Tuesday, 16 October 2012
Genre Conventions Essay
Grimes is of the Alternative/Indie Pop genre, through research of her existing music videos I have discovered that one of the conventions of that genre is lip syncing along to the song, therefore the form of the music video has aspects of performance to it. As well as the artist performing, all Grimes videos include backing dancers, however these dancers aren't stereotypical they just subtly dance or stand behind the main protagonist (the artist). The videos don't have a narrative to them and are instead more of a montage of shots featuring the artist lip syncing and dancers. Transitions between shots are quick cuts, this seems to be a key convention within the genre. Dissolves are not primarily used. Therefore the video syncs with the fast paced cuts in the songs of the genre. Specials effects are used on top of the clips such as mirroring of the clip using a split screen and also kaleidoscope imagery is used. This adds a surreal and psychedelic feel to the music video, this is a convention of the Indie Dream Pop genre. It appears that within the genre one of the conventions of editing is using the blur tool and black&white tool to several of the clips to create a surreal and dreamy aspect to the music video. The blur tool also adds a touch of feminine softness to the video. There are a lot of uses of medium close ups to show both the artist and the others in the video lip syncing along to the song. Long shots are used to show a group of people dancing and mainly always the artist is in the center lip syncing to the song and dancing. The colors used in the genre music videos are feminine pastel colors such as light pink, light blue, purple, glittery navy's and gold. These again add to the feel of a dreamy world which the genre is trying to convey.The outfits worn by the artist and actresses are feminine American Apparel style dresses and jumpers, a lot of them with added glitter and sequins, again this links in with the dream theme. The lighting in the opening to 'Oblivion' is very bright and well lit like most of the shots in 'Vanessa', however others are darkly lit due to been shot in a sport stadium and takeaway etc. In 'Vanessa' very bright lighting is used which gives a surreal edge to the video.
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