Forged in the 60s onwards, the rock genre has many influences including the rhythm of blues. Music videos that fall under the rock genre often show cases the bands live performance, which is often fast paced as the energetic performance is being recreated. It isn't common for rock music videos to have any kind of background story, however in the modern day rock video this is becoming more common. Within a rock music video you will see each member of the group at least once, however it is more than likely that the lead singer will take up most of the camera time, cutting to the audience at certain points of the video sells the experience of seeing them live from your living room, also this potentially sells the experience that some people may choose to attend the bands next performance.
R&B:
Also known as the rhythm and blues started in the 40s, it emerged when African music became more popular. The videos that fit this genre often showcases the singer as rich by displaying large amounts of money and other expensive props such as jewellery and the most modern technology. These videos are also seen as powerful due to the use of background dancers (which are often seen to be attractive women), make up artists and other stylists are often used to gain as what society would see as perfection. It is common for the main singer(s) to be centre of attention. The topics R&B which are most commonly used are love, lust and relationships.
POP:
Similar to an R&B music video Pop will centre the maim singer(s) to make them look as attractive as possible to appeal to their target audiences, for example Justin Bieber will want to appeal to younger female fans. Pop meaning popular it'll show the artist(s) that most people enjoy, often they are not too complex making them enjoyable and easy to listen too. Justin Bieber is a good example of this as his fan base is widely spread. Pop videos often focus more on the production of the song, rather than the live performance, Pop will often portray a party atmosphere giving a sense of social belonging. The videos are often colourful and a little cheesy.
Hip-Hop
Hip-Hop has originated from places in African and the Caribbean where music like jazz, soul and blues have majorly influenced the genre. Hip-Hop explores the themes of love, relationships, everyday struggles, prejudice, inequality and gang culture. They tend to be set in an urban environment often surrounded by graffiti, tall buildings used at a low angle shot to make the artist(s) look powerful and superior, also a popular setting for many hip hop locations is local neighborhoods showing the possible struggles of everyday life. Dress codes in hip hop videos is stereotypically hoodies, hats and trainers. There is often voyuerim used and music videos tend to use a lot of lip syncing, even if there is a strong narrative and it is not all performance based the lead artist(s) tend to take up most of the camera time. Clubs, alcohol and drugs are also stereotypically found in hip hop music videos.
House
The history of house music is short as it begun in the early 1980s in Chicago latter and became much more popular in the UK in the mid 1980s. The sound of house music is well known for its electronic sound and beat. It is usually played in clubs with the target audience of the age range of 18-25. A stereotypical house music video would illustrate dancing, love, sexuality,flashing ligths and drugs, which all relate back to the club environment. A house music video may also contain a DJ as a typical convention due to the beat of the genre which would be related to a set of decks, also due to the schedule the video would be filmed which would be seen to be at night.
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