Music Video Genre Conventions

The conventions of a music video differ depending on the genre of the music. However, some general conventions are; the artists are shown performing, the lyrics of the song reflect and influence what is shown in the video, the pace of editing is suitable to the pace of the music, and the codes of outfits tend to reflect the mood of the song.

Andrew Goodwin, in Dancing in the Distraction Factory (1992), identified the following features of music videos: Music videos demonstrate particular genre characteristics (e.g. stage performance for heavy metal bands, dance routines for boy/girl bands). There is a relationship between lyrics and visuals (illustrative, amplifying or contradicting).

There is a distinct relationship between music and visuals (illustrative, amplifying or contradicting). Record label demands will include the need for lots of close-ups of the artist(s). The artist(s) may develop their own iconography, in and out of their music videos, which, over time, becomes part of their star image.

There is frequently reference to voyeurism, particularly in the treatment of women, but also in terms of systems of looking (screens within screens, looking through cameras, binoculars etc).

A summary of the conventions of music videos and genre: Pop

Music videos are usually performance based through choreographed dance or in a narrative storyline that connotes the lyrics. The band/artist tends to lip-sync to the song. The overall tone of the video usually tends to be upbeat; fast pace and bright, with the artists sporting trendy, mainstream clothing. Pop music videos tend to be of a fun and lively nature which generally appeals to a younger audience. One example could be the band; The Saturdays.

R&B/Hip - Hop

Music videos tend to be slightly similar to pop music videos, as they incorporate a similar bright tone. The videos usually tend to include the original artists performing in a narrative setting such as, clubs, parties, mansions, beach or a luxurious foreign country and props such as expensive cars to outline the richness of the music, also reflecting upon the lyrics. The artists portray their wealthy side wearing ‘bling’ and expensive brands. Generally there are dancers, most likely beautiful women in provocative outfits, which highlight the nature of the lyrics. The artists usually lip-sync in the videos, similar to pop videos, as well as having a light-hearted feeling expressed. One example could be the solo artist; Chris Brown.

Rock/Metal

The videos are usually presented in a slightly mysterious and edgy way to create an atmosphere. The video tends to be performance based, with a band (with more focus on the main vocalist) which perform in a manner which brings out a dark tone, also highlighted in the way they are dressed and the make-up, which reflects upon the stereotypical rock look; more so in general, the mise-en-scene is wholly of a dark tone. Sometimes, when a narrative based music video is produced, the storyline tends to outline the meaning of the usually dark lyrics.

Moreover, the editing of the video tends to have a fast pace to match the tempo of the rock and metal songs, with the manipulation o special effects to bring out an effective atmosphere. One example could be the band; Salem.

Indie

The videos tend to have varying combinations of conventions; such as bright, dark or sometimes black and white depending on the tone of the lyrics and music. Indie music tend to cover a mixture of narrative and performance base whereby the focal point can either be the main vocalist or the performance of the whole band, or even the band or artist not making an appearance in their music video.

The narrative music videos in this context usually are more representational or symbolic, rather than illustrating the lyrics. In this sense, they are typically quite versatile. The editing techniques differ based on the pace of the music, whereby it can vary from slow to fast pace. The artists are generally presented in a casual manner reflecting upon their outfits. One example could be the band; Kaiser Chiefs.