Thursday, 16 September 2010

Codes and Conventions: Genre - Electronic

David Guetta feat. Kid Cudi - Memories
David Guetta is a french house producer, singer and DJ.  Kid Cudi is an American rapper, singer and actor.

David Guetta - Kid Cudi - Memories (Featuring Kid Cudi)

Common with most music videos, and especially within the Electronic genre, the editing matches the beat change in the music, which can build tension to the the drop of a song and make it flow better.
The video is a mixture of performance and cameo, with David Guetta DJing throughout the video, and Kid Cudi singing the lyrics and traveling through different scenes in the video. But as well as having the two artists, the video includes reflections of women who would be filming them, who are naked with one word lyrics such as 'Hey' covering parts of their body. This sometimes isn't noticable at first, but can be seen now and again. Including females with little clothing is a common convention in this genre, as the music is dance music, to gather a male audience they use areas of the male gaze theory and have women with little clothing dancing.
Scenes of the club with the two performing can sell the song, and make fans want to go see them live.

Deadmau5  - I Remember (Edit)

is a Canadian progressive house and electro house producer. The video was directed by Colin O'Toole, and shot in Manchester

Deadmau5 & Kaskade - I Remember (Edit)

There are different versions of this video, and extended, which is a short film with the song within, and the edit version which is the main music video, with short clips of the film and the 10 commandments of being a raver over the top of the song.
The video is narrative, with actors finding a location in which to have a rave, with another actor, Stephen Graham, telling the 10 commandments to his real life younger brother, and telling the story of his past and the illegal raves he used to have. Alongside that story, there is a couple who are followed throughout the music video, and can be seen at the rave. Close-ups and pans of the rave, cut to the beat of the song and building up tension to the drop in the music.

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