Research: Typical conventions of music videos

The genre of this music video is 90's Pop, these music videos follow the rules set by editors and the typical conventions of music videos. For example:- Close ups, high key lighting, routine dances, lyrics match the visual images.
Producers are attracted to this genre as they create a brand image for usually an innocent young girl who over time they can turn into a sex object. Audiences are attracted to this genre for this reason and to watch the transformation from innocent to sexy.

• Typical Locations - There is no use of studio filming in this music video, it is all on locations such as in the school corridor, classroom, gym and outside the school.
• Typical Characters - The typical characters of this music video are the artist who is the protagonist and dancers who are made out to be her classmates.
• Typical Mise-en-scene/iconography - The artists brand image is show through the mise-en-scene, she is portrayed as an innocent stereotypical young girl with a twist of sexiness. This is shown through the use of costume, hair and make up e.g. pig tails, youthful colours (mainly primary colours) and a school uniform which is transformed to make a sexy twist (shirt ties above her belly, short skirt and high knee socks.)
• Typical Narrative - The narrative relates to many teenage school girls through the fact that she is daydreaming about boys and being famous during her lesson.
• Typical Media Language - Dynamic camera movements are used to exaggerate the dance moves, the way the camera moves makes the audience feel as if they are dancing with them. Close ups and extreme close ups are used to create a relationship between the artist and the audience and to also show the artist in more depth. High key lighting is used to create a happy youthful mood which reflects the artists brand image, high key lighting is a typical element in the Pop genre. The pace of the editing matched the pace of the music.
• Typical ideologies - The message in this music video is about love and the loss of love which will relate to the audience which is young teenage girls, love is one of the typical ideologies used in many genres, especially Pop.

The genre of this music video is Pop, these music videos follow the rules set by editors and the typical conventions of music videos. For example:- Close ups, high key lighting, routine dances, lyrics match the visual images. This is the US version of the video, there is a different video for the song for the UK, the point in this is to change her brand image for the US to be accepted by them. The Target audience love this video because of the brand image of the artist, as she has reformed to their image in order to be welcomed by the audience. The producers love this video because they have been able to extend the artist's audience and it has worked so they will be able to sell two different images in order to make more fans.

• Typical Locations - Studio is used a lot in this music video, for example towards the end she is in the middle of space which shows the use of green screen. Location is also used in this music video when she is in the field with her boyfriend. This is typical of a Pop music video as there is a fine line between fantasy and reality as there is no way the artist could have gone to space to film this.
• Typical Characters - The protagonist is the artist, an actor has been used for the narrative part of this music video who is playing Ellie Goulding's boyfriend.
• Typical Narrative - The narrative is a story of a couple stargazing, there is also use of performance in this music video where the artist is looking straight into the camera.
• Typical Ideologies - The message in this music video is showing love, the use of outer space could suggest how their love for each other is out of this world.
• Typical Mise-en-scene/iconography - Typical mise-en-scene used in this music video is The use of hair, make up and costume, such as blonde hair, blue eyes, soft features. Her costume changes in this video, in the narrative she is dressed down wearing denim shorts, a beanie hat and a jumper. In the performance part of the music video she is dressed in a glamorous way, this way she can attract two types of audience at once, glamorous girls and casual down to earth girls while still targeting a male audience through the blonde hair and blue eyes.
• Typical Media Language - There are many close up shots in this music video to create a relationship between the artist and the audience, this is important for this artist as the is aiming at an entirely new audience. The editing is very clean cut but some extreme editing is used to enhance the artists features such as blonde hair, blue eyes and white teeth, targeting the US audience. The use of a milky effect has been used to soften her features, this shows that the producers of this music video are trying to portray her as innocent and beautiful. 

