Conventions of (electronic) Music Videos

Mura Masa Love$ick feat. A$AP Rocky. This video consists of 3 young lads who are growing up in London, learning independence by themselves. For the most part they cause mischief and break the law, stealing things, smoking weed and underage drinking. The video begins with raw footage and ends with raw footage (ends as it begins). The video works well and loosely follows a narrative. The video doesn't exactly follow the lyrics but the sounds work well with the visuals. There are no effects or enhancements to the video, at most there is slow motion and slight colour correction. The characters are very relatable to a broad audience of young people who also listen to this genre of music, therefore the music video is relatable increasing the productivity of the video.

Martin Garrix and Mesto WIEE. This video does't follow general conventions. It portrays an artist creating a visual 'album cover' - although not official, but using his logo. Personally, I think the justification behind this is because the music video isn't as much of an important aspect to his music as it might be to Justin Bieber for example. His main source of income so to speak is via streaming and performances. Therefore the video budget may have taken a backseat. Having said this, the video is performed to a high quality and is effect is plausible as it is memorable due to unconventional methods. At firstI thought the video was a 'one off' but then I noticed two more of the same style, showcased below. This further backs up my point, but he proves each time to produce a video at high quality, but which takes minimal effort to edit.

Calvin Harris My Way. This video follows a more stereotypical approach, using a vast range of commuter generated imagery to improve the quality of the video. The video follows a general theme of an american country setting, e.g horseback riding and american muscle cars. The visuals develop with the audio, by this I am relating to the speed and editing. There are small, purposefully glitches in the video, when the chorus kicks in the visuals gather speed and these cut out. They connote the build up to the 'drop'.

The Weeknd StarBoy. feat Daft Punk. The video starts slow, slow faded transitions and slow moving tracking shots used. The beginning uses only instrumental non diabetic sound, however the one scene with 'the murder' uses diagetic sound. The opening scene in my opinion is him killing the 'old him'. With his new album he aims to reinvent himself. The video itself follows me general conventions. The vibrant pink cross for example, dark colours creating a sense of mystery. The visuals follow the lyrics quite tightly.

Marshmello. There videos typically follow a narrative, parallel to the lyrics. This particular aspect I would like to replicate. The video is filmed at a steady pace throughout. When the drop comes in the editing takes precedence and the audience becomes more absorbed in the video. Marshmello use a lot of slow motion in their videos, again a transferable skill we will obtain having been inspired by these videos.

Overall, these music videos prove there are many different ways to approach making a music video within the electronic genre. Whether it follows a narrative or not, uses vibrant colours or not, has scenes of romance or not, it's all down to how we want to interpret the lyrics. The visual representation of the lyrics can be as original as the music created by these artists as proven by these examples.