Genre

Genre is used in the production and distribution of a music video; this is known as the institutional use. Producers use genre to minimise economic risk as they can evaluate what genres are popular and selling presently. Distributors also use genre however as a means of advertising; allowing them to compare their film to those of the same genre, suggesting theirs is superior. The institutional use of genre depends entirely on the audience. Without the audience understanding the separate genres and being knowledgeable of what they consist, the use of genre in the industry is futile.

The audience uses genre so to predict what they will be faced with in a music video; for example, if you were particularly fond of rock music videos, then you would select a video of that genre- as oppose to a classical music video- for you are aware of what pleases you and what to expect. As well, the audience will have certain expectations of a particular genre, such as codes and conventions. However there is still the expectancy for the music video to be innovative and to contrast certain generic conventions.

A convention appears when a feature is repeated throughout the genre, including the use of:

• Setting
• Iconography
• Characterisation
• Themes
• Narrative
• Filmic Techniques

Rick Altman is a theorist who has assigned certain roles to each of the aspects I have discussed. He believes, in the production stages, genre can be considered a blueprint, as it patterns and programmes the industry production. As well genre can be described as a structure or text, a framework for the music video- this includes narrative, abstract and performance music videos. This suggests that particular genres can be assigned a typical style of music video. Genre is also a label when exhibited, as it names the category of music and influences the roles of the distributors and exhibitors. Finally, genre is a contract for consumption as, previously mentioned, the audience have specific expectations for a music video of a certain genre.

Through researching genre I have discovered how key it is to ensure that my music video corresponds to the conventions of its genre during production, so that is is recognisable by the audience during the stage of consumption.