Target audience

Marshmello: Alone

Marshmello makes a simplistic yet meaningful video representing the struggles that the younger generation face in being different or individual.

• Child is being bullied - obviously looks different with his face masked - represents individuality and how it is frowned upon.
• When alone he reveals his true talent - this is spotted by those who judged him previously.
• Soon when his talents are revealed, the people who previously judged him start to join 

Nobody to love + Red light

Firstly, dance music represents its fanbase because of the demographic that tend to listen too the music. It is usually younger teens that listen and watch these videos, and younger people tend to want freedom - which is why the ideologies relate so much too them. This is prominent in both the videos as they use young actors being free across the world and doing whatever they feel like doing.

The key ideologies in both are like i mentioned above of freedom and independence. We see this from them always being in very scenic countries and locations with little people around them, then doing very impulsive things such as jumping in water and going off with random people.

The tone of the two videos is interesting as it creates a tone of joy and happiness with these two people enjoying life and spreading that happiness. On the other hand, there is a heavy focus on the 'Male gaze' due to the girls actions and the clothes they are wearing. In both videos many low angle shots are used specifically to draw attention the the girls bums, and this continues throughout with several very suggestive and inappropriate shots being used with the women in little clothing. Furthermore, we see a shot on 'Red light' where the women are cleaning the car in a sexual manor. This is in a way making the women look independent about their sexuality and gender as well, so is empowering for them. In another sense though, they are being objectified because of their bodies and the whole video is almost centred about their aesthetics.

Finally in 'Nobody to love' we see cultural representation is interesting from how these two white girls are parading around these poor parts of third world countries almost showing off their privileged lifestyles.

Dance Music history

Disco: Seventies Disco was born on Valentine's Day 1970, when David Manusco opened The Loft in New York City, and it rapidly faded in 1980. When the Disco movement peaked in 1978-79, the demographic was predominantly white, heterosexual, urban and suburban middle class. Discotheques played vinyl records on powerful sound systems for non-stop dancing. Elaborate strobe disco lighting systems throbbed to the beat of the music.

House: Back in the early 1980s, Chicago club and radio DJ's were playing various styles of dance and disco music. In the mid 1980s and 1990s, house music became a major fixation on the UK music charts. In the past decade, house music has become very popular in America because many artists have crossed over to the mainstream. 

Techno: The template for a new style of dance music (that by the mid to late 1980's was being referred to as techno) was developed by four individuals, Juan Atkins, Kevin Saunderson, Derrick May , and Eddie Fowlkes, all of whom attended school together at Belleville High, near Detroit, Michigan. 

EDM: Electronic dance music is a set of percussive music genres that largely stem from the production methods of disco music, techno music, house music, and trance music. Such music was popularized via regional nightclub scenes in the 1980s, the warehouse party scene of the late 1980s, and the early rave scene of the acid house movement in the late 1980s.

Dance pop: Dance-pop is a pop and dance subgenre that originated in the early 1980s. It is generally uptempo music intended for nightclubs with the intention of being danceable but also suitable for contemporary hit radio.

Avicii and Rudimental analysis

This avicii song has a great focus on freedom in a summery setting. We see it takes place across America, though in very idilic beautiful places. This follows with the camera work, which is done to accentuate the setting and make it seem like a perfect life. Also, a lot if shot on a Go-pro which is a onboard camera showing all the things the actor is doing in first person -  almost showing the viewer how it could be them and making them feel there. There are several slow motion shots which are common for dance videos and again work too make the setting and shot look more beautiful.

In terms of gender, the man is the focus of the video, though he really is represented as a very 'manly' figure due to his physical appearance as well as the fact he is taking part in several high adrenaline, dangerous activities. All this is very conventional of the dance genre as it is very high speed activities being filmed to the high BPM music.

Much like Rudimentals video it acts as a story of this mans life and his journey which helps the viewer connect greatly to him on an emotional level. The key idea is that his dad who passed told him to 'live a life you will remember' and it is him fulfilling what he said to him.





Now, looking at Rudimentals we see audibly that it is a very conventional dance song with a long build up too a repetitive fast BPM beat drop. Visually though, the video is very different from a traditional dance video. The video follows a story of a man in hospital going through recovery from a bicycle accident. It looks like a documentary style and so does not fit naturally too the dance genre. Thinking about it though, many dance videos work as a story usually of people going through their life doing activities, though what we see here is it is the story of his life in hospital. Even though it follows this format of a documentary, it does adopt some traditional dance conventions in it. For example, in the build up of the music there are slower more relaxed scenes, though we see when the beat drops the shots shown are them being at a party and more high speed shots of the men on bikes. From this then, we see even though the shots are clearly not choreographed to the music, they have been placed accordingly to suit the speed of it.

Another point is the location of the video is rather unconventional for a dance genre, because it is set in very normal lighting that isn't overtly bright and vibrant, yet quite bland and normal. This could be referring too the video and narrative itself as that is very real and a literal documentary as opposed too something that is purely made foe the video - allowing the viewer to connect to the story and get into it. Something else that adds to the realism is the editing used in the sense that it has this tinge and effect to it which makes it seem like a homemade video. Again done to show his story and as if they are filming his journey.

Dance music analysis

This is avicii's current website, and although there is nothing specific to view, it still acts as a tribute too him and his death earlier this year. The artist is represented as being very modern from his website, though in a sense even though his album art is used it symbolises life. The audience is looking out of a cave to a golden tree. this could symbolise the beauty of life and nature. Also, there are birds flying away from the trees which shows really the circle of life. On his website, despite there being little options to click on, there is links to the spotify. This works too keep his music popular despite the lack of advertisement since his passing.

Looking at sigala, we see the website is very similar to their music videos in terms of the vibrant style. This is also for advertising their new singles, as well as tour dates and such. There is an exotic and beautiful location in the background, which appeals to the target audience of free young people who are wanting to travel. It also represents the freedom of the younger generation, and the way it is slightly blurry is showing the editing.

Skrillex website is rather different as instantly it gives you the links to different websites which have things you might want to visit. Clicking on the 'store' option it directs you to a site with an interacting 3D video with the skrillex logo, and below that all his merchandise is listed.

21 Savage is a famous rap artist, and his website has a very orderly layout adopting a slideshow of pictures of him. The pictures of him relate to what he focuses greatly around - and what many similar rappers focus on which is money. We see him holding a chain laced in diamonds, with even more beside him housed in a Louis Vuitton case.

Coldplay contrasts these other artists greatly as they are much more of a soft rock artist. We see the colours used are in coordination with the albums, an is very colourful suggesting how they are unique. Also there are drawings on the cover in a childish way, suggesting how they are not too serious as a band yet like to have fun. Also,  looking at these colours of the rainbow we see they are that of a rainbow and this tends to symbolise equality in todays society.

Many things that all of these websites have in common is that they all adopt a very modern and sleek layout. It is very easy to move around the website and transitions from one page to the next tend to be very smooth. What we also see, is that the websites either tend to adopt a very vibrant layout or a rather monotone one adopting greys and blacks - a trendy colour scheme currently.

Dance conventions:
- Fast beat
- Repeated rhythm
- Drop
- Summer vibe
- Electronic vocals sometimes
- Vocals tend to have one upbeat chorus
- Tends to be a build up followed by a drop and then the build up again
- The song tends too sound like a remix

Dance artists:
Sigala
Avcii
Marshmello
Chainsmokers
Martin Jensen