9- individual analysis of costume setting and location

 

HOUSE MUSIC:

I will be analysing the costume setting and location of house music videos.

The House genre is still a new / recent genre that became popular in the UK around the mid 2000's, it is often seen as a sub genre of dubstep music which arose in the UK in the early 2000's.

 

SETTING & LOCATION:

Majority of house music videos take place outside in urban city areas and subabrbs, for example, in public places that emphasize the urban theme of house music, such as streets, areas with ideal monuments, areas with street art, etc. Another common location of house music videos are clubs and raves (House music is the main genre of music on the rave scene and the most popular genre of music played in clubs in the UK.)

 

 

Here are example of house music artists following this common theme of an urban city location in their music videos:

 

1. Keisza, Hide away -  as you can see she has used an outdoor street with street art in the background.

 

2. Katy B, On a mission - Katy B uses a blurred shot of the O2 arena to introduce the video, this is again highlighting the urban London theme, as the O2 is a famous London landmark, and the rest of the video is based in a club/rave.

 

 

 

COSTUME:

House music artists do not have an 'obvious' style of dress unlike other genres of music where the dress sense is distinctly linked to the genre (e.g hip-hop and grime).

However, majority of the artists do wear in style / in taste, up to date urban fashionable clothing, clothing that the younger generation (15-22 year olds). Majority of house music artists tend to link their style of outfit and colour co ordination with the scene or theme of the video, and since majority of house music videos use bright colourful scenes, a lot of the time the artists are wearing bright vibrant colours to match with it. Here are some examples.

                     

 

1. Rita Ora, Hot right now - Here you can see Rita is wearing bright colourful pastel colours and so are her back up dancers, the style of clothing that Rita is wearing (Bandu Top, Bomber jacket) was very popular the year this video was made, which shoes her keeping up to date with fashion trends and also using vibrant colourful outfits.

3. Kiesza, Hideaway - again the popular in fashion bandu top is being worn by kiesza and her backup dancers are wearing in trend bralettes and crop tops, Kiesza's outfit is simple yet stands out, as she is wearing pastel blue jeans and red shoes, which goes with the graffiti in the background ( an example of her matching with her scene) also her backup dancers are wearing darker colours, I think this is done intentionally so that the main artist (Kiesza) stands out and so the viewers pay attention to her.

(note: I was unable to provide alot of gifs as majority of youtube & vevo music videos have currently placed privacy/copyright settings on them making them unable to be used for gifs).