Conventions of Dance genre
Throughout the Dance genre certain conventions are established in various artists songs, videos, social media pages and websites. These include:
Loud Luxury
Loud Luxury is a Canadian production and DJ duo consisting of Andrew Fedyk and Joe Depace, based in Los Angeles. In 2017, they released a remix of the Martin Garrix single "Scared to Be Lonely" which gained them recognition. Their genres are Deep House and Future House. This particular band does not have a website as they are small compared to other bands and typically collaborate with bigger artists as previously mentioned. They present themselves as part of the dance genre in their social media sites as they include many pictures of concert and club scenes. This links to the conventions of the dance genre as the videos are typically set in a lively atmosphere which is presented here in the photos. Bright colours are shown in these images with neon vibrant lights shown in the concert scenes and connotations to 'summer' and the outdoors in the On instagram in particular they have reference to their song in their 'bio[graphy]' featured below their follower list, 'U wanna ride in the 6' which advertises their song.
Calvin Harris
Adam Richard Wiles, known professionally as Calvin Harris, is a Scottish DJ, singer, songwriter, and record producer. The second image above shows the website used to promote the artist. Calvin Harris and the creative directing team have decided to use the colour blue to link to the ocean and summer vibes which is seen across the genre. The vibrant shade of blue contrasts with the orange tones shown in the main image which links to a beach. The directing team have decided to create a vintage look with the highly saturated colours and have arguably used links to 007 by having Calvin Harris in a suit and tie. On the website there is a link to watch the music video for his most recent music along with links to social media sites such as Twitter. On his instagram page the summer theme is continued with the blues and oranges with pictures of his new music which is promoting the song.
Martin Garrix
Martijn Gerard Garritsen, known professionally as Martin Garrix, is a Dutch DJ, record producer and musician. As a DJ he works on a variety of genres however it is typically mixed with pop music as Progressive house, Big room house or Electro house.
On his website multiple images are shown and change on a timer showing the variations of his music. The first image you are shown on the page links to Garrix's most recent collaboration with David Guetta. The album art of the rose is shown along with the pink and navy colour scheme. The audio visual is shown centred in the page with link to the audio on youtube and Spotify. The images above contrast with each other as the first image is arguably more masculine with dark monochrome colours and reference to binary with the 0's and 1's which links to the title of the song 'Byte' which all references the semantic field of computers and electronics.
Grades
Grades' website is very simplistic compared to other dance artist websites. The page consists of a black background with a colour changing logo in the centre. In the photo above the logo is shown to be pink with elements of yellow and white sparks which may link to the party like environment due to the sparkles. Grades may have chosen to do this to have emphasis on the logo which is styled into the shape of the letter 'g' for Grades.
- Having an upbeat music
- Having a constant rhythm
- People typically dancing in the music video
- Rise and fall of the tempo
- The vocals work simultaneously with the beat
- Music videos in the dance genre are typically set in lively atmosphere
- It is essential that the movement in videos match the music
- To add a further sense of verisimilitude to the audience a music video may be filmed at a house party, including typical conventions of people having a good time partying in a lively setting
- Repetition is heavily used
Loud Luxury
Loud Luxury is a Canadian production and DJ duo consisting of Andrew Fedyk and Joe Depace, based in Los Angeles. In 2017, they released a remix of the Martin Garrix single "Scared to Be Lonely" which gained them recognition. Their genres are Deep House and Future House. This particular band does not have a website as they are small compared to other bands and typically collaborate with bigger artists as previously mentioned. They present themselves as part of the dance genre in their social media sites as they include many pictures of concert and club scenes. This links to the conventions of the dance genre as the videos are typically set in a lively atmosphere which is presented here in the photos. Bright colours are shown in these images with neon vibrant lights shown in the concert scenes and connotations to 'summer' and the outdoors in the On instagram in particular they have reference to their song in their 'bio[graphy]' featured below their follower list, 'U wanna ride in the 6' which advertises their song.
Calvin Harris
Adam Richard Wiles, known professionally as Calvin Harris, is a Scottish DJ, singer, songwriter, and record producer. The second image above shows the website used to promote the artist. Calvin Harris and the creative directing team have decided to use the colour blue to link to the ocean and summer vibes which is seen across the genre. The vibrant shade of blue contrasts with the orange tones shown in the main image which links to a beach. The directing team have decided to create a vintage look with the highly saturated colours and have arguably used links to 007 by having Calvin Harris in a suit and tie. On the website there is a link to watch the music video for his most recent music along with links to social media sites such as Twitter. On his instagram page the summer theme is continued with the blues and oranges with pictures of his new music which is promoting the song.
Martin Garrix
Martijn Gerard Garritsen, known professionally as Martin Garrix, is a Dutch DJ, record producer and musician. As a DJ he works on a variety of genres however it is typically mixed with pop music as Progressive house, Big room house or Electro house.
On his website multiple images are shown and change on a timer showing the variations of his music. The first image you are shown on the page links to Garrix's most recent collaboration with David Guetta. The album art of the rose is shown along with the pink and navy colour scheme. The audio visual is shown centred in the page with link to the audio on youtube and Spotify. The images above contrast with each other as the first image is arguably more masculine with dark monochrome colours and reference to binary with the 0's and 1's which links to the title of the song 'Byte' which all references the semantic field of computers and electronics.
Grades
Grades' website is very simplistic compared to other dance artist websites. The page consists of a black background with a colour changing logo in the centre. In the photo above the logo is shown to be pink with elements of yellow and white sparks which may link to the party like environment due to the sparkles. Grades may have chosen to do this to have emphasis on the logo which is styled into the shape of the letter 'g' for Grades.
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