Conventions Of Music Videos

The Use Of Props, Settings And Colours

Loose by S1mba feat KSI

https://www.youtube.com/watch?v=jZH3K2KHzfk

The song has a relaxed, summer feeling to it, so music video matches it. The setting of the music video is a mansion, showing connotations of wealthiness, which the viewer would not be surprised by this because of S1mba wearing chains and watches and expensive designer clothes throughout the video, so they would naturally assume he can afford it. One shot of the video shows S1mba and KSI standing next each other at the party. S1mba is wearing a red shirt which is a convention of grime/rap music videos, that they use bright colours to stick out and Loose falls into the category of rap/grime. However the chorus of the song conveys the idea that the song is R&B, making the song a fusion of the two genres. The music video also follows the conventions of R&B because it is set at a house and R&B are typically set in houses, perhaps to allow the audience to be immersed into the video because they can relate to the setting. Furthermore there are more conventions of rap/grime in the video because they're loads of women in women with revealing clothing in the background. The video is filmed with sunny weather with both artists wearing t-shirts and shorts, which are normally associated with warm weather and the summer, which matches the the tone and vibe of the song.

Costumes And Makeup

Magic by Katy Perry feat Juicy J

https://www.youtube.com/watch?v=0KSOMA3QBU0

Katy Perry is dressed up like a pharaoh or egyptian goddess in the video to convey the idea that she is dominant, which transgresses stereotypes and allows the music video to communicate a feminist message. For example, Perry is wearing gold necklaces and bracelets. Gold connotes wealth and prestige, which could be a reference to how she is literally royalty in the video or how she is respected and praised like how she has servants and people are afraid of her. The themes of Perry being powerful maybe a subtle attempt to create more female empowerment. Furthermore, Perry and also the extras have colourful face paint. For example all of her servants are blue which creates a unrealistic and light hearted tone. In other words the colour of the video juxtaposes the narrative of the video. More specifically the narrative depicts Perry as cruel and tyrannical, willing to destroy someone due to a simple mistake (e.g. running out of water). This would give the music video a dark tone if the visuals were darker or even had more negative colours like red or green, however the video is surrounded in bright colours and lighting. This highlights how costumes, colours and lighting can change the entire themes of the music video.



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