Codes & Conventionsfor a Music Video

by: Khalid Daley

NarrationThe narration of a music video, often tells the storyline of what the lyrics refer to. For example, if a boy cheats on a girl, or a boy dumps a girl, and so on. These narrations are mainly approached at the audiences who watch the music video, as this can has an effect on whether the CD/single makes sales, and debuts highly in the charts.

Some music videos rarely have interesting storylines, unless the lyrics are describing a pretty intense situation. However, storylines are sometimes used in tracks that have a ‘Party/Dance’ anthem to it, but this storyline is used continuously in sometimes artists video, so it gets quite bland.An example of a good ‘Party/Dance’ anthem is: ‘LMFAO – Party Rock Anthem’

Some storylines/narrations can be over exaggeratedly good, for example ‘Jennifer Lopez’s – Papi’. The storyline consists of Jennifer being told to eat a small piece of a heart shaped cookie (from her Latina friend), so that her love comes back to her, as he is away. She is told that the cookie is more powerful than she thinks, but she accidently takes a bigger bite. The next scene shows an unusual change to the society around her, as a humongous group of men are fighting and wrestling each other, to win her heart, by giving her a rose. This group of men continues to add, throughout the video which shows the full exaggeration of the concept. Although the concept is exaggerated, the video is extremely entertaining to watch, as there are humorous scenes with Jennifer and the men, in addition to there being a big choreography routine.

The narrative storylines of music videos does depend on the genre of music that is being used/addressed in the music videos. Up-tempo songs may not have a storyline but may feature a lot of movement in the video, while ballads or low tempo songs may consist of the artist having a sad storyline or a less up-beat subject, that will make the audience be able to focus on one main thing in the video.So evidently, narration is hugely important when watching a music video, as it starts off a trend for audiences to check out artists new songs, so that it attracts them into buying the artists’ CD (single) or album.

Camera (movement, angles and composition)Camera movement, angles and compositions are what helps gives an effect to a music video (which is essential as a microelement), as seeing something from a different angle or different composition can be portrayed in a different way for the audience. Also the camera movements, angles and compositions are there to make the audience feel, as though they’re part of the video by getting the full experience and taking in what they see.

Different camera shots are used for different genre music videos. For example, a lot of Pop and R&B music videos mainly use mid-shots, long shots and some close-ups (to show the artists face only) to show the main subject of the video (which is the artist) and also to see the outlet of the setting and the usage of the dancers. However, Rock and Goth music videos usually show low angle shots (meaning the camera being low and it pointed upwards to the artists, which shows the artists as being large in height) which can show the representation of power.

A good music video that shows the usage of there being mid-shots, long shots, some close-ups and low angle shots (as it’s a Pop/Rock genre) is Demi Lovato – Skyscraper. This video shows the main usage of mid-shots and close-ups as there isn’t a massive storyline in the music video, but there’s a inspirational meaning in the song.

The music video is very simple, as it shows multiple shots of Lovato in the same clothes, being really emotional as tears continuously run down her face.

Also the setting of the video shows Lovato on sandy beaches, in which the setting doesn’t change whatsoever, which makes the video look more effective as it shows how big/wide the scenery is.However, there isn’t a massive storyline behind the music video, as the meaning behind the song includes her being strong and tall like a Skyscraper, even though she’s been knock down in the past

ImageImage, is a crucial part of a music video as the audience watching the video are able to understand what’s going in the video through looking at the imagery. The image in a music video can also have an affect on whether the CD/single makes sales, and debuts highly in the charts.

In music videos, artists are likely to portray themselves in a variety of ways (depending on if they’re playing a character or not). One artist who continuously tries to portray herself in a variety of ways on many occasions, because of the characters she plays in storylines is Lady Gaga. In Lady Gaga – Judas, Gaga plays Mary Magdalene (known religiously from the Bible) who was a friend of Jesus, but Gaga gives her own interpretation of a story that reflects on the characters Jesus, Mary Magdalene and Judas within the video.Lady Gaga is one of the most creative music artists, as she likes to create storylines that consists of different characters in which she plays some of them.

