Concept-based music videos

Conventions:

• Around a concept or idea
• May or may not feature artist
• Usually unique
• Focus on graphics
• Extensive editing- doesn't need to appear natural
• Minimal mise-en-scene including no props
• No specific camera shots

Audience appeal- They usually appeal due to being quirky and unusual in plot giving them a unique entertaining factor and attraction.

Narrative-based music videos

Conventions:

• Actors tell story
• Linked to the song lyrics (not always)
• Contains performance elements
• Variety in camera shots that follow the story but not so many panning shots.
• Lots of props and extensive costumes to support the storyline.
• Natural editing.

Audience appeal- the audience enjoy watching them to find out what the story line or plot in the video is and as there is often a twist this adds an exciting element making them similar to the enjoyment of a film.

Performance-based music videos

Conventions:

• Artist performs throughout most of the video.
• Closer shot types, intimate camera work centring on the artist.  
• Natural costumes that support the artists image.
• Minimal props however may contain microphones.
• Natural makeup.
• No storyline.

Audience appeal- the audience enjoys seeing their favourite artists perform their songs especially if accompanied by instruments. Also gives the audience more of an opportunity to create a fan base for an artist because they are able to put a face and image to a song they enjoy.

Conventions of music videos

Media language

Camerawork:

Close up shots

• Focus on the artist
• Close ups
• 2 shots
• Busy frame
• Low angle
• Eye level
• Tracking
• Pan- setting (crane)
• Tilt- sexualised
• Long shots
• Wide shots

Mise-en-scene:

High Budget & Props

• Lip syncing
• Dance (choreography)
• Interaction within the video
• Direct address
• Instruments
• Attractive, young artist/ character
• Revealing costume
• Deliberate mise-en-scene
• Aspirational locations/settings
• High budget- expensive sets
• Vague locations
• Sunsets
• Low key or high key lighting depending on genre
• Spotlights
• Bleak lighting
• Warm colours or studio- blue
• Extreme lighting
• Smoke or wind machine

Lyrics on Screen

Editing:

• Abstract- non-linear editing
• Fast pace
• Quick cuts
• Slow motion
• Editing with the music
• Graphics- lyrics/ other footage overlayed/ CGI
• "cleaning up images"
• Pull focus

Sound:

• Voice over or narrator
• Narrative at the beginning
• Ambient sound (natural)  

Representation

• 

  White, Wealthy Female

  White (most genres)
• Wealthy
• Women- objectification, submissive, inferior
• Male- power, muscles, treating women badly and drive the narrative
• Heterosexual story lines
• Under representation of disabled people
• Usually middle class 
• Black and white people separate 
• Young people- free, "self discovery"
• Regionalised eg. very London or LA

Narrative/ themes

Love & Relationship

• Self discovery
• Love & relationships 
• Wealth 
• Excess/ luxury life
• Loss
• Relatable to the young
• Life filtered
• Friends
• Parties
• Festivals

Audience

• Entertain
• Young relate to it
• Personal relationships with the artists
• Keep up with culture
• Changing technologies (more prevalent in music videos)



Rihanna - Rude Boy Analysis

Media Language:

• Close-ups on sexual body parts
• Lots of two shots with Rihanna and sexualised men
• Fast paced editing (shows desire)
• Direct address

Representation:

• Men are objectified sexually
• Colours and props link to culture (African)
• Costumes/fonts/patterns are urban

Narrative & Themes:

• Narrative does not have a deep meaning behind it
• The meaning is sex

Audiences:

• Aimed at both genders
• Teenagers mainly
• Girls want to be like her
• Boys want to be with her
• Colours are youthful

Institutions:

• Brand is very sexualised, video supports this
• Still in control
• Very centralised

Objectification:

• Sexualisation of body parts (male dancers and body parts)
• Look at her body as individual parts (including lips, bum, breasts, etc.) not as a whole.

Mise-en-scene:

• Sunglasses and makeup displays anonymously
• Makes it easier for fans to become her
• Takes away her identity (objectifies her more)
• African, cultural colours
• Abstract setting, Caribbean feel
• Minimal clothing shows that she has control over how she wants to dress (countertype)
• Riding powerful lion (dominating, shows power)
• Choreography is very sexualised/ provocative
• Choreography is very free
• Colours are youthful

Editing:

• Lots of Rihanna's (duplicated)
• Cuts between different things that are going on and different costumes
• Edited to show just body parts (especially lips)
• Black and white sections show sophistication