Music videos can be categorized into 5 main types: performance, narrative, cameo, animation, and mixture. Each category uses certain film techniques and conventions. Performance videos mainly feature the artist singing and sometimes include dance routines. Narrative videos tell a story through scenes and lyrics. Cameo videos include the artist in another storyline. Animation can be digital or stop-motion. Mixture combines performance and narrative elements. Techniques like camera shots, editing, sound, and mise-en-scene vary based on the category to effectively promote the song.

1. [DEFINITION]
MUSIC VIDEO: A short video/film accompanied by a specific song, generally used as a
marketing device
CODES
& CONVENTIONS: A set of features familiar to a specific type of media, used to communicate
a particular messages or impressions behind an idea to a target audience
*Technical codes include: camera angles, sound, and lighting while Symbolic codes
include: language, costume, character actions

2. Music videos can be separated into five main categories; the category they are put into depends on a number of
things such as the genre of music and the lyrics within the song itself as they can influence what is then
shown in the video
These categories include:
+ Performance
+ Narrative
+ Cameo
+ Animation
+ Mixture
…the codes and conventions which make up these music videos, vary depending on the category it comes under.
When determining this category, a number of aspects are taken into consideration. For example camera,
specifically looking at the type of shots being used as certain categories use certain shots more often than
others. Further aspects include sound and editing where the main thing to take note of is the synchronised jump
cutting used to match the track being promoted, regularly used within most of the categories, changes in sound
levels, split screens and CGI also come under sound and editing. Mise En Scene is also an important area to
look at as it contains the use of props and costume amongst other things, which, alone, both provide and reveal
a lot about music videos in general e.g. it’s genre. In general, however, music videos tend to include the
artist(s) being shown performing, edited to fit to the pace of the song.
In addition to the mentioned categories above, music videos can also be described as videos of disjuncture.
Videos defined by this term are completely abstract; there is no clear link to either the music, lyrics or song
title. Once there is no visible link to the song, in any of the ways previously mentioned, the video is at a
point of ‘disjuncture’ from the song. Examples of these types of music videos include Spike Jones’ video for
Daft Punk’s ‘Da Funk’ or any Radiohead video
Another thing commonly used in music videos, especially those of narrative category, is the ‘notion of looking’
which is basically when a music video elaborates on existing stereotypes and labels. In order to appeal to
specific audiences, these stereotypes are regularly taken advantage of e.g. in ‘Keri Hilson ft Kanye West -
Knock You Down’ -through Keri Hilson’s role, females are portrayed as clingy and needy; this is shown through
her affectionate actions towards Kanye West’s character, i.e. the intimate hug at the beginning of the video.
At this point in the video, males are portrayed as more dominant and powerful in comparison to females as it
seems as though Keri Hilson is weak and needs a man; this dominance is shown when Kanye’s character moves away
from her embrace in a cool and steady way. In contrast to this, later on in the video, their roles are switched
as she has her back turned to Kanye whilst he is falling back, suggesting that males are weaker as he is now
chasing her. The use of past tense within the lyrics of the song emphasize this reversal as they show us that
she is moving on after the end of her relationship.

3. PERFORMANCE:
In general music videos from this category consist of either the band or artist performing their track. Looking at these
videos in closer detail, they can be whittled down to two types -band/group performances and solo performances.
Within band performance videos, close -ups of lip -syncing are inevitable. In addition to this, it is also common to see
unusual camera shots or angles being used (e.g. the use of micro cameras attached to the neck of a guitar) in order to show
the groups mimed playing of instruments. Sweeping crane shots are also often used to film stage scenes as well as the
reaction of the crowd toward the staged performance. Solo performances, on the other hand, are similar to group performances
in the sense that they include a number of the above elements; however, in addition to these, they tend to incorporate the
use of choreographed dance routines -enhancing the repeatability of the song, and also appealing to audiences as they are
more likely to remember it (this is demonstrated within a number Lady Gaga’s videos).
