Research into chosen music genre

Research into chosen music genre

The artist we have chosen for our music video is Florence + The Machine, the genre of the music they make is indie-rock. Usually I listen to hip hop, r&b and pop music, however I enjoy listening to indie-rock from time to time especially as they have artists which are unique and different from other artist. Although Indie-rock is not my favourite music genre to listen to I enjoy some artists within this genre for example; Kate Nash, Ellie Goulding, Arctic Monkeys, The Black Keys and La Roux. As Florence + The Machines are such a unique artist they inspired me to do this music genre as they encourage their target audience and other people within the public to be different and to stand out of a crowd. 

Another music artist within the indie-rock genre who is similiar to Florence + The Machines is La Roux. One of La Roux's more popular songs she released was - In For The Kill. The mise-en-scene throughout this music video makes the artist even more unique as the mise-en-scene are simply but yet its captivating as it stands out and shows that the artist is unique and different. The setting of this music video throughout is in a car, La Roux is driving throughout the whole music video, although at one point La Roux is in the car and standing outside of the car. This setting makes audience feel that the artist is on an adrenaline rush as she is driving fast in the car, the setting can also connote that the artist is having fun and is living life fast. The clothes the artist wears is a leather jacket, this shows the audience what type of artist La Roux is and how different she is as she is wearing a leather jacket compared to other artists who wear provocative clothes. The lighting within this music is dark and the colours of the lighting are red and blue, this connotes that the artist represents danger, as she likes to have fun, therefore people should beware of her.

One of the main camera shots through the music video used are close up's of the artist while she is driving. The close up's show that the artist is building a relationship with her target audience, the close up's also help show the audience that this song is personal and meaningful for the artist. There are also mid shots of the artist while she is driving her car, this can help set the atmosphere and scene of where the artist is as we can tell that the artist is driving in a car.

The target audience for this song are from the ages of teenagers to young adults, the target audience also enjoy unique and different artists who are within the genre of electro-pop and synth-pop. As the genre of the song is Electro-pop and synth-pop these genres cater for La Roux's target audience. In this music video the artist is represented as a fun, carefree artist who is also a rebel. This representation helps the audience build a relationship with the artist as they feel they can relate to the artist. The style of the music video is concept based as the video is idea based and the lyrics are not in a relationship with the music video. Goodwins theory is used during this music video as there is an inter textual reference as the brand of the car LA Roux is driving is Toyota, this connotes that the artist can relate to their target audience as they have a similiar car that their audience has, compared to an expensive car which their target audience may not be able to afford.

Another artist within a similiar music genre to Florence + The Machines is Ellie Goulding. One of Ellie Gouldings songs - Starry Eyed - is the same as Florence + The Machines songs as the genre of the song is; Indiepop and Electro-pop. The setting during this music video is; Finsbury Town Hall, this mise-en-scene used shows the audience that the artist is trying to put her point across as at a town hall, people try to put their point across. The clothes within this music video; are a white dress, a white shirt and black leggings, a gold dress with white leggins, and a blue playsuit, all the people within the video are wearing black shoes or black boots. This mise-en-scene shows that the artist likes different types of clothes compared to high street fashion, but these costumes as represent how the artist feels comfortable wearing unique clothes. The genre of the song helps the audience feel relaxed and the idea of the music video is to make the audience dance, therefore this music video and song helps the audience build a relationship as the audience feel they can relate with the artist. The lighting of the music video is bright, white and blue. This mise-en-scene can connote that the artist is relaxed and calm, the lighting can also reflect that the artist is pure and innocent - therefore Ellie Goulding can be a good role model.

One of the main camera shots during this music video is the extreme close of the artist, this shows the audience that the artist is trying to build a relationship with the audience, as the artist - Ellie Goulding - is directly talking to the audience. There is also a mid shot of the artist and her two dancers, this shot shows that the artist is having fun as the artist and the two dancers are having fun. One of the editing techniques used within the music video is the shot being blurry while the artist is dancing. The target audience for this song are teenagers to young adults as the genres of the song cater the age of the target audience. The target audience also enjoy listening to indie-pop music and electro-pop music. The artist is represented as a fun artist who is carefree and enjoys letting herself go, for example at a concert or a festival. The style of this music video is performanced based, as the artist and dancers are dancing and having fun.

