Codes and Conventions of Electropop music videos

Codes and Conventions of Electropop MV's

Conventions in Electropop music videos: 

• Fast-cut montages
• Narrative-based video
• Appears as modern and bright 
• Use of bright colours within the video
• Wide shots 
• Mid-shots 
• Close-ups 
• Original ideas - some electropop music videos have their own originality, and individuality from other music videos within the genre. 
• Brightly coloured lights

• Beats of the song often matched in the cuts and pacing of the song. 
• Relationship between the lyrics and the performance is uncommon and sometimes rarely used. 

Music videos: 

Zara Larsson's 'Lush Life' (2015) 

This music video is similar to 'One Kiss', with regards to its creativity and detail in the multitude of colours presented in the video, as well as the minimalism of each. 

Calvin Harris & Dua Lipa's 'One Kiss' (2018) 

This music video has a very nostalgic-filled retro concept, with the use of a 90s VHS style. 

Taylor Swift's 'Delicate' (2017) 

Taylor Swift's music video is also creative, through her unique dance moves but also the whole 'aesthetic' of the video. 

The music videos above demonstrate how each artist promote their originality within the electropop genre. Zara Larsson uses a lot of creativity in terms of editing and colour in her music video. Similarly, Calvin Harris uses nostalgia-filled editing to help accentuate the song, and is also different to typical electropop music videos. Taylor Swift's music video is also creative, through her unique dance moves but whole 'aesthetic' of the video. Each music video has its own aesthetic, but are all shown differently and contrast with each, in order to have that separation from typical conventions. 

Each of the music videos above have a relationship with the visuals and the beat/lyric, most prominently shown in Taylor Swift's 'Delicate', wherein each of her dance moves and actions match each of her verses in her songs. 'One Kiss', matches the tempo of the song to the edits and cuts in between them effectively, as well as 'Lush Life'. 

The typical conventions of the electro pop genre also feature Andrew Goodwin's music video theory, such as: relationships with the visuals and the beats/lyrics, more typically with the beat, with more cuts happening between the beat. There may be some, if any, voyeurism in electro pop music videos, but not to an extent. 

Via: https://www.slideshare.net/abbiehallam/conventions-of-electro-pop-genre

Via: https://www.mindmeister.com/1033126147/codes-and-conventions-of-an-electro-pop-music-video

Electropop bands: CHVRCHES & Owl City 

Marshmello & CHVRCHES' 'Here With Me' (2019) 

Owl City's 'Fireflies' (2009) 

CHVRCHES

Representation:

CHVRCHES are a band made up of 3 members deriving from Scotland, and have been producing music since 2011. They specialise in electropop, indie pop, indietronica, and synth-pop (one of their main genre's). 

Typically, within the bands videos, they often wear black coloured clothes that fit in within the electro pop genre, such as leather jackets for the singer, and casual t-shirts and matching trousers for the other remaining two members. This is typical of the genre, especially with regards to the leather jacket as this is often seen in electro pop genre's (e.g. The Black Eyed Peas). 

The band are shot from one angle, with the camera moving in and out towards the band. The band are shown for an equal duration of time alongside the visual narrative of their song, which cuts between the beats. The performance is very minimal, it features the main singer in the middle of the 2 members, and always singing, whilst the other members are on their musical instruments producing the sounds, and not much movement is seen from them asides from them bumping their heads to the beat. However, due to the style and creativity in which the music video is presented; their performance is enhanced.

There is no objectification or voyeurism in this music video.

Narrative 

The song 'The Mother We Share', is about a broken relationship between siblings, however, there's many different interpretations of the song's meaning. The plot of the narrative is abstract to an extent, but more or less conventional, as there's a relationship between the visuals and the lyrics, as the main actress is portrayed with sadness and despair, almost in a depressive state, whilst going about the world around her. 

Mise-en-scene 

The locations used for the narrative are a home setting, cafe, basketball court, roads, and a small shop.

