Codes and Conventions

Pop:
Pop videos are usually created to keep in touch with current trends and styles. In most pop videos the artist is wearing up to date, fashionable outfits. Girl pop videos often tend to represent the girl in a provocative manner, this is to entice the audience. The target audience for pop videos is often the younger generation for example teenagers. This is shown through the theme of the songs, with most pop videos often singing about love and relationships. Pop songs always contain a catchy tune or catchy lyrics so that the audience remember the song and play the song more, this then allows it to progress into the music charts. Pop music videos always tend to be bright, bold and energetic videos, creating a feel good vibe.

RnB:
A main theme of RnB videos is the sexualization of women. They tend to be wearing minimal clothing or wearing skimpy bikinis. The men are also sexualized, often wearing no tops, saggy jeans, donning tattoos and plenty of jewellery. RnB videos try to aim at both the male and female audience, hence why the sexualize both genders in the videos. RnB songs can range from being fast and up-beat to being slow and rhythmic. The style of the video often revolves around the pace of the song. Up-beat RnB music videos tend to consist of bright colours, quick cuts between shots, and showing off the artists wealth and women.

This then differs with slower RnB music videos, which often consist of a storyline to their lyrics, usually having a co-star in the video with the artist, telling a story through the lyrics.

Indie:
Indie videos never tend to spend a large amount of money on the production of their videos. By having rough, edgy videos it adds a quirky vibe to their videos, creating a sense of realism. Most indie videos have reference to the band playing, with different shots of them playing their instruments. Clothing is usually casual, with the band often wearing just plain T-Shirts, jeans, leather jackets and converse. The video is often produced with a darkened tinge to create a dull atmosphere, portraying them as normal people.