I will use this research to help me with the planning of our music video as we know what iconography and costumes the characters within our music video will use and wear in order to cater to our target audience who enjoy this type of genre. This research has also been useful as my group now know how to represent our artist in order to cater to the genre of our song. Finally this research has also been helpful as my group know that there is no a specific style of music video which our music video has to be, therefore we can have any style of music video and it will still cater to our audience, as La Roux has a concept based video and Ellie Goulding has a perfomanced based video an both videos still cater to their audience. Iconography I should consider what I can include in my music video is a rose - as a rose is a symbol of love and the concept behind out music video may be love therefore this could be iconic and represent the artist or the love our artist will have.

Evaluation

Evaluation
In conclusion after undertaking vox pops and questionnaires me and my group have come to the conclusion that our target audience perfer concept based music videos compared to performance or narrative based videos. As Florence + The Machines are a unique band they usually have concept based music video this may be the reason our target audience prefer concept based videos. Also I have learnt that the target audience prefer spontinuity ideas and and prefer spontinuity Florence + The Machine based videos, therefore in our music video we may have spontinuity ideas to cater our target audience. Me and my group will use the research we have undertaken while planning our music video as we now know what our target audience look for in a music video. Therefore while planning for our music video we can decide how our music video will be and the research will help us with ideas for our music video.

The purpose of a target audience is that when making our music video we will need to make sure the video applies to the target audience as they are the people who will watching it. If we do not have a target audience then we will have no one to cater our music video for.
In order to research and find out information about our target audience my group decided that we should undertake some primary research, therefore we handed out questionnaires and did vox pops. We decided to survey 40 people with questionnaires as we could have open and closed questions therefore the answers would be specific which would be easy for our group to make pie charts and find out the reason why they answered some questions. We decided to survey 40 people as it was a large audience and a variety of different people therefore the results would be more accurate.
We also decided to do vox pops as the answers would be truthful as we can ask the audience/public face to face.  The vox pops we undertook were very successful as we asked 18 people their opinions on Florence + The Machine and whether they were familiar with them and whether they enjoyed their style of music. The results helped us as we now know what we have to do with our music video and how we can make our music video apply to people outside of our target audience too.
One question we asked was 'Do you like their style of music' the results we received were mainly yes the answers to this question has helped me and my group as we now know that the ideas behind our music video need to be original and different as that is how Florence + The Machine's music videos are and that is how the target audience like Florence + The Machine's music video. Another question we asked was 'How old are you' most of the people we asked were in their teenage tears which is our target audience, therefore their answers would be most important as we would need our music video cater towards those people. Another important question we asked was 'In a music video what do you prefer ...' this was an open question and from the results of this question most of the answers said; spontaneity and original idea. These answers helped my group plan how we are going to make our music video and which ideas we will include in our music video.
Upon reflection me and my group realised that we should have asked the public during the vox pops was why they do not enjoy Florence + The Machines music, this could have helped us make our music video cater to our target audience and people outside of our target audience.

Major Record Labels

Task - Focus on the UK
Major Record Labels

Major record labels are large companies within the music industry that may also own smaller record labels. Sony/BMG Entertainment, Sony Music, EMI, Warner and Universal are currently the major labels in the UK at the moment. These 5 record labels have controlling interests in the majority of the major labels and dominate the music industry.

Sony manages SonyME (Sony Music Entertainment) which has many subsidiary labels, some examples are; Columbia Records and Epic Records. Within Columbia Records some of the smaller companies they own are; Loud and American. Columbia Records manages; Adele, Beyonce, One Direction, Rita Ora and Willow Smith. Epic Records manage many artists some are; Cher Llyod, Avril Lavigne and Ciara. Epic Records own some smaller companies; Ruthless and Hidden Beach. SonyME do not only have artist that they manage but they also have links within the media, for example Sony also make electronics e.g. mobile phones, laptops etc. Sony also has a link with X factor as Simon Cowell who has his own subsidiary label within Sony - Syco Music - has a TV show - The X factor - which is a singing contest and here Sony can promote their artists. SonyME also has a link within the media as some of their artists also are actors for example Will Smith he sings a song he made in the film Men in Black.

