Generic Conventions
The generic conventions convey what is the typical technique used in creating a music video, however the conventions vary among the genres to create certain themes and emotions.
General Conventions
Camera Shots
Music videos will utilise a variety of camera shot types such as close-ups, mid-shot and long-shots to create emphasis on aspects such as the artists emotion or the location. Close-Ups especially, as they not only exaggerate emotion but also to reflect the words of the song with the movement of the lips of the artist.
Camera Movement
Generic camera movement will include tilts, pans, tracking and crane shots, as the main goal is to follow and trace the artist or band.
Editing
The most predominant editing technique is jump cuts, as it allows a sudden change from one scene to another. Similarly, cuts such as fades and dissolves are very common in music videos as they create a different effect to sudden jump cuts.
Extra Conventions
Lighting - Some music videos are black and white which help emphasise particular moods and some videos have artificial lighting which put the artists in an enhanced look.
Sound - Sound is mainly the vocals or the song.
Props - These are vital in aiding to add to the scene and add significance on particular people or objects.
Costume - This goes with the scenes in the song and reflects the genre.
Colours - Colours tend to set the mood of the song through creating an atmosphere.
Conventions with Genres
Indie/Rock
- Tends to be black and white
- Band/artist is shown throughout the video
- Use of extreme close-ups and long shots are popular
- Dark locations
- Face paced
- Some use of special effects
Sound - Sound is mainly the vocals or the song.
Props - These are vital in aiding to add to the scene and add significance on particular people or objects.
Costume - This goes with the scenes in the song and reflects the genre.
Colours - Colours tend to set the mood of the song through creating an atmosphere.
Conventions with Genres
Indie/Rock
- Tends to be black and white
- Band/artist is shown throughout the video
- Use of extreme close-ups and long shots are popular
- Dark locations
- Face paced
- Some use of special effects
Kings of Leon - Use Somebody
Hip-Hop
- Location tends to be a party, club fancy location
- Use of alcohol
- Recognised brands and clothing
- Expensive cars and houses
- Camera shots tend to be long to establish the money involved
- Close-ups to show the jewellry and assets of the artist(s)
- Attractive women
- Does not follow a storyline and only follows the genre
- Artist(s) tend to be involved
50 Cent - In Da Club
Pop
- Bright and colourful
- Close-ups to show the cheerful and upbeat emotions
- Extreme close-ups tend to show the purity and innocence in the personality of the artists
- Aims at teenage audience
- Very upbeat
Britney Spears - ...Baby One More Time
Sources
https://www.slideshare.net/jamsjamsjams/conventions-of-music-videos-2935597 (Visited 09/09/19)
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