In order to capture the attention of consumers, the main singer will often look straight at the camera, directly engaging
viewers and allowing audiences to feel involved. Otherwise, a lack of engagement with the camera would result in viewers
losing interest in the content of the video and, therefore, in the song. In relation to the concept of PLASTIC POP, TV
talent shows such as, ‘The X Factor’ take advantage of these conventions in order for contestants to appear professional and
experienced.
NARRATIVE:
The music videos associated with this category usually incorporate some form of storyline to co-inside with the track.
However, saying this, narrative videos are never completely dedicated to a narrative as the artists (s) often disrupt the
continuity of the storyline by singing directly to camera.
Looking at the success of these videos, in order to fully market or advertise the band/artist and their song, they tend to
feature a narrative that is more idealistic than realistic; this is due the assumption that a realistic storyline would
become too boring for audiences to watch after the first few viewings. The narratives within these videos almost always
include parallel editing which is when jump cutting is used, throughout the video, between scenes/stories to give off the
impression that they are happening simultaneously.
In some cases, the narrative behind the video interlinks with film. This is an increasing trend with music videos and by
doing this creates an immediate link between the music industry and the film industry, allowing them to promote one another
as the music will, presumably, be used as a soundtrack for the film and vice versa; the intertextuality between the film and
song therefore encourages people to buy both products. In addition to this, the type of film acts as a reflection of the
genre of the music video e.g. in ‘Flo Rida - Club Can’t Handle Me’ both R’n’B and Hip Hop are being reflected by the street
dancing based film ‘STREETDANCE?’, this is the same when it comes to the genre of video/song as, again, it too reflects the
narrative of the film e.g. a fast song would be used to reflect the storyline of a fast paced film whereas a slow song would
be used to reflect a sad film.
When looking at narrative music videos, Mise En Scene plays a much bigger and important part in comparison to the other
categories. This is because there is more that needs to be clearly represented in order for viewers to fully comprehend
what’s going on. In addition to the earlier mentioned link between film and music, Mise En Scene is also often used to
create a theme in relation to the film e.g. the Mise En Scene in ‘Madonna - Beautiful Stranger’ reflects the historical
period of the sixties which helps the video with its intertextual link to the Austin Powers film

4. CAMEO:
This is basically when the band/artist features within a narrative without actually performing. Videos from the Foo
Fighters are prime examples of videos from the Cameo category.
ANIMATION:
These videos can either be done digitally or by using stop-frame animation. CGI may also be used to generate animated
images with the use of computer graphics as well as the use of a green screen and any other additional computer effects.
*CGI : Computer Generated Imagery
MIXTURE:
This is when a music video is both performance and narrative based. In these cases, the categories have been joined in
order for the music video to have a better chance at success among consumers. An primary example of this would be the 2010
release ‘Eminem ft Rihanna - Love The Way You Lie’ which features Dominic Monaghan and Megan Fox as the two people involved
in its aggressive natured storyline as well as both Eminem and Rihanna performing in front of a burning house.
Overall, the video portrays a message of love and challenges whether of not it can exist in abusive relationships where
hate and anger is present. Looking at the video, this message is magnified through the constant use of visual effects in
reference to fire; this acts as a constant metaphor throughout the lyrics. In addition to this, the artists behind the song
reflect the actors within the narrative e.g. the advance in hatred Dominic Monaghan goes through is mirrored through
Eminem’s movements and lyrics as well as the way he says them –by doing this the artists become part of the videos story,
acting as the narrator as well as the participant, creating a direct link to the characters and allowing viewers to relate
to both narrative and performance parts of the video in the same way.
In some cases, rather than simply illustrating the lyrics or sounds a director will combine categories in order to
‘amplify’ both through unusual ideas and creative approaches. Saying this, there is still a direct link to the song,
whether it be through the beat, specific parts of the lyrics or song title.
