Style and Conventions of Music Videos

Performance

A performance styled music video would have the artist themselves, performing to the camera, as if  directly to the audience. Camera language is important as the artist is delivering to the camera. Therefore, plenty of close ups would be used in order to 'sell ' the artist from highlighting their attractive look - and to also clearly show who the artist is. 

The example I have embedded above , is the music video for Sleeping With Sirens - If you can't hang.

From 0.8 seconds, the band starts to initially perform. This is denoted through the props such as the microphone and instruments.At 0.15 seconds to 0.24 seconds, lots of jump cuts are used to highlight the different instruments the band members play and their importance to the band. This feeds the convention of  introducing the artist and each member so they can be sold to the audience and so the audience can be informed on who they are. The whole video is full of cuts and movements and the camera is never static, this fits in well with the music video because it highlights all the instruments as they're being played and also adds to a 'choppy' like effect of this alternative rock genre. At 1 minute and 42 seconds, the main singer, Kellin Quinn, is singing directly to the camera so the audience grow aware of who the lead singer is and sells their voice to their target audience. This style of music video is perfect for this institution because guitars and drums are very iconic in the rock genre- therefore, the props were very fitting. The performance style was also great for this band because they could promote tickets for their concerts as they are advertising their performance skills and the moshing (seen at 0.10 - 0.12) because fans of this genre of music are well known for moshing at concerts and really feeling the music.  The camera uses plenty of close ups so the audience can identify with the band members and feel more familiar with them. These music videos are often cheap to produce because it is filmed in only one location and is focused on just the band performing. The performance styled music videos are also informing in terms of costume and the style of the band themselves. All the members are wearing casual clothes such as a graphic t-shirt and jeans because they are a relatable band for a younger adult audience and want to portray this. The costume is important because whatever they wear during performance would remind the audience of their style. In comparison, Beyonce would be wearing designer dresses in her performance styled music videos as this represents what she would usually perform in and her style.

If I was to use a performance style music video for my coursework - I would use the drama studio in school because it looks similar to a recording studio and I could use the studio lights for different colours. The location is also big enough to use any props such as instruments. I would use plenty of camera movements and a variety of camera shots to keep the video in sync with the music.

Narrative

Narrative based music videos contains  footage that shows a story line that runs throughout, sometimes with actors and sometimes with the artist themselves, the story will either link to the lyrics of the song, or just the overall theme. This style of music video is good for suggesting themes to the audience, however it is harder to film, and there is more to think about with location, actors, mise-en-scene etc. 

The example I am using is Cyndi Laupers's 'Girls just wanna have fun'. The narrative style is shown from the very beginning of the video as we witness her mother waiting for her to come home as she is out having fun. The camera cuts between Cyndi and her mother to show the two actions happening at the same time, suggesting a story to  tell. At 0.49 we denote a closeup of Cyndi picking up the phone , the lyrics match the camera shots as we witness Cyndi's Father asking her "What are you gonna do with the rest of your life", in which she answers "Girl's just wanna have fun".  The music video is portraying how young women wanted to be independent and have fun. The song is linked to the theme of coming of age as Cyndi is trying to break away from her parents as she rebels against her Mother by coming home late, and against her Father as she continues her phone conversation , regardless of it being the "middle of the night". The narrative music video is also suggesting how girls wanted to break the patriarchy at 1.50 , as she briefly mentions how men hide women away from the rest of the world. As the music video continues, Cyndi sings along as she highlights her rebellious yet adventurous musings. As a whole , the music video represents the main theme of a girl wanting to have fun , with a narrative illuminating how she ventures out into the world on her own. The institution may have decided to use a narrative style music video as the song itself is about movement for girls as they are growing up , and the best way to depict the lyrics was for the words to tell a vibrant story which the music video displays. The narrative style also opens up the audience to understand Cyndi as a music artist and her passion for her lyrics as she closely links them to experience, thus further supporting how the narrative style is great for representing the lyrics and meaning behind the song. The audience would be able to find entertainment and personal identity with this style of music video , because narrative styled music videos are often used to make the audience feel more understanding towards the meaning of the song as a storyline engages the audience more than visual effects. The audience are more likely going to follow the music video if there is a narrative as they would want to keep up and not miss anything , where as other styles of music videos are just for illustration and do not need to be kept up with.

