Analysis Of Music Genres

Music videos are used in order to attract the specific target audience of the music and the genre that it belongs too. A music video is used to give an insight into the artist as well as the image that they want to portray to their fans. It allows the fans to feel as if they know the artist personally and to build a relationship (of sort) with them. 

Different genres appeal to audience in different ways as they have to follow specific conventions which are individual to each genre. Drake 'Over' falls under the genre of Rap and follows many of the conventions that is attached to it. For example in the video girls are objectified as sexual objects. This convention is shown by the woman wearing just underwear and dancing in the background of the video. It suggests that she is some kind of lust that is present in his life. It could also reflect another convention of the R&B genre as the artist usually writes lyrics that tells a story about their life, and this could be showing that he is surrounded by women due to being famous.

Many R&B videos present the artist as being wealthy and a source of envy for the fans. This is highlighted in Drakes video through him wearing a new costume in each scene. It shows that he is conscious of his image and how it influences the persona that is portrayed to the audience. It creates him as being inaccessible to the audience as not everyone would be able to afford the clothes that he is shown wearing the video which also follows the theory of Goodwin. The clothing choice throughout the video is of high significance as each costume is chosen to represent different ideas. For example at the beginning of the video Drake is wearing white which hold angelic and pure connotations.This could have been used to show his more vulnerable side which is also reflected through the lyrics at the beginning of the song (example of lyrics). The dark background however contradicts this and reflects the idea that although Drake has come across as innocent in the white clothing, there might be hidden secrets and more that meets the eye to his journey and story (that is being rapped about). In one of the following scenes he wears red which holds the connotations of warning and danger which also shows that there could be a side of his personality that is hidden. The juxtaposition of white and red sends mixed signals to the audience and follows dyers theory as Drake creates himself as being accessible but also inaccessible through the hidden connotations.

The chosen setting of a bedroom allows the audience to relate to the video and therefore makes it more accessible. This allows Drake to connect to the audience and makes is easier for the audience to create a connection with the artist. Throughout the entirety of the video Drake changed location on the screen. He begins in the centre of the camera which allows him to dominate the room which allows the audience to identify him as an important person. In other scenes of the video Drake changes positions to the left hand side of the screen to make room for other aspects to take the audiences focus. These aspects are shown through special effects to show his journey, e.g. Cars and people moving busily in the background.This allows the audience to be given an insight into other parts of his life and shows that perhaps Drake feels unimportant in comparison to his lifestyle and also gives the impression that his lifestyle is what he is known for in the public eye. This is also paired with dark lighting that creates a sense of mystery and keeps the audience guessing, encouraging the audience to want to find out more. However, Drake is moving in real time whereas the special effects are moving at a faster pace. This helps to show that time is passing but Drake is staying the same, this could be showing an insight into the facts that although things are changing Drake remains unchanged. Goodwin's theory could also be applied here as it creates a link between the lyrics and visuals. Drake says 'I know way too many people here right now that i didn't know last year' which is accompanied by the vast amount of people in the background behind him.

The cinematography within the video is used throughout to show different sides of the artist. Drake is shown in a low angle shot to show him as being powerful and presents him as the focus of video which highlights his importance. There is also a high angle of Rita Ora which represents her as being of a lower importance than Drake and portrays her as being innocent. This is also an R&B genre characteristic as there is some kind of love interest shown within the video. It also provides the video with another layer of mystery as the importance of her being there is unclear and a love triangle is hinted (with the dancing girl in the background, Drake and Rita Ora.) This could also show that his priorities may be confused and leaves the audience guessing.

Flo Rida ft Davis Guetta

An establishing shot is used at the beginning of the video to show the artist entering the club. This allows the audience to focus on the iconography that is presented through the use of expensive brands. For example a gold Lamborghini is parked outside of the club when Flo Rida is shown entering. This has been used to represent Flo Rida as being wealthy and to show his extravagant life style. Other products such as champagne and large amounts of gold jewellery are also shown in the video to reinforce the idea that money is not an object for the artist. Flo Rida also throws a large amount of money in the air to also give this impression to the audience. All of these aspects are used to lead the audience to want to aspire to have the lifestyle that he has and creates the artist as being superior. 

The video is set in a club which is a connotation of the dance music genre. This will appeal to the target audience as they will be able to relate to the setting and therefore make them feel as if they are with the artists and a part of the video. Within the video it also shows an empty street to connote the idea that everyone is enjoying themselves in the club with the artist and boosts their reputation as it gives the impression that the club is the place to be and that it is a big event because Flo Rida is there. These visuals also link with the lyrics 'the club cant handle me right now' within the song and therefore follows Goodwins theory.

Throughout the video Flo Rida is given the main focus. This is achieved through the use of the costumes of the artist as well as the surrounding people. Flo Rida wears a red jacket which draws the attention of the audience on to him and makes him stand out against the other people in the club. This is contrasted with the plain colours that the dancers are wearing, predominantly black and white. The emphasis of Flo Rida is also achieved through his placement within the scene. When the artist is in the club he is placed on a pedistool high above the surrounding crowds in a low angle shot in the middle of the camera. This gives the impression that he is of higher importance than the other people present within the video and allows him the stand out and continue to be the center focus. It presents the artist as being popular as well as presenting his party lifestyle to make the viewers believe that he is someone to aspire to be.