Codes and conventions of a music video

Andrew Goodwin
Goodwin's theory implies that there are 5 key conventions to a music video;

1. Seeing what the lyrics represent  in your head.  

The very first phase of the process is to examine the structure of music , and understand the chorus and verses. Then, the artist 's voice would be very distinctive in comparison with others, which would give the individual a form of identity that could be linked to the celebrity image or an artist. The final step would  be an artist's narrative, which he attempts to represent throughout his song. It can build him straight as a sort of a  story-teller. As well as the music video could support this by showing us the video of the song.

2. Connection between the Visuals and the Music.

There are three ways to promote a song by using the visuals such as :

• Illustrate 

Music videos often use images and shots to demonstrate and explain the significance of the lyrics in their song and genre.

• Disjuncture

In this case, the song's significance in the music video is totally ignored.

• Amplify

Repeatability- when the images and shots are constantly distorted and displayed through the music video, and drilled into our vision.

Andrew believed a music video could promote a song by analyzing the lyrics in the way it does. In many music videos this is seen when a character is doing just what the song is saying.

3.Narrative and song performance

Goodwin claimed that being involved in the music video by playing or acting a role as the main character or singer was important to an artist. It helps make the song look believable and gives the listener a special connection and a clear understanding of the music as well. 

4. Image, plenty of camera shots and movements that make him / her the central focus.⠀

Goodwin referred to the star image as a very important feature of a music video, making the music video more appealing to the viewers and giving the video in its depiction an unique appearance.

The starting picture of the way the protagonist portrays himself, the costume, movements and appearance is also very unique.

This aims to promote the profile of the artist / star in public, as well as promote the video and helps create a reputation for the product.

5. Technical aspect of a music video

Andrew suggests the technical aspect helps hold the music video together by using Mise-en-Scene, Special sound effects and editing.

Lightening and color help set the tone for the music video, and highlight significant parts of the song to create a dramatic effect and entertain the audience.

Mise-en - Scene is also very important to music video production, it can help the artist gain credibility and reputation and make his work look more professional as well.

The song's beats are also very beneficial, as they can help create powerful cuts that go along with the song's pace to make the music video look more enjoyable.