Genre

Genre will play a huge part in the planning and production of our music video. We will have to think about what fits within the codes and convention of our genre and what challenges it well. We can do this by looking at existing music videos and analysing how they have challenged and stuck to the conventions of the genre and thinking about whether it would work in the video we plan to create.

Rick Altmans take on genre was that media text fit into specific genre whether it is with music, film, radio, web pages or any other form of media. For example, music can be classified as Hip-Hop, R&B, Pop, Classical, jazz etc. Film can be classified as horror, comedy, science-fiction, fantasy etc. This then means that genre is restricted to the set conventions of the genre where there is no room for hybrid genres. This is when a genre challenges the codes and conventions by adding bits of other genres such as a Romantic Comedy film.

Richard Maltby disagreed with this saying that the success of Hollywood relies on predictable elements of a genre with variation. It suggests that to follow the codes specifically to the conventions would bore the viewer and not be as entertaining. Following this advise would be very good for our project as the song we have chosen has hints of a sub-genre.

Jon Friske said that a genre will contain the main characteristics of its genre but will also include some from others and to but each genre in a category would only be possible by deciding which aspects are most important.

I think Jon Friske and Richard Maltby both have theories which would help in the production of our music video. Taking into consideration the song we have chosen, I think it necessary that we research into adding aspects of other genres (mainly R&B) into our video. This will also ensure that we do not bore the audience by giving them a video the same as many others.