Music Genre Videos Conventions

Indie: We expect to see live stage performances, or a quite dirty low budget feel to a video, reflecting the lifestyle.

Hip/Hop: Often Hip Hop videos are laidened with Women/Cars/Money/Big Houses/ Bling and alcohol, the videos are a way of showing off for rap stars.

R'n'B: These vidoes are very glamourous, and can include dance routines, accompanied more often than not by a narrative.

Pop: Include alot of close ups or performance shots of the artist, along with dance routines, and shots of fans or followings.

Rock: Often include live performances and visuals of fans in mosh pits, usually quite dark and moody.

Codes and conventions of music videos

Codes and Conventions:

-Often the artist can be seen performing the song
- Influences or references to the lyrics
- Pace of editing reflecting pace of the music
- Colours of effects often reflect the mood of the song e.g black and white = slow sad song

Music Videos

Music video is a short film or video that accompanies a complete piece of music/song. Modern music videos are primarily made and used as a marketing device intended to promote the sale of music recordings. Although the origins of music videos go back much further, they came into their own in the 1980s, when MTV based their format around the medium, and later with the launch of VH1. The term "music video" first came into popular usage in the early 1980s. Prior to that time, these works were described by various terms including "filmed insert", "promotional (promo) film", "promotional (promo) clip" or "film clip". In Chinese entertainment, music videos were simply known as MTVs because the network was responsible for bringing music videos to popularity in that country.
Music videos use a wide range of styles of film making techniques, including animation, live action filming, documentaries, and non-narrative approaches such as abstract film. Some music videos blend different styles, such as animation and live action. Many music videos do not interpret images from the song's lyrics, making it less literal than expected.

LIIAR

L anguage -The specific terminology we learn to describe media, relevant to the genre, audience and content of the text.

I nstitution- The company/Organisation of the production.

I deology- What it represents. Impilicit and explicit values of media, for example good guy, bad guy. A system of beliefs.

A udience- Consumers of media. Who they are aiming their media at.

R epresentation- Re-presentation back to society. Concepts such as stereotypes.

The Brief

A promotion package for the release of an album, to include a music promo video, together with two of the following three options:

- a website homepage for the band

- A cover for its release as part of a digipak (CD/DVD Package)

- A magazine advertisement for the digipak (CD/DVD Package)