1. Music video importance Henry Vines

2. Codes and conventions What are codes and conventions? There a way of constructing meaning in media texts It can be two different things: technical and symbolic Technical How equipment and technology are used to construct meaning. Camera- different angles, shots Editing- pace and style Sound- digetic/ non diegetic Symbolic Meaning created beyond what is obvious to see For example, specific facial expressions Mise-en-scene

3. The reason for codes and conventions Codes and conventions are a firm set of rules / way of doing things Can slowly adapt Shouldn’t be challenged on too great a level The reason for them: 1 st it allows the audience to become familiar with a certain genre as they come accustomed to the look of the video 2 nd it insures that a certain text works well and goes with the genre

4. Codes and conventions specific to music videos

5. Styles of music videos Music videos can be categorised in terms of style These are: Performance- Band/ artist playing Narrative- includes story Mixture- both performance and narrative based

6. Camera Camera angles and shots can really determine the genre and type of video b A rap video is slow and longer shots and also they normally film it from low to make the rapper look more authoritive A rock music video has normally really quick and short shots

7. Editing and sound There are many different editing techniques used in music videos Music videos usually featuring jump cuts Footage is usually edited to suit the genre Choosing to include diegetic sound

8. Mise en scene The Mise en scene varies massively depending on the genre of music Props- performance of equipment, band merchandise. Costume- they vary massively for example a rapper would be wearing low jeans and a hoodie with lots of bling but a rock artist would wear skinny black jeans with dark clothes and boots Location- some rock videos would be filmed in a dark woods for example and a rap artist would film it in a club

9. Andrew Goodwin

10. Analysing Andrew states that there are 5 key aspects of analysing a music video Thought beats- seeing the sound in your head Narrative and performance Star image Relation of visuals to the song Technical aspects of the video

11. Thought beats First step- you look into the music and interpret it Second step- The artist having a unique voice, for example I will always remember Eminem's voice when I hear the song Third step- The story that the artist is saying, for example if the artist was telling a story of a murder you would imagine the murder in your head

12. Narrative and performance Goodwin says that we all interpret the story of the song and believe there's a different story behind them and we interpret lyrics differently The music video should be exciting and should go with the narrative to make the viewer excited and want to watch it more When the actor in the music video is the artist it also makes the music video more authentic. Goodwin believes that miming is still the most popular thing in music videos nowadays

13. Star image Star image is a very vital part of making music videos Stars want to obviously look unique and out there to make the audience remember the, if an artist didn’t look special in a video it wouldn’t really bother me and I wouldn’t really remember it that well where as if they were wearing something ridiculously colourful then I would remember the video much better

14. Relations of visual to song There are three different ways in which artists promote music videos and make them more popular Illustrate, amplify, disjuncture Music videos set to certain images to illustrate the meaning of their song This where the meaning of the song is completely ignored Repeatability- meanings and effects are manipulated and constantly reinforced and shown through video and drummed into our brains

15. Technical aspects of the music video Technical aspects hold the video together Speed, camera movement

16. Importance of music videos

17. Chris Parr Chris Parr talks about the importance of music videos He says that it gives you an entry point to listen to the music when you might normally not He also goes on to say that if you stopped someone on the street and asked them if they like country music they would say, no. But if you say have you heard of this artist they would say yeah I love that artist because they have a visual recognition of he artist

18. The relevance of what Chris Parr says Its relevant to the topic of this presentation is that the things that he mentions open up doors to listen to the music more as people will watch the music videos on YouTube and will watch them on tv, therefore having more people listen to the song and maybe even more people buying, as when I see a music video and really like the music with it I will go out and download the song and when I listen to it ill think about the music video

19. Purpose of a music video

20. Promote the artist Music videos definitely promote the artist, for example Like I said earlier if I like the music video which goes to the song ill either listen to or download the song so when I listen to it I visually imagine the music vdeo

21. Extend artists income It also definitely extends the artists income as loads of people including myself would buy the song or even download the music video because they like the video so much

22. Sales of a particular song due to the music video A particular song which profited from a music video is lad gaga telephone as lots of people really like the music video and think it is fascinating so they bought the track

23. Artists popularity ratings due to music video PSY- Gangnam style The song by PSY would never Have got so many downloads and buys if people didn’t hear about the music video as the music video is so good and funny that people would tell friends about the music videos and tell them to watch it then they’d tell more people to watch it and then they might want to download the song

24. Comparison of videos that aren't as popular Videos which aren't as popular don’t ever sell as well compared to good music videos, for example the word of mouth wont spread about the song and people wont be like ‘ wow have you seen this music video, go and watch it’ and then it carries on from there it will definitely spread by word of mouth less than a song with a good music video