EMI manages many subsidiary labels for example; Virgin Records, EMI and Virgin Records America. Within Virgin Records some of the smaller companies they own are; VC Recordings and Caroline. Some of the artists managed by Virgin Records are; David Guetta, Gorillaz and The Chemical Brothers. Another company EMI owns - EMI - manages; 30 seconds to mars, The Beatles, Coldplay Emile Sande and Katy Perry. Also EMI Owns - Virgin Records America - where they own smaller companies such as; Immortal and Higher Octave, they also manage artists such as; Chiddy Bang, The Rolling Stone and The Spice Girls. EMI do not have any links within the media, however they previously had a magazine however the magazine has stopped running.

Warner manages many subsidiary labels such as; Atlantic and Warner Bros Records. Within the Atlantic label some of the artists they manage are; Ed Sheeran, Flo Rida and Plan B. Within Warner Bros Records managed by Warner some of the artists they manage are; Cher, Katherine Jenkins and Green Day. Warner does not have any links within the media.

Universal music group manage several subsidiary labels such as; Def Jam, Island (UK) and Universal Records. Within Def Jam some smaller companies they manage are; Roc-A-Fella an King. Also within Def Jam some of the artists they manage are; Tulisa, Bon Jovi, Justin Bieber and Jennifer Lopez. Also within Island Records some of the artists they manage are; Dappy, Florence + The Machines, Devlin and Akon. Finally within Universal Records some of the artists they manage are; Ellie Gouling, Jessie J and Lana Del Ray. Universal does not have any links within the media.

The last major record label Song/BMG Entertainment manage lots of subsidiary labels for example; RCA and Neon. Within RCA some of the artists they manage are; Chris Brown, Alicia Keys, Pitball and Kesha. Sony/BMG Entertainment do not have any links within the media.

Independent labels

Independent labels can be just as successful but operate from a smaller company base. They are traditionally known as offering more 'organic' music rather than manufactured mainstream.
One independent label within the UK is Ace Records. Ace Recrods started up in 1978, in the beginning the company only gained permission from the label in Mississippi to use the name in the UK, however they were eventually given the rights to publish their recordings. In the 80's Ace Records gained the licensing for 'Modern Records' and its follow up company 'Kent Records' during the 90s. The copmany brought the labels aswell as the original master tapes. Some of the artists signed to Ace Records are - The Ace Of Cups, Cannonball Adderley and Arthur Alexander.

Another independent label in the UK is Sanctuary Music Group. This record label was based in the UK and was a subsidiary label of Universal Music Group, however in June 2007 it become the largest independent label within the UK and the largest indepenedent music management company in the world. It was also the worlds largest independent owners of music intellectual property rights with over 150,000 songs. Some of the artists this independent record label manages are; The Rouge, Jason Childs and The Darkness.
Another independent label in the UK is Beggars Group, this record label opened in 1973. This label owns several other labels such as; Rough Trade Records, and XL Recordings. Some of the artists this label manages are; Tutus Andronicus, The xx and Bobby Womack.


From a music point of view its wrong that 4 companies dominate the music industry, as these companies may only have commercial artists therefore they do not have talent instead they just make the major record labels money. Other record labels within the music industry may feel that their artists are not getting enough recognition as these 4 companies dominate the industry therefore people do not notice the artists within the other record labels as these companies do not have as much money as the other major record labels. However with these 4 companies dominating the music industry we are still being catered for as we have a range of different music genres from different artists which cater our needs and even though we may not notice other artists within other record labels who may be more talented than the commercial artists within the dominating companies we are still entertained.
The affects of the 4 companies which dominate the music industry is that the artists within the music industry do not have as much talent as the world use to have during previous years as these artists are more commercial. Therefore even though people within the public enjoy listening to commercial artists, they may believe that even if they are not talented they can still become famous by being as provocative as Rihanna etc.
Independent labels are successful as major labels as their main aim is that not to make money like the 4 dominating companies. Therefore independent labels are successful as their artists are happy and their artists cater to their niche market where commercial artists within the dominating companies can not cater.
Independent labels offer their audience being catered too as they have niche markets where major record labels can not appeal to, therefore independent labels can fufill their audiences needs whereas with major record labels their audience may not fit into a market as their artists may not appeal to their niche.

