Codes And Conventions Of Music Videos

Music videos are a marketing tool used to promote artists or bands in attempt to boost record sales. Music videos need to be aesthetically appealing in order to capture the audience’s attention, and allow the audience to recognise the artist symbolically.

Music video codes and conventions are a firm set or rules which identify the ‘type’ of music video. The codes and conventions can adapt slowly, but should not be challenger on too great a level. The codes include the cameras/equipment used, while the conventions refer more to the way things are done within the video. The codes and conventions of music videos allow the audience to become familiar with a certain genre as they become accustomed to seeing certain things. They ensure that a certain text works well and fits into its genre. Most of the different codes and conventions are dependent on genre, however generally; the lyrics of the song influence what is shown in the video, the artist is shown performing, the mode of address and Mise-en-scène reflects the mood of the music, the pace of editing fits the pace of the music.

The Lyrics are there to establish a general tone to the song, to create an emotion or sense of subject matter rather than offering a coherent meaning. Key lines play a significant part in the visuals to address the story line. There is rarely a literal or logical interpretation. Sometimes the lyrics do not even directly correlate with the music video, it may just be the tone or mood of the lyrics which is conveyed through the music video

The Music affects certain people's moods and is used to emphasise particular sounds by foregrounding instruments, such as a piano or guitar. The music video should make use of the tempo of the music to drive editing. The Music maybe emphasised in the video by the band actually performing parts of the song. The lyrics do not always match the pace and so the editing may reflect the music. However the tempo of the track should drive the editing of a music video; slow paced music should be accompanied with slow paced editing.

The Camera Work gives a dynamic feel to the video, the band and the performance. Music videos usually contain a predominate amount of close-ups of the artist for promotion purposes (especially in performance music videos).The camera work should contain a Variety of shots depending on the style and genre of the music. The movement, angle and shot distance would change depending on the music genre. How the camera is used and how images are sequenced have a significant impact on the audience and the meaning of the video.

The Editing Is most commonly a formation of short cuts and fast cut montages (making some images impossible to grasp), often to fragment the narrative content. This makes the video hard to absorb and understand at first, which should encourage multiple viewing. The editing can also contribute to creating the mood of the video through digital effects and lighting. There are many different editing techniques used in music videos so some music videos have gentler transitions because a music video should make use of the tempo of the track to drive the editing.

The Type Of Video can be Narrative or Performance Based. Narrative Videos are videos which signify a story. A narrative based music video contains mostly footage that attempts to tell a story through the moving image. A narrative is virtually a short film that corresponds in some way with the music, perhaps the tone, the actual lyrics or just the sound of the music. Often the narrative is fragmentary to reduce time, but this depends on the music style and genre. Performance Based Videos usually show the artist playing their instruments. Common conventions found in most performance music videos is obviously the performance of the artist just playing the song maybe live in-concert or just in a room. To keep such a style entertaining the video will sometimes also have cuts to clips of things to do with the lyrics if there is an underlining storyline. A music video can be a mixture of both narrative and performance based. Unknown artists usually have performance based videos, which help to familiarise the artist amongst customers and fans. Once an artist’s is established they can then use narrative music videos rather than performance based music videos

The Genre can be difficult to categorise but different genres usually has distinctive features on the video as Certain themes are used to fit the specific genre. The Genre of the music determines the conventions used in the video and the target audience because Each genre carries its own codes and conventions. Genre can be reflected through mise-en-scene such as clothing and location. Below are the different conventions for the different genres:

Rock/Metal

• Snappy and fast paced, editing, reflecting the hard, loud and fast music
• The hue of the videos are usually quite dark, but with high contrast levels, giving the video a mysterious, scary and edgy tone
• The music videos are usually incredibly performance based
• The Mise-en-scène of the artists are usually dressed in completely in black, with multiple piercings, Dark makeup, and a dark and edgy demeanour
• A variety of close ups to show the main artist singing
• Special effects are sometimes used.
• Shown on music channels such as Kerrang, or VH1, or MTV Rocks.
  

Pop

• Usually extremely performance based, as well as performing via lip syncing the words or in a narrative story that reflects the meaning of the lyrics.
• Usually a dance sequence which illustrates some of the lyrics.
• Bright and colourful settings and lighting.
• The Mise-en-scène of the artists is usually bright trendy mainstream clothing.
• Often many costume changes throughout the video
• If the lyrics and the tempo of the music are sadder the whole tone of the video will be brought down but it will still be quite bright and the artist would probably be in a more sophisticated outfit than if the video is more positive.
• Not usually any instruments present as not many pop bands actually play their own instruments.
• The main artists are almost always present in their music video in some shape of form.
• Pop music videos are usually fun and light hearted to appeal to a younger audience.
• Show on music channels such as Viva, or MTV Hits, or 4Music.
  

RnB/Hip Hop

• Rarely a strong storyline
• Have a good, positive, light-hearted feeling to them.
• Colours are often quite bright which usually emphasises expensive brands and jewellery
• Typically involves the artist in a narrative setting or simply performing in a setting such as a restaurant, beach, mansion or club.
• Often lots of people dancing and alcohol is usually present.
  Close ups are used to show the artist singing the words as well as emphasizing their assets/wealth
• Usually dancers present, to reflect the sound of the music.
• Lots of emphasis on women in revealing/skimpy clothes, parties, artist wealth, expensive champagnes and expensive cars.
• Shown on music channels such as The Box, or Kiss, or MTV Base.
  

Indie

• Huge variety of conventions
• Hue can be dark, bright or black and white depending on the tone of the lyrics.
• Editing is usually quite fast paced depending on the music.
  Special effects are often used.
• Variety of close-ups
• Can be either performance based or narrative
• Often a mixture of narrative and performance and sometimes the whole band performs and other times just the main vocalist sings.
• Sometimes the artists do not even feature in the music video.
• The narrative videos are usually arty, and symbolic, with no defined story line in correlation with the lyrics.
• Mise-en-scène of the artist is usually very casual.
• Shown on music channels such as Q, or 4music, or VH1.