If I was using a narrative style for my music video, I would try to add some enigma by keeping the storyline ambiguous so the audience can determine the meaning of the storyline themselves, this method would encourage the audience to discuss the music video further, thus bringing more views from word of mouth.

Genre

In a genre styled music video, the images would be used to represent the genre and the music artist through a series of camera shots and movements

The music video for 'This Is How We Do' by Katy Perry, holds many typical pop conventions. One being, the music artist being the focus. Katy Perry is the star of the music video and her style is being represented directly to the audience. Katy has many costume changes such as 0.14 , 0.20 , 0.25, 0.27, 0.32 , 0.34 , 0.38 ,0.43, 0.50 , 1.11 , 1.16, 1.59. Her costumes are fun and girly and highlight her girly pop style. The video also has many back up dances such as 0.39. The dancers in the video also wear a similar pop style costume and are usually attractive to keep in a girly audience. The music video is filmed with a green screen as there are many different back drops and graphics, such as the dancing food at the end of the music video. The lighting is also very bright to keep the vibes positive and upbeat. As a pop genre is mainstream, the music video does not follow a strong narrative as it is used to highlight the artist's style. The iconography of bright shapes also engage the teenage girl target audience as the style is very girly and amusing. The institution may have decided to use a typical genre styled music video because it is guaranteed to be popular, and Capitol records have a big budget so they are able to produce video such as 'This Is How We Do' as they can afford many background dancers and producers to work on the graphics and bright colour palette. This style of music video is mainstream and fits the mainstream pop style which is representative of the institution as it brings in more fans and money. More fans of this genre are more likely to purchase the song on iTunes if the music video matches the bright iconography of the song as it engages their attention. The music video is fun and opens up the teenage audience to imitate Katy's style also.

If I was going to use a genre style for my music video, I would ensure there are many props and costume changes that would best represent the genre of the song as best  as possible. I would use one main actor to be in all the camera shots with plenty of close ups so they can be sold to the audience like Katy Perry.

Interpretive

In an interpretive styled music video, the visuals would be used to represent the lyrics, in a literary format. The images would match the lyrics as close as possible in order to clarify the words as well as emphasise them.

The example I am using is R Kelly's 'Trapped In The Closet'. The first line of lyrics "It's 7'oclock in the morning and the raise from the sun wakes me up" is clearly denote as we see R Kelly in bed , he appears to be asleep until the sunlight hits him,which is when he slowly gets up. The lyrics are repeatedly used to signify the lyrics. Another example is at 1.09 to 1.12 where he is quickly putting on his clothes,looking for his keys and walking out the door. Through out the music video, there are two different scenes of action happening at once. One is R Kelly physically acting out the lyrics, and the second set of action is seen when the camera is always cutting back to him trapped in the closet singing. This is highlighting how he is literally stuck in the closet as the song title suggest - which is what the interpretive style is all about. The institution may have used this style of music video because it adds a sense of seriousness to R Kelly's situtation , but also make it seem comedic as the situation is rather taken too literal. This style of music video is very easy for the audience to follow which is necessary for R Kelly as he wants his audience to follow his narrative with him , step by step. 

If I was going to use an interpretive style of music video, I would use a big variety of camera movements such as dolly, track and pan. This would keep the audience from visually getting bored and would make the music video seem more lively. I would also try to take the literal actions to be rather comedic so the music video would be more enjoyable to watch than serious.

Impressionist

Impressionist music videos are more ‘artistic’, taking their name from the

art movement of impressionism. These music videos are likely to include features such as soft light, soft edges and flowing and intermingling colours. These create a very aesthetically-pleasing video and increasing the amount of attention that is paid to it.

