Conventions of the Music Video Genre

The Genre, Music Video usually follows typical conventions including characters,settings, mise en scene, narrative and ideologies. As Andrew Goodwin suggested in "Dancing to Distraction" (2003) that there are six vital points:

- Genre characteristics

- Visuals/lyrics

- Visuals/music

- Need to sell artist

- Intertextuality

- Voyeurism

He is also states that:

- There is a relationship between the lyrics and the visuals (with the visuals either illustrating, amplifying or contradicting lyrics)

- There is a relationship between the music and the visuals (again with visuals either illustrating or contradicting the lyrics)

- Particular music genres may have their own music video style and iconography (such as live performances in Heavy Rock)

- There is a demand on the part of the record company for lots of close ups of the main artist/vocals

- The artist may develop their own star iconography (in and out of their videos, which over time, becomes part of their star image)

- There is likely to be reference to voyeurism (particularly in the treatment of women, but also in terms of 'looking' e.g. screens within screens, cameras etc.

- There are likely to be intertextual references (either to other music videos, films or TV texts)

Pete Fraser in Teaching Music Video (2005) also offers some of the main conventions to the Genre of Music Video:

- Lyrics: Tend to establish a general felling or mood rather than offering a coherent meaning. Key lines may play a part in visuals associated with he song but very rarely will a video mirror all the lyrics of a song.

- Music: A music video tends to make use of the tempo of the track to drive the editing.

- Genre: While some videos transcend genre, others can be easily categorised. These features may be reflected in the types of mise en scene, themes, performance, cinematography and editing style.

- Cinematography: as with any moving image text, the way the camera is used has a significant impact on meaning. Camera movement, shot and distance all need to be analysed.

Amy.