Copyright

Copyright

The copyright law is a legal concept by most Governments which gives the creator of original work they have created exclusive for a limited time. It gives other people 'the right to copy ' however the copyright holder also has the right to;

• Be credited for the work
• Determine who may change the work into other forms
• Who may perform the work
• Who may financially benefit from it

The copyright law is used within the music industry as you have to get copyright permission from the artist/record label in order to use their song otherwise the consequent could be that you get sued from the record label.

I had to apply for copyright from Florence + The Machine in order to use their song as it would be illegal to not get copyright permission from their record label and I could have been sued by the record label. In order to get a response from Florence + The Machine to get copyright permission to use their song - Spectrum - our group decided to email Florence + The Machine to get copyright permission. We decided in our group that Meghan could have the role to contact the record label in order to get copyright permission.

Me and my group have not got a response from Florence + The Machine yet, and we have emailed the record label several times, although we are still awaiting a reply. 

Interview vox pops

Interview - Vox pops
Me and Meghan (my group) decided to undertake this task as part of our research, as we wanted to interview people face to face and get their real answer, as by doing this people within the public are less likely to like. Also we decided to undertake this task as we wanted more than just questionnaires as our primary research therefore our research is most likely to be accurate and precise.

While undertaking this task me and Meghan went around our school and asked student, teachers, and diner ladies to help us with our research and be interviewed. We asked different age groups from 13 - 55 years old this helped us with our research as we got a variety of different peoples opinions as they were at different ages. This research has helped me and Meghan with planning our music video as we can now apply and make our music video suit our niche market, it has also helped my group as we can make our music video suit people who does not like Florence + The Machines, by doing this we will get a wider range of audience watching our music video.

Do you think music videos should be censored?

Censorship

Censorship can stop a song/video from being broadcasted on radio/television, however just because it has been stopped from being broadcasted on television or radio its still available on the internet for young children to get access too. Either governing bodies can stop the publication of a product or text, or some artist/institution choose to censor their music even if governing bodies do not. Censorship has been on the radio since the 1940's. George Formby's "When I'm Cleaning Windows" was banned from BBC radio due to 'smutty lyrics' - this would be inappropriate for BBc radio's target audience. Also in 1956 ABC radio refused to play Billie Holidays "Love for sale" because it was about prostitution therefore inappropriate for a younger audience. However its not just the music that is banned from television or the radio. The Beastie Boys were banned from the show Top of the pops as the Top of the pops producers thought the band would promote 'boyish ways'. Ofcom is an independent organisation which controls censorship therefore its their responsiblity to show what is on television and radio.

There are lots of Rihanna songs which have been censored as they are inappropriate to certain people. In Rihanna's song 'We found love' she pushes the boundaries several times by glamorizing; smoking, drugs, alcohol, nudity, taking pills, sex, stealing, wrecking the shop, gambling, domestic violence, being drunk and ambulances. In this music video Rihanna promotes drugs, however not in a negative way, she glamorizes it. She show throughout this music video while doing drugs you have fun. Rihanna also pushes the boundaries by promoting stealing and wrecking a shop. This pushes the boundaries as Rihanna appeals to a large target audience therefore she is promoting theft and damaging things to a large audience which may influence her audience to follow what she does as it looks fun, or because she wants to be like Rihanna.

Also in this music video Rihanna promotes gambling to her young target audience too, even though while gambling Rihanna loses she is still promoting it and as she puts more money in the machine it shows that its an addiction. Rihanna's target audience may follow in Rihanna steps and copy what she does so they can be more like her. This music video has been censored as there are several things throughout this music video which may influence her audience. 

Another music video which has been censored was Rihanna's song S&M. This song was censored in England, only 1 minute of it was shown on television and then the song finished as it was inappropriate for certain viewers. However this song was banned in 11 countries as it was inappropriate. Even though it was censored on television, it was still played on radio stations however some of the lyrics - 'Chains and whips excite me' - were censored as it was inappropriate for the younger viewers. This music video was also censored on the internet the only way you could watch this video was if you had an email address, however it would be easy to setup an email address and pretend that your 18 so you can access this video.

