House Conventions

At this stage we are torn between alternative rock and house so the research we are conducting will help us towards making the final decision.

Music videos for house/dance music videos usually don't follow many codes and conventions, this gives the freedom to create an idea for a video. They mainly feature videos about love, sexuality and things a young audience could relate towards. 

There is a strong use of realism, as there is no sense of romance its just straight forward everyday party lives which helps the demographic connect with each song and music video.

This tells us the demographic that we are going to be aiming our music video at, its going to be around 16-23 year olds that we aim for.


The videos tend to feature clubbing scenes, women with minimal clothing or stylish/ designer clothing, jumping/dancing around, pools, UV paint, drinking and they look nice. The atmosphere is wild and crazy.

House/dance videos are played in clubs, and people are meant to dance to this so, the videos nearly always feature some form of dancing within the video.

The excessive use of neon colours connotes the energetic style of music that house is, it also shows an important part of its demographic life which is the party life, it creates a connection to the listener as they can relate to the genre.
This picture shows a screenshot from a house music video, it shows one person dancing in the middle of a circle which connotes that the music gives people confidence that they didn't have before hand. It also shows them as a community.

The clothing that they are wearing in the picture connotes that they are young and stylish which agrees with the conventions and aligns with the community and atmospheric affec t the picture guives off as they are all trying to wear stylish designer clothing.