When it comes to ‘image’ in a music video, music artists like to make sure that they look flawless and fresh in a video. Through doing this they make sure that they’re airbrushed in a music video or that their fashion is up to standard. In Cher Lloyd – With Ur Love, the image is very impressive as beauty shots of her (below) show her looking beautiful in which her skin is flawless. The music video overall looks incredibly creative as there is no intimate storyline but there is the prospect of balloons being used in the video.

You mainly see Lloyd in one outfit throughout the video (although she wears a different outfit when she’s with Mike Posner), in whichPosner wears an outfit when he’s by himself on the roof in the video(but this changes when his with Lloyd in the video).

As you can tell, ‘image’ is extremely important in a music video as the audience watching it need to be engaged in the song, when watching the video.

EditingEditing is the key element of what makes a music video a music video, as there would be no finished product without the usage of editing. This usage of ‘editing’ can be seen in many ways as special effects also comes under the element of editing.

By having special effects in a music video, it can add/draw excitement to the audience watching it as seeing something that wouldn’t realistically be there, may look impressive from someone people’s POV (point of view).

When editing a music video, it is important that the filming goes with the music for the video, as the rhythm of the music may be different in which the music video has to suit the content of the video.

A music video that does this quite well is Usher – DJ Got Us Fallin’ In Love Again. The video shows a lot of editing in it (also a usage of sound editing) in which it goes incredibly well with the music, as it shows the aspect of people dancing in a club with the title track playing in the background. The video also shows a lot of stylised dance choreography, in which the editing from the video shows the choreography from different shots (mainly long shots, mid-shots andclose-ups) in which it gives a variation of the style in the music video (through the mise-en-scene and image).

Now coming back to sound editing (as previously said). Sound editingcan be used to draw the audience in the music video. This can be used/done by adding a remix to the song, but still using it in the video.Another way this can be done is by matching the storyline of the video with the content of the song, in which it enables the viewer to be drawn in the video as they may be able to connect to the storyline through the content of the music.

So to conclude, editing is extremely important as it is vital that a music video is ready before being distributed.

SoundSound is crucial in a music video as the track of the music video is usually the song that is going to distributed for buying and downloading (from the music artist).

As part of sound, non-diegetic and diegetic sounds come under and back-up the aspect of sound in a music video. Non-diegetic is unnatural sound that is usually added in a music video when editing it (such as making the atmosphere of the scene look more real). Diegetic is natural sound in a music video that is sometimes/usually kept in when editing a music video (such as the dialogue used in the video, if there is a storyline).

A good example of this is Nicki Minaj ft. Will.i.am – Check It Out, as there is a sample of “Video Killed The Radio Star” from ‘The Buggles’ and there are also added techno beats which makes the song extremely catchy and addictive. A lot of machinery, controls the audio for techno beats in most songs.

In the song, you can hear a lot of auto-tune. Auto-tune is used quite a lot in the music industry, as it is used to make an artist sound good in a song, in which too much of auto-tune can makethe artist sound quite robotic. A good example of the usage of auto-tune is David Guetta ft. Rihanna – Who’s That Chick?.

From the beginning of the song, you are able to hear the usage ofauto-tune as words at clearly heard, due to added edit of auto-tune.

Although techno beats and auto-tune can be quite useful, it canbe quite risky as auto-tune can portray the artist of not being ableto sing, yet the are still making money.

Techno beats, can sometimes portray the artist of not being able toconnect with music emotionally in which they may get harassed by music critics.

Mise-en-SceneMise-en-scene looks at the elements of lighting, props, costume, setting, characters, setting and characters. These are extremely important in a music video, as for the music video to become a hit or a success it needs to be unique it its own special way. It is also important that the right atmosphere is shown in the video in which it is enticing for the audience to watch the video. High key lighting is mainly used in music videos that are bright (e.g. Pop and R&B videos may have a lot of high key lighting, depending on the song). Low key lighting is mainly used in music videos that are dark (e.g. Rock and Gothic videos, can create a dark and scary atmosphere in many cases). Two music videos that use mise-en-scene amazingly well is Lady Gaga ft. Beyonce – Telephone and Katy Perry – Last Friday Night (T.G.I.F.).