Another artist which has had a music video censored is Pink. In Pinks music video - Perfect - some of the lyrics are censored as there are swear words throughout the lyrics which is inappropriate to some viewers. This music video also has been censored and changed and is only fully viewed after the water shed as during the video, there are scenes which contain self harm and sex - which is also inappropriate for certain viewers. Both on the television and the radio the lyrics during this song are censored. Although on the internet you can view the uncensored version of the song without entering your email address - therefore this music video is available and easy to access for anyone who has access to the internet.

In our class we had a debate on whether Eminems music should be censored or not as the world argue over whether his music should be censored or whether it should stay original. We were put into groups and we were either; Eminem, his record label, fans, parents, radio station, music channel, young boy and an adult who has grown up with Eminem's music.

We came to the conclusion that the artist - Eminem - would disagree and say that his music should not be censored as his music and lyrics are not meant to offend people and his music is his voice of opinions and his views. Also even though he is an influential person within the music video and around the world, its down to parents whether their children should listen to his music or not.

Eminem's record labels - Slim Shady - opinion is that everything Eminem talks about within his music is already out in the media and people already speak about it. When Eminem talks about other artist he does not make rumours up, they are already known in the world. Eminem's record label also thought that even if Eminem's music is censored it wont stop people from hearing his music as children may sit on a bus and still hear his music or hear bad language.

MTV said that they do not play Eminem's music as he can make conflict with other artist for example Lindsay Lohan, Michael Jackson and Amy Winehouse, because of some of Eminem's music videos while he is mocking some artists their fans may not watch MTV as they may take offense and stop watching this program.On the other hand Kiss thinks that Eminem is a popular artist and his audience likes him therefore there is not a problem with playing his music on the radio station and music channel, however they censor bad language as it may be inappropriate and offensive to some people. During the debate Radio 1 said they play Eminem's music as it's entertaining, also his music and lyrics are diverse and is current. Eminem's music appeals to the audience and is in the charts - this is why they play his music regularly.

Eminem's fans who believe that Eminem's music should not be censored thought that whether people listen to Eminem's music or another artists music they will still be influenced, therefore Eminem is not different to any other artist. These fans also thought that Eminem is an inspiration as he has shown the world that if you work hard you will succeed - in the film 8 mile. On the other hand fans who thought that Eminems music should be censored thought it should be censored as even though they enjoy his music and on the surface the music is good, if you dig deep there are hidden meanings, therefore they would not recommend Eminem's music to younger siblings.

A 10 year old debated that if parents complain about bad language they should take it into their own hands and should not give children smartphones or laptops where they will have access to Eminems music. The 10 year old also said that Eminems music and lyrics do not influence people and whether Eminem's music is censored or not people in school will still talk about. A 21 year old who has grown up with Eminem's music said that Eminem's music is an inspiration to people as when he was younger he had nothing and his mum was a single parent and when his uncle died he had to drop out of school and get a job so he could provide for his family. They also said that even though they have grown up with Eminems music he has not influenced them to do negative things for example have guns etc but influenced them to try hard and in the end they will succeed.

Parents who believe that Eminem's music should not be censored said that Eminem is an inspirational artist as he shows you in - 8 mile - a film he was in, where he shows you that if you work hard you will succeed. Therefore he is a good role model as he encourages his fans to work hard. During the debate the parents also said that if Eminems fans who are children have the right upbringing, then his music and lyrics will not affect their childrens therefore there is no reason why Eminems music should be censored.

Overall the people who thought that Eminems music should be censored thought that the artist can influence people to do negative things what Eminem talks about in his songs. Also they thought that Eminem encourages people to swear and if they drop out of school they will become famous just like Eminem did. Although on the other hand some people thought that Eminems music should not be censored as they said that children will find out what the artists lyrics means as they are smart and people undermine children therefore censorship is pointless. They also thought that people who think that his music should be censored take Eminem to seriously.

In my opinion I believe that Eminems music should not be censored as me, my brothers and my friends have grown up with Eminems music and he has not influenced us to do anything negative. I think that Eminem's music make children more streetwise and aware of things that happen in the world. Also that Eminem's music and lyrics are about his past and his experience - therefore his inspirational and if Eminems music is censored then it will have changed Eminems representation of an inspirational artist and his music would not be as real as it will have been changed. Also Eminem has been praised for having verbal energy and high quality of lyricism therefore Eminems music should not be censored as his lyrics and music have affected the world in a positive way, as his videos are usually funny and keeps his audience entertained.

