PLANNING - Identifying Music Video Codes And Conventions

To understand the codes and conventions that need to be followed in our alternative rock genre music video, I researched the styles that different genres use in order to portray that particular genre.

The general conventions of a music video are:

• Performance - Band/artist playing
• Narrative - Includes story
• Mixture - Both performance and narrative based
• Mise-en-scene reflects the mood of the song
• The lyrics of the song influence what is shown in the video
• The editing of the video suits the pace of the music.

To gain a greater understanding of how different genres represent themselves I undertook some research into specific genres.

 The genres of music I looked into are:

• Alternative Rock/Indie
• Heavy Metal
• Pop

Alternative Rock/Indie

• The artist/band is featured throughout the video
• Variety of shots used -extreme close ups are commonly used
• Dark locations used

Examples of this genre and these conventions are:

The Cribs - Martell

The Cribs music video includes the conventions of a mixture between the narrative and the band playing. The mise-en-scene of the band clearly indicates that this is of the alternative rock genre as the band members have long dark hair and are wearing indie style clothes such as tight fitting t-shirts and black skinny jeans. The room that the video is set in is a dark location with a black background and other dark colours featured such as red and gold.

Heavy Metal

• Dark colours used
• The band performing on stage
• Uneasy camera movements
• Hand held shots

Iron Maiden - The Trooper

Iron Maiden's music video includes the conventions of the band playing on stage, a variety of camera shots and angles (including hand held shots).

Pop

• Bright colours used
• Very upbeat
• Close ups of the band/artist
• Usually it is only the artist featured and no shots of the band and instruments

Katy Perry - California Gurls

Katy Perry's music video to California Girl conforms to the codes and conventions of the Pop genre. It is fun, bright and colourful. There are close ups of the singer and no shots of the musical instruments. The video is exciting which interests the target audience - usually a teen audience, and therefore includes scenarios they will enjoy.