Post 3: Codes and Convention

In order to make an identifiable music video, there are many codes and conventions that must be followed, such as the fragmented structure/ narrative, group or solo performances, the artist lip synching and the use of CU/ beauty shots.

Examples of popular music videos that follow these conventions:

Taylor Swift - "I knew you were trouble"

Beginning of the Music Video

Middle of the Music Video

End of the Music Video

This is an example of non-linear editing, as the music video shows Taylor on the ground at the beginning of the video as well at the end, however in the middle of the music video, we can see that she is relaying her past experiences to the audience. We can tell that the experience between the two characters are positive due to the high key lighting when they are both in the shot. In contrast to this, the lighting, paired with the setting when she is alone represents that she is "deserted" due to the dimmed lighting whilst alone in the desert. There are quick cuts between the happy memories and the disastrous aftermath, which further supports what she sings about and allow the audience to recognise what she is feeling. This is therefore done in a fragmented fashion, as we do not see a clear introduction, climax and resolution. 
As Vernallis states, "The video is a visual response to the music" and also that "There may be a narrative or theme running through the video, but in a montage style", which are all demonstrated in the Taylor Swift music video.

Zara Larsson - "Lush Life"

Many music videos with lyrics will feature the artist or band lip synching to the song. This allows for a more emotional performance and establishes a connection between the artist and the audience. The emotions of the song is emphasised through the direct address of the artist as well as the occasional CU shots, as this is typically used to portray what the character is feeling. This therefore drives the narrative forward, as we understand what the artist is feeling when they certain lyrics. 

  
Sigala - "Easy Love"

Another common convention amongst upbeat, popular music videos is the fast paced editing to the beat of the music. This is paired with a range of shots cutting from CU to a LS makes it effective, as it retains the audience's attention. The dancing within the music video is also exaggerated by the fast paced editing and movement of the camera, as this gives the effect of constant movement, so the video is never dull. The use of slo-mos also emphasise the particular action done by the performer, as it adds dramatic effect, therefore engaging the audience more.
Vernallis also states that we may expect to see "Jump cuts, fancy edits or cuts or extreme jumps in time". This therefore captures and retains the audience's attention onto the video. Furthermore, repetition of editing is also common as it establishes a certain pattern which can be picked up by the audience throughout, for example; constant use of quick cuts in certain parts of the music video. This may be rewarding for the audience, if they are able to recognize the pattern.

Sigala - "Give me your love"

Sigrid - "Strangers"

Including graphics or titles of the name of the artist within the video, either at the start or the end, is also a common convention. This is promotes the artist and allows the audience to recognise their own unique graphics, so that there is consistent branding across all platforms. For example the same graphics would be used on their social media, website or album cover to distinguish themselves from other artists, whilst being able to express their own branding.

The genre of the song that I will be doing is dance/ electronic, which is broken down into; dance-pop, tropical house and funky house. These type of tracks are typically heard in party environments, DJ events and festivals, due to the upbeat nature of the song, which encourages people to dance.

The websites of these artists also promotes their new music, as well as allowing their audience to interact by purchasing tickets, listen to the songs on different platforms ( Spotify, apple music or google play) and buying merchandise like shirts or hoodies. Furthermore, the websites also link to the artists' social media platforms, so that they are able to keep up to date with events. The theme of the websites resemble the artists due to the clear sense of branding with the consistent use of colours and fonts, as well as logos which the fans would recognise straight away.

Furthermore, artists' websites also typically include "News" pages or "Tour" pages, in order to provide up to date information about the artists, so that the fans will not miss out on any crucial events or giveaways. This therefore allows for fans to interact, by entering competitions to win a chance of meeting the artist or winning tickets for their favourite artist's concert.

In order to fulfil the criterias of the brief, I plan on creating 1 home page and 1 news page in order to promote my artist. Within my home page, I plan on including the artist's social media link to Twitter, Instagram and Youtube. I also plan on a small section dedicated to tours, with information on whereabouts they will perform and when this will happen. The brief also states that I would require "original audio or audio-visual content appropriate to the artist's webpage". I have therefore planned on creating a behind the scenes blooper video for my webpage.