Codes and Conventions of Selected Brief

Codes and Conventions of selected Brief

For my A2 media project, I have chosen the music video promo brief, along with a promotion package for the release of an album and a website homepage for the band. 

I want my promo music video to fit into the codes and conventions of an established music video, as well as the style, therefore I would have to think about the genre, narrative, media language, representation and audience theory to establish a similar youth subculture audience as well as to ensure it was clear which genre it belongs to. I have yet to choose between the three forms (narrative, performance and artist) but have researched into them. Here are some codes and conventions of music videos, split up into the three forms. 

A music video is a piece of marketing merchandise to promote the artist and sell the product, and is the ultimate medium of the postmodern world. The codes and conventions of a music video vary depending on the genre of music; however, some can be general. General conventions I have found to pop up through all genres are the following: 

the artist is shown performing 
the lyrics of the song influence what is shown in the video 
the pace of editing fits the pace of the music 
the codes of dress reflect the mood of the song. 

Thinking about narrative music videos, I have found that the main convention of this form is that the music video contains a series of events that both make sense to the audience and appear to be unified in time and space. So as to ensure repeated viewings and the effective marketing of the band/artist and song, the narrative code must be loose or simply suggestive rather than realistic or detailed. 

I have also looked into the conventions of a band or solo artist performance and have found that a degree of authenticity of the performance is sought by the band and the director so we often find lip-syncing close-up, mimed playing of instruments, repetition of chorus shots to enhance repeatability, unusual camera shots and angles (e.g. the micro camera shots attached to the neck of a guitar, sweeping crane shots to film audience reaction to the band playing etc.). The solo artist conventions follow many of the band performance conventions plus choreographed dance routines to enhance permeability. Also, a first-person mode of address directly engaging the viewer through the camera which involves many close-up shots of eyes rolling and gesturing and if the video is a hybrid form cutting between performance and narrative then the solo artist or band lead singer often becomes part of the narrative story, acting as narrator and participant at the same time. Thinking about my specific genre (indie/electro),i have found the costume tends to be laid back yet reflects the personality of the music, and instruments are usually shown (guitars, drums, amps, etc.)

The Abstract/Image form is where the video has no reference to the song what so ever. However these styles are often cross and can be broken down and explained further. I have found this to be very popular within my chosen genre (indie/electronic) and it seems they seek out to reflect their music video as more of an art form which has a hidden meaning rather than to follow the lyrics or story. I have found a lot of the videos to have cliché imagery through the use of editing and mise-en-scene and that a lot of the abstract music videos I have researched into are very much a “surface without substance” For my genre, the music videos would use unusual props and vintage style costumes for a female band/artist. An example of where these two elements can be found is in the Kate Nash video for ‘Foundations’. Props such as toothbrushes, socks and watches have all been used to link with the lyrics but create a quirky tone to the artist and video. The artist’s costume consists of an old-fashioned vintage style dress, which is considered fashionable at the moment, however as the style is dated this gives an unusual feel to the artist.  

The idea that youth culture is expressed very freely has transformed the music video not only into the most effective tool for promotion within the music industry, but into a powerful ideological force as well Abstract music videos are on a visually artistic level, which enters the realm of culture, if not art. Doing this, my music video will employ strong beliefs and will function within society at a deeper level, as well as allowing me to be creative. 

Indie music videos have a certain ideology of being anti-establishment and appeals to those who consider themselves to be anti-establishment to some degree. This is why the lyrics are largerly about rebelling, such as sex and drugs. The lighting is usually low-key, and is sometimes on a stage sometimes with disco type lights. Other cinematography are MCUs of band members, wide shot of entire band, close ups of vocalist, close ups of instruments, long shots of entire band, panning shots, high angle/worm eye/ disorientated angles and the majority of the shots are with a handheld or steadicam. I have found a particular pattern in the figure expressions are laid back/uncaring, they are sometimes they are semi-headbanging with the music and the singers lean into the microphone whilst holding the guitar quite high up. The location is usually set in a studio, a small room, a rehearsal space, a stage, or rural outdoor area. 

For example, indie music videos often portray rebellion by the use of mise-en-scene and pace of editing, often provoking an attitude or ideology to be portrayed and amplified within the audience. The Killers's "Runaways" video is a prime example of this, although the video provokes rebellion and chaos it still strictly follows the same conventions of indie music videos.

codes and conventions of 2 media texts

Tribes - We Were Children

Entirely performance based, this was particularly inspiring, as this is something seemingly rare to come across when viewing indie/rock/folk music videos. The video represents the indie folk genre by use of live footage, as opposed to studio shot footage that is seen in pop videos, and Is set above a shop in Camden town, an area in London where music of that specific genre is appreciated.

They capture the audience (prominently young) probably more than the band, which reflect the indie ethic and the connection they have with their audience through viral messages for example, as opposed to the pop culture, especially with Tribes, who depended on word of mouth and live performances to spread their message., no narrative or concept is shown, it is just the band performing to the masses and is a way to advertise themselves in the same kind of DIY way. The video portrays youth as strong, energetic and full of zest, a message i want to portray through my music video.

fast zoom in zoom out shots are used filmed with a shaky handheld camera, which gives the impression the music video isn't very organised and is purely just for the sound performance of the band. throughout the mise en scene, we can see various signs of Britain such as the red London buses and England flags in the background at one point, which could show the band want to reflect their routes and where they came from.

Infact, this video was filmed in just three shots, as this is what it took before the police arrived at the Camden residence, because of this, there is something very raw about the video with the infective energy which stops the passers-by.

Punching in a Dream - Young Blood

the video is one of energy and zest and empowering to a teenage audience. Sympathetically, it taps into their teenage angst and provides them with an idyllic world, in such high key that it is almost over-exposed (so as to create a dream-like effect) - definitely something i would like to incorporate into my design. Like other videos, i would like to create the same feeling in my music video somehow.

there are repeated shots of fireworks and sparklers. These portray how dynamic and bright youth can be, in balance with their untamed and uncontrolled image (as seen with shots of teenagers crashing down on the bonnets of cars). They also fizz and whir about along with the impassioned drumbeats and chords of the song.

The band can be seen in the video, but are not particularly glorified, they are shot individually and in the same manner as any other actor in the video, though the female and male leads hold their gaze longer with the camera.

The youth are shown enjoying a wild, care-free existence, running and tumbling through the rugged countryside and swimming naked in lakes - acts which are deemed inappropriate in a conservative society.