1. Ninthuja Saseetharan
The conventions of a music video differ depending on the genre of the music. However, some general conventions are;
the artists are shown performing, the lyrics of the song reflect and influence what is shown in the video, the pace of
editing is suitable to the pace of the music, and the codes of outfits tend to reflect the mood of the song.
Andrew Goodwin, in Dancing in the Distraction Factory (1992), identified the following features of music videos:
1. Music videos demonstrate particular genre characteristics (e.g. stage performance for heavy metal bands, dance
routines for boy/girl bands).
2. There is a relationship between lyrics and visuals (illustrative, amplifying or contradicting).
3. There is a distinct relationship between music and visuals (illustrative, amplifying or contradicting).
4. Record label demands will include the need for lots of close-ups of the artist(s).
5. The artist(s) may develop their own iconography, in and out of their music videos, which, over time, becomes
part of their star image.
6. There is frequently reference to voyeurism, particularly in the treatment of women, but also in terms of systems
of looking (screens within screens, looking through cameras, binoculars etc).
These are a summary of the conventions I have developed from my understanding of music videos and genre:
Genre Conventions
Pop
Music videos are usually performance based
through choreographed dance or in a narrative
storyline that connotes the lyrics. The
band/artist tends to lip-sync to the song. The
overall tone of the video usually tends to be
upbeat; fast pace and bright, with the artists
sporting trendy, mainstream clothing. Pop
music videos tend to be of a fun and lively
nature which generally appeals to a younger
audience. One example could be the band; The
Saturdays.
R&B/ Hip-Hop Music videos tend to be slightly similar to pop
music videos, as they incorporate a similar
bright tone. The videos usually tend to include
the original artists performing in a narrative
setting such as, clubs, parties, mansions, beach
or a luxurious foreign country and props such
as expensive cars to outline the richness of the
music, also reflecting upon the lyrics. The
artists portray their wealthy side wearing
‘bling’ and expensive brands. Generally there
are dancers, most likely beautiful women in
provocative outfits, which highlight the nature
of the lyrics. The artists usually lip-sync in the
videos, similar to pop videos, as well as having
a light-hearted feeling expressed. One example
could be the Solo artist; Chris Brown.

2. Ninthuja Saseetharan
The videos are usually presented in a slightly
mysterious and edgy way to create an
atmosphere. The video tends to be
performance based, with a band (with more
focus on the main vocalist) which perform in a
manner which brings out a dark tone, also
highlighted in the way they are dressed and
the make-up, which reflects upon the
stereotypical rock look; more so in general, the
mise-en-scene is wholly of a dark tone.
Sometimes, when a narrative based music
video is produced, the storyline tends to
outline the meaning of the usually dark lyrics.
Moreover, the editing of the video tends to
have a fast pace to match the tempo of the
rock and metal songs, with the manipulation of
special effects to bring out an effective
atmosphere. One example could be the band;
Rock/Metal Salem.
The videos tend to have varying combinations
of conventions; such as bright, dark or
sometimes black and white depending on the
tone of the lyrics and music. Indie music tend
to cover a mixture of narrative and
performance base whereby the focal point can
either be the main vocalist or the performance
of the whole band, or even the band or artist
not making an appearance in their music video.
The narrative music videos in this context
usually are more representational or symbolic,
rather than illustrating the lyrics. In this sense,
they are typically quite versatile. The editing
techniques differ based on the pace of the
Indie music, whereby it can vary from slow to fast
pace. The artists are generally presented in a
casual manner reflecting upon their outfits.
One example could be the band; Kaiser Chiefs.