intro to y11 pt2

1. Here we have music videos created from previous Coombe
students…
TASK:
In groups of 4, pick your favorite music video - either from the Coombe YouTube channel or
from an artist you like and present to the class.
You will be asked questions - so identify the genre, the audience, representation, any
stereotypes etc… (10 mins)
Archive Coombe YouTube accountNew Coombe YouTube account

2. Introduction of Music Video
Definition
A music video is a short film or video that accompanies a piece of music. It
can be used to promote the artist, band or song or simply to entertain the
audience.

3. Brief history of Music Video
A lot of people claim that Queen invented the music video in 1975 but the first music videos date back even
further…
• 1920’s – ‘ Talkies’ – these were used during the time that silent films were popular. ‘Talkies’ were movies
that were synchronized with the soundtrack. The Jazz Singer was the first feature length Talkie made.
https://www.youtube.com/watch?v=gdK37odGSEo
• 1940’s – ‘Soundies’ – were made by musicians like Big Joe Turner and Nat ‘King’ Cole and were shown in
bars in the USA. These weren’t music videos, but instead musical films.
• 1956 – The Beatles film A Hard Day’s Night was released. It became a template for many of the music
videos which followed.
• 1975 – Queen made the first music video as we know the genre now.
https://www.youtube.com/watch?v=fJ9rUzIMcZQ
• 1981 – MTV was launched as a channel, the first of its kind, showing only music videos.
https://www.youtube.com/watch?v=XBf0yJVMSzI
• 1982 – Michael Jackson’s Thriller was launched.
https://www.youtube.com/watch?v=sOnqjkJTMaA
• 2005 – YouTube was founded and quickly became a major site for both amateur and professional
musicians to launch their own music videos and gain wide publicity through sharing.
• 2010 - Lady Gaga’s Poker Face became the first music video to reach a billion views.

4. Genres of Music Video
• POP - Little Mix, Justin Timberlake, Katy Perry, etc…
• Rock/Alternative - The Beatles, Foo Fighters,
• Indie - Arctic Monkeys, Oasis, The Killers etc…
• Hip Hop - Kanye West, Jay Z, Eminem etc…
• R’n’B - Usher, Mary J Blige, The Weekend etc…
• Dance/Electronic - David Guetta, Avicii, Tiesto etc…
• Country - Johnny Cash, Taylor Swift, Carrie Underwood etc…

5. Genres of Music Video
Styles
There is no rule as to what the style of music video must look like. Some
popular styles of music video are: studio/concert based, narrative, abstract,
parody, documentary, animation…the list goes on!
However, the style of a music video is greatly influenced by its genre. For
example, the style of a pop video will differ to that of a rock video.
TASK:
In pairs, you will be given a
genre. Write down 5
conventions/expectations that
you may expect to find in a video
from this genre.
(5 mins)
THINK ABOUT THE FOLLOWING…
• COLOUR
• LOCATION
• CHOREOGRAPHY/PERFORMANCE
• NARRATIVE
• EDITING STYLE
• LIGHTING
• REPRESENTATION (GENDER, AGE,
CLASS, RACE etc…)

6. Codes and Conventions of Music Video Genres
Different genres appeal to different audiences and with these genres come a set of generic conventions
that you are likely to see.
Codes and conventions are rules used to ensure that the lyrics fit the video in order to make it clear and
understandable. It can be divided into two categories, technical and symbolic.
• Technical codes are the way in which equipment is used to tell a story in a media text such as camera angles,
sound, lighting and editing.
• Symbolic codes are ways of showing meaning through expressions, gestures, mise-en scene and body language.
Music videos focus more on the genre of the song in order to construct the video. Once the genre is picked, it
makes the creation of the video easier due to a set of codes and conventions that are most likely to be seen.
WHAT MAKES UP CODES & CONVENTIONS?
MISE EN SCENE (e.g - props, make-up, hair, costume &
colour)
THEMES
SOUND
CAMERA ANGLES
LIGHTING
CHARACTER TYPES

7. Reasons for Codes & Conventions
• The audience can become familiar with a particular genre, as they
get used to recognizing the different conventions within certain
genres.
• It provides a structure that the audience can understand and also a
structure that the director/producers can adhere to when making
the video. Of course, they do not HAVE to stick to ALL of the
conventions in a genre, however, it is a good basis to work from.
• To ensure the lyrics of the song fit in with the video, of how we’d
expect it to be. If the lyrics and visuals have no link, then the
audience may become confused and disinterested, which will have
a detrimental effect of the sales of the song.

