Though Pop is usually very clean cut, cheesy and PG we have decided to give it a grimier, urban feel. Our new take on pop will be pushing the boundaries of the conventional pop that appeals to thirteen year old girl who are still living in their hot pink plastic bubbles.
Conventions of Pop:
- lots of close ups of the artist.
- artist is usually a very clean cut wholesome young person e.g. Justin Bieber, Miley Cyrus/Hannah Montana etc.
- Dance routine.
- conventional non-revealing clothing.
- high key lighting which gives connotations of happiness and cleanliness.
- the artists love interest is always in the music video, usually being serenaded by the artist.
- mainly performance based.
- Songs are about love/ relationships
Miley Cyrus - 7 Things
7 Things was Miley Cyrus' first single so it contained many close ups of her throughout. This helps establish her as a new artist. The way she is dressed makes her appear to be a very respectable young lady since her dress is knee length and she wears two tops under it to cover up her chest. The tennis shoes, knee high socks and the pattern and glitter on the dress appeal to her audience of young girls, it also puts her across as a fresh young artist and not a sex symbol. There is no dance routine in 7 Things how ever it is performance based since Miley is singing and dancing around with her band in the back ground playing their instruments.
High key lighting is evident, this helps add to the clean, fresh image that the artist is putting across, low key lighting would have given her a unwanted darkness. Though her love interest isn't in the music video Miley is singing to him by recording down the things she loves and hates about him. By singing about love and relationships, Miley is appealing to her audience of young girls since they will most likely be experiencing their first love.
Conventions of Grime:
- set in urban areas like London
- artist usually has a thick accent e.g Northern or southern accent
- music video's aren't too flashy, they're more realistic than Grime's American counterpart Hip Hop
- lyrics usually link to partying or bettering oneself
- performance based music videos with the artist rapping whilst surrounded by others
- scantily clad girls dancing
- artist wearing plenty of 'bling'
Dizzee Rascal- Flex
Many if not all the the conventions of Grime are present in Flex. Parts of the music video are set in the streets where Dizzee Rascal and the rest of the dancers are parting whilst he raps into the camera. His British accent is very obvious, and his region can be determined by his use of words like 'dat, flex and rudeboy' this shows one of the features in Grime music which is to be proud of your origins. The one form of excess shown in the music video is a silver car, though the make and model can't be determined since the badge appears to be removed, this gives the impression that music is more important than money to Grime artists.
The lyrics of the song 'I love it when you flex like that, slow fast up down' link to the theme of partying, the music video also ties in with the lyrics since its a party scene. The theme of bettering yourself is also evident in the fact that people in the music video are auditioning for a talent show, this shows that most people believe that fame and money will make life easier for them. Dizzee's costume is very reminiscent of Grime artists in the fact that he's wearing his big chunky jacket, baggy jeans, hat turned to the side and all his 'gangsta bling' his image fits in with the urban 'grown up on the streets' look.
through out the music video Dizzee is surrounded by dancing girls in short skimpy outfits, this is very similar to Hip Hop since both genres have realised that sex sells.
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