Music videos themselves are very hard to define, due to their wide variety of conventions and effects which are normally produced to a high standard. These videos often feature a diverse range of shots, but mainly close up shots of the singer and the band performing. The songs which are performed are genuinely based upon a close concept or a loose storyline, traditionally associated to a certain mood/atmosphere and the lyrics of the song. Producers often use a feature or a montage effect which compiles short clips together, to help jump from one image to the other. In the modern day more and more music videos tend to be fast paced with quick edits enabling the clips to flow more smoothly. Post production effects are also key features of an effective music video. Throughout time producers label the title of the song, artist and album at the start or end of the video. This helps promote either the song, record label or the band itself thus generating more fans in the process to help establish recognition. Vibrant and bold images are vital, as it uplifts the quality of the song as the storyline merges together, making the song appear more realistic and attractive to the viewers eye.
Codes and Conventions of a music video are very important when creating my own music video. By researching some codes and conventions, I should be able to decide what my options are when producing my music video, and also by looking at codes and conventions, I can see what props/equipment I can use and how to use it.
There are many conventions in a music video, without these conventions it would be hard to create a piece that is expected from an audience. Within many music videos it involves the artist performing, for example performing their song on stage or even lust miming words in a certain way. The reason for this is to promote the artist in a certain way, and to make sure that their brand image is clear to the audience. For example Adele mimes her song effortlessly, to try and put across to the audience, her honesty and devotion to her lyrics, she ensures that the meaning of the song is put across in each video. I want my artist to mime the song, depending on the song I chose, I want to ensure the lyrics of the song are explained through the emotion of my actor/s also to create a connection between the audience and the artist. It is often very rare now a-days to find a music video without any miming involved, and if it does it must have a very strong narrative or story involved. This is another convention present in music videos; it usually involves a narrative. This is a story although some of them do not include narratives, most of them have a structured story that works well with the music and will often relate to the lyrics, this often connects heavily with the videos target audience.
Some artists have a mixture of all conventions within their music video. Depending on the song I choose, I may implement a mixture of codes and conventions within my music video.
Conventions
What are codes and conventions?
A way of constructing meaning in media texts
Technical: How equipment and technology are used to construct meaning
Camera – Different angles/shots
Editing – Pace style
Sound - Diegetic/ non diegetic genre
Symbolic
Meaning created beyond what is obvious to see e.g. facial expressions
Styles of music videos
Music videos can be categorised in terms of styles
These are
Performance – Band/ Artists playing
Narrative – Includes story
Mixture – Both performance and narrative based
Cameo – Band / artists features in the narrative but doesn’t perform
Camera – A variety of shots depending on style
Editing and sound
Music videos normally feature jump cutting
Footage is usually edited to match the music
Choosing to include diegetic sound
Change in levels of sound
Mise en scene
Props
Costume
Location
Facial Expressions
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