A music video is a key aspect for artists today, as it is a way to promote their track whilst at the same time promoting themselves. "Music video is not primarily a commodity form, but a promotional one" (A. Goodwin 1992). There are two forms of music videos; conventional (following the rules) and unconventional (breaking the rules).
The conventions of a typical music video are:
- Typical Locations
- Typical Characters
- Typical Mise en Scene
- Typical Narratives
- Typical Media Language
- Typical Ideologies
This is supported by a media theorist Andrew Goodwin who believes there are six main points for a typical music video.
1. Genre characteristics
2. Visuals/lyrics
3. Visuals/music
4. Need to sell artist
5. Intertextuality
6. Voyeurism
We have analysed a number of music videos which follow the conventions of our genre.
From looking at Taylor Swifts' music video it is clear to say that the video follows the conventions of a pop music video:
-There is a typical location. This video is shot in a studio (in the bedroom and at the dance) and a location (at the school and at the football field).
-There are typical characters; this includes the 'protagonist' (the main artist- Taylor Swift), there are other actors and extras. (members at the school and at football match)
-The typical mise en scene is that the iconography of the artist is linked to their brand image (the girl next door) this is shown in the props that are used and clothing that is worn (geeky glasses).
-The typical narrative is that there is a linear narrative in chronological order. There is an equilibrium, a disruption then a re-equilibrium. The track/song also influences the narrative.
-The typical media language includes a close up shot of Taylor Swift to allow the audience to establish a relationship with her, the lyrics link to the visuals.
-And the main typical ideology is love.
We also looked at Katy Perry's video for 'Thinking of you'
-The video is set within a studio (the house and the town hall) and it is also on location (in the fields and countryside).
-There are typical characters; the protagonist (Katy Perry), other actors and extras are also included (people at the dance in town hall, and people at the funeral).
-The typical mise en scene is that Katy Perry is bringing her own iconography linked to her brand image by the props she uses, by dressing up in outfits. Due to her brand image being quite wacky and in-your-face.
-The typical narrative for this video is that it does tell a story, it is a narrative based video.
-There are typical media language, such as close up and extreme close up shots of Katy Perry, the lyrics link to the visuals.
-The typical ideology links to love.
Beyonce's video for 'Irreplaceable' is also a typical conventional video.
-There is a typical location (in the house, dressing room and bedroom)
-Typical characters include the protagonist (Beyonce) and there are other actors, and other extras playing in a band.
-The mise en scene is that the iconography of the artist is linked to the brand image. Beyonce's brand image is strong, independent, and relaxed. This is seen in the costumes and props used.
-There is a typical narrative used in this video as there is a story being told. Meaning it is narrative based.
-The typical media language is that there are close up shots of Beyonce to establish a relationship with her and the lyrics match to the visuals.
-The typical ideology is about love.
Genre.
Genres are repeated patterns made up from certain repeated elements or conventions.
Audiences like genres because they become familiar with the conventions/formula. Audiences like the familiarity as they know what they are going to get, leaving them feeling reassured. It allows the audience to try and predict the narrative outcomes.
Media producers like genres because they copy a winning formula that has an established audience which secures the financial risk. It allows the producer to make shortcuts because of the audiences knowledge.
Two media theorists called Nick Lacey and Graeme Burton stated that 'genre's are not static and that all genre texts are combined but different. They always offer us something new'.
Elisabeth Mullin
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