3 popular music genres are the most identifiable with using iconic visual imagery which audiences can immediately identify with that genre:
POP; ROCK; INDIE
the conventions of these genres come together within a final music video, combining all elements of iconography to create a visually creative piece of work which is easily identified by audiences and a representation of that genre. Typically ICONOGRAPHY is associated with Mise-En-Scene, costumes, locations, lighting and props etc.
COLOUR PALETTE:
Genres can be instantly recognizable by its use of colour pallet or the scheme of colours used throughout the album artwork and music video. Below are three examples of typical colour pallets for each genre. The first bright candy coloured extract is clearly from a pop video, as it uses a bright colour scheme to suggest fun and create excitement. It also suggests the music is upbeat and quirky and is not to be taken seriously, just like the bold striking colour pallet is used to suggest something that is out of this world and to make audiences want this fun quirky lifestyle. Typical colours of the pop genre include, pinks and blues. A feminine colour pallet is used as the majority of pop artists are females trying to appeal to a young female market.
The second extract is clearly from a rock band due to its dark colour scheme, usually a visual effect is used to distort the colours on screen through editing or dark lighting is used. Red and blacks are used throughout the genre to suggest something scary and quite frightening as rock bands use heavy and daunting music, that is loud and expressive. The colour pallet is also a reflection of the narrative typically used in rock music, as it focuses on emotionally dark story lines. Typical colours used throughout the rock genre are blacks, to hide and isolate characters and suggest something sinister, reds, as it connotates anger and blood, typical aspects of a rock narrative and other darker shades of purple and grey.
The final extract is from an indie bands music video, as it uses natural tones which connotate something quite average, which means audiences can identify more with indie music, narratives within indie music often surround themes of love or everyday circumstances, making it even more identifiable. The colour scheme is also deliberately used as indie artists typically write their own music and have a love for music, it is typically non edited much like the use of natural tones rather than popping colours. Typical colours used are often lighter tones of browns, oranges and greens as they are typically associated with nature, the majority of indie music videos tend to use a sepia effect to create this rustic image.
COSTUME:
Costume varies from genre to genre and each genre has its own typical conventions when it comes to costumes. The first extract is again from the pop genre. The costume is quirky and colourful, matching the colour pallet and giving a clear representation of the upbeat and playful music that is associated with pop. The costume also connotates a voyeuristic image of women, as a lot of skin is on show, trying to suggest the artist is sexy and flirtatious, a typical representation of female artists within the genre.
The Rock Genre uses a similar costume to the Indie genre, as both wear simplistic outfits, representing their sound. Although artists within the rock genre are typically known for long hair, leather and logo tee's, this matches the dark colour scheme used throughout their videos, whereas the indie genre wears much more muted clothing, matching their simple colour palette. This is shown by the third extract as the artists wear simple hoodies and everyday clothing. This is representative of their simple sound and the market they try to appeal to. Simple costumes mean artists are more identifiable with. Both typically in the rock and indie genre, an instrument is typically part of costume to show that artists write and perform their own music. The use of basic clothing means artists appear much more laid back, and are more interested in the music they're creating rather than the image. Simple costumes also mean that audiences can identify with them as being normal people. Whereas the extravagant costumes used within pop are hard to associate with the ordinary.
Whereas within the rock genre, very typically only one location is used, with the exception of cross cutting in order to follow a narrative. Typically rock music videos will focus around a bands live performance, modern rock bands use a similar technique in their music videos, however have used locations such as living rooms or garages to give a twist to their live performances. This is to show them as performers, as rock artists have a passion for the music and care about stage presence, the effect their music has on fans. Using live performances also show screaming fans, suggesting band members are loved and idolized, however live performances imply it is for the love of their music, suggesting they are great musicians, rather than their image as suggested by pop videos. The use of a live performance also means instruments are seen being played, so what is heard links to the visuals and the video centers around the band and is showing and advertising the band as a group so their faces become recognizable.
LOCATION & Props:
Pop videos tend to use extravagant locations that are unrealistic to create something bright and fun to watch, for example a bright cartoon like house used in Lily Allan's "Alfie" video. The use of extravagant sets suggests something upbeat and quirky, much like the sound of pop music and amplifies what the lyrics are saying, again the use of strong visuals which link very well to the lyrics in "Alfie" is a good example of this. It also catches the eye of their specific target audience, making them want the candy coloured made up world and life. Sets in pop music are generally very busy, cluttered with crazy props and quirky costumes, they also need to cater for dance choreography which is very popular within pop music.
