Forms and Conventions of Music Videos:

These are codes and conventions of music videos based on the work devised by Andrew Goodwin. There is usually a relationship between the lyrics and the visuals on screen, with the visuals illustrating, amplifying or contradicting them. Particular genres have their own music video iconography. For instance in a dance video you would expect to see half naked women promiscuously dancing away in a club. Whereas in a heavy metal video you'd expect to see almost the complete opposite; large, scary looking men dressed in black screaming in a haunting, dark setting.

Certain artists can even develop their own iconography. For example Michael Jackson whose unique dancing style has influenced several other pop artists and their videos, ie. Justin Timberlake and Beyoncé. Michael Jackson is a pioneer in the art of music videos. With each of his videos there would be an elaborate narrative. Best example being the landmark 'Thriller'. A new Michael Jackson video was always an exciting prospect in the world of music and a benchmark in technology and storytelling. Consequently artists these days spend millions on promotional videos, in order to make the biggest impression on the public.

As music videos are primarily promotional devices, they demand close ups of the artists in question. The audience can then build a connection and aspire to be the artists. With the first step to doing so; purchasing their music. Additionally music videos often contain reference to voyeurism. Explicitly dressed females are regarded as a guilty pleasure, and this is a key example of voyeurism.

There are 5 main components in a music video:

• Lyrics - The lyrics help to establish a general feeling/ mood or sense of subject matter. Key lines may play a significant part in the visuals, but rarely would there be a full interpretation.
• Music - The tempo of the track would drive the editing. Furthermore particular sounds in a track may be for grounded and emphasised on screen. ie. A close up a guitar solo.
• Genre - Each genre carries its own codes and conventions, a viewer would expect to see. This would be reflected in the mise-en-scène, the camera work and editing style.
• Camerawork - How the camera is used and how images are sequenced has a significant impact on meaning. The angle, movements and shot distance would fluctuate depending on the music. Upbeat tones are likely to require more dynamic camerawork.
• Editing - In the process of filming, you must film to edit. Some music videos would feature fast cut montages (sometimes containing of random images). This then encourages repeated viewings in case the viewer missed anything the first time. The editing helps to establish the mood, and is sometimes is used to fragment the narrative.