EDM/ House
Generic Conventions
Mise-en-scène
-
Many special effects/ flashing lights
-
Cast wear casual clothes (jeans, t-shirt etc)
-
Normally the artist of the song isn't featured in the music video
-
Bright and vibrant colours to up-lfit the mood of the audience
Editing
-
Frequent and fast paced edit cuts in sync with the music to fit the tempo of the song
-
Some special effects used to give the music video an 'electronic' look
-
Slow-mo sometimes used as it gives the singer/ performer a powerful representation
Camera
-
Most common camera shots are close-ups and medium shots to show emotion of performer
-
Some hand-held shots in order to make the audience feel as though they are present
-
Pans, dolly shots, tilts and crane shots are used frequently to follow the performer
Easy Love ~ Sigala
'Easy Love' is generic to the EDM/ House genre due to its conventions. First of all we are shown a young boy putting on sunglasses so instantly the audience realises that the artist isn't present in his music video which is common in many electronic music videos.
There is an obvious use of special effects at the beginning of the video when the young boy puts on the sunglasses - the saturation increases giving a sense of life has begun as the song starts. There are frequent fast paced edit cuts fitting with the tempo of the song and also a use of slow-motion, these are 2 generic conventions commonly used in EDM music videos.
The main camera shots used are either a close-up or a medium shot to show the emotions/ actions of the performers, however near the end of the video there is a crane shot over the two main performers - this is generic in an electronic music video as they are used to follow the performer.
Finally, the performers are all wearing casual clothes within the music video which perfectly fits the conventions of a music video from the EDM/ House genre.
I Love It ~ Icona Pop
'I Love It' is is a fast paced music video due to the frequent and rapid edit cuts, each shot is shown at most 2 seconds however there is one extremely long camera shot which lasts for 15 seconds. This is whereby there is use of typography popping up on the screen in sync with the lyrics, this effect is very unique to EDM/ House genre.
The film burn effect is used throughout the music video which sets the theme that they are located in a nightclub. As well as the film burn there is also a use of strobes (black flashes) throughout the music video again giving the effect that they are in a nightclub with strobe lighting. This is generic to the EDM/ House genre as this is the music genre typically played in a nightclub.