2. *What are codes
and conventions?
* The codes and conventions of
music videos are the different
techniques used to construct the
meaning in them.
3. • Codes and conventions are a firm set of rules.
• Can slowly adapt
• Shouldn’t be challenged on too great a level
The reasons for them:
1. It allows the audience to become familiar with a certain genre as they
become accustomed to seeing certain things within the music video.
2. It ensures that a certain text works well and fits into its genre.
3. It provides a structure that the audience can understand.
4. To ensure the lyrics of the song fit in with the video, of how we’d
expect it to be.
4. *The Codes and
Conventions
*The conventions of a music video vary depending on
genre of music. However, the general conventions
include:
*The Style
*The Camera
*The Editing Techniques
*The Sound
*Mis en Scene
*Notions of looking
5.
6. *Performance
Performance – This is when the music video consists mainly of the artists
performing in the video. (For Example, Beyonce – Love on Top
http://www.youtube.com/watch?v=Ob7vObnFUJc) in this video it consists
of performing as there is no narrative or any other scenes in the video.
The costume and lighting is displayed in the performance in a creative
way making it more interesting to watch, however, some target audiences
would no engage with the song or video if it was solely dedicated to
performance.
7. *Narrative
Narrative- is a music video that follows a story line, this can be divided
into two types of narrative: Linear and Fragmented. Linear has a
beginning, middle and end and follows that sequence. Frgamented is one
that doesn’t. An example of a narrative music video is Jana Kramer –
Why Ya Wanna (http://www.youtube.com/watch?v=Ho5HV_9_o_E)
8. *Mixture
Mixture – this is a combination of performance and narrative, by using this
technique makes the video more interesting and enjoyable to watch which
will engage its specific target audience. An example of this would be Lawson
– When She Was Mine (http://www.youtube.com/watch?v=GmQRAXJoHg0)
9. *Cameo
Cameo – this is when a band or artist feature in the narrative but does not
perform. An example of this would be Katy Perry – The One That Got Away
(http://www.youtube.com/watch?v=Ahha3Cqe_fk )
10. *Animation
Some music videos have a mixture involving animation that is edited in
and some are solely animation, this creates creativity and entertainment
to the video. For example Coldplay Hurts Like Heaven
(http://www.youtube.com/watch?v=C8KV0mzqTXY )
11. *Conventions of a music
video (Goodwin’s six
points)
• Genre characteristics
• Visuals/lyrics
• Visuals/music
• Need to sell artist
• Intersexuality
• Voyeurism
12. *The Camera
The way the camera is used when filming for
a music video is crucial. It can create
different effects by the different angles used
and the camera movement. In general every
music video uses a variety of camera
shots, angles and movements to create
different techniques to make the music video
unique and creative to other music videos.
13. *Camera Shots * Using Nicole
Scherzinger – Try
With Me Music Video
Mid-Shot Medium Close-Up Over The Shoulder
Wide Shot Close-Up
Very Wide Shot Extreme Close-Up
14. *Camera Angles * Using Jessie J’s – Do It
Like A Dude
The way the camera is positioned determines the angle of the shot. For Example:
Eye Level – This use of camera angle is a very
common view and it shows the subjects as we
would expect to see them in real life
High Angle – This shows the subject above as
the camera is angled down towards the
subject, this sometimes makes them appear
less powerful or significant.
Low Angle – the binary opposite to high
angle, this shows the subject from below which
gives the impression of them being more
powerful.
15. *Camera Angles
Bird’s Eye – this angle is showing the subject
or scene from directly above. It can be an
unnatural point of view which can be used
to add dramatic effect or showing different
spatial perspective. It can also show the
positions of different characters and
objects, enabling the viewer to see things
the character may not see.
16. Many music videos have certain elements that make them have various vibes to
represent the view of the music tribes, such as:
• Rnb music videos are
similar to hip hop
• Hip hop music videos videos as they contain
use quite dark simple settings and
colours, simple many show women
settings and there are dressed in revealing
portrayals of women to clothes. Also, these
show their videos have an
sexuality, which element to portray
appeals to males. On wealth and power
the other hand, the through the use of cars
majority of hip hop and jewellery due to
music artists are males the costume and
and so, females are setting.
the fans.
