Dance Music

What makes all of these music videos from the dance music genre?

They all use fast cuts and quick shots that fit within the beat of the music which helps to keep the focus of the audience to keep track of the quick cuts and multiple shots. Multiple angles are also used which creates the feel of how dance is interpreted in many ways. Close up shots of the characters dancing is used to show each individual role for the audience to see a story line that follows with the characters throughout the music video. The use of fast shots connotates the realism of how it would be the same environment in a dance club location in real life. This is also emphasised with full body and or mid shots of other characters dancing as if in a real environment. It is set within a lively atmosphere with multiple things happening simultaneously and usually locations in which the audience can relate to. To reinforce the sense of verisimilitude for the audience, the location may also be filmed at a house party with the typical conventions with the liveliness of a party. Locations usually include a lot of lighting and colours to accompany the audio, therefore the sense of liveliness and fun is given off the the audience. The use of cuts and multiple angles used is so that it gives the audience a sense of euphoria, making them become influenced with the dance techniques of the music video. A lot of slow motion is also used which contrasts with the other fast paced shots which allows the audience to focus on certain aspects purposely created to be emphasised on.  These music videos predominately feature women dancing in unique clothing, appealing to men through the image but women through the music.

Explore how the artists are using representation to appeal to their target audience in these three videos by picking out key frames from the video to analyse.

Sigala- Sweet Lovin':

CamelPhat & Elderbrook- Cola:

MK-17:

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