Research: Genre texts that break the rules.

'Ed Sheeran- The A-team: Ed Sheeran breaks standard mainstream conventions by not being the main protagonist in his video. (he only appears in a breif cameo part for about 10 seconds). In usual mainstream music, the artist is the lead in the video to promote their image to the audience and to advertise themselves. However, in this he chooses a woman to play the main protagonist, mainly to present the narrative that is happening within the narrative. The narrative within the story is also alternative compared to other mainstream tracks as the story involves controversial topics like; prostitution, drugs and homelessness. These are often avoided in mainstream music as the promote a serious image that mainstream music doesn't really present.

Bat for Lashes: What's a Girl to do?: Bat for Lashes are slightly alternative pop, as she has a somewhat quirky and individual style of image and music. Although her image follows conventions expected of alternative pop with her video being fun and individual to follow her chosen image, the things that makes this video break the rules is it contains no close ups of the artist's face. Unlike Ed Sheeran, she stars within the video, but it uses a long shot of her and the animal bikers and doesn't zoom in on her face. Usually close ups are used to give the audience familiarity with her and to promote their brand image. Also like Ed Sheeran's alternate video, it is set in a alternative setting. Dark woods are not typically the pop setting. Usually bright and happy settings to follow her typically happy and bright brand image. Also, the video only contains one scene with no cutting to others. This is also alternative compared to mainstream pop videos that contain more than 2 or 3 different settings.

Robbie Williams: Rock DJ: This video breaks the rules by containing a different theme and image compared to the rest of the videos that Robbie Williams has made. In the video it shows graphic image of the protagonist dancing while peeling his skin of. This created controversy leading to the video not being allowed to be shown until after 9pm. However, the video contains standard conventions of pop videos, including the male gaze theory by Laura Mulvey by showing close ups of the women dancers. Unlike Bat for Lashes, he also has close ups of this face, creating the familiar image with the audience. And unlike Ed Sheeran he is starring within the narrative. The theme of gore is alternative as his image is usually family and older generation orientated, as his main audience is older women who were fans of Take That within the 90's.

Emma.