Codes and Conventions of Music Videos
Narrative, Technical and Audio Codes
Narrative codes
In music videos, there does not necessarily have to be a narrative. There are different styles of music video, the most common ones being narrative videos and performance videos. More often than not, music videos are a combination of both narrative and performance, with the star sometimes being part of the narrative too (as a 'cameo'). This form of music video is most associated with the Pop genre; a genre which likes to 'sell' its artiste to the audience. The Rock genre, however, often uses performance-style music videos. Music videos that are primarily narrative videos feature narratives that are usually non-linear and fragmented in order to fit a whole story into one song.
Technical codes
Camera shots and angles in music videos vary, and videos are composed in a way which can be used to provoke certain thoughts and feelings from the audience. In general, extreme long shots, long shots and wide shots are used to present the narrative/performance's setting (setting is particularly important at establishing the genre and artiste characteristics). On the other hand, close-ups and extreme close-ups are also common, especially in pop music videos where the performance of the artiste is heavily focused on. In pop music videos, there is a significant link between close-up shots and voyeurism.
Camera shots in narrative or mixed videos are usually a lot more structured so that the narrative is understood by the audience. Concept videos, however, do not always need to 'make sense', so composition of shots and angles can be varied and contrasted. A good example of a concept video would be Foo Fighters' "Best Of You", presenting a plethora of camera shots and angles with no visible structure or order.
Mise-en-scene is often used in order to identify the genre and style of a music video.
- Artificial lighting such as strobe is usually seen in pop and hip-hop music videos, whereas strobe effects are unlikely to be used in country music, for instance. Lighting can also help to set a scene; house music is associated with nightclubs, so low-key lighting may be used to reflect the genre in the video.
- Props used also depend on the genre of the music video. In jazz music, brass instruments, pianos, tuxedos and bowties are common props used which establish the genre. Props also help to illustrate the narrative and add a sense of verisimilitude to the video as well (if required by the narrative). Lady Gaga's pop song "Telephone" is a good example of how props can make a music video more interesting and realistic to its setting.
- Costume, hair and makeup is used according to the genre, and often reflects how the band or artiste wants to be portrayed. Costume, hair and makeup can also be worn according to the fashion trends of the time. The comparison of costume, hair and makeup between Rihanna's "Wild Thoughts" (hip-hop, R&B) and Taylor Swift's "Look What You Made Me Do" (pop). Rihanna's costume and makeup mirrors the fashion trends of the season; with a cropped peasant top and peasant dress. Taylor Swift wears a variety of costumes which aid the narrative, including heavy makeup, which serve as fashion-statements (bold, vivid and extravagant).
- Colour is used a lot to convey moods and feeling. Bright colours usually suggest happiness and fun (again, Rihanna's "Wild Thoughts" is a great example of this). Black and white or dull colours create a more melancholic mood, like Lukas Graham's "7 Years".
The music in music videos varies in tempo according to the song, so the visuals and the editing tends to accompany the tempo nicely. Certain instruments or sections of the song can be emphasised through editing and cinematography, like drum and guitar solos or riffs. Particularly in narrative music videos, extra diagetic sounds can be added to aid the narrative and add to the verisimilitude of the story being told. With editing, these sounds could also be blended with the music to have a more dramatic effect. Even pleonastic sounds can be added to the music video to provoke more intense emotions such as tension (more so in narrative music videos than performances).
The lyrics of a song are there to provoke feelings and set a mood. They are also a form of literal communication that can present subject matters. Lyrics are more often than not related to the visuals (not always literally) and sometimes some key lines even match the visuals with the use of editing. Lyrics mainly fit the genre of the song: Reggae, for example, have lyrics referencing a care-free lifestyle, drugs and the Caribbean (like Damian Marley's "Welcome to Jamrock").
