Assignment 1 Task Two – Understand the styles and conventions of music vid

Convention 1

Andrew Goodwin states that different genres of music use different key conventions in their video. For example, in "Rihanna - We found Love" Rihanna's genre is partly Pop and Dance which is this song's genre too. So there is a link between the music and the visuals.

Convention 2 

He states that there is always a relationship between the lyrics of the song and the visual images seen in the music video. This could happen in 3 ways

Illustrate – Music Videos can use a set of images to illustrate the meaning of lyrics and genre, this is the most common. for example Riptide - Vance Joy 

Amplify – Meanings are amplified often through repetition.  The images in a music video can add additional meanings that are not at first always obvious in the lyrics. This is seen as amplifying. for example The script -Hall of Fame.
   

   

Contradict – This is where the meaning of the song is completely ignored. An example of this is the music video riptide, what you hear in the song is what you see in the music video. Some images are used to match the lyrics, which makes it easy for the audience to understand what the song is about however it may not be as interesting as it is just literal. for example call on me - Eric Prydz.

Convention 3 

Relation of Music to the Visuals. This third convention is that the visuals in a music video will almost always have a connection to the pace of the music/song. The video can either be edited to illustrate, amplify or contradict the beat of the song. For example in Nirvana SKRILLEX - Banging feat. Sirah - the song does not really have a story behind at however we can see in the video that the boys at a young age stealing ice cream from the ice cream man, during the process of he ice cream man trying to stop them one of the boys shuts the ice cream van door on his fingers which slows the man down, so they get away with their theft, later on in the video we see three grown guys committing a more developed crime, where they are shown to be stealing boxes which probably contained money from the van of the soldiers, they used similar tricks to that of the little boys, but all this does not connect until we see one of them buying a cone of ice cream from the ice cream man and when he guy waved at him, the man waved back with a hook attached to what was left of his arm from when the van door was shut on his hand.

Convention 4 

Develop a style - his fourth convention is that across all music videos the demands of the record label will attempt to develop a motif (a reoccurring style) that regularly recurs across their work. They often demand that lots of close-ups of the artist are used to help create a clear visual style/image. 

for example lady gaga has a striking visual style 

These are all different music videos but each of them are similar. In same way most if not all of Katy perry's music videos  have a lot of bright and loud colours. 

Convention 5

Frequent of motion and looking - Andrew Goodwin states in his fifth convention that in music videos there are frequent references tot he notion of looking (screens within screens, telescopes etc) and partiularly voyeurisitc treatment of the female body. An example of this is Lil Kim's  - "No Matter What People Say" , in this song she changes a lot into different sexy costumes that focus on parts of her body, the music video is about sex appeal, and her showing off what she has. The camera focus on angles that can sometimes be found as provocative. Convention 6 

Convention 6 

Intertextual References , for this convention Andrew Goodwin states that music videos often are filled with intertextual references (to films, TV programmes, other music videos, etc). for example Jennifer Lopez - I'm glad.