Both of these music videos contrast as they both have different storylines in the music video, but the great similarities between them is that they are both portrayed as movies. Gaga’s ‘Telephone’ gives a modern day storyline with a unique outline of Gaga’s imaginative creativity. While Perry’s ‘Last Friday Night’ gives an 80’s/70’s vibe to it, as it is portrayed as a 1970/80’s movie, in which it gives a youthful interpretation throughout the video (as Perry’s character is a teenager).

These music videos show the understanding of using mise-en-scene asthere is ultimate detail from these elements in the videos., in which thenarrative portrayal of them is extremely clever.

For success of an artist in a music video, mise-en-scene is looked at carefully and is therefore shown and interpretated in ways that gives excitement to the audience. This can cause popularity for the artist, as they are able to show there own identification of what sort of style isappropriate for them, in which they make it come across and certain theirvideos.

PerformanceA lot of artists include performances in their music videos, in which some music artists are mainly featured in the performance. Also music artists may include performances, at their concerts and gigs that may consist of some choreography and stage movement. This can be an icon thing as people may try to conquer the choreography in a video.

With performances being included in a music video, I could create media attention and can attract a lot of audiences. If the style of choreography is indeed unique and eye-catching to watch, then shows entertainment for the audience. A music video that had an impressive icon dance routine is Beyonce – Single Ladies. This routine was inspired by the ‘Mexican Breakfast’ dance, in which the ‘Singles Ladies’ routine became one of the most iconic routines of all time. This routine also helped gain more worldwide success for Beyonce’s album ‘I Am...Sasha Fierce’. Another music video that showed amazing continuity in choreography is Bruno Mars – The Lazy Song. This style of choreography is extremely imaginative as it is fun, youthful and entertaining. The idea of human formation versions of monkeys can be quite humourous, to the younger audience range.

By playing with different styles of dance and movement, it can show a lot ofversatility in a music artist. This is shown in Beyonce – Run The World (Girls)as Beyonce mixes contemporary hip hop dance, with African dance inmany parts of the music video.

For performance to look good in a music video, the mise-en-scene aroundhas to look organised in which it all has to gel together, so that the endresult looks clear and well executed and not rushed and unrealistic.

Therefore, performance is important in a music video as it can provide entertainment for the audience watching the video.

Notion of LookingNotion of looking, looks at the portrayal of the stereotypes which is represented by the record label in a music video. These stereotypes can have a huge effect on the music artist as they make be portrayed in a different way, however this can be a good thing as the stereotype of the music artist can appeal to the target audience, in which it can gain a huge fan base. The ‘male gays’ is a good example of the stereotypical portrayal towards the female dominance. This means that women are portrayed as sex symbols in videos, in which they are shown as the ‘ideal woman’ (with the perfect body, toned skin and sensuous face/features).

A good example of this portrayal in a music video is Christina Aguilera – Candyman. This is portrayed amazingly in the video, as Aguilera has a 20’s/30’s theme in her video in which sheplays the typical blonde, brunette and redhead. Throughout the video, your eyesare drawn towards Aguilera as the sexy symbol she’s acting out as. This is shown as Aguilera shows tanned skin, white teeth, good hair and flirtatious features. Inthis case, she may be able to lure the male target audience as they may see her as the perfect woman, in many ways.

This can also cause women to idolise and be like Aguilera as she has a good figure, she can sing incredibly well and she attracts a lot of attention from men.

To follow this, there is a lot of old school ,styled dancing in the music video where it has a positive effect to the theme of the video. Also the rhythm of the tune goeswell with the dancing, as the timing of it is executed extremely well.

The lyric “Candyman” is continuously said throughout the song, in which this is shown through imagery as Aguilera uses her persistent beauty for attracting the men, as they continuously cheer for her and are amused by her in some parts of the music video.

{Christina Aguilera as the blonde ,brunette and redhead}