Me and my group will follow the censorship rules as we will not have an inappropriate material within our music video. We have decided this as the lyrics to the song - Say My Name (Spectrum) - does not have any inappropriate lyrics, also the ideas - love - we have for our music video as appropriate for all ages, however our music video still caters towards our target audience.

Pie Charts

Me and my group decided to create pie charts in order to gather primary research for our music video, by making these pie charts they have helped my group clearly see the answers to our questionnaires that the public and people within our school gave us. 

Questionnaire

Me and my group decided to make questionnaires and hand them out to people in the public in order to gather primary research and to help us make our music video to satisfy our target audience. Questionnaires are important when considering a target audience as you can give the public open questions so they give you a reason to the point they made for example - 'What are the five key features you would expect in a good music video?' - also on the questionnaire you can give the public closed questions therefore they give you a specific answer this is easier to understand the answer to the public as their answer is not broad, an example of a closed question in our questionnaire is - 'Do you enjoy Florence + The Machine's style of music', this was easy to see the answer as the public only had to say yes or no, whereas if this answer was open then the public may have answer - kind of, and not really etc this would have been difficult to understand wether the public like the artist or not. We decided to survey 40 people from the public and within our school as it was a wide variety of different people, my group shared this as it was primary research for our music video by going out together and asking people within the public and in our school to fill them out. By doing this it helped us understand the target audience for our video and what they are looking for in our music video and also how we will make our music video suit a niche market. 

Analysis of music genres

Analysis of music genres

Artists usually make music video's in order to build a relationship with their target audience, the music video's usually helps express the artists emotions, and helps connect the audience and the artist.

The first music video I analyzed was a rap song by the artist Drake called 'Over', this was the first song Drake released. The target audience of this song is teenager from the age of 14-24. At the beginning of this music video there is a close up camera shot of Drake sitting on the bed. This shot shows that this song is personal to the artist and that the artist wants to share his story with the audience. This song is aimed at teenagers from the age of 13 year old to 18 year old. This close up camera shots helps the artist build a relationship with his audience as its his first song out.

Throughout this music video there is a mid shot where Drake is standing up and there lyrics on the right side of the screen. This camera shot is useful as the audience can sing along and understand the lyrics of the song. This relates to the genre conventions as the artist emphasises his emotions and the lyrics he sings, also in the background during this shot there are flames which connotes that the artist is angry and expressing his true emotions to his audience.

During this music video there is editing when Drake moves from one location to a different location. This represents how the artist has moved on to another point of his life and this editing also shows the audience what the artist is trying to tell the audience.

Another edit which takes part during this video is a mirror effect of Drake, in this clip there are 2 images of Drake. This edit establishes his star image as this is his first music video and he wants to show the audience the type of artist he is and he wants to shows the audience that this is the real Drake.

A part of mis en scene in this music video is the artists clothes. The clothes the artist wears within this music video are casual and relaxed clothes. This shows that Drake is comfortable with telling his story and he is in a comfortable setting as he is sitting on a bed in his home. This helps Drake attract a target audience as he shows the audience that he is comfortable and is real therefore his target audience can relate to him.

Another part of mis en scene, within this music video is the lighting. At certain points within this music video the lighting in the music video is orange and yellow, also there is fire at certain points too. The lights represent and portray to the audience Drakes real emotions about this song and the lyrics. The lighting conventions is that the tinting lighting reflects the lyrics of the song.

The second music video I analysed was by Flo-Rida and David Guetta called 'Club cant even handle me' and the genre of this song is dance. The target audience for this song is teenagers and young adults, from 13 - 24 years old. At the beginning of this music video there is a long which is an establishing shot which shows outside the club with both artist getting out of there expensive cars. This long shot shows the audience the setting of the music video. This shot also promotes the fun, high life and that both artist have an expensive lifestyle. This is a dance genre convention as most dance songs are intended for clubs and this music video is set at a club. Flo-Rida and David Guetta's target audience can relate to this song as the song is all about having fun and this song promotes the high life, this is what the artists audience do.

