Codes and conventions in music videos are the techniques used to construct meaning and connect with audiences. There are two main types - technical techniques related to filming and editing, and symbolic techniques related to meaning conveyed by colors, costumes, etc. Common conventions include lip syncing, using bright colors in pop videos and darker tones in rock, narrative storylines that relate to lyrics, and authentic-looking solo or group performances. The visual director chooses shots, angles, and other elements suited to the genre, artist, and song.

1. GENERAL CONVENTIONS
OF A MUSICVIDEO
Research Task

2. What are codes and conventions in
terms of music videos?
• Codes and conventions are what’s used to construct the meaning
within a music video in which there are two types
• There are two techniques that are used within music videos; Technical
and Symbolic
• Technical techniques are used in terms of the filming and editing of
the video. For example, how the camera is positioned can determine
strength or weakness, or diegetic and non-diegetic sound can easily
change the mood of a video
• Symbolic techniques are used to show meaning but going beyond
the typical facial expressions and body language, but they will
analyse the colours used and the meaning behind them for example

3. Why are they used?
• Codes and conventions are used in order to make a connection with
the audience
• Codes and conventions can create some sense of familiarity as
various genres of music videos will use different conventions
• Music videos of the pop genre will typically use bright colours, feature
videos with dance routines and have direct contact with the
audience through the use of eye contact with the camera
• Whereas music videos of the Indie or alternative rock genre may
decide to have a performance based video with darker clothing and
wider shots to feature the band who would typically be featured in
the video

4. Camera Shots, Movement & Angles
There are a variety of shots, movement and angles that can be used in a music
video. The visual director will choose what they think will be suitable for that genre
of music, the artist and the song featured within the music video. For example, in a
slow song, close ups and high angle shots may be used to reflect the pace and
sadness within a song as seen in ‘Birdy-Skinny Love.’ Other areas where close ups
may be used is when there is just one person featured in that video – commonly in
narrative videos where a story is being told throughout.
Whereas, in a fast and upbeat video, there will be a high use of wide angle shots,
especially with band and artist performances as the director would purposely
want to feature all members of that band. It will also give the audience a good
view of the props as most likely there will be various instruments used.
Commonly, in all genres and styles of videos there will be close up shots used at
the beginning of the video to introduce various ‘characters’ or artists who are in
the video. Also, there will be various important props shown to the audience,
setting the scene and mood for the video.

5. Props and Costume
No matter what the style or genre a music video is, there will always be
props and costumes in it. The stylists and visual director will purposely
choose what clothes the artist or actor(s) would be wearing or what
guitar they would be playing as they would want it to fit in with the
genre of that song. Sometimes they might choose something quite
simple in order to reflect the character of the artist of the video such as
Ed Sheeran, or they might decide to choose something completely
wacky and quirky for an artist such as Lady Gaga or Katy Perry who are
both known for their extravagant costumes. Depending on what styling
is used - for example is it a parody – could also be an affecting factor
as to what is worn. (An example of a parody music video is ‘Fancy-Iggy
Azalea’ where she puts a modern twist on the film ‘Clueless.’)

6. Performance Videos
• A performance video will consist mainly of the artist on either a stage
or some sort of set where they are singing the song
• This style of video is not as common as narrative based videos as it
could be deemed that it is harder for the artists’ audience to relate to
and understand the video
• Examples of performance based music videos are; Vampire
Weekend – Cousins, The White Stripes – The Hardest Button To Button
and Mumford and Sons – I Will Wait

7. Narrative Videos
• A narrative video is one that follows the story line, commonly fitting in with the lyrics of the
song
• There are two types of narrative videos; Linear and Fragmented
• A linear narrative video goes from beginning and to the middle and then to the end
• A fragmented narrative video does not necessarily start at the beginning of the narrative
like a linear narrative, it might decide to start at the end and work backwards for
example.
• Narrative videos are more commonly chosen by artists as it is easier to express the
meaning of the song and for the audience to connect with the artist and their song
• Examples of narrative based videos are; Katy Perry – Roar and Bruno Mars – Grenade
• Some music videos have a mixture of performance and narrative, an example of this is All
American Rejects – Give You Hell,

8. General Conventions
• Lip Syncing is used in all music videos
• The colours that are used in a music video can reflect what genre of music that artist performs, e.g.
pop will have bright colours whereas rock will be quite dark
• In a narrative music video, will be rather suggestive as to what the story being told in the music video is
through a series of events that will make sense to the audience but is in keeping with the pace of the
song and genre of music
• In a band performance, the performance must be authentic and believable. The director will attempt
to do this through close ups of the lead singer ‘singing’ and through the miming of playing instruments
such as the guitar or drums. There will also be the use of various camera movements such as panning
to draw attention to the bands performance.
• In a solo artist performance, the performance must also be authentic, and will use similar conventions
as to those listed above for a band performance. However, it is common that a dance will be
choreographed in which the solo artist will perform, and commonly will have back up dancers. The
director will try and have a first person mode of address which will help draw the attention of the
viewers through various gestures by the solo artist who is performing in the video. Sometimes, there will
be cutaways between a solo performance and a narrative so to make it seem more realistic the solo
artist will be featured in the narrative’s story.