Research Task: Dance Music

The Dance genre is visible throughout each of the dance videos shown above. In each of the videos a zeitgeist fashion of the 90s is shown along with a sporty vibe which is enforced by the dancing and movements shown in the video (for example the rollerblading in Sweet Lovin'). An urban setting is shown throughout which relates to the popularity of the Dance genre in the working class during the 20th century. Modern popular dance music initially emerged from late 19th century's Western ballroom and social dance music. During the early 20th century, ballroom dancing gained popularity among the working class who attended public dance halls. Dance music became enormously popular during the 1920s. In the 1930s, called the Swing era, Swing music was the popular dance music in America. In the 1950s, rock and roll became the popular dance music. The late 1960s saw the rise of soul and R&B music. The rise of disco in the early 1970s led to dance music becoming popular with the public. By the late 1970s, electronic dance music was developing. This music, made using electronics, is a style of popular music commonly played in nightclubs, radio stations, shows and raves. Many subgenres of electronic dance music have evolved.

In Sigala's music video 'Sweet Lovin'' we see the urbanised area with 90s fashion heavily shown. At the beginning of the video the girl rollerskating is shown with smoke bombs attached to her roller-skates. The production team have made a conscious decision to do this to show a storyline in the video. In the video the storyline is shown to be the infectious dancing as the roller skater skates past them, causing the other characters to dance. The video is presented as if the music is dietetic as the characters dance along to it but it is still non-diegetic as the music has been placed over the video.                                  

In this scene the female actor skates past a man on a street reading a newspaper. Noticeably he is wearing a top with the Smiley face on it which has been referenced in nearly all areas of Western culture including music, movies, and art. The smiley has also been associated with late 1980s and early 1990s rave culture, hence why it is featured in this dance genre music video.

This clip shows a delivery man dancing as the roller skater has just passed him leaving the pink smoke surrounding him. In the background boxes are shown with 'Sigala' written on them which promotes the artist in the video itself showing continuous branding. 

In MK's music video for '17' the atmosphere is celebratory and full of life. Again the urban setting is represented with the grey buildings at the beginning and street life. At the start a young male actor enters a building where a celebration then begins, introducing colour and excitement. 

Here we see the actors embracing each other as they celebrate. The clothing conveys the 1990s era linking to the emerging of the dance genre. The urban life is represented here with the run down building behind everyone in the room however there could be a message here about street life as despite their living conditions they're all very happy. 

In this scene the clothing is represented very clearly to be zeitgeist of the 90s. The baggy clothing conveys a relaxed tone and stance of the models replicates a typical street life portrayal. 

The final video 'Cola' contrasts slightly with the other two videos as it is all shot in and around a suburban house. The exterior and interior convey wealth which we have not really seen in the first two videos. This video is also excessively edited with multitudes of colours which we again have not previously seen. 

In this shot we see the 90s fashion with the raglan yellow top and contrasting red shorts. The editing has been done in time to the music as it pulsates to match the rhythm of the song. The background contrasts with the actors attire as it pastel in colour and looks like a stereotypical old woman's home. 

Here we see the excessive editing. multiple shots have been merged over one with the actors arms dancing behind the main actor at the front who is blowing the smoking drink on the table which relates to the title of the song. The video has been edited so that the the skin colour of the actors changes in time to the beat. 

Other Dance genre music videos