Essay - 1B - Applying a key concept to your production

Analyse one of your coursework productions in relation to genre

In this essay I will be discussing how the concept of genre is applied to my A2 music video, and what theories and conventions are used to portray the genre I am aiming to reproduce. My A2 production was a music video based around the song 'Save the World (tonight)' by Swedish House Mafia, which is primarily part of the dance genre which a sub-genre of pop. Throughout this essay I will discuss how specific theorists and their ideas relate to my product, and the examples that exist to help reaffirm these ideas and beliefs.

A key theoretic idea that can be applied to my music video is the idea proposed by Barry Keith Grant. Grant proposed the idea that 'Certain characteristics exist to give genre' and that sub-genres exist in most media products. For example, my music video has a strong underlying sense of pop conventions through the incorporation of typical pop techniques while challenging that of typical dance music. The focus of lyrics during my video, tied with the close relation of lyrics to on-screen action, helped create the link of a sub-genre exist within my product; as lyrics are normally centre to a typical pop music video. The challenging of the typical idea that dance music must incorporate quick, short shots throughout also aids in creating the genre of my video and its existence of a sub-genre; as my video uses a range of fast and slow shots, tying quite closely with the lyrics present in the song. Meat-shots used to lip-sync the singing of lyrics is also a convention linked with pop music and little dance, so the use of this throughout my video strengthen the fact that my product has a 'bridge' of two genres, creating a merge that is recognisable to both pop and dance enthusiasts. These examples highlight Grant's ideas, proposing that conventions and elements of a music video help define what the genre is; and through the cooperation or challenging of these the overall genre is created for the audience.

Jason Mittell's idea is also present within my music video. Mittell proposed the idea that 'Producers use genre and conventions to appeal to their audience', suggesting that through common elements associated to a genre a video is appealing to its target audience. A clear showing of this is the use of fast, short clips used during my video, especially during the chorus and live singing scene. These use of fast-paced clips links to the typical dance genre convention that the visual representation should match that of the 'beats-per-minute' of the music; creating an overall energetic tone. Another example is the persistent use of thought beats, which many argue is a must during any dance music video. I used this especially at the the start of my video, clearly creating that link to dance music that would instantly appeal to that of a dance music fan. The use of thought beats also ties with the dance genre through the mass use of individual shots, which is stereotypical of a dance genre as many wish to keep a high pace throughout the video (ie. Call on me). However, the challenging of Mittell's idea also helps define the genre and sub-genre of my product, with a clear example being the fact that thought beats are not totally persistent throughout my video, being broken up by narrative-driven long shots. This reaffirms the pop sub-genre while also adding an interesting twist on a typical dance genre video. Mittell's ideas however were correct as they were used to show a clear link to the genre, as stereotypical conventions are clearly portrayed.

The idea that 'Texts are used to personal needs', proposed by Denis McQuail, can also heavily relate to the genre of my music video. McQuail's idea gives the impression that genre can link to the personal identity of it's audience, and be used for entertainment and escapism from reality. The fact that the main character of my music video was a college teenager closely links to the typical age of a dance music fan, which can effect the audience as many see this fictional role as something that they can relate to personally. Thus leading many to put themselves in the same position as the character. Escapism also links with the genre conventions of my music video, with dance music typically being surreal and unrealistic. As a typical dance genre audience can relate to the narrative of the music video many may again use this to link with their personal life and ideas, with many teenagers probably daydreaming in class about surreal and unrealistic ideas. McQuail's idea can also boil down to simple entertainment purposes, with a dance/pop audience simply being interested and enjoying the music video; especially with the surreal elements that link with the genre. McQuail's idea primarily suggesting the idea that dance genre fans find appeal in my music video through typical conventions that match personal needs of the audience, such as an unrealistic escape (super hero) or ability to tie day-to-day routines in real-life (college/clubbing).

The idea proposed by Nicholas Abercrombie of 'Boundaries between genres shifting and merging' can also link largely with my music video and its dance genre. This is clearly shown in my video by the merge of dance elements and conventions with those normally associated with pop, which has grown in recent years throughout the music industry. For example, the dance convention of using thought-beats in my video is tied with the linking of real musical instruments, challenging the typical dance stereotypes by incorporating over genre elements. This creating more appeal and uniqueness to my product. Another example of this is the strong narration, which is largely a pop element, being so prominent in my video. This challenging the typical idea of using typical dance genre conventions, and strengthening Abercrombie's idea that genre's are merging, with borders being blurred and broken. Abercrombie's idea helps the cement the idea of a sub-genre being prominent throughout my video, which I understood and embraced during it's creation to incorporate unique ideas and appeal to a expanding dance genre audience.

Lastly, David Bordwell's idea of 'Any theme appearing in any genre' can also be applied. Bordwell suggests the idea that although a genre may exist, and range of themes may be included under this category to create appeal and individuality throughout the dance genre. For example, my music video challenged the typical dance idea of 'having a good time', instead adopting the idea of a narrative-driven video instead, embracing the use of a story theme. Personal identity also comes as a theme in my product, as the clear ability to link real-life with the elements of the video, such as studying, is clear in my product; breaking away from past typical dance ideas that the video must be obscure and of no relation to the audience lives, breaking away from the idea that surrealism must exist under this dance genre. The theme of distress also clearly incorporates with the entrenched narrative, such as the fighting crime and preventing injury scenes, creating sub-elements under the broad dance genre. Bordwell's idea presents the theory that although genre does exist, elements within it create the individuality of dance music video's and break away from the typical stereotypes.