Genre- shared codes and characteristics (updated)

The genre for our chosen song is acoustic pop/folk, this genre has many codes and characteristics within it for the target audience to identify it. One of the most prominent characteristic I saw when analysing music videos of similar genres was that they all use scenic and natural locations. Ben Howard's music video for Only Love involves many different locations which are a perfect example of this (A), natural forests, cliffs and waters were used. Other videos also do this however it may be subtler, for example Let Her Go by Passanger, where there is a massive picture in the background of the stage depicting a sunrise over a forest (B). This still connotes the natural and scenic setting even in a performance music video which would be harder portray this characteristic, as most stages performance videos are made on are inside. Moreover, Hey Ho by the Lumineers also develops this convention by although performing through a dark building, having flowers hanging from the ceiling (I), this again connotes a natural and scenic setting. Similarly, Mumford & Sons song I Will Wait is performed in a massive stage where you cannot see outside, but they still manage to keep to this generic convention by having it in the prelude (C), so we assume that this is the location of the performance. The use of natural imagery is intended to construct connotations of the music as natural, organic, authentic, real. The natural imagery is promoting an ideology of acoustic pop/folk as pure and wholesome.

Another common characteristic I have identified is the genres use of lighting, it is often very delicate/'pretty' and used in an aesthetically pleasing way. In Passanger's Let Her Go fairy lights are used throughout the video, and especially in the big picture I mentioned that was on stage, because this made it more picturesque. More performance music videos of the same genre that does this is both Mumford & Sons (D), and the Lumineers songs (E), which both again use fairy lights, as I said earlier the settings are often natural and scenic, and that it’s difficult to have a performance music video outside. So these 'pretty' lights are used to consolidate this, as fairy lights construct connotations of stars, the natural and scenic connotations are still present without having to actually be outside in a rural location. By constructing connotations of magic, wonder, cuteness, etc, and appeal to the younger Instagram audience.

Furthermore, the costumes of the performers are very simplistic and plain (F), this is a key signifier to the genre. Because for example in the Hip-Hop genre the artists costume and their outfits are always extravagant and flashy so the artist can show off their money. However, in the acoustic pop/folk genre artist’s costumes are less flashy and humbler, so the attention can be drawn to the music and artist(s) and the emotion and talent in the songs. This can be seen in all 4 example music videos I have used. Therefore, again depicting the genre as pure and wholesome, because it doesn’t need other excessive aspects like the performers costumes for it to be entertaining. Also, this helps the audience relate to the artist more because they look more “everyday” and like them, therefore perpetuating the audience’s aspiration to be like the artists, because through their normal/plain clothes they can see this is more achievable, instead of the unachievable style/conventions for example other genres like Hip-Hop have.

The camera usually focuses on the main artist involved in the song- the singer, and usually the singer plays the acoustic guitar, therefore this places a lot importance on this artist and the audience should focus on the artist’s raw talent rather than anything else. Because nearly all bands/artists within the genre involve an acoustic guitar, it is a massive signifier to the genre so is commonly used. For example in The Lumineers Hey Ho, Passanger's Let Her Go and Mumford & Sons I Will Wait there are many varying types of shots of the artist holding their guitar and performing (G). Even in Ben Howard's concept music video he still dominates the screen time so the focus is on him. This helps the artist (again) a focus on authenticity, and how this is real music (as opposed to the superficial, artificial process culture of mainstream pop etc).

There is also a specific style that the crowd within the music videos dance like (H), this mean that the target audience can identify and relate to this because they probably will have danced like that at a similar gig within the genre. Likewise, it will again add to the authenticity and realism of the video to fit its conventions.

These characteristics, codes and conventions serve a purpose, Gunther Kress said that "Genre is 'a kind of text that derives its form from the structure of a (frequently repeated) social occasion, with its characteristic participants and their purposes'". This is implying that a genre is established and identified through repeating of certain characteristics, there are repeated characteristics within the setting, lighting, costume and dancing, therefore the music and music video is firmly placed within the genre for the audience to identify it.

Christine Gledhill said that "Genres permit the creation and maintenance of a loyal audience which becomes used to seeing programmes within a genre", so once the boundaries are set on a genre it can be seen if those specific characteristics to the genre are successful. If the genre is successful a loyal audience is created, and they create a demand for the genre. This links in to what Nicholas Abercrombie said, "Economic factors may account for the continuation of a profitable genre. 'Television producers set out to exploit genre conventions... It... makes sound economic sense. Sets, properties and costumes can be used over and over again. Teams of stars, writers, directors and technicians can be built up, giving economies of scale". When it is established that consumers have a demand for a genre, because they enjoy its characteristics, producers can then exploit this to get as much money and success as possible.

D

E

F

A

A

A

A

G

I

C

B & F & G