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Genre means a way of categorising media texts according to their similarities or shared features.

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David Duff quoted the definition of genre as the following - "Genre is a recurring type or category of text, as defined by structural and thematic criteria."

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When different features/ characteristics are shared among music videos they are considered to be conventions as they are genre specific and help the audience to recognise the style of music.

These features are used repeatedly across different texts within the same genre.

There are many elements that need to be consider when constructing a music video; as well as bearing in mind that the music genre itself plays a key role.

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Just by looking at this collection of images it is clear to pick up on the codes and conventions of the rock genre. They are commonly a band of 4 members who wear black clothes, have a performance style, the colour scheme is dark or put into black and white as well as having the location of a warehouse. This is a very simple example of how conventions are created within a genre and rock tends to be a genre which conforms in almost every music video. It is therefore an easily recognisable style of music and it appeals greatly to their target audience.

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The video below includes plenty of the codes and conventions for the rock genre including a performance based style, dark colouring both through lighting decisions and costume and most prevalence from the band.

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System of a Down's official music video for 'Chop Suey!'. Click to listen to System of a Down on Spotify: http://smarturl.it/SystemSpotify?IQid=SystemCS As featured on Toxicity.

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Genre is helpful to an audience because by recognising the conventions an expectation is built from those watching and those expectations should be met if the genre has been constructed efficiently.

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The producers need to engage their target audiences in order to be successful.

Genre helps them to market and promote the necessary materials to the demographic using the codes and conventions for the genre in question.

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The Lumineers have a clean cut image with an artistic approach to their live performance style videos and the look of the band is coordinated and complimenting of each other.

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The Lumineers - Ophelia (Official Music Video)

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We see a lot of stereotypical and conventional aspects within this rap video. Iconography is at an all time high in the rap and hip-hop industry as well as having elaborate settings, props and costume.

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Future - Mask Off (Official Music Video)

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In MGMT's video the audience get to see four minutes worth of comically weird and unconventional green screen usage. Part of the indie/ alternative genre is the band/ artists unique and creative approach to their videos which some audiences may find odd however the target audience really enjoy it purely for the fact that its DIFFERENT to most other videos who conform with codes and stick to what they're comfortable with. Indie pop has a whole new outlook on music videos and artists love to experiement with fun visuals, colours and shots.

In this video we see a huge mixture of graphics, a conconction of narrative and concept style, mismatched costume as well as topless men (which appears to be a reoccurring theme through indie videos which may be considered as a convention), medium and close up shots as well as an enormous amount of editing.

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MGMT - Time to Pretend (Official HD Video)

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Connan Mockasin is an amazing creator who makes abstract pieces to accompany his music. Conventionallly, he uses close ups and medium/ long shots which encapsulates the location/ setting the video is filmed in as well as focussing on his makeup and costume choices which heighten the unique touches and influences.

Like with other indie/ alternative pop videos it isn't focus on the artist as such its more to do with the creative aspect and expression of self - I believe that this is a key convention which I would like to apply to our piece. The lighting is natural as it is filmed outside, this is a convention for my chosen genre because most of the typical locations for filming are outdoors and only a small amount is filmed in a studio. This means that the control on lighting is reduced but this shows another skill in working with what is naturally supplied to the producers.

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Connan Mockasin - It's Choade My Dear (Official Video)

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Click here http://po.st/ConnanMockasin to subscribe to Connan Mockasin's channel and click here to download his new album "Caramel" : http://po.st/Caramel Download his debut album "Forever Dolphin Love" : http://po.st/FDL This Video was shot on location in the Hawkes Bay (Te Awanga Lagoon), by Sam Handley "We were continually attacked by an army of water rats which was life threatening and disruptive....

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How genre is relevant to / used in the promotion of music

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How genre is relevant to / used in the promotion of music

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Multimedia platforms are a significant aid to music promotion and some genres would appear more on some platforms than others. For example, a rock band are likely to be in a magazine such as Kerrang! as the audience for the particular genre already read that type of text.

Live performances are also an incredibly helpful way of promoting music which means that genres who would adopt the performance style in their music vides would be likely to host concerts or live performance/ appearances. These include indie, pop and rock.

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In Soft Hair's video there is the use of purple/ pink lighting with a silver foil background and costume which creates a fun atmosphere to the beginning of the video along with canted angles and handheld camerawork which cultivates a more immersive experience. The audience experience an almost intergalactic feeling as the foil and colour choices are abstract and give a space aura.

We also see the convention of random costume which, some would consider unordinary/ strange, but because of the genre and atmosphere in the video it fits together perfectly. There are also several medium close ups to show the artists and the extras faces in addition to some POV handheld footage nearing the end of the video.

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Soft Hair - Lying Has To Stop (Official Video)