media studies A2

1. GENERAL CONVENTIONS
OF A MUSIC VIDEO.

2. Lyrics
 Lyrics have a strong role within a music video as they enable the director to
have ideas of what to include through providing a narrative.
 Music is made by many artist to express their feeling and ideas therefore
the lyrics enable them to connect with the audience through providing a
message within the lyrics.
 The lyrics also indicate the genre as different subjects can relate to different
genres. For example the subjects of drugs, sex and money relate heavily to
rap and dance music.
 Lyrics are also important for the audience, if they are easy to relate to the
artist will gain a larger audience/ revenue. Therefore if they use ‘catchy’
lyrics their song will be more popular.
 The lyrics can evoke different atmospheres and mood . Through using
either positive or negative words creating different moods for the audience
when they watch the video. This again makes it easier for the director as
they can relate the video to what mood the lyrics are making.
 Lyrics enable a major part of filming as most videos include lip syncing,
therefore the lyrics enable them to include this technique within the music
video.

3. Ben Howard-Keep Your Head Up.
 http://www.youtube.com/watch?v=ADP65wbBUpc&safe=active
KEEP YOUR HEAD UP, KEEP YOUR HEART STRONG.
NO, NO, NO, NO.
KEEP YOUR MIND SET, KEEP YOUR HAIR LONG.
OH MY MY DARLIN' KEEP YOUR HEAD UP, KEEP YOUR HEART STRONG.
NO NO NO NO, KEEP YOUR MIND SET IN YOUR WAYS, KEEP YOUR HEART STRONG.
The reason I chose this as a representation
of lyrics is because I think it’s a good
example of creating an atmosphere with the
lyrics and has been well reflected in the
video. The lyrics choosen are extremely
motivational making it easy for the audience
to connect and feel personally effected by
them. As well as repeating the chorus,
through including ‘catchy’ lyrics it enables
the audience to easily remember the song.
The lyrics have clearly helped when creating
the video as it shows a group of people
having fun in a forest. This positivity is
reflected in the song and the video together.
This show how important the lyrics are as
they can make sure the video relates to
them.

4. Music
 The main conventions of the music is how the beat effects the editing.
Mostly videos are directly edited to the beat this makes the videos well
connected with the music and professional.
 The music reflects what type of video is made and it can control what type
of mise-en-scene, cinematography and editing is used. For example in a
rock based song they are more likely to use gothic clothing for their mise-
en-scene instead of floral prints. They do this to ensure the theme of the
music is carried out within the video.
 As well as with the introduction of new instruments and sounds usually the
editing changes to make sure the audience recognises the new sounds.
 The music also effects what type of digital effects are put on the video as
certain effects fit only with some styles. For example slow motion is heavily
related with dance numbers to show of specific moves to the audience. Also
editing of lighting is dominated by the music, as if it is a rock song the
highlights and saturation might be decreased to make darker lighting with
more shadows to give the right effect for the style of the video.

5. Bombay Bicycle Club- Carry Me.
 https://www.youtube.com/watch?v=OZCfqhRgJ0Q
Carry me was a perfect example of
how the music influences the
editing. The beat dominates when
the cuts are made. These quick
cuts reflect the fast tempo as well
as when the new instruments are
used, there are quick cuts
reflecting a change in the sound.
Also the sound of the drum here is
so important in the music they
have used it as mise-en-scene as a
prop. The indie type of music has
effected the digital effects added in
the editing with the drawing
overlaying the whole video. The
music style is reflected through the
drawings which make the video
look even more of an alternative
style. The music has effect how
they have filmed as they have
decided to go with parts being stop
motion. This mean it goes with the
beat even more as they are photos
played to the beat.

6. Genre
 Genre heavily influences the aspects of the mise-en-scene, themes, editing,
cinematography as they have specific things which need to be included in
each of those areas to make the video a certain genre. For example the style
of clothing or setting.
 Firstly due to the target audience most artists have a main style so the
audience expect a certain style when it comes to their music videos. As well
as their style of music usually fits within a category already which have
expected conventions.
 Each genre has a certain type of message they want to get across, therefore
colours, props and lighting are used to reflect the specific traits. Most
genres have certain conventions which are very specific for each type. For
example pop music usually contains dancers to reflect the fun and lively
style they are trying to portray.
 Editing is very specific in each genre especially when it comes to certain
effects like slow-motion or the pace of the cuts, these aspect will heavily
reflect a certain genre. For example a pop song usually is fast paced as it is
trying to reflect the liveliness.

7. London Grammar- Strong
 http://www.youtube.com/watch?v=6drfp_3823I&safe=active
This is indicating the indie genre.
Lighting is a major role with in
the indie style. The light is
usually used to make the shots
look really soft and subtle like the
first screen shot. As well as
special effects with light, which is
indicated in the second screen
shot. This video uses lighting to
highlight the people and is
heavily used in the narrative.
Commonly they include a
narrative which can in most cases
be quite strange. Narrative is
quite important and they usually
create a strong connection
between any characters. Isolation
is also a common theme within
the genre which usually connects
well with target audiences as well
as strong audience connection
with characters.

8. Camerawork
 Specific camera work is used in all videos to portray the main
message of which they want to get across to the audience. They
select which shot will make the audience feel specific ways. For
example a high angle will make the audience judge what is it the
shot as they are looking down on them.
 Shots are used to make genre clear for example in dance videos long
shots are used a lot so people can see the dancing. However
commonly in all videos close ups are used the most so you can see
the people singing also so people can focus on the artist.
 Camera work is very important as it needs to make sure the style of
the music is reflected and is well framed. The styles of video can
change the cinematography and camera movement as they change
due to the subject of the video. For example in many indie style
videos they like to have an unstable camera to give a specific messy
style to the video which is achieved through camera work and
movement.

