conventions and codes of a music videos

Conventions of a music video

 The purpose of a music video:

• Is to promote a single or an album. This is the most common form of a music video
• To promote the artist or the band
• Entertains and engages the audiences it brings the artist and audience together to create more of an interest in the artist.
• Gives deeper meaning to the songs through the use of shots

A stereotypical music video is about 3-4 minutes long and can be a variation of a narrative story, a live performance these are the most stereotypical but can also include animation and graphics. The video itself advertise the artist and the band.  Music videos are found on TV programmes such as MTV or Top of the pops. Now a days most music videos are found on YouTube or download them from iTunes onto phones.

some stereotypical conventions of a music video-

• Singing of the artist
• Narrative/performance
• Band is shown
• Lip syncing
• Vocalist having most of screen time
• Fast pace
• Tracking shot
• Slapstick humour
• Band performance
• Slow motion
• Different locations
• Simple narrative
• Montage of different clips

 
Music videos can feature the artists themselves or actors, and usually follow the codes and conventions of two main styles.




The Different components in a performance music video are-








The narrative music video
A narrative music video will usually include-
A  story of the song lyrics through technical codes and who the video is edited and can be like a mini film with a beginning, middle and end . It uses actors to tell the story of the song, although sometime the narrative will cut back and forth between the actors playing roles and the music artist performing. As a stereotypical video is 3-4 minutes long but portrayed as a story it is usually fast paced and includes lots of variation of shots and cuts, it uses intertextuality with films, TV and other videos, they can also mimic other films and TV genres such as Horror and Sci-Fi.  


Thematic-
In music videos there are lots of stereotypical themes, which varies depending on the genre of the music.
For example- Heavy metal bands go for performance and dominate there music videos
Rap singers usually include clips of the streets with graffiti and a variation of different ethnic minorities which gives a more 'rough' side to the music.
In female pop artist it is stereotypical  to see dance performances for example in Beyoncé and Little Mix.


Cinematography
A music video include
long shots- these will show the setting of the music video and define the genre from the colours found in the background


Close ups- these are used to show the main singer, this allows the audience to feel closer to the artist. For example, when an artist had a performance at a concert it will make the audience feel like they are at the performance.


Mid shots- these are usually show the band playing or they will show narrative of the music video
This is used to create an emphasis on the artist, location and emotions. Close ups are used to show emotions as well as to reflect words and meanings of the song with the control of the artist. The camera movement used is used to follow and trace the band or the artist. Camera movement includes, tilts, pans, tracking shots.
   
Footage includes  the artists performing, singing or playing instruments. The mode of address maybe direct so the audience feel the artist is performing to them especially.  This is known as 'spectacle' this is where often the artist is looking directly at the viewer and known as 'direct address'. For men this includes the artist or character looking towards the viewer. The male is addressing the viewer directly. While on the other hand the female figure is often an object of an erotic gaze, object of male desire.  



Mise-en-scene
Mise-en-scene is one of the main aspects for a music video as the costume, makeup.... will make the music video. The genre will help define the mise-en-scene, different genres carry different conventions and they are easily distinctive.


Costume
costume will reflect the main aspect of the mise-en-scene. In pop music videos you are likely to find seductive bright colour costumes compared to rock where you are more likely to find leather jacket and black clothes to symbolise grunge


Props
props work alongside costume to define the music video, they often illustrate the lyrics and create a visual image.


Location
A setting will provide the genre of the piece. For example, Dance music is usually filmed in hot locations and near the beach, compared to rock genre where they are filmed in unattended buildings and filmed in cities.


Editing
editing in a music video creates an atmosphere, the pace and style of editing and will derfine the genre. Editing can help link the narrative to the lyrics and help them run together. The colour of a music video can create a mood for a music video. For example, in rock music videos the colour is usually darker then the actual setting to make the piece feel more alive. However, in a pop music video the video is made brighter to make it more colourful and more fun.