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Codes and Conventions
Pop Music Videos
by Robyn
Pop (meaning 'popular') is a style of music which is mainstream and tends to appear in the top 40 charts. The charts is made up of several iconic artists which are easy recognizable.
What to expect in a pop music video
Pop videos are made up of bright colours, make-up, props and a range of locations. Pop artsists have big budgets in comparison to indie artists, which is why many of their music videos are expensive looking, for example, Britney Spear's video, 'Work Bitch'.
Pop artists have to sell themselves through a certain 'star image' therefor many videos include close up shots (which is a common convention in all genres). Many women artists such as Rihanna, Katy Perry and Britney Spears have provocative videos which is way they capture a male audience through 'the male gaze'. Similarly, male pop artists have many close-ups as they are central focus and need to appeal to female audiences, however, this highlights the ways in which the standards of the music industry is layout as we often think of women when we mention voyeurism.
VOYEURISM
Although some pop music videos have a narrative such as many of Taylor Swift's videos, most are performance based. This is because the artist is the main focus in the video and they want to be center of attention. Performance often allows audiences to join in and sometimes can pick up iconic dance moves which is a USP for some artists. Where as indie artists are laid back and concentrate on emotion, pop artists are mainly on the go, dancing and wanting to be noticed.
If narratives are used in pop videos, it tends to be about parties or relationships. Not many videos include story lines because the artist is concentrating on making their video as popular as possible and wont change their look to appeal to fans.
PERFORMANCE
Many pop music videos contain fast edits/cuts which is associated with a thought beat. The thought beat helps to keep the pace going with the music. 

EDITING
Due to pop artists having bigger budgets, special effects are used more than in indie music videos. In editing, green screens, split screens and photoshop can be applied so that the artist has the 'wow factor'.

In Ariana Grande's video 'Problem', there is every sinlge convention included, therfor this video is a perfect example of a stereotypical pop music video'.

COSTUME AND STAR IMAGE
Pop artists tend to dress mainstream and go with what's in fashion at the time to keep up with their audience/fans. One Direction is a good example of a boy band which have a certain star image to appeal to both male and female audiences.
Girl bands tend to wear bright, colourful outfits and have a theme sometimes. Many of their clothing is iconic and young girls will recognize the brands and could possibly shop at the same places (Topshop etc.).
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