Conventions of a Music Video
As discussed previously, the purpose of a music video is primarily to advertise. It persuades viewers to purchase a copy of the song featured and other products associated with the artist. To this end, the video needs to add something to the experience of hearing the song.
Essential to music video and usually complements the rhythm of the song. Movement can be
achieved by physically moving the camera, the people in the video dancing and moving around screen etc.
Not all Music Videos have an over-line story or plot to it. However, every music video must follow a
set of rules regarding continuity which does feature in most modern music videos.
The artist may be featured performing their music, either in the form of lip-syncing or playing
instruments in the case of a band.
Music video is such a well established genre that it is possible for producers to play with the
conventions by making references to the genre in general and to other music videos also known as Intertextuality.
References can also be more esoteric and obscure, allowing the audience to feel pleasure when they recognize the reference. Many artists make references to other artists/bands. This is also included in other works such as music videos making reference to other music videos or previous works of themselves or other artists.
Movement
Essential to music video and usually complements the rhythm of the song. Movement can beachieved by physically moving the camera, the people in the video dancing and moving around screen etc.
This then heavily relies on the dancers and artists movement and not the cameras movement initially. However, the panning which is regularly seen in films also makes its way to music videos regularly when a overall larger shot is needed to be shown.
Narrative
Not all Music Videos have an over-line story or plot to it. However, every music video must follow aset of rules regarding continuity which does feature in most modern music videos.
The storyline may relate to the song's lyrics and illustrate what is being said or be independent from the song or be independent from the song and tell a different story. Other videos have much more explicit narratives which are more closely linked to the song's lyrics.
Band/Artist
instruments in the case of a band.
Sometimes, a band or artist are represented in some other way in the video, such as by animation or actors playing the role of the artist.
Many videos feature more explicit narratives which are more closely linked to the song lyrics. This will then usually feature the artist or band in the music video and the video will have a warning at the beginning which is endorsed by that celebrity.
Many videos feature more explicit narratives which are more closely linked to the song lyrics. This will then usually feature the artist or band in the music video and the video will have a warning at the beginning which is endorsed by that celebrity.
Intertextuality
Music video is such a well established genre that it is possible for producers to play with theconventions by making references to the genre in general and to other music videos also known as Intertextuality.
References can also be more esoteric and obscure, allowing the audience to feel pleasure when they recognize the reference. Many artists make references to other artists/bands. This is also included in other works such as music videos making reference to other music videos or previous works of themselves or other artists.
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