Analysis of Genres (Dance, Rap, Pop)

Club Can't Handle Me - FloRida (Dance) 

At the start of the video, we are introduced to Flo-rida and he uses cinematography by using money as a prop which he throws into the air; this shows how he is promoting the materialistic lifestyle which fits to the conventional dance video as it is making clubbing look glamourous and that is the demographic that they trying to attract. The whole idea of the video is to attract and appeal to its audience of young people who are likely to go clubbing and this technique is relivant because it lives up to its expectections of a more exclusive club.

Throughout the video their is a high usage of strobe lights, especially in the scenes which are set in the club. The lights connote the wild and lively lifestyle which flo rida is encouraging to his fans of his music. Because his fans idolise him, they want to live like him and do what he loves which promotes the use of the extreme partying lifestyle.

Their is a high angle shot that is featured when flor-rida is partying which is to cause impact for the viewer, and make the audience feel as though their looking down onto the scene. Since the shot is quite wide it helps the audience to witness more of the scene and feel as though they could be a part of what's going on in the video. Throughout the video their are various close ups of flo-rida's face which helps to connects the viewer with him and helps to interact with the audience which is crucual when appealing to fans. He uses to the best of his advantage as he points at the camera which would appeal to his female fans as they will feel as though he is aiming the song directly to them.

A split screen is used to represent and show the audience how the life in the club is radiating everywhere, and makes the audience feel involved with the artists party and also it shows how outside is lifeless whereas the party inside has everyone involved and having the time of their lives.

Green screen is used to show Flo-rida above the crowd and infront of a big city, this could be used to show his power and authority over the crowd which could also lead to suggest that he is the reason that the crowd are looking up to and adoring his esteem like he is an iconic figure for his fans.

Throughout the video he keeps to his targeted theme of music; throughout he shows people having a good time through dancing, drinking ext. and the wild party lifestyle which shows the character that Flo-rida will like to show his demographic and that is that he is a vibrant and likes to ooze this wild and adventurous which is very clear in the video and he is the perfect example of how to make a conventional dance video.

At the end of the video the video fades of people dancing and having fun in the club, which makes it clear to the viewer that the party is carrying on even though the music has finished. Which adds to Flo-rida's party/wild persona which his fans appreciate and he has lived up to the expectations of a conventional dance video.

Over - Drake (Rap)
We are introduced to Drakes 'over' music video with a low angled shot of the artist sitting on a bed; the low angle shot suggests that the audience is looking up to Drake and are less inferior then him as we are lower then him as if he is in control. The camera shot is shown to be a long shot, which really does help to some up Drakes image as we know what the up coming artist will be showing in his future videos.

An extreme close up into Drake's face follows this, which helps to interact and help his fans get familar with the star and can then know and engage with the rapper, which is key for up and coming artists to reach out for fans. Rappers especially wish to involve close ups in their videos as showing emotion is critical to get the audience to really believe and connect with the lyrics.

Some of lyrics in the song appear over the video which I feel really shows Drakes need for us to have a deeper understanding into what he is going through and some what emphasise with his hurt over a girl. The font and speed of the writing really grabs the viewers attention and causes impact to drakes emotions as they are as hard hitting to what he is feeling and he wants us to experience this heart ache with him, which is easy for most of us to relate to.

Following the idea of Goodwins theory, Drake shows some stereotypical footage which would be expected in a R&B/rap music video. One of which would be of a very provocative woman who is seen to be suggestively rubbing herself up against the wall in very little clothing, and also a 2nd woman who seems a lot more demure in her choice of clothing is seen flirting and making eyes with the camera which could be seen as flashbacks of his memories. This could connotate Drakes outlook of the woman who broke his heart and is trying to put the viewer in a similar situation to what she did to him.

Also by showing two different types of women, he is really targeting both female and male fans as men would generally be more enticed to the provocatively dressed lady, whereas women would prefer to look up to the more demure lady.

Only two different scenes seem to be seen in the video, one of which is in his bedroom and the other is on what it seems as a green screen to show Drake and his love interest. Even though the video has a very basic and natural vibe to it, it still feels effective and overall gets across what Drake had set out to do and that was to get the viewer engaged with his lyrics not the image.

The video is shown to be low budget and basic but I feel as though Drake has done this on purpose to show that he doesnt want the materialistic side of R&B like showing flashy cars and an expensive lifestyle to not be the main focus of the video. Instead really wants his viewers/fans to listen to his music and not get caught up in busy storylines and just feel his brutal words.

What Makes You Beautiful - One Direction (Pop)