Genre conventions of dance music

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Genre conventions of dance music

What makes all of these music videos from the dance music genre?

all videos feature the following:
  • fast cut shots that are in time of the music beat.
  • close up shots of characters within the video.
  • bright theme colours including the clothing filtered lighting and special effects. 
  • charcters are all dancing in lively atmosphere/environments.
  • sometimes slow motion editing is used to juxtapose the fast music and highlight the energy of the music video.
  • the videos also feature trendy clothing, especially the Cola music video which features a lot of Adidas brand clothing.





Explore how the artists are using representation to appeal to their target audience in these three videos by picking out key frames from the video to analyse.

all of the dance music videos feature a youthful selection of characters who appear to be in their teens/20s. this is due to the fact that these are the age categories that are most likely to listen to the music genre. for example in club environments that play dance genre music that have the age 
category   meaning the target audience of the music video is featured.
another form of the representation is 


What other music videos could you find from the same genre? Outline two and explain why you think they are termed dance.

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