Similar to formal conventions, genre conventions are codes and conventions in which music videos follow in order to represent the genre of the video. Once again there are four elements in consideration when analysing these conventions. The genre I am analysing is Pop, more specifically pop rock. Pop rock can be defined as a softer and slower form of rock, others would just say it is a sub-genre of pop. In order to determine the conventions of pop rock music videos I will analyse a handful of videos and compare and contrast between them.
Avril Lavigne- "Complicated"
Avril Lavigne is a relevantly famous pop rock artist. Early in her career she insisted she was a punk/rock artist using her videos to represent the genre. For example, her fist video 'Complicated' was filmed in a skate park where subculture groups such as 'skaters' and 'punks' socialised. This shows that mis en scene is vital in terms of representation of genre. Narrative is also an important aspect of genre conventions, for example Lavigne and her band are seen part taking in anti social behaviour such as "crashing the mall" therefore, portraying themselves as 'rebels'. There are certain themes in which music video narratives are based upon (e.g love, rebellion, journey) and the rock/punk genre is most affiliated with the rebellion theme. Lavigne's costume which consists of trainers, combat pants, and a plain vest worn with her trademark 'men's tie' is a stereotypical outfit seen on punks and skaters.
Avril Lavigne- "Girlfriend"
More recently, Lavigne has made the transition into a full fledged 'Popstar' which could be received negatively by Lavigne's fans and label her as 'sell out'. However, Lavigne has not completely abandoned her roots case in point, her 'Girlfriend' video. In this video, Lavigne is a blonde which is a stereotypical image for female pop star's (Lady Gaga, Britney Spears, Madonna). However, Lavigne has not fully conformed to 'the Look' and has broken the mould by having bright pink streaks in her hair. Unnatural hair colours have been very common among punks since the 70's and Lavigne has used it to express herself and reassure her punk fans. Like the 'Complicated' video, the narrative of 'Girlfriend' has elements of rebellion as well as love. In the video, the protagonist is a punk/emo girl who is looking to get the boy she wants by antagonising his current girlfriend. Other similarities include a performance with her band which is convention followed by other genre as well as pop rock for example, indie, rock and heavy metal.
SummaryHaving analysed two of Lavigne's videos both in different styles I have cincluded that Lavigne represents her pop/punk image through her mis en scene and costumes. For example, in 'Girlfriend' there is a large pink skull as the backdrop for the band performance. Semiotics would imply that the skull is represents the pop punk genre and the pink symbolises her transition into pink. Long shots are used to show the band performance and close ups are used when the artist is singing by herself. Close ups are also used in synch with the guitar rifts of the song. I have also noticed that in Lavigne's videos the close ups are shot at a high angle which suggests she has her own individual style and follows her own conventions. The edits are very fast highlighting the fast pace of the song.
Pink - "So What"
Pink is another pop rock artist and is one of the very few whom has adapted her own style to her music videos. For example, the majority of Pink's videos are comedic and humorous such as, 'So What'. This video was released after Pink's divorce from her husband and it shows the aftermath of the break up. Genre is represented through the band performance at the end which is conventional in all pop/rock videos. Like 'Girlfriend' and 'Complicated', 'So What' also has a theme of rebellion within in the narrative. Pink can be seen antagonizing a newly married couple, starting fights, and the ever-so-clichéd 'wrecking a guitar' (symbolic to rock stars). Similarly to Lavigne, Pink's image also represents the rock genre for example, her short, bleached blonde, pixie crop takes you back to the mid sixties where Mod rockers ruled. Close ups are used when singing and a two shot is used to represent the narrative which is about Pink and her husband. The mis en scene in this video has been used more to develop the narrative rather than convey the genre. For example, Lavigne's costume in both of her videos were stereotypical to the genre whereas, Pink's clothes do not imply any genre. However, the band performance at the end reinforces the pop rock genre.
Pink- "Just Give Me A Reason"
This song also falls under the pop rock genre however, the video does not openly represent a set genre. By deconstructing the video and exploring the semiotics of this video you will be able to determine a genre for this video. Firstly, the narrative is based on the theme of love. Cinematography is used to convey this theme by showing Pink and her husband in a two shot which signifies their unity. Mid shots and close ups can be seen throughout the video when Pink is singing. This is a convention which almost all music videos follow. A direct address is made with the audience which also very conventional in all music videos. In terms of mis en scene, the set and location are whimsical. Some scenes are filmed in a studio with a plain white backdrop which is conventional in most pop videos.
Summary
Having evaluated different pop rock videos I have found certain genre conventions which all videos follow. Firstly, majority of pop rock videos have a performance with the band, this is the most commonly used convention and the most recognisable way to convey genre.
As mentioned in my 'Conventions of Form' analysis, codes and conventions are not a set of rules therefore, artists and directors do not have to conform to such conventions.
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