The genre of this song is Rock, the typical conventions of this genre for music videos are: Dark colours, low key lighting, Love Vs. Hate, unique but simple costumes.
The audience love this type of music video's because its bold and fun, the reason for this video is because it creates humour by the narrative story that is happening. This is what the audience want, they want to see who ,they want

• Typical Locations - Studio has been used in this music video for the performance, no green screen or special effects have been used for this video, the walls have been covered with the bands most well known album 'Riot' which is also which album the song is from. For the narrative the location of a school has been used, mainly corridors.
• Typical Characters - The typical characters are the Band, with the lead singer as the protagonist. Actors have been used to show the story of the mean girl and the innocent students who she torments.
• Typical Narrative - There are two narratives in this music video, the performance and the story being told, this is typical of most music videos as it makes it more interesting and makes the audience want to watch it repeatedly. The story being told is a mean girl and the innocent students she is tormenting. For the performance the lead singer is wearing bright colours to stand out compared to the rest of the band, this shows that she will eventually be relevant to the story. Towards the end of the music video she comes from a classroom and stands up to the mean girl, takes away all of her fakery to reveal the real girl, who turns out to be insecure.
• Typical Media Language - Close ups and extreme close ups are used on both the protagonist and the mean girl, this shows good Vs. evil as a shot of the mean girl snarling at the other students is used followed by a shot of the protagonist smiling and having fun with her friends. High key lighting is used which is not typical for this genre although it works well with the narrative.
• Typical Mise-en-scene/iconography - The props used in this video are mainly instruments and props for the performance. In the performance the lead singer is wearing bright clothes to stand out and the rest of the band wear black so the lead singer can stand out. This relates to the album cover where it is a black background and white writing saying 'RIOT' but with one word saying 'RIOT' in orange.
• Typical Ideologies - The message in this music video is that bullying never pays off. This is shown through the protagonist defeating the classic bitch princess.

The Genre in this music video is unclear as the two artist 'Lil Wayne' and 'Nicki Minaj' have two very different personas, but due to the conventions used we are able to see that this video is Hip-Hop. The audience love this video because it has been made by the artists themselves and this makes the audience feel that they have had some impact on the artist's lives. it is obvious that the artist's have done this to create a simple video which is very effective and this is what they have done this seems to have paid off for the artist's in many ways.

• Typical Locations - This video is filmed all in the studio and links into the genre because many Hip-Hop videos are done in studio's. The two artists collaborating in this music video are in the same group 'Young Money' this group produce songs, music videos and manage other artists so it seems that these artists have produced this music video themselves on a low budget, which is why it is not as technical looking as other Hip-Hop music videos although it does the job in getting publicity.
• Typical Characters - The artist's are the protagonist's as the music video evolves around their performance. There is another character in the video, who is only there as he relates to the lyrics which are basically about a fight,  'Grab him by his locks and give us a good box'. This character just stands behind Nicki Minaj and looks her up and down.
• Typical Narrative - The narrative is purely based around the performance which relates to the lyrics. This is not typical of the Hip-Hop music video as they usually have two narratives of a performance and a story being told. This does not happen in this music video most likely due to the fact that it is self produced.
• Typical Mise-en-scene/Iconography - Nicki Minaj's persona is based around the Mise-en-scene because she is well known for her different wigs and typical to this genre her over the top clothes, this creates glamour and the term 'Bling' is often associated with this genre of music. Lil Wayne however has a very different person showing in this music video, because he has very simple outfits, but brings the guitar into the performance to add to his persona, but in his other video's he doesn't use a guitar as his image is pretty straight forward, but because of the music video being studio based with lack of narrative he has brought this instrument in.
• Typical Media Language - Ther was very little props used in this music video and this is quite unsual for a music video. Lil Wayne had a guitar and this was quite strange as in many of his videos he doesnt have a guitar, however this did help the music video as the video itself was very simple. the use of the guitar enhanced the realsim of what he was doing. Nicki Minaj had a sweet in her mouth in parts of the video, this was used to make the artist seem almost sassy and along with her movements created this.
• Typical Ideologies - this video sent out a rather different message than what we would usually see in a conventional music video, although it does link to the idea's of love. This music video created messages of the two artist wanting to get intamate, this was shown through the movements in the music video. where as the lyrics did give this message but it had more meaning, by this we mean there is more than just sex involved as the two portray care and passion for each other.

By Rebecca Mellody and Jessica Cowgill