Convention of a music video

In class we were shown some music videos of different artists from different genres and told to analyse them and pick out the typical tropes and conventions of each genre video. Even through throughout time genres change the basic conventions can still be there. And this is easy to see when you compare videos from the past with today's videos. When we do this you can see how the genre has evolved and changed but you can still see the base of the genre in the music videos is still being used

An example of this is The Exciters-Tell Him originally from 1962 and One Direction-What makes You Beautiful from 2012. These videos are 50 years apart and by looking at them you can see many obvious differences and how the music industry has evolved, however if you look closer you can see that these two videos still have similarities despite the time difference.

The Exciters

The conventions of this video are:

• This is a performance video making the audience interact with it more.
• Dancing in sync
• It is very simple-It is set in one location and not much editing is involved in it. Due to the fact that there was not a lot of technology back then as there is now. The camera shots are also simple but there are many used to keep the viewers attention. Camera shots such as panning, close ups and establishing shots and more.
• Stand out location-the location has nothing to do with the song but is memorable for that, this then gives the video concept elements to it, as the fact that it is set in a zoo has no correlation to the song lyrics. But using a different location makes the performers stand out even more.
• The Women are all dressed in the same red dresses and the male is wearing a red bow tie this in turn shows unity between them. The red dresses have sexual connotations and so can attract a certain demographic.
• Miming-The band is not actually singing the song but it still looks as though they are.

Now looking at One Direction's conventions we are able to compare and contrast the two videos.

One Direction

The Conventions of this video are:

• This video is also a Performance video as the dominant focus is the band, this is due to the fact that they attract a large demographic and very popular, because they are considered attractive and in order for successful video they want to show of there strengths as much as possible. Even though the pop genre is usually associated with a narrative video and this is performance it still has elements of narrative. I think the reason for it mostly being a performance is mainly due to the fact that the producer wants to show so the sexual appeal of the band and therefore widen the target audience.
• Stand out location- The location like Exciters video has nothing to do with the song, which can give it an element on concept. and also like the Exciters it is all set on a beach but in various parts of it to keep the viewers attention and keep in interesting.
• Camera shots such as establishing shots and close ups are used and many more.

Looking at these two videos you can see some similarities and differences which have occurred over time due to the fact of technology evolving and improving. More money is being used to make music videos and make them look better and professional as they have become more and more popular with all audiences whether it be performance videos to make people feel involved, concept videos or narrative to tell a story. A lot of videos are now influential and effective which has lead to higher production costs.