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Conventions of the Music Video form for A2 Media Studies by Chloe Dunn

Conventions of the Music Video form for A2 Media Studies by Chloe Dunn

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Conventions of the form powerppoint Conventions of the form powerppoint Presentation Transcript

  • CONVENTIONS OF THE FORM Chlo Dunn
  • MUSIC VIDEOS All music videos follow a set of codes and conventions in order to make the form recognizable to the audience. Different genres use different conventions in order to differentiate the types of music from one another, they are different because each genre targets a different audience with possibly a different demographic like age and social status and also a different psychographic like fashion sense and where they shop and what they do in their spare time. Conventions of the form provide a structure so that the audience understands and becomes familiar with music videos and what they expect to see in a music video. Conventions will change due to the genre of the music however all music videos follow some general conventions, these include; the video style which is generally performance, narrative or abstract. The camera angles, shots and movement. Editing techniques like pace of shots or any effects. Sound, which can be diegetic or non-diegetic depending on the style of the music video. And finally Mise en Scene like props, lighting and costume.
  • STYLE Performance  Performance style is used predominantly to promote the artist. It is conventional for audiences because the viewer can see the artist doing what they are paid to do, performing. This style is mainly used in the rock/indie genres as instrument playing is what their audience want to see and what they can relate to. This style also works for solo artists, particularly females who can use the style to sing and dance, perhaps in a provocative way which will attract male viewers that aren’t their target audience. This coincides well with Laura Mulvey’s theory of the ‘male gaze’
  • STYLE Narrative  The narrative style is used more to promote the song than the artist although it does do both. The narrative can keep the audience entertained whilst making the song memorable so the audience is more likely to buy it. The narrative usually reflects the song lyrics and as most songs are about love, the characters within the narrative help the audience to relate to what the song is about. This increases the amount of emotion felt by the viewer and can encourage them to purchase the song and video. Other narratives may include film like videos that are based on action or horror etc. this excites the audience and makes them want to watch till the end to find out what happens which will mean them listening to the full song and may change a person’s opinion of the song.
  • STYLE Abstract  Abstract style is used more to evoke a feeling or mood in the viewer or to give them an impression about what the song is about. We are motivated most by our feelings so using the abstract style to make the audience feel a certain way is more likely to make them buy the song.
  • CAMERA The camera is very important in making a music video different shots, angles and movements are conventional of music videos in order to set a viewing pace to the video.
  • CAMERA SHOTS  Establishing shots and wide shots are used often show a particular location which can instantly give the viewer an idea of the genre. Medium close up shots, close up shots and extreme close up shots are very conventional of music videos as they show the artist’s face. They do this to promote the artist and so that it is easier to remember them. This is the whole point of a music video. It is also used to show emotion in the artist’s face, this is particularly used in narratives or abstract styles as it is important to get across the correct mood and feelings to the audience.
  • CAMERA ANGLES  The eye level angle is used most commonly in music videos. This is because that is how the audience is used to seeing things. It makes the video seem more realistic and in the real world. It makes the audience feel more relaxed and makes the video more relatable. High angle and low angle shots are used, particularly in narrative videos to show the balance of power. High angle shots make the artist or subject look less intimidating whereas low angle shots make them look bigger and more in control. It can be used in narratives to differentiate between the protagonist and antagonist. Dutch angles are commonly used in music videos to make the video more creative and unusual. Its use in a narrative style could portray the character’s feelings of confusion or even a mixture of feelings. Bird’s eye angle is used to show the subject in a different perspective to the audience. It usually a more flattering angle than a normal horizontal angle, which is important to make the artist as attractive as possible to help promote themselves. It can also be used to show the audience something the subject may not have seen.
  • CAMERA MOVEMENT  Tracking and pans are the conventional camera movements of the form as it gives the audience a sense of journey which most songs entail. They can give the viewers a better view of the location or show something the subject may not have seen. They also add pace to a song which is important in reflection to the mood and tone the artist wants to put out.
  • EDITING  Most music videos include some sort of editing. The most common of which is editing to the beat of the song. This makes the video more aesthetically pleasing to watch and allows the viewer to understand the correct pace and mood put across. Some videos include post-production effects like black and white or sepia to age the video depending on what is fashionable in that era. It also adds to the mood and makes the video more edgy. Flash backs are used in a non-linear narrative to show a character’s progression or journey and can make the narrative stand out and appear different.
  • SOUND  Sound is incredibly conventional in a music video. The sound can be diegetic or non-diegetic depending on the style and can often include both. The sound is usually sound parallel which means it matches the editing, if it is a fast song then the video will be fast, the same if it is slow and also the mood, if the song is happy then the video will be happy.
  • MISE EN SCENE Mise en scene is very conventional in music videos as they are what creates stereotypes which are when we expect certain conventions to occur in different people or things.
  • LIGHTING  Lighting is always used in music videos. The amount of light or the colour of the light will reflect the mood of the video, if it is light then the video is more likely to be happy. Flashing lights used will often coincide with the beat of the song to keep with the pace. The angle of the light is used a lot in narratives as it can help indicate who is a protagonist or antagonist.
  • PROPS  Props are used often in music videos that relate to the lyrics or aid a narrative. They make the video more fun to watch and can be a key part of a narrative or display a point the artist is trying to show. They can also be used for a comical value to help engage the audience or make them laugh.
  • COSTUME  Costumes are very important as they can help explain a narrative or a particular character. Musicians today are often seen as style icons and get a lot of their audience from the way they look. It is also I crucial way to market themselves in order to sell more music. Hair and make-up can also be used in the same way. Costumes like props can be used for a comical value, the more outrageous, the more it will be talked about through online media and that increases publicity for the song and the artist. A good example of this is Lady Gaga. She has become best known not for her music but for her weird dress sense however she is still a respected musician and making lots of money.
  • LOCATION  The location of a music video can instantly give the audience an idea of the genre. For example, forest locations would be best associated with the folk or country genres whereas derelict urban areas are associated with indie rock while clubs and sunny beaches are linked to pop music. A good location can attract an audience and make them interested to know what the song is going to be about. The location can also be crucial for the audience to understand the narrative and give the video a sense of meaning.