Task Seven- Music Video Analysis- Task One

CLICK IMAGE ABOVE FOR HIGHER QUALITY/EASY READ

Codes and Conventions (By Genre)

Rap/Grime (Kano)

• Casual clothing (often hoodies/jeans/tracksuits)
• Fast cuts (suitable for tempo of song, helps to build an effect)
• Handheld/Off Tripod (gritty and low budget look, similar to target demographic)
• Working Class locations (relevant to the genre and lyrics) e.g. pubs, clubs, football stadiums
• Variation of camera quality (often referring to hardship so phone footage used, also adds personal touch from artist)
• Some diegetic sound used (particularly a scene from filming at the end)
• Low key lighting (Mystery, crime, danger etc)
• Props relevant to lyrics e.g. broken TVs, drugs, alcohol etc
• Lack of narrative- main focus on artist lip syncing

Soul/Pop (Adele)

• Slow cuts (emphasis on the emotion/stress)
• Low key lighting- dependant on topic- (saddened tone, sombre)
• Focus of the artist performance (emotional and real)
• Crosscutting (to the relationship/topic to visualise for the audience)
• Costume- normal clothing, non-revealing
• Shift focuses (show change etc)
• Long takes of the artist face (significance, brand identity)
• Special effect to desaturate the lighting

Pop/EDM (The Chainsmokers)

• Focus of the artist (Many close-ups and mid shots used)
• Fast editing to build up the drop the the music
• Abstract/entertaining MES e.g. car floating (targeting younger audiences)
• Bright weather/high key lighting
• Product placement e.g. Spotify
• Advanced editing to keep people engaged/stand out
• Artist involved in the narrative, not other characters

Indie/Pop Rock (The 1975)

• Low key lighting
• Dark coloured costume e.g. Black leather jackets
• Cheap/realistic costing props e.g. the old ford
• Main focus around the song, not narrative
• Abstract meaning e.g. quote at the end of the video
• Scenes for a mature audiences (Drugs, alcohol, sex)
• Few locations 
• Main performance is lip syncing

Learning Comment

This task has helped me develop a knowledge of the codes and conventions and how they vary between genres. For example, the pop genre will often have a engaging video, as it is seen as a more important element to the industry. The importance of the video is lessened in the indie genre, with a darker and less interesting narrative presented. In addition, my attention to the 4 micro elements (Editing, Camera, Sound, MES) has improved and will help me consider what works well in music videos and what to avoid. This consideration will be vital. These elements dictate who the band/artist is represented e.g. costume.