Music Video General Conventions

2. I analysed multiple real music videos and looked into the
conventions of real music videos in order to make sure that my
final piece was as realistic and genuine as possible.
I looked into what I thought the general conventions for music
videos were, after watching numerous examples over the years
and as part of my initial research. I though about multiple technical
media codes and areas and considered how and why music
videos would use specific elements within these to appeal to target
audiences and what is typical of music videos.

3. Taylor Swift- Bad Blood &
Jessie J- Flashlight
Artist is breaking the 4th wall
with a closeup
CAMERA
When considering camera shots, one common feature of music videos is
a shot of the artist breaking the 4th wall- often using a close up or
extreme close up. This is used as a way of selling the artist and making
it clear who the song is by. The use of direct address through eye contact
engages audiences by making them believe that they are being
specifically 'sang' to. This increases the likelihood of the audience
wanting to purchase the song. This is a common feature of advertising,
as it is an example of synthetic personalisation, in that the audience feel
a direct relationship between them and the artist. Usually when the artist
is breaking the 4th wall, they are also lip-synching into the camera,
which is another common convention of music videos.

4. MIS-EN-SCENE
When looking at the conventional locations and props used in music videos,
they vary hugely dependent on the genre of music. Although, one
conventional style is that the artist is shown in a stylised location- with the
artist infront of a plain background. But, many music videos choose to use
outdoor and natural locations too. Often there is a variety of high or low key
lighting- dependent on the style of music video. For instance, if the music
video is performance based, then it is likely to be more focused on high-key
and artificial lighting. Whereas, if it is a narrative-based video, then it may
be likely to use low-key lighting to create suspense. Again, costume can
vary hugely dependent on the genre of music, but in general artists tend to
wear either extremely extravagant costumes- potentially voyeuristic, in
order to stand out in the video, or appear unique. Although, this juxtaposes
other videos in which the artist wears a more casual outfit, to appeal to
audiences and allow audiences to relate to the 'star' much more.
Kelly Clarkson- Heartbeat song
Plain background, Extravagant
dress costume , artificial lighting
Ciara- I Bet
Plain background, Extravagant
dress costume , Potentially
Ellie Goulding- How long will I love
you
Natural location, narrative based,

5. EDITING
Usually the editing of the music video matches the tempo of the song,
therefore depending on whether the song is a slower ballad or a faster
dance track, would effect whether fast-paced editing or slower-paced
editing were to be used. Often, fades or dissolves are used frequently in
music videos, typically at the start or end of a video, in order to engage the
audience and for shots to flow more continuously into one another.
Dissolve/Fade effects in the middle of music videos can help for the
audience to see links between shots and also can represent time passing
or connote calmness.
Adele- Hello
Uses really slow paced editing and longer takes
as it is a slow ballad song, this fits in time to the
music. The first shot is on screen for 20 seconds.
Calvin Harris- How deep is your love
Much faster paced editing to fit in time to
the dance track.