Codes and Conventions of a Music Video Blanc Productions
Micro elements – Camera Work In the pop genre camera work is generally used to show off the artist. This is shown by Nicki Minaj’s ‘Anaconda’ released in 2014 Directed by Colin Tilley. Long shots enable pop stars to display elaborate clothing that were most likely sponsored to be in the video, especially if the artist is well known.
Long shots also allow more skin to be exposed on camera and to show off the body of the artist. This is especially common in female pop stars as women are sexually objectified by the media.
Camera work Here a mid – shot is used to accentuate the bust of the artist. It can also aid in showing off dance moves or motions the dancers and her are doing. Close ups are used to show the artists face, which is extremely important in a music video as the artist needs to be as recognisable as possible to become successful and allow future songs to get to the charts. It also allows the artist to brand themselves, and to show off their good looks as pop stars typical have to have an appealing face to complete their brand. Extreme close ups – This emphasises key moments in a video. In a narrative this may be key to the plot, or in a performance the artists actions. Here it is used to show she’s in a rich, tropical climate with gold hands and coconuts.
Sound
In a pop music video the sound is generally contained to the song it’s advertising. Occasionally some diegetic sound can be used to forward a story line in a narrative video for example. Here non-diegetic jungle noise is used in the beginning of the video to set the scene of where the artist and her dancers are.
Editing ďƒ‘
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As the music increases pace, usually at a chorus, the editing will also increase in complexity and tempo. Flashes of the artists flesh are common during this in a pop video as it teases the audience but shows just enough for a tiny amount of time to not be risquĂŠ.
All of these screenshots were taken at a fast paced editing area near the chorus, and all show the artists flesh or in a more compromising position.
Macro elements – Costumes
In pop videos skimpy, tight clothes are usually used if the artist is female. There is normally more than one costume change to show as much as possible of the artist. All of these costume changes are an example of this, and are all found in Jennifer Lopez ft. Iggy Azalea ‘Booty’ in 2014 Directed by Hype Williams
Makeup
Most makeup in a pop video, unless a narrative or storyline dictates otherwise, would be very fresh and glam. The makeup doesn’t stray too far from what the artist naturally looks like though as they need to be recognisable.
Setting -
Many pop videos take place in front of different covered screens. This is an effective way to get a background but is also cost effective. Some take place in exotic locations, like Anaconda, but is again just a studio with a more elaborate set. Performance based videos take place in a theatre stage type venue, such as Ed Sheeran’s ‘Thinking Out Loud’.