Conventions of music video

What is a music Video

Is known as a short film which shows the movement of a performer either doing a narrative scene or a performance based track many music videos convey both aspects in their video.

Purpose of a music video

The purpose of a music video is used more as marketing tool to enhance the image of the artist used as a promotional tool for people to buy or watch their music videos e.g. YouTube and buy CD’s. The type of music would influence the type of people to listen to it trying to broaden the artists audience.

Codes and conventions of a music video

Music videos categorised

Performance- Where the band or artist is playing an example of this would be Kings Of Leon Sex is on Fire http://youtu.be/RF0HhrwIwp0

Narrative- where there is a storyline showing meaningful lyrics in the video to show the artist emotions e.g. http://youtu.be/7_weSk0BonM

Mixture of performance and Narrative- Is the aspect where the artist/ Band is performing and there is also a narrative (storyline) this is the most common features used in music videos e.g. Fray save a life http://youtu.be/cjVQ36NhbMk

Animation- This is Digitally performed by an artist used mainly in films gives the audience a new viewing experience e.g. Lion King Circle of life http://youtu.be/vX07j9SDFcc

General codes and conventionsNarrative - is the storyline which is performed by a band or artist showing the meaningfulness through their video and lyrics this portrays to the audience of what the artist is trying to show, this will all be demonstrated through Mise en scene, camera work, editing and sound/theme ( instruments).

Lyrics – are consisted through verses and choruses it interprets what the artist is showing through their lyrics depending on the mood of the atmosphere they are going for this usually is constructed through the video and words they say facial expression will show the atmosphere which will be conveyed to the audience.

Image - this is used through a visual sense when the artist is performing dance routines or the movement throughout the video this is done through camera work to give it that dynamic feel

Genre - is the type of music this can be categorised and be demonstrated throughout the mise en scene, camera work and lighting this will be all used to show the audience and give a insight of the genre mainly done through performing and type of sound in the background of the song

Media Language Camera Shots- these are varied camera shots to focus on the artist and bands this is done through a variety such as Close ups, Extreme close ups, Medium shots and long shots these are used in the general conventions of music videos.

Camera Movement - this is used to track the music this is done through crab shots, panning shots, boom shots, dolly shots and tilt shots these are some of the aspects people use in music videos to be effective to match the track.

Lighting - is used to set the mood of the atmosphere used in the music depending on the type of genre if it is a rock genre the conventions used here would be low key lighting in certain aspects to give it that mood atmosphere whereas if it was a pop video it would be quite light to show the artist to stand out.

Mise en scene- is the scenery and props used in the video it tries to convey the message to the audience what theme is used, location and performances these are aspects which are used to match the music video.

Editing- is used to match the pace of the music video where it will focus on the artist, instruments and performance this should have a contingency to match the editing pace of the song.

Intertextuality This is used in Cinema chains such as Walt Disney where it has enabled them to play tracks in films such as Aladdin a whole new world, music has benefited from the growth of cinemas making it broaden to more of a mass audience also the advancements in technology has enabled for the music industry to grow

e.g. beastie boys sabotage http://youtu.be/z5rRZdiu1UE

E.g. twain man I feel like a woman http://youtu.be/ZJL4UGSbeFg

E.G Robbie Williams let love be your energy http://youtu.be/oiBr33_FCAA

Unconventional music videosThese are conventions which are not matched to normal music videos such as close ups and fast paced editing examples of this would be that

E.G Lady Gaga born this way http://youtu.be/xl0N7JM3wZkUnlike many videos this video is unconventional many artist or bands try use their music videos as a marketing tool to sell to a mass audience, however Lady Gaga tries to convey a message to her audience about how she wants acceptance in society.

How do conventions differ depending on genre

Hip Hop and R&B- this is usually low key lighting or could be quite light depending on the type of message the artist is trying to convey, man artist mainly show their male bravado with their flashy cars, parties and groups of large people having fun with loads of girls e.g. Justin bieber boyfriend.

Indie/Rock- this is usually low key lighting to create a moody atmosphere unlike other genres it is different because compared to heavy metal rock it is more of a cool look not to much punk rock theme to it but does have that sense of band members rocking out this is done through camera work, mis en scene and editing e.g. kings of Leon sex is on fire.

Metal- this is low key lighting to put a moody atmosphere to create a punk rock feeling special effects may be added to focus on the artist to show his intensity in facial expressions and the mise en scene and lighting is dark to create a gothic look.

Development of Music VideosThe development is music videos has changed over the years people would have used large scale productions which will cost a huge budget, but now it has changed over the years that you can produce music in studios from a laptop by creating beats and smaller scale budget makers such as Philip Bloom have been using DSLR cameras £300 would make small scale budget short movies or Spike Jonze a Indie/Rock director producing relatively cheap music videos.