Convention of music video in my Genre

The genre of the song that we have chosen to do fits into the genre of Soul. Some example of artists in this particular genre are; Duffy, Adele, Plan B, Lemar, Paloma Faith and Amy Winehouse.
The song that we have chosen to do is called Technicolour and is by Paloma Faith. The conventions of this genre are as follows;

Colour scheme;
The main colours that are used when producing a soul music video are predominantly black/white/grey and is usually consistent throughout the entire music video. The video for Paloma Faith's Technicolour these colours in the lyrics discusses s but as the song progresses brighter colours like blue, yellow and orange are represented. This is a direct contrast between songs in the Pop genre. Bright colours are usually associated with happy and colourful pop songs.



Performance;
In the soul genre, the main artist needs to act as well as sing. This can include little and simple dance moves that engage the viewer and make them want to watch the music video. Duffy is a Soul artist that uses simple dance moves surrounding by male dancers which is convential to this genre. This is an effective way to avoid viewer fatigue. This can also be seen in the image below.

Costumes;
When again discussing Duffy's performance, the costumes that are used are essential to her music video. They are a perfect match to the genre of the song. The male dancers are wearing suits which make them look very professional. Duffy is wearing a black outfit which matches the dancers but contrasts with the lighting situated behind her. Other Soul artists like Paloma Faith do not necessarily stick to the dark colours when it comes to clothing. She wears bright, controversial items of clothing and her audience may not believe that she belongs to the Soul genre when they watch her music video.

Lighting;
Whether this be low or bold lighting, it is essential in every music video. Particularly in Soul music videos, low key lighting is used to portray the ideas presented in the song. Lighting can also be used to create silhouettes which is evident in Adele's Chasing Pavements and Duffy's Rain on your Parade. Lighting is also used as a clever tool when making your main artist more attractive than perhaps they normally are. In females, usually this is done for the sex appeal.