Codes and Conventions of a Music Video

The purpose of a music video is to sell products, the most obvious thing which is the snog featured in the video. However, other connected products are also marketed by a music video. For example, the album the song is featured on, the film the song is part of the soundtrack for, an upcoming  tour by the artist and merchandise like t-shirts. However, music videos are an unusual form of marketing as they allow the audience full access to the product they are selling. When a music video is show, the audience is able to hear the song the video is for so they are 'getting; the product that is being promoted. When other products are advertised, such as a brand of coffee or an item of clothing, the advert suggests the product is desirable but the audience does not get to taste the coffee or wear he clothes


Most music videos rely heavily upon clothing and conventions of behavior associated with the specific genre of music being used. The following vase study illustrates how music videos use such conventions of the musical genres but also help to create them.
R&B Music Videos

• Usually a narrative
• Artist/Band always shown
• Usually dance routine
• Close up of artist
• Usually set in calm locations such as houses, beaches
• Hadley no performance
• Women usually wear revealing clothing
• money portrayed positively
• Alcohol and party scene
• Use of special effects
• Examples; Destiny's Child, Rhianna

R&B music videos often include women and the main singer dancing. There is usually quite low lighting, with flashing lights to create a club scene which is the usual setting for a R&B music video. The women in these music videos are often wearing revealing clothing and dancing in a sexual way. These videos portray wealth and power and there are usually cars, lots of jewelry, alcohol and money.

Hip-Hop Videos

• Usually includes the artist
• Normally set in a club or a party environment
• usually no storyline
• typically women dancers or models. Usually half naked
• Features Manson and branded clothing
• Usually other famous artists are featured in the video
• Examples: 50 Cent, B.I.G-Notorious

Rock Music Videos

• Usually dark/deep colours
• Displays the band performing on stage
• Usually no narrative
• Eerie/Weird videos
• Uneasy camera movements
• Hand-held shots
• Usually no use of special effects
• Examples; Rolling Stones, Limp Bizkit

Pop Music Videos

• Colourful
• Close up of artists- shows innocence
• Fun and light hearted
• Appeals to younger target audience
• Shows artist/band involved in dance routines
• Good mood-Location-Happy for example a beach/friends
• Teenage scenario (having a crush)
• Video usually has narrative
• Example; Britney spears, Lady Gaga

Indie/Rock Music Videos

• Show artist or band throughout the video
• Some special effects
• Usually calm setting but changes when beat kicks in
• May be black and white
• Sometimes has a narrative
• Close up of artists and characters shown in video
• Shows band performing
• Example; Snow Patrol, Kings Of Leon, Kasabian

Dance Music Videos

• Dance Routines
• Sometimes narrative
• Location- Clubs or party
• Upbeat and fun videos
• Women dancers usually half naked
• Bright colours
• All dancers wearing similar costumes
• Examples; Eric Pryds, Basshunter, Faithless