Genre Theory

The main types  of genres best-known are as following:

• Genre: This is the genre that everyone can usually identify within seconds. For example when someone says Marc Anthony the first thing I think of is Salsa. This is because salsa is a genre of music and Marc Anthony is one of the legends within the genre.

• Sub-genre:  Sub-genre is a specific categorie that allows audiences to identify it through the use of similar and recognisable features from a genre. For example romantic salsa is a sub genre of salsa as the beat or the instruments used are a like.

• Hybrid genre: This is a merge of different elements within from two genres. An example of this  is Aviccii's 'Wake Me Up’ has elements of Country and Dance music.

Repetition and Differences Theory:

This theory states that products of the same genre use repetition and use similar elements however, they are changes to conform to the individual song, artist and song lyrics. This is benefited or enjoyed by customers as it allows them to know what to see or expect in a music video however, they enjoy seeing it used in different ways. For example in the artist 50 cent- 21 questions ft Nate Dogg we see money, drugs, girls, jail cells and expensive jewellery worn by the artist. Within the first minute of the music video. The plot of the music video was related to the lyrics and we see at the end that it was all a quick flash  of what could happen to their relationship. The use of drugs, a jail cell and money was all used to set the theme of something wrong being done and so 50 cent is seen going to jail.

In the music video of Hold you down by DJ Khaled and Chris Brown on the time code of 4:33 to 5:10 we see money being used as a form of reward towards a female. Money is one of the conventions often seen in the rap genre but as said it is used for different situations. We saw that money represented something bad in 50 cent- 21 question ft Nate Dogg music video but it's used in a positive was in Hold you down by DJ Khaled and Chris Brown music video. As my song is of a pop genre I will be sure to use guitars, casual/ fancy costumes and a mixture of genders such as males and females to enhance the point of romance as that is a typical thing to see in a pop genre music video.


Genre as a System Theory:

A theorist named Neal believed that 'a system of orientations, expectations and conventions circulated between industry, text and subject'. This simple means that an industry such as the Cash Money record label are known for producing a lot of rap music. I say this because it has become an expectation of mine to see money in their music video as this related back to the name of the company 'Cash Money'. The conventions always seen here is money which I always see in their texts which relates back to the industry of rap.


Genre Themes:

David Bordwell said that 'In a music video any theme may appear in any genre'. Taking the example of Eminem- Without me we see the theme of a comic strip to enhance the point of rebellion and heroism. From start till the end of the music video we Eminem dressed up as a hero but rapping about 'controversy'. I plan to stick to the conventions of a pop music video within mine.