Conventions of Form

Music Videos follow codes and conventions making them recognizable to their target audience in terms of form. Depending on the genre different conventions are highlighted more than others as their targets may be different as to what they want to achieve and gain from the video. For example demographics such as age and social status will effect how explicit the content of a video can be as well as different psycho-graphic such as fashion aiming at whats popular at that time. The conventions of form relates well with the stereotypes of specific genres as it creates a type of structure that makes it understandable to the audience of what they should expect to see in different types of music videos.   

Convention styles; Performance, Narrative and Abstract vary music videos as well as the genre. Performance is used predominantly as a promotional purpose for the artist as it clearly shows the artist doing their 'main' job in music. This style is seen commonly with indie artists as it shows them alongside their instruments that they perform with and it gives a more personal touch with the audience as they're not hidden away behind major editing and production. In relation the the theory of 'The Male Gaze' - Laura Mulvey, female artists use this style to their advantage by dancing, sometimes provocatively to gain males attention even if their lyrics aim more to a female audience. 

Passanger - Let Her Go - Example of Performance

Narrative is more for promotion of song as well as the artist as it keeps the audience entertained through the use of a story or situation that they can relate too whilst making the song memorable. Emotion felt by the viewer is increasingly higher in narrative style videos as they can not only relate through lyrics but see it first hand in the video too. This feature excites the viewer and makes them want to watch the video right until the end to find out what happens just like in a film. This allows the song to be fully listened too which could possibly change peoples opinion on it if they have only heard snippets of it through other forms of media such as the radio. Artists have also began adding speech to their music videos to help tell the story and make it clear to the viewer what the video is about. This relates even more to the style of films especially musicals, such as 'Singing In The Rain', although artists are incorporating new ideas to music videos in this day and age some are also reinforcing old aspects that highlights the very start of music videos as a whole.

Katy Perry - The One That Got Away - Example of Narrative

Abstract is a style of music video found commonly in less mainstream videos. It is a style used to evoke feelings or the mood to give more of an impression about what the songs about rather than a clear understandable story. Sometimes in an abstract music video it is hard to make a link between what is happening and what the lyrics are saying but it is the use of edits working with the beat of the song that brings the two together. It makes your emotions and thoughts about both the lyrics and the song constantly change throughout and is more creative that the other two styles of videos. 

Dan Black ft Kid Cudi - Sympohonies - Example of Abstract

Cinematography along with editing is very important in bringing variation to music videos not only in different genres but the same video ideology too. An idea for a music video could be created and each moment could run in the exact same order and have the exact same mise en scene and sound but the way it is captured in terms of shots angles and camera movement can differentiate it all as a whole. Establishing shots are used for when a new location is being introduced, giving the viewer an idea of the genre they are watching. The artists face is presented through medium close ups, close ups and extreme close ups and is a good way of expressing emotion bringing the correct mood and feelings to the audience. 

Rihanna - Stay, (Close up used to expressed her emotion to the audience)

Eye level angle in music videos shows the audience the view they are used to seeing things. This is good as it helps to connect the audience with the artist but too much of this style can be boring so high and low angles are also used to bring excitement to the piece. These angles also shows the different balance in power which helps persuade the audience into whose side they should be on in a narrative style video where there is a protagonist and an antagonist. Dutch angles are commonly used in music videos, especially abstract as it adds creativeness and makes it a bit unusual. It could also be used to show the way someone is feeling in the effect of an illness or drug use which is seen in a more explicit video for older viewers. To make the artists look attractive for more promotional purposes a birds eye view is used as it is much more flattering than a horizontal angle. Since we live in a world where 'appearance is key' it is important that artist portrays themselves in the most attractive way possible not just for male attention but female views too.

High Angle View of Nicki Minaj shows her in at an angle that greatly shows her breasts to gain males attention as well as females who want to be like her.

Journeys both emotionally and physically are seen in music videos and camera movements such as tracking and pans help to give this sense of the audience being a part of it all. It helps to bring continuity as well as reflecting the mood and tone that the artist wants to put out to their fans. Edits to the beat of the song is the most common convention of form as no matter what the genre it is still an effect that can be noticed. Other effects such as black and white, sepia or various different colours help to express not only the era but the mood too as different colours connote different meanings that could link to the feelings of the artist. This can help make an artist stand out, making them appear unique and different which will work to helping gain popularity for the song. 

Kid Cudi - Teleport 2 Me, in relation to the mise en scene trying to indicate an outdoors seen, blue effect has been used to indicate the nightlight along with white lighting in the background representing the moon.

