Music Video's are something to promote the artist and their music. It's a piece of marketing merchandise that is used to sell records and make the artist more popular. When creating a music video they have to have a target audience and also some sale figures in mind, in the end they must reach the target sales and also have all the codes and conventions to make sure that the audience are kept happy.
Codes and conventions of a music video are very important when creating my own music video. By looking at the conventions I will be able to see what I should put into my own music video and also by looking at the codes I can see what equipment I can use and how I can use it also.
There are many conventions to a music video, without these conventions it would be hard to create something that people would expect to see. Within most music video's there is performance in which the artist will do something like perform the song on stage or just mime the words in a certain way. The reason for this is because they want to promote the artist in a certain way and make sure that they get their point across in their way. So for example, In most of Lady Gaga's video's, she does a performance in all of them and makes sure that the meaning of the song is put across within the video. I want my artist to also do this too, I want lots of performance because it means something and you can tell there is a message behind it, I also think miming is important because it means that you can see what the words mean and also the words are explained more and its more of a connection between the audience and the artist. Its very rare to find a music video without any miming in it, and if it doesn't then it must have a very strong story or narrative to it.
Another convention to music video's is that they usually have a Narrative, this is a story, and although some of them don't include a narrative, most of them do have a structured story that works well with the music and will relate to the lyrics. The reason for a narrative is because it means that the song has meaning, and it also has something that the audience can relate to, if some music video's didn't have narrative, it would make them boring, and not interesting. In my music video I do want narrative but I don't want there to be a proper story to it with conversation and dialogue, but I want the audience to still understand from my performance what the song is meant to be about, and what it represents.
Animation within a music video is something else that can be popular, this is where the whole music video is done digitally, and by doing this, you can create a new story with anything you like, but by doing this, its hard to promote the artist and get them known, so if it was a new artist doing this, the video would have to be brilliant or the song would to get them noticed. Animation is used in Cage The Elephant - Aberdeen, and this is a strong narrative, it doesn't need performance to make the video.
Some artists have a mixture of all of them put into one or they will have a couple of them put together, so for example, some artists will have narrative and also performance put into one, and I think this is a good idea for my artist, because if you do both, it stays interesting to the audience don't get left bored by just seeing a narrative or just performance. In my own music video I don't want any dialogue whats so ever though as I think it distracts you from what the main focus is meant to be which is the music.
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