Codes and Conventions of Music Videos

Cinema and film allowed artists music to come to life visually. They exist in order to promote a single or an album of any artist or band to advertise the artist or band in a way that the production company would like. The way the artist/band is portrayed in the video helps to create a ‘star image’. As well as advertising the artist/band it also entertains the audience and makes the performance more personal to the viewer as they will feel like the artist/band is giving them their own private performance. The music video is 3 to 4 minutes long and can combine a mix of live performance, narrative, conceptual ideas and any other visual imagery including graphics. A music video can also improve listeners understanding of the song and what it’s about. They help give personality to the artist and the audience and helps to portray them their own light, good or bad.

History of Music Videos

Music videos were first around in the 1920’sin the form of a short film/movie to portray their ideas, such as Bob Dylan’s films in 1965. In the 1970’s the Producers in the record industry saw that TV shows as a great way to promote their artists and bands in a way they could regulate. Labels focused on producing short promos until 1976 when the revolutionary music video of ‘Bohemian Rhapsody’ was released showing off its ground breaking advance in visual effects.

Queen - 'Bohemian Rhapsody'

Camerawork

The impact on the meaning on any moving image text can change and vary depending on how the camera is used and how the images are arranged into a sequence. Camera movement may accompany the movement of performers, either walking, dancing etc. However it may also be used to create a more dynamic feel to the stage performance, for instance it could constantly circle the band as they perform on a stage. The close up does predominate, as in most TV, partly because of the size of the screen and also because of the desire to create a sense of intimacy for the viewer, and thus developing a ‘relationship’ between ‘fan’ and artist. It also emphasizes half of the commodity on sale, not just the song. The music video essentially features the aesthetic of a TV commercial, with lots of lose ups and lighting being used most prominently for the star’s face.

Editing

Though the most common form of editing associated with the music promo is fast cut montage, rendering many of the images impossible to grasp on first viewing thus ensuring multiple viewing. There are videos which use slow pace and gentler transitions to establish mood, particularly apparent for the work of many female solo artists with a broad audience appeal. Enhancing the editing are digital effects which play the original image to offer different kinds of pleasure for the audience.

Mise-en-Scene

Mise-en-Scene varies greatly in music videos, according to genre – eg urban setting for Rap tracks and live mega stadium performances for rock bands. The bigger the star, the bigger the budget, the more exotic / impressive the locations / settings / props / costumes & dance routines.

The mise-en-scene can be very effectively used;

-As a guarantee of ‘authenticity’ of a band’s musical virtuosity by showing them in a stage performance or rehearsal room

-To emphasise and aspirational lifestyle, as in the current emphasis on the latest gadgets.

-As part of the voyeuristic context by suggesting a setting associated with sexual allure, such as a sleazy nightclub or boudoir.

Sound Track

Often music videos do not use a sound track other than the music and lyrics. Yet many include brief opening/closing sequences with some dialogue and sound fx (eg a band setting up on stage before a performance), making the product a little different from the singles track.

Genre Style

While some music videos transcend genres, others can be more easily categorized. Some, but not all, music channels concentrate on particular music genres. If you watch these channels over a period of time, you will be able to identity a range of distinct features which characterise the videos different genres. These features might be reflected in types of mise-en-scene, themes, performance, camera and editing styles.