See Spike Jones’ video for Fat Boy Slim’s ‘Praise You’

5. OTHER ELEMENTS:
Camera:
This includes camera shots, angles, movements and composition, all of which are regularly used to create emphasis on the artist, their
location and even their emotions. General camera shots and angles include establishing shots, long shots, mid-shots, close ups, extreme
close ups and both high and low angles. When looking at music videos, it is clear to see that the use of close ups and extreme close ups to
reflect the words of the song through lip syncing is a common trend. Furthermore, general camera movements, consist of pans, track shots,
tilts and overhead crane shots -which are used to follow the physical actions of a performer(s) such as running, walking or dancing.
Lighting:
Lighting is an important factor when it comes to music videos as it helps to provide the tone; it also plays a part in delivering the
intended messages or representations behind the song or video idea. For instance, the use of natural or bright lighting can make something
seem welcoming or angelic while the use of dark lighting creates a lot of shadows - making something seem scary or even give off the
impression of something being evil; using lighting in this way is more commonly known as ‘expressive lighting’ and is a key feature in
music videos. Saying this, lighting can also be used to represent the genre or mix genres in a song, e.g. in ‘B.O.B ft Hayley Williams –
Airplanes’ the use of bright colours alongside the, overall, low key lighting of the video reflects the two musical backgrounds of the
artists involved (B.O.B –Grime, Hayley Williams [Paramore] -Rock) therefore broadening its audience. As well as this, lighting can be
manipulated to suit the pace of a song e.g. it can be used in flashes to suit the beat of a fast song or used minimally to intensify an
emotion of a slow song. In addition to this, lighting can emphasize a certain mood or theme.
Sound & Editing:
The editing process of a music video includes controlling the length of a shot –by either shortening or extending it- adding transitions,
filters/effects and any forms of special effects (SFX) such as CGI or split screens. Within music videos, editing is mainly used to make it
seem as though the events it consists of, flow - and this is done through the use of jump cutting which is used frequently in music videos
to show a sudden change between scenes or shots. In addition to this, music videos are usually edited so that they match the beat or rhythm
of its track, which, in a way, act as its guide lines. In some music videos promotional aspects are more effective; this is due to the fact
that their editing moves so fast that it makes viewers feel the need to re-watch it which therefore makes it more likely that viewers will
want to own the track being promoted. Music videos can also use editing to overlap voice recordings, allowing the song to gain depth.
Looking at transitions, as well as creating an alternate effect to a cut, they can also be used as a way of representing something, e.g. a
‘fade’ transition can be used to represent a flash back or memory. As the four element being described interlink, lighting effects such as
strobes or flashing can also be linked to CGI and are commonly used within dance videos to enhance an atmosphere. Using the length of a
shot is another way to show a representation, e.g. in the music video for ‘The Big Pink – Dominoes’ (a full performance video) their
‘intense’ performance is enhanced with the use of slow motion clips which imply that each moment is significant. However, for many music
videos a shot doesn’t tend to exceed a duration of 3-5 seconds. Going on to look at sound, editing is heavily linked to this area in the
sense that it is used to alter sound levels and also to add sound effects. When looking at music videos, the mood of the song usually acts
as the basis behind the overall tone or storyline of its video, e.g. a sad song would follow sad storyline, this is usually known as
‘parallel sound’. As a general fact, all music videos include non-diegetic sound and this is because the track is added in.
Mise En Scene:
This term refers to the characteristics within a music video, such as props, lighting, the arrangement of performers, costume and setting -
amongst other things. Mise en scene focuses, mainly, on the importance of representing something, such as a character or object, in either
one or a number of ways –this can be done through symbolism and the use of colour, some of which are associated with specific genres. As
well as this, Mise En Scene is used to convey specific messages to the consumer, e.g. the importance of a character and is considered
essential when creating an atmosphere or tone. The use of costume within Mise En scene is also important as it reflects both the mood and
genre of the song; it also has the ability to influence the trends within an audience as the artists/band act as their role models. Costume
may also be used to keep up with a persona, a prime example of this being Lady Gaga.