The example I am using is Marilyn Manson's Deep Six. The artist approach is recognisable at 0.53 to to 1.13 as we witness a black leech effect consuming a girl , and then marilyn. The impressionist style is suggested as the music video uses a series of computer morphing styles. The music video is giving the audience the same mood as the song. Something deep and disturbing is happening as the blackness represents death and the song is about a coffin. The camera shots are highlighting the situation of being claustrophobic like being buried alive 'Six Feet Deep'. The institution used this style of music video as Manson is known for his impressionist style that is very explicit. His iconography is derived from him producing past weird yet artistic style of music videos that match his lyrics very well. This style of music video is very good at illuminating the mood of the song and is produced through an artistic computer generated style. The audience are able to identify the meaning between the lyrics and the video as they both compliment eachother.

However, if I was to use this style for my music video, I would try to keep the camera shots in time with the music, using plenty of jump cuts. I would also refer back to some master shots in order to keep the audience in track. I do believe this style of music video is most aesthetically pleasing , however, it is time consuming and may even be hard for the audience to follow. Regardless of this , the impressionist style is my favourite for a music video as it is unique as it not as mainstream.

Surrealism

A surreal themed music video would include a series of unconventional camera shots that are usually absurd and make no sense to the audience, but keeps them engaged as they are usually interesting to watch. The point of these music videos are to for them to be directed in the most creative manner and could also introduce new ideologies for the audience.

The music video I will be using is Rammstein's 'Sonne'. This music video uses a surreal style as the music video is very hard to interpret and seems abstract. As an audience , we are unsure why the band themselves are mining in the beginning from 0.17 - 0.25. Suddenly we see a mid shot of Snow white at 0;55 and we unsure how she links to the first set of action. To further confuse us , Snow White follows a series of actions e.g. 1.24-1.27 and 1,55- which are very unlady like and goes against the typical princess connotations of her fairytale character. The music video ends with her waking up after the miners / dwarves have killed her. The music video has no link to the lyrics and is totally abstract in its format. The institution may have decided to use this style of music video because it would get the audience talking and spreading their ideas on the meaning behind the video , thus promoting its vaulue via word of mouth. The audience would feel more involved in breaking down the video and appreciating it more in comparison to a genre music video which is usually just a series of glamorous shots to highlight the genre, but has no need for interpretation.

If I was going to use a surreal style for my music video, I would perhaps use a green screen and determine a fantasy world to make it seem more abstract.

Animation

An animation style music video does not use any real life people and tends to be use CGI or  via paper or clay. The point of these music videos is to make the music video seem more animated and unique and can usually be very time consuming to make as it has to be very precise.Animation can either be Stock Motion (like Wallace & Gromit) or Digital (computer animated). A music video can be partially animated or wholly animated. 

The example I am using is Avenged Sevenfold's - A Little Piece Of Heaven. At 0.12- 0.15 , it is suggested that an animated theme is used because it is inspired from a book or at least , portrayed to be from a story perspective. This could due to the fact the Bible is a book that illustrates Heaven and Hell , and the animation is representing this. Regardless of the song being called ' A Little Piece Of Heaven' the CGI tends to focus on the idealogy of hell as the people are grimy skeletons. At 1.06 , the male cartoon is growing angry after the woman of his dreams had turned down his marriage proposal. After this , he grabs a knife at 1.16 which he then murders her at 1.27 to 1.35. The institution may have decided to use this style of music video as it based on something very graphic and would be more suitable in an animated format rather than acted our with real actors , because then it would not be suitable for tv purposes. The audience are entertained as the animation makes the music video seem more lively and fits in with the fun tone to the song. The music video also follows a narrative. The male is asking his girlfriend to marry her , and when she rejects him , he kills her. He does what he wants with her and soon she comes back alive and kills him like he killed her. At the end , they marry and go on a killing rampage, perhaps their bloodfirst was what fixed their love as the video is based on heartbreak. The  audience could perhaps feel personal identity as the song is about love which everyone endures in their life. The animation is also very entertaining , giving the music video a very unique selling point as it is rare to find music videos in this style that become highly popular.

