There are 3 types of music videos:
- Performance based - live band performances
- Narrative based - where a storyline is evident
- Abstract/ Artistic - creative and artistic
They vary on the genre of the music, but generally the conventions are:
- There is the artist performing the song, this can be interpreted into the narrative or a previous performance
- The song lyrics influence what is shown in the video, this should therefor make sense to the viewer
- The pace of the music fits to the pace of the editing
- The codes of dress should reflect to the mood and tone of the song
- Camera Shots - should cut between LS, CU and ECU primarily the main generic convention for a music video is the CU of the singer's face also the ECU should be used on the lips for lip syncing
- Camera Movement - pans, tracking and overhead crane shots are used to follow running, walking or dancing of performers, also the used of vertical tilts.
- Editing - jump cutting is the desired effect to feel as though you are 'jumping' from location to person to instrument, the beat/rhythm of the music determines the editing movements, the fast pace creates the need for viewing repeatedly
- Digital Effect - in particular split screens which are seamlessly used along with colourisation and slow motion
- Lighting - expressive lighting is a key feature it's used to create a bleaching effect on the artists faces making them appear ageless. The use of switching from colour to black and white or sepia is used to indicate a shift e.g. from chorus to verse. Lighting effects such as strobes and flashing this is used particularly in dance videos to enhance the atmoshpere.
- Mise en scene - this the overall look at the artistic concept in the video, there should be a theme and there is a need for authenticity in the performance
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