- Clear genre (Pop)
There are constant close-up shots of the main artists' faces (e.g. 0:13, 0:29,1:55, 1:56), along with repetitive long shots of dancing with the background dancers (1:00, 1:10, 1:17- 1:25).The camera also does not stay static at any point in the music video.
The editing is fast paced, with cuts at least every 2 seconds, and a slow-motion effect is used frequently (even as Nicki Minaj is introduced into the music video (0:24-0:28)).
- Hybrid genre (Electronica)
Lean On uses a combination of electronic music and Bollywood music, and conforms to Grant's explanation of a Hybrid genre ("A more specific categories...identify them specifically by their familiar...recognisable characteristics"). This compliments the range of cultures that may exist within their audience. This is shown in the costume and appearance of all the participants throughout the music video, as well as the dance choreography (0:29 - end). The location of the music video directly expresses Bollywood culture, as it may have been filmed on-location in India.
The majority of the camera movements in the music video are slow - most likely from using a jib crane or a dolly. Along with the slow-paced editing, the duration of the shots and the tempo of the music, this gives the audience time to see and appreciate the culture and dancing.- Sub-genre (Electronic Dance Music - EDM)
Electronic Dance Music is a sub-genre of electronic music and is most commonly portrayed with a nightclub-style music video. I Want You To Know is a good example of this. The music video begins with a couple of shots of an over-the-shoulder of Selena Gomez. This is followed by a contrast of quick flashy cutaway shots of a disco ball, hinting the sub-genre of the video. 
The editing of this makes the disco ball look a lot brighter and brings a sense of excitement to the audience. The mise-en-scene of the music video also shows how it fits into EDM. For example, the location shows people having conversations and holding alcoholic beverages in dark/ambient lighting. From 0:23 until the end, there are repeated shots of people dancing on the dancefloor, as well as the featured artist being in constant camera view. The colour of the video is mainly pink and purple/blue colours, showing that this is set in a nightclub. The whole atmosphere of the 
The overall editing is extremely fast paced (cutting between half a second to about every 1 or 2 seconds), especially from 1:16. Various video effects are used including slow motion, and shapes which not only add a feeling of adrenaline, but also a slight surreal twist, perhaps connoting that the featured artist in her state, is tipsy, and the audience, also experiencing the nightclub adrenaline, will also be able to witness the same thing.2) Generic Conventions:
- Clear Genre (Soul)
1) Typical mise-en-scene/visual style
- Performance at the camera – In Stone Cold, the artist does not perform directly at the camera unlike most conventional music videos. For example, during some of the bathtub scenes the artist’s facial expressions while lip syncing show that she is focusing more on conveying a sense of sadness which would be felt by the audience. This is clear at 0:48-1:05.
- The locations of the music video (apart from the bathtub) are also conventional to Soul as they suggest loneliness. In this music video, the other main location is a snowy landscape (eg a wintry forest, snowy mountains), hence the name of the song “Stone Cold”. This is further enhanced by the costume of the artist in the snowy landscape – a long thick grey coat.
- The lighting of the music video is quite dull as though all signs of colour have been removed from the atmosphere. When the artist is outside, the colour of the scenery is almost blue, and the colour of the bathtub scenes is sepia-style.
These are conventional to the Soul genre, as they are all being used as direct ways of communicating the theme of the song to the audience.
2) Typical types of narrative
- Although there is no clear narrative, this means that it is partially open to interpretation by the audience (negotiated reading), provided that what is perceived goes along the lines of her (the artist) being heartbroken from her boyfriend cheating on her and thus becoming a stronger, more independent woman. (Eg 0:29-0:32)
3) Typical representations
- The main representations of Soul artists in their music videos, particularly females, tend to subvert the typical “male gaze” – women being colourful objects and instead prove themselves that they can be a lot stronger. This subversion is clearly evident in Stone Cold as the artist is wearing a thick, long grey coat. Not only is she visibly blending in with her surroundings with the lack of colour, but it is as if she is also concealing herself from the archetypal view of females and becoming more independent. Essentially, this is what the music itself is about.