If  I was going to produce an animated music video , I would prefer to use computer graphics and animation than paper or clay animation because you can easily add elements without having to re-start the whole animation again.  However, animated music videos are not well known and tend to be towards a more niche audience as they prefer to see the music artist as a person than an animation.

Intertexuality/Referencing

Inter textual music videos refer to other media texts. This could be used to promote a film or be a reference to a book or film scene.

The music video I will be using as my example is Iggy Azalea's Fancy featuring Charli XCX. This music video has an intertexual reference to the film 'Clueless'. This is first seen for the graphics that are used like film credits such as 0.03 , which are in the same colour and format as the film title. Iggy is also using an iPad at 0.07 to choose her outfits like the protagonist does in the film. The outfits seen on both Iggy and Charli are just like the outfits in the film too , such as at 0.12. The first scene of Iggy in the classroom is a real scene from the movie. The institution may have decided to refer to this media text because they feel the film is really exciting and wanted to promote the film further. Also, fans of both Iggy and Charli may be fans of Clueless as it is a feminine film. The audience would be able to be informed of this film if they were not already and would also provide them with entertainment if they were already aware of the intertexual media text.

If I was going to use this style for my music video, I would try to keep the intertexual reference more serious and clear in the best manner possible and try to perhaps copy a scene from a film exactly.

Parody

A parody music video imitates of a situation to make the music video seem more humorous.

The example I am using is "Weird Al" Yankovic's White And Nerdy. This music video is a parody of  Chamillionaire's Ridin Dirty. The parody music video is even using the same beat but just different lyrics that seem to mock the white race but in a light hearted fun way. The parody comes from the typical Gangsters vs the suburban guy. At 0.8-0.10 , Weird Al is mocking the typical activity of mowing your front lawn in comparison to the gangsters in the car. To keep the humour , Weird Al even attempts to rap himself at 0.27. The music video features a series of nerdy jokes at the White protagonist's expense. The institution may have decided to use a parody music video because the song itself is a parody rather than just the video. This also brings in a bigger audience as fans of Chammillionaire would be interested in watching this video too. The parody music video is more likely to go viral online and be spread by word of mouth as it is entertaining and humorous. The audience would be able to identify with the parody if they are familiar of what the parody is.

If I was going to use a parody as my music video style , I would try to make a parody of a past music video because I would be able to bring in fans of different genres of music than just the genre of the song used in my music video. E.g if I was making a music video of a metal song , I would make the parody from a pop video so pop fans would be introduced into the metal genre. It also makes a more humorous and effective contrast between the music artist themselves and their costumes etc.

Pastishe/homage

A pastiche/homage music video is when an artist imitates somebody else’s style.

This is usually light-hearted and done with respect for the person who is being imitated. Some artists use their music videos to pay respect to another text that has influenced  them or just one that they like. This reference can be noticed by the audience or encourage them to engage with the original text as well.

The mimicking in a pastiche/homage styled music video , is to pay a tribute or show respect, where as a parody music video is used to mock a media product.

An excellent example of a music video that uses homage is The Kill by 30 Seconds to Mars. This video uses locations, themes and iconography from the popular classic horror film The Shining. The band perform in a hotel very similar to The Overlook hotel  (0.18 , 0.43) featured in The Shining and the lead singer sits at a typewriter (2.24) just as Jack Nicholson’s character who is a writer does in the film. The institution may have decided to pay homage to The Shining as the lyrics describe someone wanting to go a break , like the protagonist did in the film. The audience would be able to relate to both media texts and would find the music video much more thrilling to watch because they feel like they understand an inside joke as they are aware what the music video is a tribute to. Regardless of this , the audience would still find the music video entertaining even if they are not aware of the pastiche's origin.

If I was going to pay homage in my music video, I would use a very popular text so the audience are more likely to recognise the tribute than something more niche. This way, a bigger audience can enjoy it.