CONVENTIONS OF THE FORM

Chlo Dunn

MUSIC VIDEOS

All music videos follow a set of codes and conventions in order to make the

form recognizable to the audience. Different genres use different conventions in

order to differentiate the types of music from one another, they are different

because each genre targets a different audience with possibly a different

demographic like age and social status and also a different psychographic like

fashion sense and where they shop and what they do in their spare time.

Conventions of the form provide a structure so that the audience understands

and becomes familiar with music videos and what they expect to see in a music

video.

Conventions will change due to the genre of the music however all music videos

follow some general conventions, these include; the video style which is

generally performance, narrative or abstract. The camera angles, shots and

movement. Editing techniques like pace of shots or any effects. Sound, which

can be diegetic or non-diegetic depending on the style of the music video. And

finally Mise en Scene like props, lighting and costume.

STYLE

Performance

Performance style is used predominantly to promote the artist. It is

conventional for audiences because the viewer can see the artist doing

what they are paid to do, performing. This style is mainly used in the

rock/indie genres as instrument playing is what their audience want to

see and what they can relate to. This style also works for solo artists,

particularly females who can use the style to sing and dance, perhaps in

a provocative way which will attract male viewers that aren’t their target

audience. This coincides well with Laura Mulvey’s theory of the ‘male

gaze’

STYLE

Narrative

The narrative style is used more to promote the song than the artist although it

does do both. The narrative can keep the audience entertained whilst making the

song memorable so the audience is more likely to buy it. The narrative usually

reflects the song lyrics and as most songs are about love, the characters within

the narrative help the audience to relate to what the song is about. This increases

the amount of emotion felt by the viewer and can encourage them to purchase the

song and video. Other narratives may include film like videos that are based on

action or horror etc. this excites the audience and makes them want to watch till

the end to find out what happens which will mean them listening to the full song

and may change a person’s opinion of the song.

STYLE

Abstract

Abstract style is used more to evoke a feeling or

mood in the viewer or to give them an impression

about what the song is about. We are motivated most

by our feelings so using the abstract style to make

the audience feel a certain way is more likely to

make them buy the song.

CAMERA

The camera is very important in making a music

video different shots, angles and movements are

conventional of music videos in order to set a

viewing pace to the video.

CAMERA SHOTS

Establishing shots and wide shots are used often show a

particular location which can instantly give the viewer an idea of

the genre. Medium close up shots, close up shots and extreme

close up shots are very conventional of music videos as they show

the artist’s face. They do this to promote the artist and so that it is

easier to remember them. This is the whole point of a music video.

It is also used to show emotion in the artist’s face, this is

particularly used in narratives or abstract styles as it is important

to get across the correct mood and feelings to the audience.

CAMERA ANGLES

The eye level angle is used most commonly in music videos. This is because

that is how the audience is used to seeing things. It makes the video seem more

realistic and in the real world. It makes the audience feel more relaxed and

makes the video more relatable. High angle and low angle shots are used,

particularly in narrative videos to show the balance of power. High angle shots

make the artist or subject look less intimidating whereas low angle shots make

them look bigger and more in control. It can be used in narratives to

differentiate between the protagonist and antagonist. Dutch angles are

commonly used in music videos to make the video more creative and unusual.

Its use in a narrative style could portray the character’s feelings of confusion or

even a mixture of feelings. Bird’s eye angle is used to show the subject in a

different perspective to the audience. It usually a more flattering angle than a

normal horizontal angle, which is important to make the artist as attractive as

possible to help promote themselves. It can also be used to show the audience

something the subject may not have seen.

CAMERA MOVEMENT

Tracking and pans are the conventional camera

movements of the form as it gives the audience a

sense of journey which most songs entail. They can

give the viewers a better view of the location or

show something the subject may not have seen. They

also add pace to a song which is important in

reflection to the mood and tone the artist wants to

put out.

EDITING

Most music videos include some sort of editing. The most

common of which is editing to the beat of the song. This makes the

video more aesthetically pleasing to watch and allows the viewer to

understand the correct pace and mood put across. Some videos

include post-production effects like black and white or sepia to age

the video depending on what is fashionable in that era. It also adds

to the mood and makes the video more edgy. Flash backs are used

in a non-linear narrative to show a character’s progression or

journey and can make the narrative stand out and appear different.

SOUND

Sound is incredibly conventional in a music video.

The sound can be diegetic or non-diegetic depending

on the style and can often include both. The sound is

usually sound parallel which means it matches the

editing, if it is a fast song then the video will be fast,

the same if it is slow and also the mood, if the song

is happy then the video will be happy.

MISE EN SCENE

Mise en scene is very conventional in music videos

as they are what creates stereotypes which are when

we expect certain conventions to occur in different

people or things.

LIGHTING

Lighting is always used in music videos. The

amount of light or the colour of the light will reflect

the mood of the video, if it is light then the video is

more likely to be happy. Flashing lights used will

often coincide with the beat of the song to keep with

the pace. The angle of the light is used a lot in

narratives as it can help indicate who is a

protagonist or antagonist.

PROPS

Props are used often in music videos that relate to

the lyrics or aid a narrative. They make the video

more fun to watch and can be a key part of a

narrative or display a point the artist is trying to

show. They can also be used for a comical value to

help engage the audience or make them laugh.

COSTUME

Costumes are very important as they can help explain a narrative or a

particular character. Musicians today are often seen as style icons and

get a lot of their audience from the way they look. It is also I crucial way

to market themselves in order to sell more music. Hair and make-up can

also be used in the same way. Costumes like props can be used for a

comical value, the more outrageous, the more it will be talked about

through online media and that increases publicity for the song and the

artist. A good example of this is Lady Gaga. She has become best known

not for her music but for her weird dress sense however she is still a

respected musician and making lots of money.

LOCATION

The location of a music video can instantly give the audience an

idea of the genre. For example, forest locations would be best

associated with the folk or country genres whereas derelict urban

areas are associated with indie rock while clubs and sunny

beaches are linked to pop music. A good location can attract an

audience and make them interested to know what the song is

going to be about. The location can also be crucial for the

audience to understand the narrative and give the video a sense

of meaning.