Conventions and Attributes of Music Videos (Generic Research)

 Andrew Goodwin:

Music videos, identified by Andrew Goodwin, have 6 main Conventions:

-music videos demonstrate their genre themself by using stereotypes from musical and cinematographic genres,

for example, a heavy metal rock music video may use dark, gothic, and “horror-like” attributes to construct a genre for the audience easily. A modern “indie” music video may use alternative colour grading, may include themes of skating, surfing and other sports, and may have the actors dress in non mainstream clothes.

-music videos associate the lyrics to the visuals, creating a harmonious relationship between the two, allowing the audience to interpret the music video

When music videos do not follow this convention, it is signs of abnormality in the world inside their music video

For example, in RADIOHEADS “Burn The Witch,” the unharmonous relationship between the lyrics and the mise-en-scene displays the flaws in the storylines, where the main inspector is nearly killed.

-music videos associate the production to the visuals, whereby scenes are edited sometimes in time with the drums, guitar in the production of the song. Songs that are under the dance genre may use faster paced editing the match the tempo of the song, whereas songs that are sad or slow may use low paced, editing to match the song

An example of this can be seen in Artic Monkeys “Do I Wanna Know,” where the drums in the back are directly parallel to the mise en scene, alongside the soundwaves in the video matching the lead singers voice.

-music videos heavily use Intertextuality, most commonly to modern popular culture, so those who recognise the intertextuality feel “clever” and continue to interact with the music video.

For Example, in Ariana Grandes “thank u, next,” there is intertextuality of “Chick-Flix” films that come from the 90’s and 00’s, including Mean Girls, 13 going on 30, and more. This use of intertextuality is used to target Ariana Grandes target audience of mainly teenage girls.

-music videos focus on the star of the music video, and use consistent attribute of their discography of music videos to create a “style” of music videos. 

For example, Lana Del Rey uses alternative feature in her music videos, such as using black and white music videos in “Blue Jeans,” or “Candy Necklace,” or using repetitive montages in “Venice B****.”

-music videos, specifically of mainstream female videos, will include Hyper-Sexualism to attempt to create online discourse, or “attract attention.”

For example, Lady Gaga has consistently used voyeuristic techniques in her music videos to “create controversy” to align to her brand identity of being “rebellious.”

General Conventions:

-music videos will use a linear narrative structure most commonly to allow for the audience to easily interpret what the artist is trying to achieve with their music video.

-music videos may include “performance master sequences” where the artist is playing the instrument and/or singing. This allows for the artists to display their “talent” as a musician, attempting to potentially encourage audiences to go to concerts, etc. This convention is commonly used in rock music videos. Though not common in contemporary music videos, some older videos may be “performance videos” where the artist simply uses a music video of their on concert to promote their concert.

-music videos may use cameos to promote their music video, as by using an elite person, audiences are more likely to interact with the video. A good example of this is “B****, I’m Madonna” featuring dozens of Hollywood Celebrities including Rihanna, Beyoncé, Kanye West, etc.

-music videos commonly start with the actor signing the first lyrics of the song, this establishes the relation between the visuals and the lyrics creating a better well rounded music video.