music video norms

2.  Codes and conventions are the norms of music videos, these
can be represented through camera, sound, editing, mise en
scene and also stereotypes portrayed.
 Codes and conventions can however be completely ignored
in some music videos as they reject the hegemonic norms.
 Codes and conventions aim to create structure to a video,
this can aid the presentation of a genre.
 Techniques used to show meanings are primarily done in
two different ways:
 Typical norms of a music video are that it lasts the length of
the song, although this is challenged in some narrative
based videos as they are extended to highlight the story.
Technical: symbolic
Use of technical aspects such as camera,
sounds (diegetic/non), editing, to convey
meanings. E.G. low angle camera shots to
show domination.
Mise en scene based representation such as
through acting and location. Visual features
that convey meaning such as a rose
representing love.

3.  Camera angle/positioning is used to show meanings.
 Conventions of camera operation in music videos is that it is constantly
moving and there rarely a still shot unless being used to show facia
expression. I shall highlight meanings shown through certain camera
positions:
 Long shot: shows characters full body so can establish their identity e.g.
through clothes
 Establishing shot: sets location and tone of that location.
 Mid shot: commonly used shot, provides more clarity to actors emotions
whilst also showing environment around them
 Over the shoulder shot: Works as a perspective for an actor and also is used
for dialogue.
 Extreme close up: emphasises actors emotions
 Group shot: shows all actors as a collective, can represent closeness
 Point of view shot: uses eye line match to show action external from the acto
from their point of view.
 High/low angle: High can show actors lack of power or positioning. Low
can make the character seem authoritative.
 Panning shot: still camera moves, can follow main actors or represent a
journey.
 Dolly: shot that also tracks movement smoothly
 Zoom: Provides a dynamic closer view on action, showing its importance.

4.  This can be represented via a variety of featured items within a
shot that each set a representation for the video. For example:
 actors: an actors clothing can represent their feelings e.g. red
coloured clothes to emphasise lust or danger. Type of clothing can
also help construct an identity for the character. In music videos,
clothing can also be used for product placement of branded
clothes.
 Environment: the type of environment e.g. floral/rural, can
convey a tone for the video. This is then linked to lighting as
outside areas often don’t require artificial lighting as they are
naturally displayed. Whereas indoor areas either use artificial
lighting to highlight important parts of the shot or are dim, dull
lighting is often used in slow song with darker meanings,
examples of this can be jails shown in music videos, they are often
pictured in low lighting to set a darker tone
 Props: majority of props used tend to have a significance in the
video. Mise en scene relies on everything shown in shot to be
placed their intentionally. This can link to ‘Checkov’s gun theory’.

5.  Although music videos are thought to revolve around
sound as the music has been created prior to the video,
videos still incorporate sounds differently.
 Diegetic and non diegetic sounds are often added into
a music video that are not heard in the regular music,
this is to emphasise what is being viewed by a viewer
that wouldn’t make sense without the video, this
relates to Andrew Goodwin’s theory of a convention of
music videos being the linking of visuals to lyrics.
Examples of this include car engines revving and gun
shots.
 The music videos sound can also influence the music
video as conventionally a fast paced music video will
have fast paced action.

6.  Editing is a vital stage of postproduction as it can
alter the overall look of a music video.
 Colour alteration can be performed with a colour
filter being put over scenes to convey an
atmosphere, e.g. high saturated colours create a
happy tone.
 A convention within editing of a music video is to
change the scene on the beat of the song, this is to
prevent the narrative from being jarring for
viewers.
 Cut aways are also often used in narrative based
videos.

7.  Videos that aim to tell a story through a song are
narrative based . These stories can be presented in 3
ways:
 Circular- starts at the end, uses flashbacks to show
story.
 episodic- use of flash backs but goes back to story
teller who directs story to most pivotal scenes
 Linear- narrative simply follows a chronological ‘real
time’ order
 Music videos often follow a narrative based story that
suits the tone of a song, for example slow, sad songs
will incorporate a emotional story line.
 Narrative based stories often use a variety of locations
and props to show a plots development.

8.  An alternative type of music video is performance. This is a music video
that seemingly has no story and simply depicts an artist performing the
song, often on a stage environment.
 An example of this is Mumford & sons video to ‘Little Lion man’ In
which the band is shown performing throughout the entire video.
 In these types of videos there are a large variety of different types of
shots, presenting the performer from a variety of angles such as extreme
close ups, long shots, high and low angle and dolly. These shots are also
very short and editing to change quickly.

9.  Both performance and narrative styles can be
incorporated into a video. This is done
following either the episodic or circular
narrative.
 Lyrics, often most meaningful ones(e.g.
chorus) that link to the story are cut to being
sung then cut back to the story. This
emphasises these lyrics importance.