music video

1. CODES AND CONVENTIONS OF MUSIC
VIDEOS

2. LARA M. SHWARTZ
Lara M. Schwartz (born December 6, 1970), a music video producer and authority on the art of making music
videos, is the author of Making Music Videos- Everything You Need to Know From the Best in the Business.
The book was published by Random House, and the foreword of the book was written by famed Director Brett
Ratner. Lara has produced or directed over 100 music videos, commercials, feature films, short films,
documentaries, live broadcasts, and DVDs. She has worked with artists such as Mary J. Blige, Whitney Houston,
Tom Jones, Harry Connick Jr, Aaliyah, Missy Elliott, Salt n Pepper, Brandon Marsalis, Boys II Men, Jermaine
DuPre, Al Jarreau, P. Diddy, The Notorious BIG., K-Ci & JoJo, Teddy Pendergrass, and Smokey Robinson among
many others. Several music videos that Lara has either produced or directed have been nominated for music
video awards.

3. WHAT ARE CODES AND CONVENTIONS?
• The codes and conventions of a music video are the different techniques used to
construct meaning in them.
• These techniques can be divided into two types; technical and symbolic.
Technical Techniques
• Technical- how meaning is conveyed using technical equipment e.g. the way the camera
angles are used, different types of shots, sound either diegetic or non-diegetic sound, the
pace and style of editing, and the genre
Symbolic Techniques
• Symbolic techniques are ways of showing meaning beyond what you can see for
example, facial expressions, gestures, poses and mise en scene.

4. REASONS FOR CODES AND CONVENTIONS
The audience can become more familiar with a particular genre, as they get use to
recognising the different conventions within a genre.
It provides a structure that the audience can understand.
To ensure the lyrics of the song fit in with the video, of how we’d expect it to be.
The general conventions include:
• The style
• The camera
• The editing techniques
• The sound (Diegetic and Non-Diegetic)
• Mise en Scene- props, lighting, costume etc.)
• Notions of looking-stereotyping.

5. ROCK
Rock was first established around the 1960s, which originated from 'Rock 'n' Roll'; which
was also heavily influenced by blues, rhythm, and country music. Rock and Roll also
used elements of many other genres such as, electric blues, folk, and incorporated
influences from jazz and classical music. There are many different genres of rock music,
that range from 'psychedelic rock music', 'punk rock', and 'heavy metal. Artists that
conform to this genre include Led Zeppelin, The Rolling Stones, Jimi Hendrix, and The
Beatles; all who were highly influential during the rock era.
In the majority of cases, Rock video are mainly made up of dark lighting with shadows
predominantly taking up the shot.
A lot of Rock/Indie/Metal videos contain strobe lights, to conform to the heavy dangerous
style of the music.
Barely any soft lighting is used throughout the Rock music genre.
• Setting colour in the Rock music video
• Rock video’s are strategically set within dark, grunge, and wrecked places.
• It’s rarely ever used outside in natural daylight
• A lot are used at nightie (in the dark).
• Normally set in a dark room or area.
• Most obviously the whole band is wearing dark clothing (mainly black or dark grey)
• Their footwear, make up and everything is usually also black/extremely dark too,
relating to the dark style of their music.

6. POP
Pop music derived in the 1940s, and 1950s, originally from
rock and roll music. However, through time elements of R&B
(rhythm and blues), were introduced. Artists that popularised,
and developed this genre were of course Michael Jackson,
also referred to as 'The King of Pop'; and Madonna.
Artists are clothed in fashionable, stylish and mainstream
outfits. Artist are portrayed as happy, enjoyed and content
with life. The lyrics are normally based around love or
relationship. Often bands express the unity associated with
teens, which is their main target audience for this genre.
Music genre is normally conveyed through the video
dressing and setting. Pop magazines are often themed with
bright and bold colours which are normally associated with
positive vibe.
Pop that song usually is between 3-5 minutes long with the
structure and a consistent beat.

7. JAZZ
Jazz music originated from African American communities in the United
States during the late 19th century, and early 20th century.
A more contemporary artist that conforms to this genre is Amy
Winehouse however, I would say that her music is also heavily
influenced by Hip-Hop, R&B and Soul. The combination of these
elements, and her deep vocals are what make her so unique, and
distinguish her from other artists.
Jazz music videos tend to contain quite a upbeat emotions which
makes the audience smile.
Bight Lights-which emphasis the happy mood from both the artist and
audience.
The performance space is usually quite large and in many different
locations through out the video. This is to emphasis the energy within
the song and the video.
The costumes are very sophisticated and men are usually dressed in
suits and women in dress- this reflects more of the older years.
Old fashioned location- A lot of jazz song are set on streets, shops and
run down places. This is to lighten the mood if they are run down and
to build by the vibe to the whole song and music video.
A more contemporary artist that
conforms to this genre is Amy
Winehouse however, I would say that
her music is also heavily influenced by
Hip-Hop, R&B and Soul. The
combination of these elements, and
her deep vocals are what make her so
unique, and distinguish her from other
artists.

8. HIP-HOP
• In the 70s, block parties in New York city became increasingly
popular, which is when Hip Hop emerged not only as a music
genre, but also as a culture.
• In Hip-Hop music videos there are usually many low-angled, close
up shots in hip hop videos, to imply the artists’ power over their
audience. The low angle gives them the power, because they look
down on the audience and close up gives status because implies
they’re important enough to have a frame to themselves.
• The clothing is generally basketball shirts or other sporting attire,
to signify strength and sporting prowess, something supported by
physical workouts in music videos.
• There are lots of references to the wealth of the artists through
the use of mise en scene (money, cars, jewellery etc.) Expensive
things signify wealth, which supposedly signifies status.
• Hip-Hop music is generally male dominated. The men are often
featured with their ‘posse’ to signify power, as there is strength in
numbers. It also shows he is ‘part of the group’ i.e.. Not a loner or
social outcast, something again which signifies status.
In many videos, including ‘In Da
Club’, ‘Ignition’ and ‘Super bass’, the
bouncing and dancing is edited to fit
in with the time of the beat. In these
instances, this makes it appear that
the people are actually listening to it
in the video.

9. FOLK
• Folk music includes both traditional music and the
genre that evolved from it during the 20th century
folk revival. The term originated in the 19th century
but is often applied to music that is older than that.
Some types of folk music are also called world
music.
Folk music is particularly raw and simple, and
some may even say it’s old fashioned. There’s a
general lack of manufactured imagery in folk
music videos to avoid contrasting with the
themes- everything is usually natural with a focus
on the environment.
A strong narrative is key to a good folk music
video. The lyrics of folk music are rather deep and
emotional, and the music video needs to reflect
that. Telling a story through both audio and visuals
is essential, and what makes folk quite unique. No
flashing images or special effects, but a solid
story.

10. COUNTRY
• Country music is a genre of American popular music that originated in the Southern
United States in the 1920s. It takes its roots from the south-eastern genre of American
folk music and Western music. Blues modes have been used extensively throughout its
recorded history.
Most country songs have a simple
melody with a deep meaning or a
social message.
The lyrics usually have a storyline
running through the song.
Commonly country music videos
follow a narrative in order to portray
the story line empirically.

11. GRIME
• What is Grime?
Grime originated in the United Kingdom
in the early 2000s-from Hip-Hop, and
Dance Hall music. It also contains
elements of UK Garage, and drum and
bass. Before Grime was popularised, it
was played on pirated radio stations
such as, Rinse FM, Déjà vu FM,
Freeze 92.7 and Raw Mission.
Grime is mostly male
dominated- artists that
conform to this genre
include Skepta, Giggs,
JME, Stormzy, Wiley.