Thursday, 20 October 2016

Electronic Dance Music Conventions

Electronic dance music (EDM) started to make an impact in the late 1980's and developed from disco, tech and house music in the 1970's. So it is a relatively new genre.
 The setting of EDM tends to be in lively places such as clubs or popular 'party' tourist locations, for example; Ibiza. Places like this also appeals to the demographic of people that would listen to this particular genre, e.g. Teenager/young adults.
EDM music videos often shows lots of people, including a DJ, so the costumes worn can range depending on the narrative, or the style of video. For example, if the setting was a holiday destination like Ibiza, people would be wearing beach clothing, brighter colours etc. and if the setting was a club, people would be generally more smartly dressed, for example, shirts/jeans. The EDM genre in music videos tend to use more props as they don't usually follow a strong narrative, therefore can play around with more props to make the music video more entertaining, in this case, speakers, flashing lights etc.
Image result for electronic music


Montages of shots are used quite often in EDM music videos which matches the beat of the song, long shots and fish eye lens shots are used to match the vibe of the video. The narrative of EDM music videos don't seem to be very strong and more about 'raves', dancing and nightclubs.  Holiday destinations like Ibiza and Zante attract a lot of young adults/teenagers as the EDM genre is very popular.


The editing in EDM music videos is vital as it gives the audience a feel of the party/rave atmosphere, lots of rapid (fast paced) editing is used to match the beat to really capture the feeling of the genre.


An example of an extremely popular EDM artist is David Guetta, an example of one of his music videos with very fast paced editing is Feat. Kelly Rowland - When Love Takes Over: 


Image result for electronic music

Image result for electronic music

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