KTA 1: What are music videos for? / Codes and conventions

  Music videos are for: 

  • Advertise singles
  • Encourage chart sales ( Roy Shuker 2001 ) 
  • Establish the star persona, ‘media representation’,and their performance skills ( Richard Dyer 1975 ) 
  • Promote the artist/band, sales, tours, merchandise, films 
Performance Videos: 
  • Song performance 
  • Dance performance 
  • Instrumental performance 
  • Concert performance 
Conceptual Clips: 
  • Narrative based 
  • Abstract/Artistic 
  • Hybrid (both)
Example of hybrid: 

Codes and Conventions: 
Andrew Goodwin - 1992 
1. A relationship between the lyrics and the visuals which illustrate, amplify or contradict the lyrics.
Example of some music videos which shows this are:
https://youtu.be/uJ_1HMAGb4k  - Vance Joy’s Riptide Music Video 

2. Images on the screen to match the beats (Thought beats: seeing the sounds) 
Example of some music videos which shows this are:
https://youtu.be/aJOTlE1K90k Maroon 5’s Girls Like You ft. Cardi B Music Video 
 
3. Genre-related style and iconography present 
Example of some music videos which shows this are:
https://youtu.be/BboMpayJomw - Billie Eilish’s No Time To Die Music Video 
https://youtu.be/leopt__ATR0 - Ariana Grande, Miley Cyrus, Lana Del Rey’s Don’t Call Me Angel Music Video 

4. Multiple closeups of the main artists or vocalists - the creation of a star image to promote a recognisable brand image 
Example of some music videos which shows this are: 
https://youtu.be/EVBsypHzF3U - Lady Gaga’s Telephone ft. Beyoncé Music Video 
https://www.youtube.com/watch?v=bFDzhKdrN9M - Little Mix’s Shout Out to My Ex 

5. Voyeurism (the pleasure of looking at something) often plays a major part, especially in relation to females, theory - ‘Male Gaze’ by Laura Mulvey 1975, whether the spectator is male or female we are encouraged to see the woman through the eyes of a heterosexual man 
Example of some music videos which shows this are: 
https://youtu.be/gBAfejjUQoA - Little Mix’s Touch Music Video 
https://www.youtube.com/watch?v=KUyEs5SRxuc - Dove Cameron’s Out of Touch Music Video 

6.Intertextual (referring to another media product) references to other media texts may be present especially in humorous videos 
Example of some music videos which shows this are: 
https://youtu.be/uJ_1HMAGb4k - Ariana Grande’s Thank u next Music Video



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