Another shot in this music video is a two shot of the party in the club and a quiet street in a city. Both shots are the complete opposite from each other, this makes the two shot ironic. This two shot makes it clear to the audience that the artist is having fun and is enjoying himself. The target audience can relate to this song as the audience just want to have fun and dance. This is a dance genre convention therefore this song goes with the genre convention. 

During this music video one of the edits is slow motion. In the beginning shot/establishing shot when both artists are outside the club getting out of their clubs, its in slow motion. This highlights and makes it clear to the audience that they have a wealthy lifestyle. This edit also draws attention to the setting and the cars in the shot. This shows the audience that the artists have a high life and are wealthy. Finally the edit shows the audience that Flo-Rida and David Guetta are the main characters in this video and that they are wealthy as they have expensive cars and Flo-Rida has money in his hand while he's getting out of the car. This shot shows a dance convention as its set out of a club.

In this video inside the club there are waiter who are wearing crop tops and have champagne bottles in their hands. These props are a part of mise en scene and these champagne bottles is iconography. This part of mise en scene show that Flo-Rida and David Guetta have a wealthy lifestyle and can afford expensive drinks.
Here the artist is once again showing their target audience how fun their wealthy lifestyle is. Also in the club the lighting is dark, with a light blue light in the background. This is a dance genre convention as it is set in a club and throughout the video there is dancing and the music is upbeat and has a catchy tune.

Another prop within this music video which is part of mise en scene is the jewellery and clothes Flo-Rida wears. In the scene when Flo Rida is inside the club he is wearing a gold chain, a gold watch and a gold bracelet. The costumes used in this music video show that the artist has an expensive lifestyle and has lots of money to spend on luxury products. Here the artist shows the audience how wealthy they are and what a good time they are having.

The third music video I analysed was a pop song by One Direction called 'What Makes You Beautiful'. The target audience for this song are teenagers from the age 10 year olds to late teenagers, however some people above and below teenage years may be the audience of this song too. Near the beginning of the music video there is a close up shot of Liam while he is sitting own an singing directly into the camera. The artist here are singing to the audience and are explaining the lyrics directly to their target audience. This relates to the artists target audience as the song is aimed at teenage girls and as this is One Directions first single, they are building a relationship with the audience.

Also during this music video there is a long shot where all of the boys within the band are unpacking their things from their car. Within this one shot the boys are playing with a football and playing their guitar. Here the artist are showing they are relaxed and are having fun, which is a pop genre convention. As this is One Directions first single, here they are showing their target audience that they are normal teenage boys. This is also a pop genre convention as it shows unity and how close the relationship of the band is.

A prop which is used during this music video is a sparkler. While one direction and the girls are at the camp site they are all playing with the sparklers. Here the artist is showing that they are having fun and are enjoying their life. This relates to their target audience as they may use sparklers too which show that they do similar things as the artist. This helps the audience and artist build a relationship as they do the same things and this shows that the artist is normal and does normal things. This shows the typical pop genre conventions as they are showing that they are happy and content with their lives. Another part of mise en scene during this music video was the setting; a beach. The music video is located at a beach - this shows that the artist is having fun and are relaxed and content with their lives- this is a pop genre convention. The environment shows the audience the representation of the artists friendship as a group.

After a close up of Harry there is a fade of One Direction running up a hill. Here the fade represents how the artist is relaxed and feels free and the beach and is flowing. This is a pop convention as the artist - One Direction feel happy and content and it could connote that their success is increasing - as the artist are running up a hill. This edit relates to the audience as it shows the artist are enjoying themselves and their lives - and their audience can relate to this as they are young and enjoying their lives too. Another edit within this music is when One Direction are running and jumping over a log and its in slow motion. The slow motion emphasis' that they're having fun and are enjoying their lives. The target audience can relate to this as they are young and are carefree and as can have fun and enjoy their lives. This is a pop genre convention as it shows they are happy and content with their lives.

In conclusion I have gathered that in hip hop, rap and r&b music videos they're more appropriate for teenagers and above as this age group are able to relate to the music and artist more, one the other hand pop music videos are more appropriate for children to teenagers as they're universal for all ages and children are more likely to be able to relate to these type of artists such as Justin Bieber and One Direction.