Conventions of a Music Video.<br />Jayne and Daisy<br />
Typical Locations<br />Studios are the main focus of most music videos as they are cheaper and the producers can build and design any set that is needed.<br />On location shooting is usually limited to one destination,which is then cut between the studio footage.<br />
Typical Characters<br />The main “Protagonist” is usually the artist or lead singer in a band.<br />In the video there are also actors, if the video is narrative based, extras/dancers and any other band members.<br />
Iconography<br />The iconography is mainly reflected by the band or artists image as they bring their own style and personality to the their music.<br />“Particular music genres may have their own music video style and iconography.” <br />“Artists may develop their own star iconography, in and out of their videos, which over time, becomes part of their star image.”<br />- Andrew Goodwin.<br />
Typical Narratives<br />Romance often plays a large part in narrative videos, however sound still dominates over visuals.<br />The narrative of the performance is interweaved with the narrative of the story, if there is one present.<br />If the narrative is present it will have a full plot idea including equilibrium, disruption and re-equilibrium (Todorov’s narrative theory.) <br />
Typical Media Language<br />Editing matches the pace of the music or sound.<br />Close up’s and extreme close up’s are used frequently in order to create a relationship with the audience members watch the video. <br />Lyrics sometimes link to the visuals of the video.<br />High key lighting is the most common lighting in videos.<br />Dynamic cinematography (camera angles and movement) is used to create interest and excitement in the video.<br />The Male Gaze, or voyeurism, (Laura Mulvey 1975) is often used in music videos.<br />
Typical Ideologies<br />Dominant ideologies are usually shown in mainstream music videos, so they do not alienate the audience or possibly offend them, for example “love conquers all” or “good defeats evil”.<br />Alternative ideologies are usually used when there is a controversial message or theme to the song.<br />
The brilliance of music videos is that, as P.Fraser said,<br /> “A distinctive art form which can allow really interesting creative opportunities.” <br />Basically stating that these conventions don’t need to be followed completely and are often broken in very successful music videos.<br />
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