WHAT DID YO

U LEARN

ABOUT THE

CONVENTIO

NS OF REA

L

MUSIC VIDEOS?

E L E A N O R BU R G E S S

I analysed multiple real music videos and looked into the conventions of real music videos in order to make sure that my final piece was as realistic and genuine as possible. 

 I looked into what I thought the general conventions for music videos were, after watching numerous examples over the years and as part of my initial research. I though about multiple technical media codes and areas and considered how and why music videos would use specific elements within these to appeal to target audiences and what is typical of music videos. 

Taylor Swift- Bad Blood & Jessie J- FlashlightArtist is breaking the 4th wall with a closeup

CAMERAWhen considering camera shots, one common feature of music videos is a shot of the artist breaking the 4th wall- often using a close up or extreme close up. This is used as a way of selling the artist and making it clear who the song is by. The use of direct address through eye contact engages audiences by making them believe that they are being specifically 'sang' to. This increases the likelihood of the audience wanting to purchase the song. This is a common feature of advertising, as it is an example of synthetic personalisation, in that the audience feel a direct relationship between them and the artist. Usually when the artist is breaking the 4th wall, they are also lip-synching into the camera, which is another common convention of music videos.

MIS-EN-SCENEWhen looking at the conventional locations and props used in music videos, they vary hugely dependent on the genre of music. Although, one conventional style is that the artist is shown in a stylised location- with the artist infront of a plain background. But, many music videos choose to use outdoor and natural locations too. Often there is a variety of high or low key lighting- dependent on the style of music video. For instance, if the  music video is performance based, then it is likely to be more focused on high-key and artificial lighting. Whereas, if it is a narrative-based video, then it may be likely to use low-key lighting to create suspense. Again, costume can vary hugely dependent on the genre of music, but in general artists tend to wear either extremely extravagant costumes- potentially voyeuristic, in order to stand out in the video, or appear unique. Although, this juxtaposes other videos in which the artist wears a more casual outfit, to appeal to audiences and allow audiences to relate to the 'star' much more. 

Kelly Clarkson- Heartbeat songPlain background, Extravagant

dress costume , artificial lighting

Ciara- I BetPlain background, Extravagant

dress costume , Potentially voyeuristic

Ellie Goulding- How long will I love you

Natural location, narrative based, casual costume & natural

lighting

EDITINGUsually the editing of the music video matches the tempo of the song, therefore depending on whether the song is a slower ballad or a faster dance track, would effect whether fast-paced editing or slower-paced editing were to be used. Often, fades or dissolves are used frequently in music videos, typically at the start or end of a video, in order to engage the audience and for shots to flow more continuously into one another. Dissolve/Fade effects in the middle of music videos can help for the audience to see links between shots and also can represent time passing or connote calmness. 

Adele- HelloUses really slow paced editing and longer takes as it is a slow ballad song, this fits in

time to the music. The first shot is on screen for 20 seconds.

Calvin Harris- How deep is your loveMuch faster paced editing to fit in

time to the dance track.