GENERAL CONVENTIONS 2 Genre Characteristics

Goodwin

In my post on Goodwin's theory of music video I did an in-depth analysis of the music video to The 1975 - Robbers according to what he theorised encapsulated music video. He proposed the idea that every music video follows 6 conventions:

1. Music video demonstrates genre characteristics
2. Relationship between lyrics and visuals
3. Relationship between music and visuals (illustrative, amplifying or contradictory)
4. Demands of the record label requiring close-ups of the artist and/or recurring motifs
5. Frequent reference to a notion of looking, particularly voyeuristic treatment of the female body
6. Intertextual references

The core of his theory was that any music video would demonstrate genre characteristics, in the way of costume, colour, editing, performance footage etc.
Looking at a range of genre here are some of the characteristics I found:

• Electronic

1. Bright/neon colours, particularly in pastel, and against dark backgrounds
   
   
2. Fast paced editing
3. Slow-motion
4. Costume is often edgy or kinky (collars, chokers, leather, boots, heels, latex)

...

• Indie 

1.  Representation of the artist as ‘edgy’ (tattoos, drugs, working class backgrounds, boots, leather jacket, ripped jeans)
2. Natural locations are used for filming (a diner, streets, a hotel room), as these are cheaper and more accessible
3. Recreational drug and alcohol use, connotes a sense of rebelliousness, stereotypical of the indie genre
4.  Low-key or no lighting is used, music videos are often filmed in the day
5. Performance footage, showing the lead singers' skills as a showman
6. A look connoting individuality and uniqueness (e.g. long hair, quirky, often vintage clothing)

...