Codes and Conventions of music videos

Andrew Goodwin (Dancing to direction 2003) believed there were six main points (conventions) of music videos:

• Genre Characteristics
• Visuals Lyrics
• Visuals/Music
• Need to sell artist
• Intertextuality
• Voyeurism

Genre Recipe- Music Video
Each genre has a recipe with codes and conventions which is usually followed when producing/creating a music video. It is the codes and conventions which the audience expects when watching the music video.

Below is a scanned image of a genre recipe table:

Codes and conventions of a music video

The codes and conventions involve what is used in the music video e.g. equipment to portray the certain messages related to the genre.

General Conventions

• The lyrics of the song influence what the audience sees in the music video
• The artist (s) is shown performing/singing
• Pace of editing fits pace of music
• Code of dress reflects mood of the song
• Lyrics establish a general feeling of mood and atmosphere 
• Genre of the music is represented by the mise en scene and themes
• Camera shots/angles are used to represent the artist/band
• Intertextuality- sometimes a reference maybe used e.g. Madonna in material world reference to diamonds are a girls best friend by Marilyn Monroe

Conventions of music video promos (Goodwin)

• Relationship between lyrics and the visuals- visuals amplify and illustrate the lyrics
• The artists may develop their own star iconography e.g. lady gaga is known to use stylish, eccentric set peices and costumes
• there are likeley to be intertestual references- either to films, TV or other jusic videos

Conventions of music video promos (Pete Fraser teaching music video 2005)

• Music- makes use of tempo of the track to drive the editing
• Cinematography- camera shot, movement and angle need to be analysed because it has a significant impact on the meaning of the video. Movement may accompany the movement of the artist/band/actors or maybe used to circle performers if the video is shot on a stage
• Lyrics- tend to establish feeling of mood and may offer some meaning to the video
• Genre- songs/music videos can be easily categorised into genres based on the theme and features of the music video
• Editing- most common form of editing in music videos is the fast cut montage which ensures that there are multiple viewings because the audience want to make sure they have seen everything.
• Intertextuality- "music video is incorporating, raiding and reconstructing" (J.Stewart), music videos sometimes to create nostalgia and familiarity for the audience e.g. Beatie Boys (sabotage) which comically portaryed tv cop shows in their video
• Narrative and Performance- Music videos tend to suggest storylines and leave the audience wanting more.

By Muhammad Patel