Research Task - Dance Music

Dance Music

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

The main thing that makes all of these videos part of the dance music genre is that the music is dynamically produced so it is natural and easy to dance to, even if it is the smallest move. Furthermore, this is emphasised in the videos as they all have people dancing in them encouraging people to do the same. Most dance genre music videos also use very simple dance moves so the audience can do the same moves. In addition to this the videos are full of bright colours and bright clothing, as well as recognisable brands. 

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.

All three videos are based around teenagers of all diversities doing something which everyone does - dance. This then appeals to their target audience as its the exact same people used in the videos. The videos are all set in urban locations to link to the hip hop, commercial style dance used in the videos appealing to the audience who will listen to and dance to these songs. Furthermore, the bright colours and outfits will also appeal to the target audience as they make it not only interesting to watch but the audience may aspire to look like them and wear what they're wearing. To achieve this, they also wear and promote well known brands such as Adidas throughout the videos. Furthermore, the camera is used to create fun and unusual shots to add to the party theme as seen in "cola". However, "sweet lovin'" and "17" do include people of different ages showing how the music can be embraced by all.

Sweet Lovin' - Sigala

This video has bright colours and a youthful attitude to attract their target audience. Furthermore, it is set in and urban location. The walls are all bright, as well as their outfits, in addition to this, colour is following the main character on her roller-skates as she roller dances around spreading the joy so others dance around her. However, all sorts of people are included in this video and so it appeals to all. In the frame it shows the roller-skater skating past two people who afterwards begin to dance. 

17 - MK

This video is full of bright colours set on the urban streets. It starts with a surprise party, with people of all ages dancing to the music, showing its appeal to all. The video then follows a group of young people who dance in all locations wearing bright and branded (champion) clothing. There is a youthful party attitude throughout the video linking to the dance genre style of encouraging people to dance and have a good time. In the frame it shows two people dancing on the colourful urban streets whilst others watch behind them .

Cola - CamelPhat & Elderbrook

This video is full of not only bright colours but of fun effects and camera angles. This frame also perfectly shows the brand Adidas which is used for most of the clothing appealing to the target audience. The video is full of dancing with each person having multiple solos showing off their talents in aim to get the audience to do the same. It features people of all backgrounds brought together by dance promoting diversity and acceptance. It is in a less urban area but the hip hop commercial fusion dance promotes this urban style. 

In many dance genre videos, the artist themselves is not featured, shown in these 3 videos as none of the artists is featured in the videos. 

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

Breathe - Jax Jones ft. Ina Wroldsen (2018)

This is of the dance music genre as the whole video is two people dancing in various locations; many of which are deemed as urban such as the street and the bridge. Furthermore, the two dancers do not only wear bright clothes 
but are promoting various well known brands such as Nike,

Adidas and Supreme. In addition to this, neither artist is featured in this video with the focus being completely on the dance and its story. The dance itself is more of a commercial contemporary fusion.


Policeman - Eva Simons ft. Konshens (2015)

This is of the dance music genre as the video is based around dancing just as the song is. However, this video features the artist unlike the other 4. It is full of bright colours as shown in the frames chosen. Furthermore it promotes the 
brand Moschino as seen in the first frame. The dance is hip hop commercial which links to the setting of urban areas. It appeals the usual target audience through the dance, costume and set whilst celebrating the diversity of the dancers and the party like atmosphere.