Codes and conventions, theory and examples

1. AS Music Videos
What you need to know to produce your own successful production

2. The rules
 You may work individually or in a group of 2 or 3 (no more).
 Everyone will need to have a defined role within the group and you will be
marked according to the work they have contributed.
 Your video needs to last the entire length of the track (3 – 5 mins)
 Your video must follow the codes and conventions of existing music
videos (no skateboarding videos!).
 You must suit the style of your chosen artist and genre

3. Not allowed…
 It is not allowed to look like the original video

4. You will need 4 basic elements
Change of costume
Change of location
Variety of camera work
Titles at the start and end

5. Andrew Goodwin
Goodwin’s theory is based on 6 main principles.
 Links between lyrics and visuals
 Links between music and visuals
 Genre characteristics
 Intertextual reference
 Notions of looking at the artist
 Voyeurism
 Demands of the record label (representation of the artist)
 Performance based, Narrative based or Concept based music videos

6. Links to lyrics
 This convention explains how Goodwin noticed a music videos
visuals either had a complete similarity or direct contrast to the lyrics
of the song.

7. Links between music and
visuals (thoughtbeats)
 Goodwin identified that the visuals within a music video may be
edited in time to the lyrics/change in pace of the song. He also stated
that these visuals are commonly repeated within a chorus to
emphasize the repetition in lyrics and beats.

8. Genre Characteristics
 Goodwin recognised that most artists have a trend of repeating
certain actions within their music videos in order to establish this as
their ‘trademark’ action and therefore making their songs
recognizable due to it reoccurring often. This represents the style of
the music the artist is representing and is a marketing strategy in
order to be remembered in later years.
 Genre is also shown by location like, for example, songs within the
indie genre are often filmed in an abandoned and lonely place to
convey an individual in an isolated location.

9. Voyeurism
 Goodwin recognized that many music videos included voyeuristic
angles of women in order to entice a male audiences interest in the
artist and also the lyrics to which the shots represent. This is used to
sexualise the artist and cause a voyeuristic connection for the male
audience.

10. Record label demands
 Goodwin identified that it is a common feature for record labels to use close ups of
the artist/vocalist in order to promote the sales in the single. This convention is used
in order to show the artist throughout the video but it is most common with female
artists as provocative angles are often used to sexualise the artist following “Laura
Mulvey’s Male Gaze Theory” causing a voyeuristic gaze from the audience upon
the artist.

11. Intertextual references
 Goodwin recognised that it was not uncommon to recognise either
the visuals or lyrics of a song to be a direct reference to another
media text. This is used to engage the audiences and provide them
gratification if they recognise it.

12. Narrative, Performance or
Concept
 Narrative = mini story
 Performance = performance by the artist
 Concept = random theme

13. Narrative and Performance
All American Rejects
 Narrative – Gives you hell
 Performance – Move along

14. Narrative and
Performance
 Goodwin explains that music videos should
ignore common narrative. It is important in
their role of advertising.
 Music videos should demonstrate
repeatability. Narrative and performance
work hand in hand - it makes it easier for
the audience to watch over and over
without loosing interest.
 The artist acting as both narrator &
participant helps to increase the
authenticity however the lip sync and other
mimed actions remains the heart of music
videos. The audience need to believe this
is real.
Songs fail to
give us the
complete
narrative

15. Steve Archer
 “Often, music videos will cut between a narrative and a performance
of the song by the band. Additionally, a carefully choreographed
dance might be a part of the artist’s performance or an extra aspect
of the video designed to aid visualisation and the ‘repeatability’
factor. Sometimes, the artist (especially the singer) will be a part of
the story, acting as narrator and participant at the same time.
 But it is the lip-synch close-up and the miming of playing
instruments that remains at the heart of music videos, as if to
assure us that the band really can kick it.” (Steve Archer 2004)

16. Codes and conventions
Research of existing music videos
 What do you notice…?
 Clean Bandit ft Sean Paul – Rockabye
 The Weeknd ft Daft Punk – Starboy
 Sigma ft Birdy – Find Me
 Chainsmokers ft Hasley - Closer