Genre analysis: Boy Bands

 Codes and Conventions of Boy Bands

Boy bands are defined as a group composed of young men whose music and image is generally designed to appeal to a young teen audience, primarily young female teenagers. Today, the bands are often manufactured and put together by record labels, often matched depending on aesthetic.

Representation

Since the target audience for most boy bands is the teenage girl audience, the image for the band must be non-threatening but cool. At this point in their lives, young people are tending to gain more control over what type of media they consume, however there is generally still some parental guidance and control here. 

From the music video for 'Where I belong' by HomeTown. At the exposition of the video, we see the aftermath of a wild party, with a red cup floating in a pool. These types of red cups are often associated with the consumption of alcohol in teen films and media, however, we don't actually see this behaviour in the music video at all. It is just suggested, showing a hint of delinquency without it actually happening.

Because of this, boy bands must tread the line between appearing 'edgy' and 'wholesome' carefully, presenting themselves as mature for the newly independent teenager, but also being enough for their parents to approve of. The result of this is a type of non-threatening representation of masculinity being presented, with the emphasis on the young energy and playfulness of the group still being there. It is not aggressive, but instead focuses on a sense of 'horse play' that is still masculine and 'grown up' enough for the audience.

Wake Up - The Vamps

In this video, the band's fans are participating in vandalism, trespassing and dangerous behaviour, with the use of the mise-en-scene and costume of street protesters. However, these activities are necessary to get The Vamps to perform to the whole city from a tower and tell them to 'wake up!'. Therefore, this anti-social behaviour is portrayed as creative and positive, showing organisation and initiative as well as bringing the city to life altogether.

Intertextuality

Other music videos include many references to existing texts, however, boy bands make these references often, especially to older boy bands and to portray them in a certain light to their younger audience. In 'Kiss You' by British boy band One Direction, each set up that the boys are seen in is a reference to different teen idols from the past: The Beatles, The Monkees, The Beach Boys and Elvis Presley. There is even a reference to the sailors from the film 'South Pacific' (1958). This gives the sense that One Direction is appearing as the new set of teen idols for a new generation, giving the impression to parents of teen viewers that they can feel safe and reassured in knowing that this group is no more different or harmful than any idols before them. 

Similarly, in the music video for 'Where People Go' by After Romeo, the band members show their differences by referencing different gangs, such as the Marauders from 'Mad Max' (1979) and the Droogs from 'A Clockwork Orange' (1971). This intertextual reference to 'A Clockwork Orange' sums up the non threatening but edgy representation of the boy band here. With the band member, Jayk Purdy, dressed as a Droog - a sociopathic, psychotic gang capable of unprovoked violence and sexual assault, it is only done here because someone thinks it looks cool and familiar. 

 

Technical codes

Conventionally, boy band videos are performance based, with the group coming together to perform to the camera/audience. This means that the construction of the video will require some master shots of the group, which will be intercut with close-ups and mid shots of the performance. The editing used will be in tone with the music, with it being quick for upbeat music and slower for ballads. There is also an element of voyeurism and objectification as the audience is meant to see the artists as desirable here. So for this, there is often cutaways, often in slow-motion, to close up of the smoldering, wistful and reflective looks of the performers.

Narrative

While the focus of boy band videos is often on performance, the narratives found in these videos are often very simple: getting ready for a performance, getting ready for a party, getting together for a party with girls.

BTS - Butter

This week, I looked at the music video by K-Pop boy band BTS for their song 'Butter', and I was asked whether the video uses the same codes and conventions that other boy bands use, or whether it challenges them. Overall, I think that the video uses similar conventions to the other boy bands, with the use of the butter almost as a euphemism - therefore keeping the treading of the line between 'edgy' and 'wholesome'. The song has intimate indications, but is still wholesome enough where parents are concerned. 

Intertextuality

Throughout the music video, lots of 1980s and 1990s references are sprinkled in intentionally, with the song being based on Michael Jackson's 'Smooth Criminal', released in 1988. The song even has a lyric at the start of every verse, "smooth like butter, like a criminal undercover". The use of this reference implies that BTS' image in this video has the same 'horse play' as when One Direction referenced 'Jailhouse Rock' in their video, therefore showing that the band uses these conventions, as well as nods to previous pop idols.

 At the start of the video, the band is shown together having mug shots taken of them, giving a slightly edgy tone to their image, as well as smoldering and running their hands through their hair. However, after this the video cuts to them dancing in front of colourful orange and pink lighting and smiling. There is a switch here from edginess to wholesomeness. There are more Michael Jackson references in the video, with key references to 'Rock With Me' and 'When I Look In The Mirror', with the idea here being an allusion to the so-called 'King of Pop' himself. 

Another intertextual reference in the video is in the rap part of the song, which references R&B star Usher's 2001 hit 'U Got It Bad'. 

A convention of boy band music videos that is challenged in the 'Butter' video is the actions the band are pictured doing. In most boy band videos, the band is shown going to parties or being with a big group of people, like in The Vamps. However, BTS is instead pictured dancing in a gym, giving a very youthful, high schooler impression. They are also shown on a film set and near a plane, reminding the viewer that they are a famous band on the set of a music video, but the part of the video in the gym makes them appear younger, to appeal to their younger audience. This is challenging the conventions of boy band videos as it seems like the band is trying to relate a bit more to their target audience, rather than depicting the lives of older teenagers and adults, out partying and hanging out with girls.