There are two main types of techniques used in music videos - technical and symbolic. Technical techniques involve filming and editing choices, while symbolic techniques analyze meanings conveyed through colors, symbols, and imagery. Codes and conventions are used to create familiarity and connect with audiences. Different genres typically use certain conventions, like pop videos featuring bright colors and dance routines. Music video directors employ various camera shots, movements, and angles to suit the genre, artist, and song. Props and costumes are also carefully chosen to be appropriate for the style and meaning of the video and performance. Narrative videos tell a story fitting the song's lyrics, while performance videos mainly feature the artist singing on stage.

1. General Conventions of
a Music Video

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.