Research Task - Dance Music

Dance Music

What makes all of these music videos from the dance music genre?
The main thing that makes all of these videos part of the dance music genre is that the music is dynamically produced so it is natural and easy to dance to, even if it is the smallest move. Furthermore, this is emphasised in the videos as they all have people dancing in them encouraging people to do the same. Most dance genre music videos also use very simple dance moves so the audience can do the same moves. In addition to this the videos are full of bright colours and bright clothing, as well as recognisable brands. 

Explore how the artists are using representation to appeal to their target audience in these three videos by picking out key frames from the video to analyse.
All three videos are based around teenagers of all diversities doing something which everyone does - dance. This then appeals to their target audience as its the exact same people used in the videos. The videos are all set in urban locations to link to the hip hop, commercial style dance used in the videos appealing to the audience who will listen to and dance to these songs. Furthermore, the bright colours and outfits will also appeal to the target audience as they make it not only interesting to watch but the audience may aspire to look like them and wear what they're wearing. To achieve this, they also wear and promote well known brands such as Adidas throughout the videos. Furthermore, the camera is used to create fun and unusual shots to add to the party theme as seen in "cola". However, "sweet lovin'" and "17" do include people of different ages showing how the music can be embraced by all.




Sweet Lovin' - Sigala

 This video has bright colours and a youthful attitude to attract their target audience. Furthermore, it is set in and urban location. The walls are all bright, as well as their outfits, in addition to this, colour is following the main character on her roller-skates as she roller dances around spreading the joy so others dance around her. However, all sorts of people are included in this video and so it appeals to all. In the frame it shows the roller-skater skating past two people who afterwards begin to dance. 
17 - MK

This video is full of bright colours set on the urban streets. It starts with a surprise party, with people of all ages dancing to the music, showing its appeal to all. The video then follows a group of young people who dance in all locations wearing bright and branded (champion) clothing. There is a youthful party attitude throughout the video linking to the dance genre style of encouraging people to dance and have a good time. In the frame it shows two people dancing on the colourful urban streets whilst others watch behind them .

 Cola - CamelPhat & Elderbrook

 This video is full of not only bright colours but of fun effects and camera angles. This frame also perfectly shows the brand Adidas which is used for most of the clothing appealing to the target audience. The video is full of dancing with each person having multiple solos showing off their talents in aim to get the audience to do the same. It features people of all backgrounds brought together by dance promoting diversity and acceptance. It is in a less urban area but the hip hop commercial fusion dance promotes this urban style. 

 In many dance genre videos, the artist themselves is not featured, shown in these 3 videos as none of the artists is featured in the videos. 

What other music videos could you find from the same genre? Outline two and explain why you think they are termed dance.

 Breathe - Jax Jones ft. Ina Wroldsen (2018)

 This is of the dance music genre as the whole video is two people dancing in various locations; many of which are deemed as urban such as the street and the bridge. Furthermore, the two dancers do not only wear bright clothes 
but are promoting various well known brands such as Nike,
Adidas and Supreme. In addition to this, neither artist is featured in this video with the focus being completely on the dance and its story. The dance itself is more of a commercial contemporary fusion.
Policeman - Eva Simons ft. Konshens (2015)

 This is of the dance music genre as the video is based around dancing just as the song is. However, this video features the artist unlike the other 4. It is full of bright colours as shown in the frames chosen. Furthermore it promotes the 
brand Moschino as seen in the first frame. The dance is hip hop commercial which links to the setting of urban areas. It appeals the usual target audience through the dance, costume and set whilst celebrating the diversity of the dancers and the party like atmosphere. 





Comments

Post a Comment

Popular posts from this blog

Statement of Intent draft

Statement of Intent: Website: I will follow to the typical conventions of a DJ’s website: main visual image covering the homepage of which I will use festival type images and images promoting new music to promote the artist as having a good time. links to the social media  a shop  tour dates Furthermore, I will use the artist’s logo throughout all the pages to ensure constant promotion of the artist. Industry: This will appeal to the Universal Music Group as it follows the conventions of its other artist’s websites. Audience: I will ensure that my artist appeals to the 16-25 age group in the AB demographic as the bright colours and festival themes used in the website will attract the audience and keep them interested as that age group are interested in festivals and concerts etc.  Representation: Through my website, my artist will be represented as fun-loving yet not star like, promoting them to be someone you could walk past in the street...
Read more

Just.

Image
I chose the name 'Just.' as it is short and snappy, whilst also appealing to the 16-25 ABC demographic. It is also a synonym for fair, emphasising the fair-trade element. My slogan 'Be Fair.' was chosen for the same reason. For my photoshoot I am going to use a factory setting as the location as it shows the working conditions of those involved in fair-trade. I will be using both a female and male model of 16-17 years age to appeal to the audience. For my adverts I hope to follow original conventions of billboard posters, having the logo and slogan across the image. My advert will link to the brief by using the location of a factory to incorporate fair-trade values. The factory resembles the working conditions of the fair-trade workers, as I will edit the factory to be dark and dirty. By doing this, it is the focal point of the advert clearly meeting the brief. The name of my brand is 'Just.', a synonym for fair emphasising the fair-trade focal point. Fur...
Read more

Evaluate my initial footage

Image
Framing - comment on the framing of your shot in comparison to the original. Could it be improved? Why do you think the professional shot is so successful? In the initial shot the camera man uses a tripod to create a steady and well organised image where by the three by three rule can be applied, with the subject of the image filling at least  two of the possible nine squares. We could not recreate this perfectly due to the lack of equipment that we had on hand. In the shot we tried to frame it exactly thereby following the three by three rule of cinematography, which hence creates a professional, aesthetic shot. Lighting - does your lighting work. What kind of set up have you tried to use or did you rely on ambient lighting? Why do you think the professional shoot used the lighting it has? In our recreational sot we could not create the intimate and dark lighting in the original shot. This is due to the lack of natural lighting...
Read more