Music video comparison & the conventions of Pop

Music video comparison & the conventions of Pop:

Don't call me up - Mabel ⇙


  • This video is a mixture of performance and narrative. I first encountered the video when listening to the top charts and looking for the genre of pop music video to assess/compare. Throughout the video Mabel was singing to the camera surrounded by other females; all females were dressed in brightly coloured outfits within different colourfully lit locations. The narrative of this video is a large convention of the genre because it is about a heterosexual couple who have broken up. The locations help to communicate the narrative because the man is never in the same location as the women; all females are together getting ready to go out (highlighted by the girls beginning in the bathroom to then gradually move to a nightclub) helping the chronological narrative of the girls helping 'Mabel' get over her breakup.
  • The locations used were all relatable and familiar to the target audience for example a bathroom and a car park are familiar to an everyday audiences.
  • I believe this music video was aimed at heterosexual girls/women aged 16-25 because the narrative is about a breakup between Mabel and a man, she is not answering his phone calls {linking to the lyrics of the song} and is surrounded  encouragement from her friends to not think about him. This age is a typical target audience of the pop genre and it assumes the consumer can relate to this narrative.

One Kiss - Dua Lipa⤦

  • This pop music video is all performance by the artists and her dancers around her. They have used greenscreens to show exotic locations and create an illusion that they are in hot countries. Dua Lipa is always visible and enhanced by the bright lighting (maybe imitating the sun of these exotic location).
  • The professional dancers are used to enhance the performance style of the video and could be argued to help with exotic 'holiday feel'. The dancers are wearing colourful outfits to fit in with the theme and catch the audiences eye.
  • I think this video is aimed at all genders at an age similar to Dua Lipa (23); this is because the video focuses on Dua Lipa so the audience need to be a fan of her. This age range is typical of the pop genre.
  • This video goes against conventions of pop because usually they will actually be in the locations- not on greenscreen. The birds eye shot of her looking like a flower is a unusual and slightly confusing to an everyday audience; this is why it goes against the conventions, because it is not majorly clear what is going on within the video. 

Roar - Katy Perry⬋

  • This video is based around Katy Perry becoming the 'queen of the jungle' after her plane crashed into the exotic location of the jungle. This video shows Katy gradually becoming stronger and could be argued to show female empowerment to this audience; however this is contradicted by her slowly wearing less and less clothing throughout the chronological narrative. This video is a mix of performance and narrative and during the performance areas, Katy Perry is always well lit even when in a dark mise-en-scene. 
  • The greenery of the jungle adds colour to the video alongside brightly coloured birds and flowers which could help to highlight the exotic location and help the narrative. Special effects are also used to help the narrative for example, the fireflies are turned into a roaring tiger as if it is showing Katy her competition.
  • I believe this video is aimed at girls and women around 16-30 because it is showing female empowerment through the narrative and is also a pop music video where this is a conventional target audience for this genre. 

Shared convention of the genre. 

From these 3 music video comparisons I have found that bright colours and high key lighting are a large convention of the genre; the artists are always visible and are the 'main characters' of the videos. Many pop videos shoot in a exotic locations, enhanced by brightly coloured light and clothing.
Target audiences of this genre are around 16-30 year old females who take an interest in this genre.














  

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