This document provides an overview of music videos, including their purposes and history. It discusses generic codes and conventions across different genres like heavy metal, indie rock, rap, and electronica. Three influential music videos are then analyzed in detail: Aphex Twin's "Come to Daddy" from 1997, Guns N' Roses' "Welcome to the Jungle" from 1987, and The White Stripes' "Fell In Love With a Girl" from 2002. Each summary highlights narrative elements, visual techniques, and how they relate to their respective genres.

1. IntroductionIn this presentation I will cover the purposes of music videos, generic codes and conventions then followed by an analysis of three influential music videos.Joe Faulkner

2. Purposes of music videosBrief history of music videos:There had been many experiments with video and music together in what could be deemed as early music videos. However it is commonly accepted that ‘A Hard Days Night’ by the Beatles is defining as the first music video in comparison with today's concepts. It was a feature length film containing 11 tracks and a runtime of 87 minutes. “the innovative technique of cutting the images to the beat of the music, which has been cited as a precursor of modern music videos” quote: http://en.wikipedia.org ((article writer) talking about video, right) ->Top of the Pops:During the 70’s ‘Top of the Pops’ “attracted 15 million viewers a week”. [1]Soon people realised that music video could be exploited as a marketing technique, Hence the formation of a new concept:Using Music videos as a promotional tool for bands. Since then it has been common place to produce music videos or “promos” in order topromote the band. Music videos give people a close interpretation of their idols, the camera can get much, much closer to them than they could in person, these are all aspects of the ‘Uses and Gratifications Model’. [2] Below are some more examples of how music videos fit this model;- Personal Identity: Finding models of behaviour – linked with Idolism and wanting to be like those you admire. - Social Interaction: Basis of conversation, Substitution for real life relationships (in this case with the band). - Information: What are the band like? How do they convey themselves?[1] -http://www.telegraph.co.uk/culture/tvandradio/bbc/8416576/BBC-to-bring-back-Top-of-the-Pops-from-1976.html[2] - http://www.aber.ac.uk/media/Documents/short/usegrat.html

3. Generic Codes and ConventionsDifferent Genre’s, Stereotypes and fans mean that we see different general rules for each culture of music.‘Heavy Metal’‘Indie Rock’ Often contains quick camera movement to give a sense of energy.

4. Sometimes cut the beat, however not always.

5. Tends to represent the bands raw ability to play their instruments .

6. Can contain narrative or conceptual videos

7. Dark / melancholic.

8. Tends to use less special effects in general.

9. Since Indie Rock is generally a broad Genre (many sub-Genres) it generally contains a mixture of narrative and performance.

10. Tends to show the band through the performance either in the background or foreground.