How genre reflects music videos
The majority of music videos are all very different but quite similar at the same time. Genre plays a massive role in the similarities and differences between all the different music videos there are. Hartley had his own view and theory on genre in music videos. He argued that genres were agents of 'ideological closure' and that they limit the potential meaning of a given text or video. This shows us that types of videos that fit with the genre of the song and artist which the music video is about. A good example of this in use is in Yung Lean's music video for his song 'Kyoto' which is initially a rap song with a sub genre of 'cloud rap'. The video contains an opening view of space as the song starts and then goes into the video and there are lots a bright lights and 'skippy' editing with the background behind the artist moving in the video along with his sword. The video seems very futuristic but vintage at the same time which is exactly what the artist was aiming for with the sub genre cloud rap.
Fisk (1988) argued that generic conventions embody the crucial ideological concerns in the time they are popular. This suggests that genre is the key thing to tell us about how music videos should be or shouldn't when they are created to the specific genre. It also shows us that genre tells us what is popular at the time and also what is not popular, the amount of music videos that have been released follow the suite of a genre or a sub-genre, this is by the popularity of the videos depending on what genre it is and that shows us the way in which we consume music videos will depend on the convention of the video in relation to the genre that the chosen song is representing.
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