In the music video for Big Poppa the target audience would be a wider audience than for film trailers so a more male C2DE 14-30 year olds interested in hip hop. In the Big Poppa video the conventions of it is Patroichy as Biggie seems to look like he owns the women at the casino and is in control. The titles and graphics says the name of the song and the singer engaging with the target audience, it shows Notorious B.I.G and his 'crew' at a casino with lots of money around as this is a convention of a rap music video with a group of women around seen as objects with the men flirting with them this is to attract the 'male gaze', and a large group of men outside at the end while Biggie is walking past like he is someone people look up to. Theres also other convention which fit the rap genre as Diddy is wearing a chain round his neck and everyone looks like they are wearing quite expensive clothes as they are prestige within their music. The editing in the video is non continuity and cross cuts to different parts to match the beat of the music. The use of Biggie being in his\ own video and other famous people such a puff daddy engages the target audience as it is has another rap legend in it which the target audience would probably like the music of his too.
The mise en scene in this music video for example location show most of it happening at a casino this shows to the audience that he has alot of money from starting doing music because beofre he wasnt as privelidged also with some permormers wearing chains and money spotted around the video also show how his life has changed. The costmes in this promo show alot of masculinity because all the men in it are wearing quite expsneive clothes and Biggie is staring diretly into the camera while singing to become more personal with the audience, hes also seen with his 'gang' this connotes power to the audience and that they shouldnt be messed with. The lighting in this trailer is high key to connote happiness however when they are dancing in te casino/club it is a mixture because theres coloured lights used this makes it match to the beat of the music depending on the lighting. The props used in this video were the use of loads of champagne bottles/ different alcohols and tons of money in peoples hands this connotes to the audience that all of his friends are well off and him himself is a ladies man. Theres also a hot tub in the casino they are in which is also connoting how well of they are and P Diddy is in there with a bunch of girls showing that they are popular with the lades because of how famous and rich they are.
In the Calvin Harris video 'How deep is your love' it shows the conventions of a pop/dance genre of music as the graphics show Gigi Hadid at a club relationg to the dance genre of music as it is quick paced and has flashing and quite trippy graphics to engage their audience, conventions of dance videos also talk about love which this video is about. However both videos have two things in common the use of women in seductive clothing to attract to that male audience. In the music video the transitions are very quick paced to match the beat of the music and cross cuts quite alot to different sections as Gigi looking like she is on drugs on the video which is also another conevntion of dance music videos, so it is trying to show what she is feeling throughout the video. The use of having Gigi Hadid in the music video creates a bigger target audience range so not just a song for people who are within the target audience of dance/pop music but those who are a fan of her and just watch the video for her as it mentions in the Youtube comments. The camera angles are mostly medium close ups of Gigis face to show her expression, and only reviling abit of the surroundings which makes the audience focus on her face more.
Mise en scene wise for example the costumes were showing a good example of what people dress like when they are going out to a club. Gigi Hadid was in a white dress which connoted her innocence in the video and she almost looked like she didn't know what was going on, also she stays in the same outfit when she's on the boat with dolphins surrounding it and everyone else on it are wearing high end clothes, sunglasses and expensive looking jewellery which show that they are wealthy. The location in this video played a big part in setting the scene to show conventions of a dance video, for example she was at a club in a lively atmosphere with several things going on simultaneously, this is so the audience can relate the video to their own lives. The use of the vibrant colours and flashing lights gives off the sense of a good atmosphere to the audience. The props in this video were to show the lifestyle of Gigi and many other famous people, living the perfect life on a yacht surrounded by jet skis and dolphins with perfect blue water this is showing conventions of a dance/ pop video. The use not having a lot of characters show that Gigi is more powerful and it focuses more on her than anyone else.
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