Conventions of Music Videos

As part of my research I used the source of "Dancing in the Distraction Factory" by Andrew Goodwin as a reference to how music videos are beneficial corporately and also how they are designed to accompany the existing track effectively. He provides an analysis of music television and popular culture has helped define the outlook of the conventions of music videos in the late twentieth century.



It states that "There is a relationship between the lyrics and visuals (either "illustrating, amplifying or contradicting the lyrics as well as music"). When I analysed 'Stan' by Eminem the nature of the video had to follow the lyrics as it was about the letters sent by the obsessed fan so the lyrics corresponded with him writing these letters e.g.) "Dear Slim, I wrote you but you still ain't callin'" - you see Stan writing the note as well as mouthing the lyrics as these are the direct words he is writing or when he is driving down the road and rapping into the tape recorder his message to Eminem. This shows the precise relationship between the lyrics and visuals mentioned by Goodwin. It makes the video seem much more realistic and relative. In this example the visuals are illustrated literally.

Particular music genres have their own music video style and iconography. For example the video "She Bangs The Drums" by the Stone Roses would be very different to 'Ignition' by R. Kelly as they are two completely contrasting music genres and styles. The more rock orientated videos are much more about the performance and music whereas I personally feel that HipHop and RnB based music is much more refined in its music videos in terms of planning. The shots are much more thought out as well as the scenario. R Kelly finds himself in a party environment which is clearly set up to enhance the artists character as the outgoing and cool person, but Ian Brown is simply just performing (swinging the microphone about)  and almost doesn't need to dramatize the track. Rock is more about the core performance simply which is what Goodwin has noticed in a sense. It also heightens the artists 'iconography' as Ian Brown is a well known relaxed character and represents the old school rock so this laid back video almost enhances this image. A prime example of this would be how Pitbull always stereotypically has a beach scene with women in bikinis and himself as the object of their attention in his music videos. It almost conducts a certain alter ego or light they wish to be perceived in. This iconography perhaps can be seen as aspirational or done for himself to be seen as an idol to younger men as a 'ladies man'. This is also similar to a constant appearance of an artist such as Taio Cruz or Tinie Tempah who are always shot wearing sunglasses which is their identity that they want to portray. Another example would notably be Lady Gaga and the transformation to her image now. She is frequently in the press wearing qwerky and barmy outfits and grabs the attention of the public through the almost shocking appearance she boasts. She can be seen as a fashionista and has created a personal revolution on fashion.

The technique of 'Voyerism' used in music videos is used to encourage sexuality - particularly in the treatment of women. When I also analysed the video "It's Raining Men" by Geri Halliwell this was very clearly captured in a way to appeal sexually to the male population perhaps, as well as show off her body to prove her doubters wrong (commonly known as the 'chubby' member of the Spice Girls). The video contains lots of fragmented body shots and the costumes suggest a sexual nature e.g.) crop tops etc. She is filmed looking seductively into the camera also. The camera almost seems to mimic the 'male gaze' at he beginning of the video working upwards from her exposed legs, slowly exposing her body.  Camera movement may accompany the movement of performers and create a dynamic feel. For example if it was a performance - the camera could circle the band in question. Close ups create a sense of intimacy as well so a combination of shots can convey a wide range of things. J-Lo and Cheryl Cole are perfect examples of voyerism in music videos, and use sexuality 

prominently in a tasteful manner. The person watching 'recieves sexual gratification from witnessing sexual behaviour'. It is the same as having little clothing or half naked actors in a music video because it appeals to the sexual nature and curiosity of the audience

The music style and pace is reflected in the editing of the video. Some videos slow the pace and have gentler shot transitions for example to establish a mood. This Bon Jovi video has a perfect example of how the music drives the editing of narrative alongside of the performance with the band. The most commonly associated shots with music promos is 'fast-cut montage', rendering most of the images so it is impossible to grasp on the 1st glance so it ensures multiple viewing. The video tends to make use of the tempo of the track to drive this editing style. 



It emphasizes sounds by foregrounding instruments such as guitars and drums. Genre is also an imperative part of the promo as mentioned above. Some music channels (not all) concentrate on one genre e.g.) MTV Base or MTV Rocks. Certain features characterize these different genres. Types of mise en scene, performance and camera/editing styles vary from genre to genre as I explained when 
looking at the differences between the Stone Rose and R. Kelly. When I analysed the video 'Walk' by Foo Fighters, each instrument was shot individually and then as a collective (the whole band) so each component was fully exposed. 

The main principal of a music video is to "invoke a reaction" and to make you remember the track you have just listened to - a stimulating visual account enhances the chances of you being able to do so to full effect. So some of the most iconic music videos such as Johnny Cash's 'Hurt' have gone on to prove extremely successful, thus feeding off the reaction and foundation that the promotional video gave. By making these videos memorable, although it doesn't have to be a massively unique - I have noticed that a well thought out narrative or performance has a very dramatic effect. So it goes to show that planning and developing on a good initial idea shows in the final promotional product, therefore enhancing the marketing potential of the track itself. One of the arguably most iconic music videos 'Thriller' by Michael Jackson was very dramatic as it was directed by John Landis (Film Director). The costumes as well as the concept made it incredibly unique and nothing like this narrative style had ever been attempted to this degree before - so from this point, 'Thriller' is so famous because it bought something to the table which had never been experienced before in the musical industry.