Conventions of Music Videos

Conventions of Music VideosJak EdgleyWhat are conventions?The conventions of a music video are the different techniques used to construct meaning in the video.

These conventions are split into two categories, technical and symbolic.Technical ConventionsThis is how meaning is conveyed through the technical procedures of producing the video, for example, the variety of shots used, the angle of these shots and whether the sound used is diegetic or non diegetic, also the style and pace of the editing could contribute to the technical conventions Symbolic conventionsSymbolic conventions are the techniques used within the video to create meaning in the narrative. Examples of this would be the artist using various hand gestures or body language to portray the mood within the song. Also the Mise-en-scene sets the mood in the song, so this is key.The general codes and conventions of a music videoThese can vary depending on genre, but the main conventions are as follows:The StyleThe Camera angles/shotsThe style of editingSound (diegetic or non-diegetic)Mise-en-scene (props, lighting, costume, location etc)Conventions in the Indie/Rock genreTend to be produced in Black and White.Artist/band shown throughout the video.Extreme close ups and long shots are very prominent.Locations tend to be darkSome special effects are usedPace of video usually quite quickConventions in Hip-Hop genreLocations tend to include a party like atmosphere.Recreational drugs or alcohol are sometimes consumed in the videos.Can contain recognised brands and products (cross promotion) Doesnt always follow a storyline, relates more broadly to the genre.Conventions in the pop genreOften very bright and colourfulVery upbeat and intends to make a consumer feel happyOften aimed at the younger audience who are easily influenced.Close up shots often use to emphasise the happiness involved.