RESEARCH - Identifying music video codes and conventions

For my research I have looked into the different styles of music genres and the codes and conventions that are used in order to portray these different styles of music through their videos.

The genres I have researched are:

• Alternative Rock/Indie
• Rock
• Hip Hop
• Pop
• Rap

ALTERNATIVE ROCK/INDIE

• Tends to be in black and white
• The artist/band is shown throughout the video
• Use of extreme close ups and long shots are popular
• Dark locations
• Face paced
• Some use of special effects

Example of this genre and these conventions are:

Kings of Leon:          http://www.youtube.com/watch?v=LWhairF_DS8
The Fray:                  http://www.youtube.com/watch?v=nY2INQnmRyk
Arctic Monkeys:        http://www.youtube.com/watch?v=30w8DyEJ__0

ROCK

• Usually dark/ deep colours
• Displays the band performing on stage
• Usually no narrative
• Uneasy camera movements
• Hand-held shots
• Usually no use fo special effects

Example of this genre and these conventions are:

Rolling Stones: http://www.youtube.com/watch?v=WDTbuoCd3ho

Ozzy Osbourne: http://www.youtube.com/watch?v=ZfeTjVoPVe0&feature=related

Limp Bizkit: http://www.youtube.com/watch?v=RYnFIRc0k6E

HIP HOP

• Location tends to be a party, club fancy location
• Use of alcohol
• Recognised brands and clothing
• Expensive cars and houses
• Camera shots tend to be long and establishing to show the money involved. Close ups to show the jewellery and assets of the artists.
• Attractive women
• Does not follow a storyline, only follows the genre
• Artist(s) tend to be involved

Example of this genre and these conventions are:

50 Cent:                  http://www.youtube.com/watch?v=5qm8PH4xAss
T.I:                          http://www.youtube.com/watch?v=xK082mbeBZ0
T-Pain:                    http://www.youtube.com/watch?v=Ui86peQZ74s

POP

• Bright and colourful
• Close ups to show the cheerful and upbeat emotions
• Extreme close ups - these tend to show the purity and innocence in the personality of the artists
• Aims at the teenage audience
• Very upbeat

Example of this genre and these conventions are:

Britney Spears:       http://www.youtube.com/watch?v=brYTO6JHMHs
Madonna:               http://www.youtube.com/watch?v=lWTDR6ztcnQ
Alesha Dixon:         http://www.youtube.com/watch?v=-503QA6F08g

RAP
Rapping, also referred to as MCing or emceeing, is a vocal style in which the artist speaks lyrically, in rhyme and verse, generally to an instrumental or synthesized beat.

Conventions of a rap music video:

• Discrimination of women in some sort
• Fame
• Money and personal wealth
• Representations of ''Gangsters''

Example of this genre and these conventions are:

Nelly:                     http://www.youtube.com/watch?v=GeZZr_p6vB8&feature=artistob&playnext=1&list=TLNt-VvPl-9ms

Lil Wayne:             http://www.youtube.com/watch?v=1ohYsK5Y8Dc

Drake:                    http://www.youtube.com/watch?v=TRLSQDCkcaA