- However, the artist does also conform to the archetypal female view. In the bathtub scenes, she is crying (a sign of weakness), which is usually a typical thing for females to do when they go through heartbreak.
4) Typical sound design
- The sounds used in the music video heavily influence its atmosphere, and this is also an important consideration to make in a Soul music video. The main music used in the instrumental are a piano and drums. The slow tempo of the piano, a strong symbol of heartache and sorrow are dominant throughout the entire music, while the slow temp of the drums just add an extra bonus emotion (a hint of anger as well as just a beat) to justify the main emotion. The drums do not come in until the first chorus (from 0:48), before reverting back to only the piano tune. The drums then do not return until the second chorus (from 1:58) and they remain to the end of the song.
- Another sound that is used is the sound effect of wind at the beginning of the music video, as the artist climbs up the mountain. Apart from being a symbol of the music video as a whole (Stone Cold), this adds an extra layer of her proving herself to be stronger than what the audience would typically think, therefore going against the residual ideologies of a female as “property”.
5) Typical editing style and recurring camera techniques
- The editing of Stone Cold is quite slow-paced and the duration of the shots last for a while. For example – dissolves (eg 1:23-1:25, 1:28-1:31) and some slow motion add to the contemporary sad theme. The cuts begin quite slow, on average the shots change every couple of lines, until towards the end of the song (from 2:37) when the tempo slightly increases and Demi hits a high note, the cutting becomes more frequent (cutting at every word), until the very end of the song.
- The camera in the music video is typically non-static, handheld movements. However, there are constant close-ups of the artist’s face while she is in the bathtub, highlighting the impact of her sadness – eg showing the mascara running down her face, her facial expressions. This is contrasted by the panoramic landscape scenes, where there are constantly wide shots and slow pans. Eg <1:50-1:54>, which connotes a sense of freedom to express her regrets and bitterness while she is outside, compared to her being curled up in a bathtub indoors feeling sorry for herself.
- The editing and camera in Stone Cold are very conventional to the Soul genre as they are required to match the slow pacing of the music, which adds depth to the song's meaning.
These generic conventions are also shown in Adele's songs, such as "Hello".
- However in Hello, the theme is more solemn than Stone Cold. First, there is very little performance directly at the camera (including eye contact) from the artist. Also, the music is at a constant slow pace and does not escalate at any part of the video. The music video features a long intro where there is some dialogue from the artist. The narrative is also open to interpretation, however it is restricted to relating to the theme of the song. In order to help the audience understand what is happening in the song, there is one actor who is featured - he does perform directly at the camera (with eye contact), even though it is acting. There are no sounds of dialogue from him.
- The colour of the music video is constantly monochrome, connoting that the artist recalls the memory of her relationship and a major argument with her husband and being unable to get her phone calls through to him.
- There are a lot of editing and camera used to keep to the theme of the song, eg slow cuts, some still camera shots (from 0:01), close ups of the artist (0:01, 0:24, 0:36), cutaways, slow motion and focus pulls.
- There are also some shots where the audience take her "perspective" in front of the "husband" actor. This is really interesting and rarely used in other Soul genre music videos. This allows the audience to experience the sorrow she feels from her point of view (from 2:27 - a happier time where, from 2:27).
In Hello, the Soul interpretation is more intense and deeper, compared to Stone Cold. The overall lighting of the scene is quite dull, mostly due to the use of monochrome.
3) Genre Themes
- Drowning in sorrow (0:37- 0:40)
- In this time frame, Demi dips her head underwater for a couple of seconds, this connotes that she feels as though she is drowning in cold water, now that her lover has moved on from her.
- Self-assurance (1:49-1:51)
- This shot is probably the most iconic in the whole music video. Demi looks as if she is reassuring herself that she can get over her ex-lover and become more independent and stronger than how she was. She is also gazing off into the distance in the similar way that a bird of prey (eg an eagle) would. This connotes that she feels a sense of freedom inside of her.
- Emotional pain (2:33-3:02)
- Of course there is emotional pain combined as well, and the quick cuts, along with her facial expressions and the way she positions herself proves that she is still in agony on the inside despite the self-assurance. The tears, her body language and the vocals at this point are all depicting an extent of emotional pain.
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