Conventions of Electro-Pop Genre

Conventions of Electro-Pop  Electro-Pop is a musical genre which combines electronic

music and pop music. The genre has seen a revival of popularity and influence since the 1980s, all the way to the 2010s, this genre features the synthesizer as the dominant musical instrument.

Electro-Pop songs are electronic and pop songs at heart, often with simple, catchy hooks and simple dance beats, but differing from those of electronic dance music genres in that song writing is emphasized over simple dance ability. Electro-Pop is characterized by a distinctive low frequency synthesizers which might variously be described as crisp, crunchy, crackly, fuzzy, warm, distorted, dirty, or dry.

Synthesizers such as this Prophet-5 are crucial for electro-Pop instrumentation.

History of Electro-Pop Late 1980s saw duos such as Erasure and Pet Shop Boys who were

successful groups in this era , adopting a sound that was highly successful on the US dance charts, but by the end of the decade synthpop had largely been abandoned.

Interest began again in the indietronica and electroclash movement, during the 90’s; until the 21st century. It has become more and more commercial by being prominent in artists music such as La Roux, Lady Gaga, Kesha, Owl City and Passion Pit.

Conventions in Electro- Pop Music Videos

Fast-cut montage - providing a professional look/ leaves audience wanting to see it again* Unique and bold - Very stylish sets and mise-en-scene* Concept and narrative based* Appear quite modern and bright * Light hearted and relaxed atmosphere* Use of bright colours within video* Original ideas - videos within this genre don't like to stick to safe ideas they seem quite experimental

Conventions in Electro- Pop Music Videos

The beats of electro-pop songs are often reflected in the editing cuts and pacing, an idea we plan to use in our video – point of view shots with the beat of the music in sync with the walking.

When researching, I found there was loose, if any, reference to the lyrics. This isn't a problem for us in our music video as it is mainly without lip syncing.

In Electro-Pop videos relationship between the lyrics and the performance is not so common and is rarely used within these music videos. The audience can relate more to our video with reference to the lyrics so we have tried to make some, but not many references.