RESEARCH: DANCE MUSIC

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It is clear from these videos that they all belong to the dance music genre, with all three using fast paced editing with shots cutting fro one scene to another, creating the sense of realism that their would be in the environment where the song would be played. Furthermore, a typical convention of music videos in the dance music genre is the use of well-lit, vibrant locations. All of the examples above relate to this convention, with Sigala's video the producers have used an urban American setting with bright coloured smoke adding to the vibrancy of the the shots. Similarly, in MK's music video the setting seems to have a more toned down aesthetic however also includes buildings which are painted in brighter colours and pink and blue. 

 The modern dance music genre has a typically young target audience, ranging from late teens into young adults. Therefore, dance music videos tend to include actors or models who fit into this demographic, allowing the audience to relate to the situations shown within the music videos. 

  • What other music videos could you find from the same genre? Outline two and explain why you think they are termed dance.

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