Music Video Conventions, Codes and Analysis

Indie

 

Gabrielle Aplin: Panic Cord

Gabrielle Aplin, is an Indie, Folk artist, which is a combination of all three genres I
have started to research. I'm looking at this video as an inspiration example for my own
as, I like the editing technique used; the whole song filmed of her with her guitar lip
syncing whilst cutting to scenes of a narrative which tells a love story. I like the use of
colour in this video which is warm, vibrant yet natural as it creates a calm, happy atmosphere.
I also feel that the colours depict the relationship in the video, which appears loving and
affectionate.The editing technique used is something which I am looking to use when creating my video,
in the way that, Gabrielle has been filmed singing the song with her guitar and then it is
interlinked with flashbacks/memories of her relationship. I feel it adds character and a real
story to the video.

 

The sound at the beginning of the video is generic to an indie/folk song as we are introduced immediately to acoustic guitar and singing. This scene in the video of Gabrielle singing, is the performance part to the video. The use of the colour white in these scenes, in the background and her clothing suggests her innocence or vulnerabilty when looking back on her relationship.
 

 

However this scene is part of the narrative to the video, the use of dark, warm, colours emphasises the romance in the relationship. The setting of a fire and marshmellows with fairy lights is a stereotypical scene to insinuate romance and love. But the darkness could also connote the inevitable 'breaking up' which is a stereotypical convention of a love story in music videos.

Conventions:

As she is a folk, pop, indie artist we as an audience are going to
expect a mix of conventions from each genre.

 

My Expectations would be:
Acoustic guitar

Bright lighting
Fresh, bold/quirky colours
Arty/expressive narrative
Performance based

Country side/city setting
Love story/teenage troubles

 

Codes:
Guitar

Vibrant/fresh/subtle colours
Narrative
Country side setting/ vintage home
Love story

 

Ellie Goulding: Burn

Ellie Goulding is an indie pop artist and the conventions of indie music are the focus
of what I might include in my video. This music video tends to focus more on the darker
quirky side to 'indie' music set in an urban but isolated location which is where the
performance takes place.

My Expectations would be:
Performance
Narrative
Country/City/Backstreet location
Guitar

Codes:
Gig type setting
Dark scenes
Bright colours
Dark colour clothing
Narrative

 

The opening of the song starts with a summery setting in fields of long grass with people running through it in checked shirts and wellies which tend to get associated with indie wear. The music starts with an upbeat backing track and Ellie Goulding's singing, it seems quite apparent to the audience that it could link to the indie genre as it creates a chilled backstreet lounge type image or a festival type image.

 

However as the song continues the tempo speeds up and we are presented with scenes of a gig atmosphere which highlights the more quirky indie stereotypes. The colour theme is quite dark with low lighting creating an edgy vibe.

 

 

This scene shows lots of lights shining up from the ground which fits with the lyrics at this point but is also quite arty which is a convention often typically used in the indie genre. The clothing here is different to the previous scenes in which she was wearing blacks and this could emphasise the lyrics of the song but to also show a more vibrant personality and fun side to the video.

 

Country

 

 

Lissie: When I'm Alone
Lissie is a Country, Folk, Rock artist. Her music video is all performance based
and cuts to different close-ups, long shots and pans of her singing with her band
and guitar.

Expectations of Conventions:
Guitar
Vocals
Performance
Bright lighting
Country setting
Relaxed vibe
Casual/Dark clothing

Stage
 

Codes:

Guitar
Vocals
Performance
Dim lighting (rock element)
T-shirts/Jeans (casual clothes)
Small messy room (rock band, behind stage)
Strong tone

Animated live performance (head banging)

 

 

 



Taylor Swift: Safe&Sound

Taylor Swift is a solo artist and her genre is country/ country pop singer.

 

 

 Pop

 

 

 

Lana Del Rey: Video Games
Lana Del Rey is an Alternative, Hip Hop, Pop artist. Her music is
generally quite slow paced and melow but occasionally has an up
tempo beat/rhythm to it. 

 

Expectations of Conventions:

Vibrant/Bold colours
Narrative

Love Story

Stylish Clothing

Vocals
Performance/Routine

Bright Lighting

 

Codes:

Narrative
Lip syncing/Vocals

Friends

Fun

Love

Vibrant Clothing

Dated clothing (looking back to the past)

 

 

 

 Miley Cyrus: Who Owns My Own Heart

 Miley Cyrus is a Pop artist. Therefore the genre of music and the codes of this video
should fit with our expectations of the POP genre.

Expectations:
Bright Colours
Narrative
Performance
Love/Hate teenage relationships
City/Party/Fun location
Provactive clothing

Codes:

Luxurious colours
Extravagant settings
Short, revealing clothing
Enhanced mame-up/ exaggerated hair styling
Club/Limo Setting
Performance/Narrative combines
Slow Motion club scenes
Flashing lights
Nightlife