Research: Genre - Conventions of music videos.

Typical music video conventions


Typical locations - 

• Using studios is a cheaper way of creating an effective and successful music video. However on locations you have the chance to film anywhere humanly possible but are expensive compared to studios where you can create the illusion of being on a different location. On the other hand using actual locations gives the music video and also artist more of a personality. For example, here is a location shot of Rihanna in the music video 'Only Girl in the World'. The location is very important in this video because it creates and image of freedom and this relates to her new brand image.

Typical characters - 

• -The protagonist is usually the lead singer or solo artist, this is important as the brand image revolves around the artist. If it is a band or group the less significant members are usually behind the lead singer.
• -Other typical characters in music videos are: dancers, actors, extras, band and back up singers. For example, Hayley William's is in front of the other band members to show she is the main person (she is the idol to people because she seems to be the most important one. She is the most recognizable member of the band) 

Typical mise-en-scene/iconographies - 

• This is specific to the brand image of the artist and the genre of the music. All aspects of mise-en-scene are tailored to create the perfect brand image that is parallel to what the lyrics are about. The genre of the music determines a lot of the iconography. 
• For example, Rihanna in her music video 'S&M' her brand image is dominant and being free. Rihanna's image has changed over her career. The reason why this is important is because we are shown her image through many things; her hair (shows fierce/ strong/ firey), her make-up (shows she is still very glamourous), her video's have become a lot more extreme and her image is now used to shock many people .

Typical narratives -

• The narrative of the story cuts between two situations, this is usually a performance by the artist and a story being told about their life (usually about love). The video usually reflects the lyrics which is very important to create an interesting narrative.
• For example, in the music video 'Misery Business' by Paramore, both a narrative story and a performance of her band have been used,  this is because the lyrics to the song relate a lot with the story being told and also the two separate performances overlap.

Typical media language - 

•  -Dynamic camera movements are used to make a simple performance seem action packed and           interesting (this is one of the ways we will be able to keep the interest of the audience on a low budget    and make them want to watch it again).
• Close ups and extreme close ups are used to capture the brand image of the artist in closer detail, used on the lead singer to create intensity between the audience and artist.
• -The lighting reflects the genre of music and can not be determined in any other way.
• An example of this is used in the music video 'Kitty Cat' by the artist Beyonce, a ECU (Extreme Close Up) has been used to show her facial expressions which will be relevant to what she is singing about

Typical ideologies -

• The main messages shown through music videos and narrative are usually about love, loss of a loved one and heartbreak. This makes people who have been through such situations relate to the singer and creates a virtual relationship between them.
• The music video 'Love Story' by Taylor Swift is a prime example of the main ideology found in music video's which is love.

Andrew Goodwin's view on music video conventions.


The idea of the music video is to promote an artist, they do this by:-

- Genre characteristics

• A relationship between the Genre and the music video, the music video must go with the genre and brand image to make the audience remember the artist for specific characteristics within the music video.

- Visuals/lyrics

• The lyrics and the visuals match, creating an interesting short film or creative performance that the audience will remember.

- Visual/music

A relationship is also created through the music and the visuals.

- Need to sell artist

Different music genres have their own style and iconography for their videos. For example Pop music videos have Bright lights, costume changes, animated features (Things that rarely ever happen in real life) and themes of love.

The video becomes part of the stars brand image which is very important. Also there is a demand from the record companies for close ups of the artist.

- Intertextuality

• References from other music videos, TV shows, Movies and other well known media texts.

- Voyeurism

• There is likely to be references to this particularly in the treatment of women e.g. peeping Tom syndrome. Many music videos use this method which can also be called 'The Male Gaze' where the camera objectifies women.

-Andrew Goodwin 'Dancing to Distraction' (2003)


by Rebecca & Jessica