Post 4: The pop music genre

I researched the Pop music genre and the history behind it. This was important for me since I was able to see the codes and conventions of a typical pop artist and how my star persona could also embody some of these traits to fit the brief of building a pop artist.

DEFINITION

Pop music comes from the term 'popular music' that originally started in the United States and United Kingdom during the mid-1950s. "Pop" and "Rock" music roughly meant the same thing until the late 1960s, where they increasingly started to become very different to each other due to the different upcoming artists that started to enter the scene such as The Beatles, Cliff Richard and Ian McLean.

Although the majority of music seen in the top charts is known as pop music, the genre is distinguished from chart music. Pop music is actually known to borrows traits from other genres of much like dance, urban and Latin. However, the typical elements that define pop music generally consist of short to medium-length songs written in a basic format of verses, repeated choruses, melodies and hooks.

HISTORY

Due to the advancement of technology, pop has been able to go through many changes throughout the years, from it's sound style to the way audiences can access it. In the 1940s, the improved design of the microphone paved the way for a more intimate singing style. Ten or twenty years later, inexpensive and more durable singles "revolutionised the manner in which pop has been disseminated". This then allowed pop music to be out on record, radios and in films. Through the invention of the television pop stars were able to have a visual presence which gave fans satisfaction of seeing their favourite artists in the comfort of their own home. 

Popular music began in the US in the 1930s with the genre of 'swing' with artists such as Bill Crosby and Frank Sinatra  During the 1950s, rock and roll emerged and was very common amongst the teenagers of the time. In 1952,  chart music came about and the first Top Twenty was recorded. 

The Beatles set the standard for pop music from 1962 until their break up in 1970. Throughout this era, they dominated the pop charts in Britain and America. 

Since the year 2000 and post the 1990s boy band era, artists have come and gone, and new styles have taken great popularity such as modern R&B and a lot of rap/hip-hop. 

HYBRID NATURE

A typical pop song consists of a structured verse, hook, chorus style with a catchy lyrical melody. Pop music has been formed from many genres such as urban, dance, techno, Latin and country music. In the pop culture we have today, strong rap and techno music references can be heard in pop songs as well as their typical verse, chorus structure. This has changed drastically from before because in the early 2000s many and punk styles can be found in typical pop tracks of the time. This constant changing fusion of pop music and hybrid nature is the reason of its constant popularity and and strong commercial success. 

CODES AND CONVENTIONS 
Pop music videos tend to work around three key features:  the music, the lyrics and the visuals. They often demonstrate characteristics of the pop genre through specific dance styles, gestures, dress code and overall mise-en-scene. They are usually based around performance, narrative and concept. After watching several pop music videos, it was evident there were several conventions that were typical to the genre:
- Cutting to the beat
- Audio-visual relationship within shots
- Fast paced editing
- Editing that breaks the principles of continuity and narrative flow
- Discontinuity through jump cuts and disjointed edits
- Extremes such as constant cutting from wide to close-ups and unusual pans and tilts
- Intertextuality to other films, music videos and art styles
- Voyeuristic treatment of the female body

I initially watched the music video to "thanku, next" by Ariana Grande, a world famous, American pop star:

In this video, there were many conventions that fitted the pop music genre.
- Narrative based. This video has a very distinct narrative that has a strong audio visual relationship throughout. The song is about thanking an ex lover for the pain they may have caused to make you into a better person and throughout the video, there are points where the music stops and there is purely dialogue. This isn't a typical convention of pop music videos but has been done many times such as in 'TGIF' by Katy Perry. This helps reinforce the narrative and makes the audience feel like they're watching a movie.
- Audio-Visual relationship.
- Voyeurism of the female body
- Intertextuality. To reinforce the predominately 'girly' narrative, Ariana Grande has made intertextuality to three famous chick-flick movies: Wild Child, Mean Girls and Clueless.
- Narrative: there is a problem which is ended with a resolution. This makes the video more upbeat and happy to appeal to and gain popularity with wider audiences, the aim of pop music
- Upbeat, cheerful and optimistic atmosphere throughout.

I also watched the music video to 'Price Tag' by Jessie J, a British pop star: 

In this video, Jessie J is singing about how life isn't all about money. In this video Jessie J uses typical conventions of the pop music genre such as:
- Cutting to the beat
- A disrupted narrative: through two different narrative shots interweaved with performance shots
- Overall, good and upbeat energy shown through fast paced editing to match a fast paced, upbeat song that fits in with 'Pop music'
- As well as using typical conventions of the pop genre to stay true to her 'pop' style, Jessie J actually  subverts the typical audio-visual relationship of shots in a typical pop music video. The contradictory iconography where she sings "it's not about the money" but is singing under a tree of money, creates irony and heightens her message that life is more than money.
- Jessie J also uses abstract concepts such as the money tree, her pre tending to be a doll spinning in a box and her being dressed up and controlled as a puppet. This aspect of music videos is also shown in other videos such as: 'California Gurls' by Katy Perry and 'ME!' by Taylor Swift and Brendon Urie.

POP ARTISTS
Pop artists have a look they must follow to fit into the Pop genre.
This predominately consists of:
- Fashionable and colourful outfits
- Following typically 'popular' trends
- Adding their own twist to conventional looks such as a simple dress or crop top
- Letting their personality shine through their outfit and makeup

MY INITIAL PROJECT AND IDEAS
- Through looking at the Pop music genre, I was able to gain valuable insight into how my star persona will fit into the genre.
- Through research, this has made me realise to create a unique style where I can express myself and my brand which will be shown through my music video and website however, to make sure I am staying true to the pop genre to stick to the brief.
- Through music video research, I have learned that I have to use many of the conventions of a pop video to stay true to the genre and help it get recognised as a pop music video. I really like the idea of using abstract aspects and a editing that breaks the principles of continuity and narrative flow to create a unique and exciting piece of work with an energetic and upbeat style.