Codes and Conventions of a music video (J.H)

The codes and conventions of a music video are what the media producers follow in order to make a particular text and they also enable media text to make sense.

The conventions consist of;
Mise-en-scene, setting, costume, props and lighting

One of the most important conventions of a music video is that the moving image needs to be conducted and edited in time to the music track, this has originated from the first music video Bohemian Rhapsody.
There are different types of music videos that fit different genres, there is a narrative video, which has a story behind it. This suits most music videos, unlike the music video which just consists of the band and their lifestyle, as this suits the rock genre more. You can also get the video with both narrative and band performance, which are merged together to create a two toned video.

Analysis of 'Use Somebody' music video (J.H)

Audience
Wide audience, males + females, 13+

Genre
Rock

Narrative
The video reflects the lack of glamour whilst touring and how lonely it is as they are always on the road.

Representation
The dark clothing and lighting is stereotypical of rock bands so there is a clear representation of the rock genre. There is also the rough touring lifestyle, being constantly on the road and the concerts they are performing in.

Analysis
Mise-en-scene:
A view of the New York skyline, shots of the band touring, clearly exhausted, represents a busy lifestyle.
Camera:
The camera work is mostly focused on the lead singer but also shows the whole band backstage, hanging around. There is also a panning shot of the New York skyline at night, showing all the lights, which connotes that the band are constantly busy, day and night, with their jet setting lifestyle.
Editing:
There are a lot of short, quick shots throughout the video, which reflects the pace of their hectic lifestyle.


Institutions
The Kings of Leon have been around since 2003 in the US. But in 2008 they became global while signed to Sony Music. They have won a Grammy Award and have been nominated for many others.

Analysis of 'Same Girl' music video (J.H)

Audience
Mostly teens (15-25 year olds) male more than female

Genre
R&B

Narrative
The equilibrium at the start is balanced as the two male friends are having a conversation, which is then disturbed by the fact the two guys think they are dating the same girl, so try and set her up. When they realise they are twins the equilibrium is then restored.

Representation
The props used throughout the video create a clear representation of a rich R&B world, such as the clothing, cigars, private jets and jewellery. This also connotes that they are stereotypical males because they are liking fast cars.
The woman is represented as a cheat which is not stereotypical  for the female gender. She is also shown to have control over both men, when its usually the men who are in control.

Analysis
mise-en-scene:
They are in posh American appartments with cigars and posh clothes which represents wealth and the R&B world.
The men are both wearing similar clothes which connotes the closeness between them. And the white clothes represent inocence.
Camera: The camera work gives the video a sexual feel as there are lots of close-ups of the womans thighs, lips and face, which creates a stereotypical R&B feel.
Editing: The most obvious editing technique is the split screen, which shows both men on the phone to eachother. The screen then splits again into three with both men on either side and the girl in the middle. This represents a split in the friendship caused by a girl.
Sound: The repitition of the words 'same girl' show how the two men can't believe that she  is cheating on them both.
The conversation between them both connotes how close they are.

Institution
Presented by Sylvester Films and produced by Sony Music, 2007.
Is a collaboration betwen two artists; Usher and Kelis, this helps sell more records as there will be a bigger fan base.

Our Brief (J.H)

We have to produce a promotion package for the release of an album.

We have to include;

Main task

• A music promo video

Ancillary tasks

• A cover for its release on CD
• A magazine advertisement for the CD