I have selected Icona Pop's song 'I Love It' to work on as my A2 Advanced Portfolio in Media project. This song is categorised within both the electro-pop and dance-pop genres. Dance-pop music generally involves up-tempo music normally targeted at clubs with the intention of it being danced to by the people attending them, whilst also being suitable and appealing to contemporary radio for the general public. Electro-pop or Synthpop is a style of music where the synthesizer is the dominant instrument in the song. The lyrics in most the songs in these genres are normally about having a good time and enjoying yourself. Sometimes about drinking alcohol, participating in sexual acts or even substance consumption. In the song I have selected and will be working on, there are two singers but the song is about one person's situation in life. The lyrics suggest that the artists have been through a relationship split and are now enjoying life in the aftermath of the relationship. They're discussing how they regret having a relationship with their ex-partner and how they now want to enjoy their lives without them in it. CONVENTIONS OF THE GENRE'S MUSIC VIDEOS.
Normally in the videos of the electropop/synthpop genre the cinematography involves rather close up shots of the action occurring. This is done to suggest that everything happens in the moment when under the influence and the people involved have nothing to worry about other than the situation that's happening presently. As well as showing the artists facial expressions and to show that they're enjoying themselves. Should there not be a close up shot in the video, it would be a long shot. This would be done to show a piece of significant action in the video or to represent 'an outside eye' (the audience) watching the events happening in the video. Shot transitions are typically very fast in this genre's videos. This is done to suggest that everything happens extremely quickly when people are having fun. Shot transitions tend to occur every two seconds to establish that the people in the video are enjoying themselves. Should there be text in the video, text is normally very large, bold and colourful. This matches the style of music because it's a very fresh, loud and colourful style of music which then matches the text style used in the videos, should they need to be used.
In regards to mise-en-scene the music videos for this style of music are typically set in a house, this gives the idea of a 'house party'. Rooms in the house are normally shown as a normal house with party decorations filling the room and people dancing around it. In some cases the ceilings for the room shown are sometimes rather low, this is done to make the room look smaller and the people bigger, this way it looks like there are more people in the room than there is to give the idea of a 'wild party'. In regards to the scenes in the music video, there are normally around three separate locations or events occurring that are shown during the duration of the video. This could be people dancing in a living room, some friends swimming in a swimming pool and some more jumping around on a disco floor. There is then an additional scene added every few shots which is purely the artist(s) singing the lyrics being played in the video. A popular location for scenes is outside at night to suggest that these sort of parties can go on till the early hours of the morning. Costumes in the videos are normally rather minimalistic, especially for females. Girls tend to wear very little (perhaps a tube top and a mini-skirt) whilst men tend to wear rather normal/casual clothes (maybe jeans and a shirt.) In terms of sound, it is normally non-diegetic sound that is the prioritised sound, it is normally purely the song that is heard. Very rarely is anything else heard, if there is diegetic sound involved it is perhaps a sound effect or a laugh/scream, should the occur it only occurs for a few seconds and normally whilst the song is still being played.
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