the record label is to portray the artist in a seductive, consequently increasing sales in the male domain. Therefore a path to go down, if we wanted to develop the pop music video genre, would be to imitate what successful artist in the pop genre have already produced. Or we could challenge the pop genre and do something in the complete opposite direction. Which would be risky but could prove to be effective.
Researching music videos includes a variety of aspects, one being analysing whether it was concept, performance or narrative based. Goodwin states that every music video will either be performance, concept or narrative based. Although you would not be able to differentiate between whether a genre is strictly performance of strictly narrative, the pop music video genre has strong performance and narrative based generic conventions occurring throughout the entire genre. It is very rare to see a concept based music video in the pop music video genre as it is too different, and most of the time the demands of the record label are to use and develop the generic conventions rather then to challenge them. This therefore impacted our decision to develop and use performance and narrative based themes in our final piece.
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