In terms of the location for the actual performance seems to be within a dark, open space, with limited lighting. The performance begins with low-key, minimal lighting, before it changes to more bright, orange colours in the background, during the lead up to the chorus and the main chorus itself. At the very end, there's a sudden change in how everything is presented as lighting takes over, and effects are used, in order to present the last chorus. 

Iconography 

The band is known for having their own iconography, which shows their individuality from other bands within the genre. The performance of the band is typical of them, and can be seen in their other music videos such as 'Leave A Trace'.

The band wears dark, grunge-like outfits, in this music video, with similar lighting effects, as their 'The Mother We Share' video. 

Camera work, Editing, Effects 

In terms of the camera work, for the performance, it follows each of the band member's movements through tracking shots, before cutting to individual, medium close-up shots of each member. The editing matches alongside the beat/changes in the beat, which provides a flow and steady consistent manner in which the music video is portrayed. The opening shot begins with a silhouette of the members, before fading to show their selves. Silhouettes are furthermore shown later in the video, particularly during the shadow/overlay parts. Similarly, there's a lot of shadows portrayed throughout the performance, with helps show the band as a whole, and not just the main singer. There is also a lot of effects presented towards the end of the music video, which are lighting changes. 

Overlays of the band members altogether in a frame, with the main singer positioned in the centre of the camera, whilst the other 2 members are overlayed next to her, but they are portrayed as shadows. 

Owl City 

Representation:

Owl City is an electronic music project created in 2007 in America, by Adam Young. His major break-through within the mainstream was with the hit song 'Fireflies', in his debut album. Ever since, Owl City has recorded songs for various animated films, such as 'Wreck-It Ralph', 'The Croods' and 'Smurfs 2'. 

Via https://en.wikipedia.org/wiki/Owl_City

Typically, as with keeping up with the fashion at the time of 'Good Time' release, the clothing worn by Owl City in this video is a long sleeve shirt with collars, with a t-shirt underneath and beige trousers. However, this is not typical of Owl City themselves, as they change their clothing as per their songs, in order to fit in with its meaning. I.e. 'Good Time' features clothing usually worn for outdoors/going out, whilst his other outfit for 'Fireflies' is pyjamas, which fits in with the songs meaning of sleeping and missing out on adventures/opportunities. 

The band is shot from various angles within this music video, such as medium-close ups, two shots, over the shoulder, point of view shots, etc. The band are shown for an equal duration alongside the narrative, which they themselves are in, as well. The cuts between the narrative and the artist(s) are matched to the beat. 

There is minimal objectification within the video, as some of the women are wearing short denim shorts whilst the camera films them from behind. Similarly, the camera cuts to a high angle shot of their legs, before preceding to their behinds again. However, these shots are only for a few seconds. 

Narrative 

The narrative is typical and conventional of the songs lyrics, as it represents people gathering together to go camping and have fun, essentially a 'Good Time'. However, it is not typical or conventional of the electro pop genre, but vastly different. This may be partly due to the time period in which the song was released (2012).

Mise-en-scene

The locations used for the whole song is a street and woods/forest area. In terms of props usage, cars, slushy/smoothie machines, and equipment for camping are used. The music video begins with Carly Rae Jepsen leaning against a car, waiting for friends to come out, with high-key, natural, bright daylight lighting. This high-key lighting is used throughout the entire video, but switches to more low-key, nighttime lighting, at the very end. 

Iconography 

The band is also known to have their own iconography, as their music videos always feature their own performance within the narrative, where they become a part of the narrative. This can be seen in various of their music videos. 

Owl City & Aloe Blacc's 'Verge' (2015)

The outfits Owl City wears in their music videos is mostly casual wear, but they tend to wear outfits which fit in with the song's meanings; or what's 'trending' or current fashion styles at the time. 

Camera work, Editing, Effects

The camera work is simplistic and conventional, as it cuts between mid-shots of the various members enjoying themselves and partying, before cutting back to the singer(s) for around 2-4 seconds, shown from varying long shots and medium close-ups, as well as two-shots. The background members are shown throughout the video.