The indie genre uses much more simpler and varied locations compared to other genres (whether this be the low budget indie artists have to work with sometimes, I have no idea!) Typically locations are sought out, rather than created like in POP music, as an audience we expect to see locations which are close to nature, fitting in with conventional colour pallets used within indie videos or that audience members can identify with, such as beaches, wooded areas, cities and fields. Having locations which are identified by audiences mean they can relate more to the artist, and songs and videos are on a more personal level, whereas in rock, band members are made to be worshiped on stage and in pop, artists are idolized for their fantasy life. These types of locations are also used as they fit in with the narrative, typically about heart ache or situations the average person may have faced, as it would make no sense for ordinary situations to happen in a candy coloured dream world. These types of locations are also large and the artists appear isolated by their problems, much how normal people feel, they can also represent the emotions which artists feel and connotate feelings of thought, as artists are typically trying to overcome an obstacle in the indie genre.
CAMERAWORK!
Although a small part of iconography, the shot type and choice of camera work can hint towards what genre the video comes from. For example, within the Pop genre lots of close-up shots are used to focus on the artist, specifically with female artists close-ups are used to sexualize females, attracting male audiences, but also to make female audiences idolize the artists glamorous and sexy image. Shots are also very short and abrupt in pop music, usually to match the beat of the music, this creates an entertaining video overall, shot, costume and location changes keep audiences intrigued.
Conventions of camerawork used within the rock genre is much different, low angle shots are used during live performances, this gives the effect that its from the point of view of the audiences, making the viewer feel part of the video. Low angle shots can also make the artist look intimidating, which loud rock music can sometimes be, but also makes them look powerful, this fits in with the idea that rock artists are idolized by their fans and "worshiped". A range of shots are used, long shots in order to show whole band within the frame but close ups, typically used during "solo's". There are also multiple close ups of instruments being played and often a high angle is used making the camera angle look distorted, although typically high angles are used to make people look vulnerable, it is used for the oppsite effect in rock videos.
Indie music videos are much more known for using long shots of beautiful locations. Long shots can make the artist look small and isolated, matching the visuals to the narrative, usually about the artists problems which make them feel lonely and helpless. Long shots also showcase locations which are used and gives a sense of something very normal. Shots within the indie genre tend to be much longer compared to pop as they don't try and match the beat, indie songs also tend to be very down beat anyway. Longer shots also allow the video to follow a narrative with deeper meaning. However, close-up shots are used to portray the emotions of characters within the video.
Genre Cycles:
Also within Genres there are also genre cycles, this is when artists and directors experiment with the iconography within genres to create something new and fresh. The first stage is the CLASSIC STAGE, which is pretty self explnatory, this involves the original iconography and genre style, it is what is instantly makes that genre recognizable. The second stage is the EXPERIMENTAL STAGE, this is when artists take the original typical conventions and iconography of the genre and then create something new and fresh based off of this but still being recognisable as part of that specific genre. The final stage is the PARODY STAGE, this is where emphasis is placed on conventions and iconography within a specific genre to mimic and "make fun" of genre conventions.
However for genre cycles to be understood, audiences need to be entirely familiar with the original genres and able to recognize the iconography. Below is an example of a video from the "Rap Genre" which parodies the Classic and Experimental Stage.
Flight of the Conchords - Hiphopopotamus vs Rhymenocerous
If audiences are familiar with the rap genre they would easily recognise the iconography which is being mimicked in this video. Iconography in the rap genre in the classic stage is typical mise-en-scene, such as urban locations, baggy clothing and artists covered in "bling" surrounded by attractive women dancing provocatively. Lighting also tends to be quite dark or neutral. Camerawork is also a typical convention as low angle shots are used to make artists look intimidating. Framing is also important in rap videos as typically the artist is upfront to one side of the screen and behind him women are typically seen dancing provocatively in the background, notice how this is mimicked in the above video as they take turn to sing.
In the above video you will notice that not only do the lyrics parody those of rap songs, but low angle shots are used throughout and the two male artists mimick the "provocative swaggy dancing" in a humorous and playful way. Similar urban locations are also used, however this adds humour to the video as the two male artists are horrifically out of place.
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