costume

Pop videos is the most popular genre of music 

and this means artists have to keep up with the most recent fashion trends to attract a mass audience. 

However most artists set their own trend through their own costume. In a pop video the artist will change their costume each time they change locations where as a rock video may not as they do not change locations as often. 

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For example...

In Chris Browns video he has 2 main costume changes and both have influenced fashion trends in the summer of 2014

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Following Mulveys theory, women are seen as sexual objects in music videos. In some videos females dress provocatively while other artists go against this and dress more modestly but it mainly the more mature artists who have an older target audience. In pop music video females wear bright coloured clothing depending on the setting and in RnB music video that are set in urban America the costume the costume is mainly black, white, red and gold These are common colours 

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Here are examples of what the previous slide talks about

Provocative 

Provocative

common costume in pop video

Mature singer = black&white

Urban costume

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setting

Pop videos are usually set in different locations. British urban, Pop videos are set in iconic areas such as East London, or studios in the UK. Locations can be down to the budget of the music video. If an artist have more money  given to them from a bigger studio they can have locations in different countries. Artists like Beyonce and Rick Ross can afford to have more than one location for one music video where as smaller Artists like ODG are more likely to set their videos in their own areas. 

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