A convention is a widely used and accepted device or technique that is closely associated with a particular genre. For example in a rap music video there will most likely be good looking cars and good looking girls in it. Narrative
In this music video, there are videos being shown. One is of a young girl and the other being the band are presenting the song in an empty river in LA. A teenage girl gets her boyfriend's name tattooed on her shoulder, as a sign of her love for him but when she returns home,she finds him cheating with another girl, she flies into a rage and is then shown in cut scenes sitting at the river with the band. At the end of the video, she is seen with a new boyfriend and a new tattoo, as her jealous ex watches her from his car. There are 2 stories shown in the music video. This is quite effective because the words have meaning to what is happening in with the other story with the teenage girl. As the audience listens the words, it connects with the story being displayed. An institute would want to use this music video because the story line would keep the audience entertained and focused on what was happening so they would want to know what would happen, therefore watching the entire music video. I would use the narrative style in my music video because i like the fact how it portrays to different stories, one about whats happening and about that artist their self. I think it would be quite simple to put together a story, fiction or non-fictional and would be effective. Concert
I used this example of 'Let Her Go' by Passenger because in this music video, it is a live performance that has been recorded with cut scenes between the band and the audience. There is sometimes confusion between 'as-live' and 'concert'. 'as live' performances are mainly staged during a music video whereas a concert is real and recorded. An example of an 'as-live- performance would be 'SOS' by the Jonas Brothers or 'Party In The USA' by Miley Cyrus. The institution may use this style so they can let the audience get an idea of what live concerts would be like if they were to ever go to one. Another reason could be for profit, if the public was to watch these concert typed music videos, they would want to go to one if they enjoyed to look of it. So both the artist and company gets profit by the public viewing the music video and purchasing a concert ticket. Even though this style is very effective because it portrays the artist and audience, it wouldn't be realistic in my music video and i would'nt like to sing personally. Animation
Animation is used in music videos to do something that cannot be done with an ordinary camera. It is also used to create entertainment. I used this example of the Black Eyed Pea's music video 'The Time' because it's a good song and has cartoon characters of each member of the band that is shown in some scenes of the MV. An institute would use this style because as i already have stated it is quite entertaining and quite interesting because with animation, the public will want to watch it and find out what's happening rather than singers in a club, dancing and drinking because it's boring. I think this style is quite effective which will make it successful but it would also be time consuming when coming to to editing and adding the effects and animation in so I wouldn't use this an option in my music video. Intertextuality as pastiche
Intertextuality is a name for when a music video is based upon a film or television programme. I have used a personal favourite which is Madonna's 'Material Girl'. This is based on the movie Gentleman Prefer Girls with the famous scene of Marilyn Monroe singing 'Diamonds are a Girl's Best Friend' because Monroe is Madonna's inspiration and role model. In this music video, Madonna has a love interest and the video was the first to show Madonna's acting ability, as it combined the dance routines of 'DAAGBF' with the story line of a man who impresses Madonna with daisies rather than diamonds.The institution would use this to make a popular scene of a film re-recognized and so it become popular, benefiting the film and the artist by them gaining profit. I wouldn't use intertextuality as an idea for my music video because there are a long list of media sources to choose from which would be time consuming and also i would need the funds to get props, costumes and etc. Intertextuality as parody
A parody is a humorous mock/spoof of an original piece of work like a film, person or music video. The idea of parody is to imitate something in the hope of entertaining an audience. There are a number of parodies that have been made in the media, both for music videos and movies. An example of a music video parody would be Miley Cyrus' Wrecking Ball. In this version of the the music video, a man is shown imitating Miley Cyrus and taking the mick out of her and her actions. This video is mainly entertaining because of the general fact a man has dressed up as a woman. By this video being successful, this parody got over 12 million views on YouTube. I wouldn't want to do a parody music video because they are quite hard to pull off because it has to be entertaining.
Interpretive
Interpretive in a music video is where the lyrics in the song match the visuals in the music video. A good example of an interpretive music video would be Rebecca Black's "Friday". In her music video, the visuals shows what is being described in the song. At 1:15, where Rebecca sings "7.45, we're driving on the highway..." we see that she's singing this and she is presented in the back of a car with her 2 friends beside her, driving to a party. This song is targeted for the teenage, young adult audience because the whole music video is based on the upside and joy of Friday because after you can party and have a great time. That is what most teenagers and adults do these days. I think the point of interpretive technique is to get away with any age audience depending on what the music video is about. This music video, unfortunately wasn't successful, it received a lot of negative remarks because it was boring, cheesy and just immature. The artist herself got negative remarks so i wouldn't want to this technique in my music video unless I knew it would be successful. Impressionism
Impressionist in music videos is where the imagery matches the mood and pace of the song but it doesn't have to match the lyrics. The style impressionism can use other styles to make the music video more interesting to watch and get the audience's attention. An example of a music video with impressionism in it would be P!nk's "Perfect". I have used this particular because it has a story in the song. It is about a woman looking back on her life and and remembering all the troubles and issues she had growing up. P!nk said in an interview that this music video was to send a message to everyone that is depressed or suicidal that they are perfect and loved. This touched a lot of people and put her in the Top 10 charts. The music video itself is depressing because the audience see how this woman has grown up being depressed and incomplete until she then found herself, became who she was and her life went perfect from there. This shows multiple emotions that audience would feel, I personally felt angry, guilty, remorse and happy throughout watching this music video because it puts life in a different perspective for the audience. If i was to use this style in my music video, I would relate my music video to this, so it sends a message out. Surrealism Surrealism/Abstract are works that feature the element of surprise, unexpected juxtapositions. The point of using this is to make the music video more exciting to watch, especially as recently, many music videos are starting to become more or less the same thing, therefore all being very repetitive of themselves. An example of this would be a Lady Gaga music video. Lady Gaga would be a perfect example for surrealism because she is well known for expressing herself in music videos. An example of this would be a strange scene where Gaga turns into a swan in 1:37. Even though this music video is odd, the audience would still want to watch it and find out what Gaga would do next because she is known for her eccentric personality, style and imagination. This is good for the artist as they are able to portray who they are as a person through surrealism. I wouldn't use this style in my music video because it has to be almost perfect to be successful and I must have a lot of time to edit in extreme detail if i was to relate my music video to Lady Gaga's.
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