A2 Media Production: G324
Dance Music
Dance music is intentionally made to accompany dancing, both dancing on the music video as well as a response by the audience when listening to the song. Popular, modern dance music originated in the late 19th Century from Western ballroom and social dance music. In the 20th Century the masses of working class society enjoyed and made ballroom dancing popular and so dance music became very popular by the 1930s.




The Spice Girls are an English girl group that formed in 1994 who released their debut single "Wannabe" which reached number 1 in 37 countries. They then claimed the title of the most successful girl group ever and dance music became popular which is why it is sometimes referred to as dance-pop or confused with pop.
There are limitations with using dance music when creating my music video because there is little meaning to the lyrics and the beat is so fast and the cuts should support this and also be quick, however it will be difficult to show a meaningful narative with fast edit cuts. As well as this, a lot of dance music video are similar - eg including a party or using sexual imagery and little clothing, therefore I do not think I will use house music when creating my music video.
Music Video Conventions
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Location of a party/social event including alcohol/drug abuse is used sometimes to attract a young adult audience and suggest how enjoyable partying is and encouraging the audience to use the particular song at the parties they go to. I do not think that this would be suitable to use in my music video, nor do I think that they are particually successful in "selling" the song and music video
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High key lighting is used to focus on certain aspects of the mise-en-scene and because it is more uplifting and enjoyable to watch than with emotional low key lighting. The use of low key lighting would contradict the genre and the song
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Fast pace cuts partner the upbeat music and keep the audience interested as the images are not always clear due to such fast pace. However, due to this the narrative would not be understood fully by the audience so it would not have meaning behind it so I will not be using this as inspiration for my music video
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Live performances are used a lot in music videos of the dance genre which is often successul as it gets the audience involved, however my group and I do not have the ability to create a live performace because of the budget that we have and the narrow options of characters/people we know who are willing to appear in our creation