Sound is a big importance of a music video, without it there would be no music so it will lose its whole meaning. The sound can be either non-diegetic, diegetic or a combination of both. It works parallel with the editing meaning if the video is fast so will be the song, if the songs slow then so will be the video. Props are most often used in videos to connect the artist with the mise en scene of location making it more realistic to the viewers. The video is made more enjoyable to watch by this convention as is it can help to tell the story, spread a message or add a comical value.

Will.I.Am - Bang Bang, hats, gloves, and microphone shows the connection between him, the location and the era he is presenting in the video. As well as this, the green effect also represents the era in relation to my previous paragraph.

Costume is important for self promotion of an artist in relation to their genres stereotype. It can help to explain a narrative or reflection the character or role they are trying to represent. The more outrageous an outfit the more it will be talked about gaining popularity for the song, Lady Gaga being a good example. The more realistic an outfit the more stylized the artist will become as it will make them a style icon for audiences who want to match the style and be just like them.This works particularly well for females in terms of hair styles and makeup which will undoubtedly be mentioned in the next issue of popular fashion magazines, booking popularity for an artist once again. 

Lady Gaga - Telephone, Her costume in this video is not something you would expect people to be incorporating into their everyday styles except possibly for Halloween, but it got the audience talking about her and gained her popularity.

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Kid Cudi - Teleport 2 Me

This music video is presented in an abstract style with incorporation of performance and some use of narration features. It is a very simple put together feature but with numerous amounts of edits, cuts and different types of shots it brings confusion and travel without even moving out of one room.

In terms of conventions for my chosen music video it is clear to see straight from the start that the mise en scene links directly in with the song lyrics. The song title being Teleport 2 Me, shows travel through time without the form of transport, something that is not realistically possible in the day and age. The lights and graphics incorporated into the various locations for the video highlights the travel giving a space sense of feel. Different flashing lights throughout the video acts as a constant reinforcement of the song title as it is something that is thought of in relation to this unrealistic way of travel.

The camera shots are very calm and focused on the artist during the verses working slowly and parallel to each other, but then becomes much more creative and fast editing when the chorus singing the phrase 'Teleport 2 Me' is introduced. Rotations, fades and overlays bring speed to the clip expressing the movement that Kid Cudi wants to achieve as well as continuity for the video as a whole. From extreme close ups to extreme long shots they quickly alternate between different distances to show emotion and create character in sync with the music and beat of the song.

 Depth of field is used to create focus on a different object in some shots, one being his hands. His face is blurred so you know that it is him but the movement of his hands and the fact they are the objects in focus indicates that what he is singing about and what he wants is not in his control. Instruments and a musician can be seen alongside Kid Cudi too linking it back to the reason as why he is away from his girlfriend and the performance aspect. He is on tour producing his music and the simple appearance of one of his musicians reinforces to the audience that this is the reason why he wants his girlfriend to teleport to him because he can not be in both places at once.



Kid Cudi incorporates some basic dance moves in the video that matches the beat of the song interacting them both together as one. Not only this, you can see a story being told when Kid Cudi and one of his musicians is seen travelling through some trees as a reference to him telelporting to his girlfriend. This shows a link between the styles of both narrative and performance which is a key feature of helping make the artist stand out to the audience.

Relating back to the music videos I analysed at the start, the fades, type of shots and edits are similar to the ones seen in those of the same theme but in this they are much more frequently shown giving a more abstract feel. Even though the genre of the music is different the connection highlighting the conventions is shown through the theme were they both share edits and cinematography features. For every new location Cudi enters, an establishing shot is shown too helping the audience understand the sense of travel and emotion that is going through his mind. 

The costumes that Kid Cudi is seen wearing all remain of a casual style which will link well to his audience as it is something they can realistically copy and incorporate it into their own. This alone will gain Kid Cudi popularity and iconography as he will not only be stylized through his music but his appearance too. This will move him from digital media to physical too, appearing regularly in magazines to show the latest purchases of clothes and accessories he has been buying to allow his audience to keep up to date.



The key iconic features of this video that makes it work so well is the editing and cinematography. Various coloured lights have been incorporated throughout along with graphics of stars and space to reinforce teleportation. Rotations, overlays, multiple imagery, long shots to close ups all help to build excitement continuously throughout and edited explosions shown through establishing shots and extreme long shots makes it forever entertaining for the audience. It contains the most simple mise en scene, that being an empty room and a bed, but its along with the edits that makes it so unusual and intriguing to the viewer making you not want to stop watching.