9. Two Door Cinema Club-
Something Good Can Work.
 https://www.youtube.com/watch?v=Wxu02vp_Vm0
The camerawork in this video is very specific to focalise
around the artist they use a large amount of close ups
and tracking shots to show the camera is completely
dedicated to the artist. Also they use a variety of
different shots to reflect the alternative genre.
Especially with the fish eye effect making the video a
different/ indie effect. They also use contrasting shots
next to each other to keep the audience interested. For
example they used very low angles then very high
angles. The shots and angles are made to make the
viewer feel disorientated which indicates how the style
of music is reflected through the cinematography.

10. Editing
 Editing plays a large roll within music videos. It commonly reflects the pace
and tempo of the music making them feel as if they fit together.
 Digital techniques are now days extremely popular in music videos. Many
are fully filmed with green screens which enable them to edit easily the
background of the whole video as well as providing ways to make
something you couldn’t film. For example being in space. Editing also
enables people to enhance colours, giving more of a creative experience.
 Overlays are added such as drawings and images to provide a different
experience for the audience. Transitions between shots to make the video
smoother are also included. As well as effects like slow motion are most
commonly used so you can focalise on an action which is being done.
 The style of editing can create different moods and reflect different genres.
Quick cuts are commonly associated with faster paced songs. This can also
improve the experience for the audience as fast cuts may make them feel
more excited.

11. The Maccabees- Ayla
 https://www.youtube.com/watch?v=MkcnPnY_2Mk
This music video takes a normal
everyday action of riding a bike and
uses editing to make it more
interesting. Slowly through out the
video the colours of the sky and
trees start to change as the music
gets faster. Once the music gets
faster these edits become more
quick giving more of a dramatic
effect. This video shows how editing
is so important with music video as
they have used editing as their focal
point of the video. This video shows
how the editing enhances an
everyday boring activity in to
something more. This is simply
through editing the colour to
become abnormal and strange. This
shows how the editing can add to
the style as the weird colours fit this
video with the alternative/ Indie
genre.

12. Intertextuality
 Intertextuality is when there is something in the video which
relates to an audience member. For example the band logo
which they recognise and know what it means.
 This is important with videos for fan based artist and bands
so they can use this to attract their audience and get some
more publicity.
 It is not major part of the video as not all viewers will
recognise specific things unless its is quite a broad topic. But
it will add to the viewing experience for some. This shows to a
fan based viewer how the artist or band is appreciative of
their support.
 It can also make it easier to target to specific audiences as
they may be more attracted to the intertextuality that the
artist may if included.

13. The Naked and Famous- Young
Blood
 https://www.youtube.com/watch?v=0YuSg4mts9E
This music video is a montage of
teenagers. This had intertextuality
to people who remember being
rebellious in their youth. It
creates such a large range of
intertextuality as it include so
many thing a teenager would so
like being at the beach or
skateboarding. But it relates to
some of the audience as they will
remember doing these things
when they were young. This make
a large target for the band to focus
on and makes it easier to promote.
As well as making the audience
feel better connected with the
music as they may experience
different emotions, memories and
nostalgia .

14. Movies
 Movies are used with in music videos to make the audience relate to
the video more. As they recognise what has been remade and can
see how the ideas have been changed and developed.
 Also if they include a popular film it means that they will also gain
that extra fan base making it more successful.
 It can create more publicity especially if it is a well known or
controversial film people will want to see how they have used the
movie.
 It can make audience viewing better as they can recognises the
aspects of the film and see the relationship it has with the rest of the
music and the video.
 Many times it is used in a comedic effect. Meaning they are making
a joke out of what was in the film. This is common in parody's when
they remake what was in the film the lyrics are making a joke out of
the original.

15. Katy Perry- Thinking of you.
 https://www.youtube.com/watch?v=GyYEMXHIVAU
In this music video Katy Perry
has used two different films to
make people relate to the video.
First is the notebook with the
well known bike scene. Here she
has recreated it and is instantly
recognisable. This works as the
target audience for her music is
the same as the films so they
most likely would have
recognised it. Secondly she used
a similar theme from ‘Dear
John’ with a women who is in
love with a man who goes to
war. Here this enables the
audience a talking point about
the music video and make them
understand the narrative and
the deeper meanings of the
lyrics. As well as creating an
engaging narrative which is seen
to be extremely emotional.

16. Exhibitionism
 This is when women are used in music video to be provocative and
provide a sexual atmosphere/ mood/ theme. Often made to be in
the background showing how the lead artist is the most important.
 This is extremely common in music videos now days women are
used to make the video look more attractive and this means that the
audience increases due to their involvement.
 Many popular artist these days want to be portrayed this way in
videos as it is deemed to be acceptable and something positive.
 The definition is ‘ extravagant behaviour that is intended to attract
attention to oneself’. Exhibitionism in music videos has now
become so common and a well used convention, the behaviour is no
longer seen as extravagant.
 Women are made to were sexual clothing to glorify the video and in
most cases to make the men in the video look better as they are
around these women.

17. Big Data- Dangerous
 https://www.youtube.com/watch?v=E8b4xYbEugo
Here they have used a women running and constantly show
close ups of her body especially her breasts and bottom, this
shows how they are using women to make their video more
popular. The first shot we see in the whole video is a tilt of
the camera up her body and ending on her face last providing
the idea it is the least important. In the narrative the women
is advertising a sports shoes to show how if you will buy them
you will like the women. They are using the women's body
through repeated close ups of her breast indicating
exhibitionism. Here you can see how in videos women are
used as an object to make it look more sexy and current. You
also see the planning of the advertisement within the video is
mainly by a man therefore indicating how women are seen in
his mind as objects.

18. BY EMMA SHORE.