• Pop music videos feature the usage of
bright colours, flashing lights and
creative settings and backdrops. The • Rock music videos have dark colours
colours would appeal to mainly throughout and use simple settings. Many
younger audiences as many pop artists videos contain the use of music equipment
are young and express themselves such as drums and guitars, which is why many
through the lyrics of pop music, as rock musicians do performances in their
well as their costumes that make the videos. There is a lot of emotion in the videos
musicians look innocent and relatable. through the characters and musicians facial
expressions, and normally they do not
portray happiness as they relate the lyrics
and meaning of the song to the storyline and
emotions.
17. *Sound
Sound consists of two main forms: diegetic sound which is
already present in the film and non-diegetic sound which can be
edited in. Sound is absolutely essential in any music video as
this is the main reason why people watch and listen to them, to
gain a sense of art via different artists. Sound, like footage
can be edited to create different effects and variations to the
normal vocals that we hear.
Sound Parallel sound is when the music matches the mood of
the video. An example would be if the song was slow then the
video footage would also be slow to fit with each other. Also, if
it was a sad song then the video footage would be sad. Some
music videos have diegetic sound, where they include sound
from the surroundings often at the beginning of a music
video, for instance, birds or police sirens depending on the
genre which makes it seem more realistic. However, the music
itself is non-diegetic sound.
18. *Lighting
Lighting is considered part of the mis en scene, the lighting can create different
views by the way the scene is lit, it allows the audience to recognize the genre and
style of the music video. A bright light draws the viewers attention, but a scene can
be lit by using natural lighting from the sun or existing light sources, or by using
artifical lights. Strobe lights and coloured lights you would most likeley see in a
dance, pop or hip hop music videos, but be very rare in country type music videos.
You can see the use of light differ according to the genre in these examples Miley
Cyrus – When I Look At You (http://www.youtube.com/watch?v=8wxOVn99FTE ) and
Agnes – Release Me ( http://www.youtube.com/watch?v=0G7eDpMGe1k)
19. *Mis en Scene
Mis en scene is clearly exhibited through the use of lighting in the video – Little
Mix, - Wings (http://www.youtube.com/watch?v=cOQDsmEqVt8 ) demonstrated
by flashing lights and special effects.
20. *Props
In most music videos sometimes props are used to illustrate the narrative
and when linking the lyrics with visuals, props are commonly used. The
props in a music video add to the entertainment side, and can be used in a
fun imaginative way. One music video that uses props to make the video
more entertaining is Lady GaGa ft Beyonce – Telephone
(http://www.youtube.com/watch?v=EVBsypHzF3U)
21. *Costume
The costume is usually used to
represent certain characters in
different ways. Different artists
also wear different clothes to
represent what they are
portraying in the music video. An
example of this would be Lady
Gaga – Bad Romance.
Another music video that displays
costume well is int he video ‘When
I Was A Youngster by Rizzle Kicks’.
Costume can also illustrate the
narrative, and can relate to what
the song is about. This is shown in
the video where the costumes are
reflecting the song and have been
used to create imaginative, fun
videos also adding to the
entertainment side.
22. *Hair and Make-Up
The way an artists hair is, is
done for a purpose, it can also
show a character’s
personality, or be done as a way
of attracting the audience.
Depending on the target
audience. Hair like makeup is
really just about style, and
fashion and what’s in. It’s
important that the appearance
of the actor/artist is of good
quality as they will be looked at
by the audience. Hair and make-
up can be displayed in many
years for many different
reasons. Bold and bright makeup
and big hair can be used to show
a person is fun and glamorous
23. *Location
The location, and scene of a music video cannot only show the audience where the
artist is but also can decide on the genre, for instance locations like the beach, in a
car or at a party would fit into the pop and dance music genre. Due to the happy and
lively feel they give. If the music video was filmed in a street, a modern house are
typical locations used for grime and hip hop music genre. The location influences the
genre, but can be chosen purposely to relate the song.
24. *Colour
Colours are shown through almost everything in a music
video, lighting, costumes, make-up, hair and locations.
Colours are used in everyday things and we generally see
the use of colours throughout music videos displaying
normal day life. Colour can also be interoperated though
to represent a feeling or mood or to signify certain things.
For instance, some music videos are in black and white
showing no colours, this can be a way of showing a time
lapse (flashbacks) suggesting something happened in the
past. An example of this would be Beyonce – If I Was A
Boy, the video shows relationship between two people, the
whole video is in black and white, this suggests that the
relationship may be on and off. If this was shown in colour
the narrative and relationship wouldn’t be as significant .
