How
contrasting musical genres use media language to appeal to their target
audiences through music videos
Here I will be discussing the two
contrasting musical genres, Pop and Rock.
Pop (even though it refers to “popular
music”) in today’s world, usually sticks to music of a particular style. Pop
plays heavily on the emphasis of the actual artist, which is shown in a variety
of ways in music videos. Take for example the popular music video “As Long As
You Love Me ft. Big Sean” by Justin Bieber. In terms of camera, they shots and
angles for the majority of the video revolve very much around him, because as
mentioned, pop puts particular emphasis on the artist, which is most likely because
they are seen as desirable for a number of reasons, which is a base for pop
music; an artist that you want to actually see as well as hear. Reasons for
wanting to see the artist can range from the fact they are physically
attractive, for example Justin Bieber, or the fact they have unique style, for
example ‘Lady Gaga’, to many other reasons. The editing also helps compliment
the artist, since the cuts in the video mostly just carry the focus on them
from one shot at one particular angle to the next, again adhering to the genre
of pop music, since there is such emphasis on the artist as a selling point for
the music. In terms of sound Pop music videos more than often feature lyrics,
and when they do music videos often synchronise the lyrics with the artist,
which again make sure they have significance to the music video, such as in
Justin Bieber’s music video where most of the lyrics are accompanied by visuals
of Justin seemingly singing them. Finally, in terms of Mise-en-scene within Pop
music videos, that which is within the frame can denote to anything, be it
costume, makeup, prop, or anything else that can be viewed by the audience.
This aspect of music videos can really help set up distinct styles to certain
artists (since the focus is usually on them within the scene), an example is
‘Lady Gaga’, who through costume, makeup and props has given herself a very
unique image, and one that works very well with the target audience, since they
are always wondering what she will come up with next for her music videos. The
target audience for Pop ranges vastly and is very dependent on the artist. For
example, I would say Justin Bieber’s music is mostly aimed at a female audience
around the ages of 12 – 18, whereas ‘Lady Gaga’ I would say aims at a male and
female audience anywhere between the ages of 13 – 21+.
Rock music videos differ greatly to
Pop music videos, this is because with Rock music, bands really enjoy playing
the music that they create through their instruments, and as a result, if they
do choose to create a music video the focus is usually on the music. Take “Through
The Fire And Flames” by ‘Dragonforce’ for example; the camera shots and angles
within the video are mostly centred around the instruments the band members are
playing, and the level of skill at which they play. The editing helps enhance
this, by adding a picture within picture effect within the music video, showing
various parts of the song being played, and the speed at which the hands of the
band member can coordinate the strings of their guitars. The sound within the
music video is seemingly synchronous with the band actually playing their
instruments, and in the case of lyrics this is the same; synchronous, again
promoting the importance of the music over their personal image. Mise-en-scene
usually always shows a casual demeanour in terms of those who play Rock music,
because as stressed, the focus is the music. These people seem to not care what
they look like as the focus isn’t on them, and honestly I would say they
probably spend more time sprucing up their instruments for the music video than
they do themselves. I think it is because of Rock’s emphasis on the importance
of the instruments creating the song that band members don’t use themselves as
promotion material. Rock fans appreciate a bend for their level of skill with
an instrument, whereas Pop artists are appreciated for looks on a much larger
scale.
Rock and Pop therefore, as you can see
by these two paragraphs, are very varying genres. With Rock placing a much
larger focus on skill in terms of the creation of music and promotion of the
artists through their music, and Pop largely basing around looks and therefore
the artist themselves, physically, as an icon for their music.
