Genre Codes & Conventions: Country

Before analysing any music videos or digipacks, I feel that it’s important to establish the codes and conventions of each of genre. The genres that I will be researching are: Country, Pop, R&B, and Hip-hop.

Country music grew out of American Southern folk music, and is very traditional as a result. The music is simple at its core, often sharing themes, melodies and songs with Blues. Most of the songs are built around three chords and a plain melody.

MUSIC VIDEOS

Bebe Rhexa in her ‘Meant To Be’ video

Narrative:

Country music videos will often follow a narrative which portrays the lyrics of the song. The music artist will commonly feature as the protagonist of this narrative; the videos often follow a storyline that is meaningful to the artist, expressing themes of throwing aside inhibitions and enjoying life, as well as addressing current affairs. Stereotypically, there will be much less of a focus on performance and more of a focus on constructing a meaningful video through a variety of shots (often in open, rural areas), and a cohesive storyline through continuity editing.

Continuous editing is used in Sugarland & Taylor Swift’s ‘Babe’ video to portray the narrative of an adulterous husband

Camerawork and editing:

Most country music videos use long shots to show scenes set in rural locations, as well as some form of tracking shot; vechicles are frequently shown driving down an open highway. Furthermore, any performance elements in country videos use close up shots to convey the artist’s passion for the song; artists will often sing of themes that they feel strongly about.

The editing of country videos often features continuatively cut scenes which form an overriding narrative to the video, creating a realistic and engaging video. This style of editing often matches the themes of the song.

Taylor Swift in ‘Teardrops On My Guitar’

Mise en scene:

Country music videos are often stereotypically assoiciated with props and costume such as cowboy boots and hats, checkered shirts  and trucks.

In most country music videos, the setting is natural and realistic. Therefore, the lighting is usually natural as scenes often depict rural, outdoor locations. However, indoor locations may be featured. Conventially indoor settings will include bars and clubs, often featuring live entertainment provided by the artist.

Hair and makeup is usually fairly natural as there is much less of an emphasis on looks and beauty in country videos.

DIGIPAKS

Taylor Swift’s debut album follows digipak conventions

Front cover:

Country digipaks often reflect a personal feel through their use of closeup or mid-shot images of the artist. The singers are often made to look friendly, inviting and/or innocent to reflect the country genre. Outfits often use simple design and the colour white to represent purity. The music artist’s makeup is usually very simple to portray their ‘clean-cut’ image. Colours usually reflect the calming, relaxed music of the country genre; the colour schemes used often have connotations of the countryside through frequent use of earthy tones such as browns and yellows, or sometimes brighter colours to represent spring. Fonts vary but many use a handwritten style to allude to the personal element of the music on the album.

Country duo Florida Georgia Line’s 2012 album

Back cover:

The back of country digipaks usually features a tracklist and a second image of the artist. Credits to producers, songwriters etc. are also present.