Audience

These results indicate trends and differences for example the majority of people who answered our survey were 16 to 25, this is reflected through many of the answers. Fifty nine percent of interlocutors were male, eighty two percent of people listen to house music and know artists.The majority of people listen to house music in their house and makes them feel good. Most of the people who answered the survey listened to pop and indie. One result I found the most interesting was 27 percent of interlocutors listened to indie

Advertisement Research

What are the conventions of a music video of the house music genre?

Conventions of house music videos:

• There are many cut-aways used throughout the music video due to their being very few lyrics which the artists/characters can lip sync to.
• The editing is cut to the beat of the song.
• The DJ doesn't play a big role in the music video.
• The concepts explored in house music videos are dancing, love, sexuality and drugs.
• There is only usually one location and one costume worn by the artists/characters and this is because the music video is normally set in one day or night.
• There is also frequently attractive women completing sexy and seductive dance moves usually dressed in clothes that expose their bodies this is used to attract a male audience.
• There is sometimes short takes uncut of the DJ performing in a club.
• There is also parts of the female body shown in close ups however you cannot see who it is.

Analysed House Music Videos

Swedish House Mafia - Miami 2 Ibiza ft. Tinie Tempah

The editing techniques used throughout this video reinforces Andrew Goodwin's theory of illustration through the editing cutting to the beat of the song this makes the music video more aesthetically pleasing to watch. Cross cutting is used between Tinie Tempah and a female this is used to express Tinie's lyrics and feelings to this woman. Through this performance between these characters it highlights that this song is based around a concept of relationships rather than a narrative this reinforces the media product is a promotional music video. Many conventions are used in this music video for example; the editing is cut to the beat of the song and the DJ doesn't play a big role in the music video.
Many camera work techniques are used in this video for example a wide range of shots to show Tinie's emotion from close ups to show his confidence with the camera to long shots to show he's alone. The phantasmagorical of a female body is used to show the viewers what happens in Ibiza and also to add a bit of edge to the music video. In the pictures below a black and white effect has been added this indicates to the audience this is what Tinie has seen and it is in the past and in his perspective; for example:

KlangKuenstler - Barfuss Auf Wolken 

Editing techniques used in this promotional video vary from jump cuts to cut-aways. There are many Jump cuts used in the video for example when two women are walking and it jumps to them standing having a conversation in this situation it gives the effect that it has skipped time the editors have done this through filming at two different angles and times and cutting them together, also fast paced editing is used throughout the video because the shots cuts to the beat of the music another convention used is cutaways, due to their being no lip syncing throughout the video there are many types of cutaways used this is used in conjunction with the sound because I personally found the song to be on a loop. Many conventions are used in this music video for example; the editing is cut to the beat of the song and the DJ doesn't play a big role in the music video. Throughout the video the performance is is from two main characters which are both female and I believe there isn't a concept but there is a narrative told and it is how the two girls live their lives this is very unconventional.

David Guetta - Titanium ft. Sia

This music video follows a narrative about a boy who has done something bad at school so he cycles home packs his stuff and runs off at the same time cross cutting is used to highlight that the police are trying to find him.  Many conventions are used in this music video for example; the editing is cut to the beat of the song and the DJ doesn't play a big role in the music video.The lyrics in the song; "I am titanium " mean if you are titanium you are not human, in the music video when the boy wants to leave through the back door he takes control of the keys for the back door and then a jump cut is used of the police in the back room and the police officer looks up at the ceiling to see two teddy bears floating and spinning in the air this was caused by the boy presumably this was an inhuman act meaning the lyrics "I am titanium" is represented through the boys performance of not being human.

Record Labels

Higher State Records:

Founded: 1992
Founder: Mark Dillon and Patrick Dickins
Genre: House Music
Location: London
Big Release: M1 - Electronic Funk

The logo is very simplistic but effective. The background of the logo is a blue sky with clouds in this may represent or symbolise that Mark Dillon and Patrick Dickins may think they're music Gods. The font styles
are very dated when in conjunction with the colours of the text it appears very bland.

Fresh Records:

Founded: 1985
Founder: William Socolov
Genre: Hip Hop, House Music and Electronic
Location: New York City
Big Release: Unfinished Business - Please listen to my demo

The logos colours are very simple however it looks professional the navy blue gives this appeal, the design of the logo is interesting and effective because the colours blend in with each other this is a great use of graphics to give this design, I personally like this design due to the colours and font styles used.

Paradax Records:

Founded: 1999
Founder: DJ Dax and Dwayne Taylor
Genre: Dance and Deep House
Location: Los Angeles, California
Big Release: DJ Dax and Dwayne Taylor - Soul Soul

The logo is very abstract and individual this may reflect the two founders personality or music taste. The colours used; black and white are a timeless classic when used in conjunction with each other they both reflect the design of the label as simple but effective. The font styles used are eye catching because both bold and italic have been used, I personally think the logo is is bright and eye catching, however I prefer Fresh Records logo.

CD Covers Analysed

Mood-board of Genre

This mood-board represents the artists from the house music genre quite well for example a trend which is common in most of the pictures is they like to hide their identities this might be for many reasons but one them could be they like to be an enigma for example Disclosure.