The document discusses several codes and conventions used in music videos. It explains that the structure, speed, and beat of a song are often represented visually through variations in footage and cutting to the beat. Music videos also represent an artist's style and brand identity. Narratives in music videos serve to both tell the story of the song and act as an advertisement or promotion for the artist. Music videos primarily aim to increase an artist's profile and sales. This is achieved by making the artist the central focus and star of the video through extensive close-ups and screen time. The relationship between the visuals and song can illustrate, amplify, or be completely disjunct from the song's meaning. Technical elements like camera angles,

1. Andrew Goodwin
Codes and Conventions of Music Videos

2. Goodwin’s theory on
music video
Taken from “Dancing in
the Distraction Factory”,
1992

3. The structure, speed and beat
of the song are represented
visually – through variations in
chorus and verse footage, or
cut to the beat (so a song with
a faster tempo will include a
number of faster cuts between
shots)
Music videos also represent
the “voice” of the artist – their
particular style, or brand
identity if you like.
“Thought Beats”

4. Narrative and Performance
Music videos are advertisements, as well
as telling the story of the song.
It must be possible to watch the music
video again and again, so there needs to
be a performance element to the video,
as well as a narrative.
The artist acts as both performer and
narrator (and sometimes character),
making the video feel more authentic.

5. STAR
IMAGE
Music videos are primarily used to promote an artist. They are
produced by record companies as a way of promoting and increasing
the profile and sales of artists, and as such they must tell a story
about the development of the artist
This is achieved through making the artist the star of the video, and
giving them the most screen time. Other techniques are used, such
as a proliferation of close-ups of the artist.

6. Relation of Visuals to Song
Disjuncture – The meaning of the song
is completely ignored. The images in
the video do not relate.
Amplify – The meaning of the song is
exaggerated through the use of visuals
Illustrate – The meaning of the song is
made clear through the video. This is
the most common use.
“You'll never get that taste, out of your mouth
You'll never get the paw prints, out of the hen house now
And you can't go back, same way you came
Round all the pieces up, but they just dont fit the same”
I came in like a wrecking ball
I never hit so hard in love
All I wanted was to break your walls
Drink it up and get sick
Bottoms up get wasted
Pour it up drink it up live it up give it up
Oh my god dammit there’s the fucking limit
Pour it up drink it up live it up give it up

7. Technical Codes
Media language, in terms of camera angle,
movement, lighting, editing and visual effects
added in post production all work together to
create meaning for a music video.
Atmosphere, tone and mood can be reflected
through use of colour, speed of editing and
variety of transitions.
Setting is often used to communicate glamour,
and it is important that beaches look like
beaches, clubs look like clubs. This makes the
music video feel authentic and therefore
believable.
Editing often follows the rhythm and tempo of
the song, cutting “to the beat”