8. Katy Perry ft. Snoop Dogg - California Gurls (2010)
Codes and Conventions of a Pop video
Here’s an example of a pop video’s codes and conventions in Katy Perry’s - California
Gurls video… (have a think about why you think the codes and conventions in the video
suit the genre… how is it similar to other pop videos?)

9. Codes and Conventions of a Pop video
There is an obvious relationship between the lyrics and the visuals in this video which
may make the audience remember it more and potentially go on to purchase the song.
It would seem irrelevant if there was no correlation between the lyrics and visuals at
all.

10. AUDIENCE
The audience of this genre will generically be young adults/teens, however, due to the nature of certain
shots (e.g - bare skin on show) it may also appeal to a wider audience, particularly males.
Camera work shows shots of Katy Perry ranging from long establishing shots to close ups. As an
attractive singer the importance of shots showing her legs and more feminine parts have been included
to attract the male audience whereas focus on props such as shoes and lipstick and the outfit have been
aimed at the female gender.. The record label wants to appeal to a wide audience rather than just a
specific one.
WHAT OTHER CODES & CONVENTIONS REFLECT THE AUDIENCE IT IS TRYING TO APPEAL TO?
(Think about Mise en scene, character types, camera angles, sound, costume etc…)
Codes and Conventions of a Pop video

11. COSTUME/MAKE-UP/COLOUR
• In the music video, Katy Perry’s image is portrayed as very girlie, fun, bright and yet, also quite
sexualized at times. This collaboration of different costumes will keep the younger audiences
engaged and entertained as well as attracting a more male based audience as her provocative
outfits will entice them.
• Her make up is also very bright and perfectly done. As a lot of young teenagers see Katy Perry as an
idol, the record label will want her to look perfect at all times. It also fits with the colourful and
bright theme.
• Colour throughout is bright and engaging, which naturally attract a younger audience as youth is
associated with brightness. The colour also represents the mood, which in this case is fun, happy
and positive.
• The costume, colour and make-up represents the genre perfectly as it is bright and outgoing, just
like the song. It may even be used to represent the artists personality.
Codes and Conventions of a Pop video

12. LIGHTING
Throughout the video, strong
lighting is used. Whether the shots
include Snoop Dogg or Katy Perry,
high key lighting is always used.
This connotes happiness and
positivity as well as emphasizing
the artists features and body
language. It also creates an almost
cartoon like effect in conjunction
with the colouring.
Dark and low key lighting wouldn’t
suit this particular song/genre due
to its tempo and feeling that it’s
trying to convey. It would
completely change the
atmosphere.
Codes and Conventions of a Pop video
LOCATIONS
The location and set design is extravagant, bright and surreal.
This engages the audience and takes them to a world of
escape.
INTERTEXTUALITY (the referencing of one text within another)
is also used to relate back to the film Willy Wonka and the
Chocolate Factory whereby Snoop Dogg imitates the Willy
Wonka character. This may create understanding in the
audience and allow them to link the themes within the two
texts.
WHY ELSE MIGHT INTERTEXTUALITY BE A GOOD TECHNIQUE?

13. Codes and Conventions of a Pop video
CAMERA ANGLES
Long establishing shots to show the
setting as well as close-ups to emphasise
Katy Perry’s facial expressions.
High angle shots are also prominent to
represent Katy’s importance and power.
The camera tends to pan and track a lot
during certain shots. This is a good effect
for the audience to see what is
happening within the whole scene as
well as to possibly focus in on a
particular character or object.
EDITING TECHNIQUES
Quick editing on the beat has
been used to keep the audience
gripped and entertained. The
quick editing style also fits in
with the fun mood of the video.

14. Create a research pack on the genre you would like to focus
your practical production on
• Must be 1-2 pages long
• Outline the codes and conventions of the genre as well as including the history
of it and how it’s evolved over time
• Outline the key artists in the genre
• Choose a music video from the genre and create a short case study - analyzing:
mise en scene, camera angles, editing techniques, lighting, who the audience is
and how we can identify this, representations (e.g gender/race/class etc...) and
anything else you can identify that represents the genre from the research you
have covered.
BE CREATIVE WITH PRESENTING YOUR PAGE!
TASK/ TBC Next lesson