Genre

Grime

Grime is a popular genre in London, targeted solely at youth and those who come from working class backgrounds. Grime features quick rapping over an instrumental that is either on youtube or original to the artist. It is a common sight to see quick pace editing and an overemphasis on close ups of the star with a thick south London accent and this is what makes Grime unique. Grime having a small audience, compared to mainstream genres such as rap and pop, often includes embodiments of cultures which can lead to fallout between different Grime artists. These fallouts are turned into whats known as 'diss-tracks' which are intended to harm another artist and offend them, retaliations are to be expected as well. These 'diss-tracks' are perhaps the largest feature of Grime as audiences enjoy other artists disagreements with each other. The costume that is prevalent in Grime is also very important as every single grime artists tends to wear a tracksuit and trainers and they make references to it in their lyrics as appearance is very important as they want to embody the culture of South London.

Pop

Pop is mainstream genre which is widely received by many people in many locations throughout the world, and perhaps the largest genre out there. Pop tends to focus on having a target audience of young teenagers and young adults. Pop genre music videos tend to also have quick editing at certain points and eye-level close ups of the artist in order to brand them as a 'star' as Dyer states. Pop music videos can have all types of meanings and interpretations as it is a very open genre and most pop songs tend to be about love. However, as pop is a mainstream genre artists are quick to find their own identity and are enthusiastic to show it through their music videos. This lets each artist have their own unique styles which audiences may be more attuned towards. This is better explained through the repetition and difference theory by Stuart Hall. For example Katy Perry's music and Taylor Swift's music both feature the artist being the focal point of the videos have several close ups to brand them as as star and having bright colours which are prevalent in pop genre music videos. These are the 'repetitions' of this genre, but something called 'difference' separates their music videos. Katy Perry's 'Roar' is constructed to empower women by denoting them as strong, powerful and independent whereas Taylor Swifts' music video 'Love Story' is a more traditional romantic boy meets girl music video. Depending on the audience, they may choose to listen to either one because of these difference which separate so many artists.

Rap

Rap is another mainstream genre and tends to be more celebrated by older and male audiences, whereas Pop isn't. Rap tends to pain the artist as a dangerous person who is also very successful and will use this success in their lyrics. the lyrics of rap songs are often very self-empowering as they call for violence and their superiority in the genre of rap. Rap music videos also have very quick editing with lots of closeup but tend to have a different type of camera language. the camera is often at a low angle which looks up at the artist to make them appear more superior and dominant than the audience, adding to the image of danger and success. This is also done to make the audience aspire to be like these artists and want to be as successful and as rich which can be denoted from their expensive clothing, gold jewellery and lyrics about expensive cars. Rap has the quickest tempo of all the music genres, even the point where it becomes a competition and main selling point in artists such as Busta Rhymes.