6. OTHER ELEMENTS: IN GENRES
The genre of a music video can usually be determined by its use of the four previously covered areas. For example, a
specific camera shot or movement can be associated with a specific genre or video category (performance, narrative etc-)
*Looking at specific genres:
POP:
This genre often incorporates the use of various bright colours, flashing lights and creative settings into its videos and, overall, aims
to appeal to a younger, more teenage orientated, audience. This is because many existing Pop artists are also young, meaning that their
audience will be able to relate to the lyrics of their catchy and upbeat songs. In addition to this, many of the outfits worn in these
videos, in the past, were classed as ‘innocent’ in the sense that they weren’t revealing. However, in more recent years this commonly used
trait has slowly been challenged by the changing generations of Pop artists, as it is becoming increasingly popular for them wear outfits
or costumes that expose the majority of their body. Performances have also become more provocative, a prime example of these points being
Rihanna. Older Pop artists such as Madonna, otherwise known as the Queen of Pop, and Britney Spears have also adopted this trend in order
to keep up with the success of younger artists as well as maintain the attention of an older, slightly more male based, audience. Looking
at lighting, Pop videos regularly use artificial light –creating a ‘bleaching’ effect on the face(s) of the artist(s) making them seem
ageless and also giving the overall video an enhanced look. In terms of camera shots, close ups are often used to show happiness or, when
using extreme close ups, purity and innocence; other commonly used shots include mid shots and long shots which are used in order to
successfully portray the largely narrative based videos within Pop. These shots can also reveal the personality of the artist; this is
shown through a number of Lady Gaga’s videos.
R’N’B / HIP HOP:
The videos from this genre don’t usually follow a storyline. Instead, they are largely centred around the artist(s) involved in the song.
The location of these videos remain simple, usually focusing on party atmospheres within clubs, parties, and generally glamorous
surroundings where alcohol is present. Within these surroundings, popular brands of clothing and jewellery, expensive houses and cars
often make an appearance in order to exaggerate the star persona of the artist, usually, shown through long shots, establishing shots and,
when focusing on particular objects such as jewellery, close ups. Attractive women shown in a sexual way (wearing revealing clothes and
dancing provocatively) are also a common convention within these videos and along with the inclusion of other elements such as money and
cars, their presence appeals to males as it makes them want to be like the artist so that they can lead the lifestyle that portrays wealth
and power. Saying this, in the past R’n’B and Hip Hop genres were largely male orientated; however, with the introduction of artists like,
female icon, Beyoncé both male and female audiences are targeted -males through the sex appeal behind her and her provocative choreography
and females through their aspirations to be like her. In addition to this, black is repeatedly used within R’n’B and Hip Hop videos to
show dominance and looking at ‘Beyoncé - Single Ladies’ this is shown as she and her dancers wear black costumes -asserting her authority.
This emphasises Beyoncé's role as a female icon, further reinforced by the precise actions of her dance routine.
INDIE / ROCK:
Videos from this genre are similar to those of Hip Hop in the sense that they too use simple settings -however, they tend to be a lot
darker in comparison to the glamorous locations of Hip Hop videos. In addition to this, the content of the video is usually centred around
the artist/band so that they are shown throughout; key instruments in association with the genre, such as guitars and drums, also feature
in these videos which is the reason why most of them are performance based. Looking at the different shots, extreme close ups, close ups
and long shots are common and are often used to show the use of instruments or an intense emotion or facial expression on the face(s) of
the artist(s) –which isn’t normally of happiness as these videos tend to relate to the feeling or message behind the lyrics of the song.
In terms of Mise En Scene, dark lighting is commonly used to emphasise or reinforce the emotional aspects of the song lyrics. As well as
this, as the majority of Rock videos are performance based, footage from concerts, gigs or rehearsal studios are regularly used in order
to create a sense of authenticity; during which, low angle shots and levels are frequently used to show dominance and power.