Codes and conventions of music videos

Andrew Goodwin (1992) identified six common codes and conventions that establish the form of a music  video.

1. There is a relationship between the lyrics and the visuals - illustrating, amplyfying or contradicting https://youtu.be/MWASeaYuHZo
2. There is a realtionship between the music and the visuals - due to the editing being on the beat of the music. https://youtu.be/94Rq2TX0wj4
3. Particular music genres may have their own music video style and iconography (such as live stage performance in heavy rock) https://youtu.be/k2qgadSvNyU. Hype Williams (Hip Hop / R N B director) Traditionally hip hop videos have their own conventions. 
   Aestetics - black and white (cheap) 
   Loctations - shot/filmed in the projects 
   Iconography - usually a "car shot" (artist seen in a car through a window) acting as a barrier/outcast of society.
   Ethnicity - Afro caribbean men in crowd shots (gang culture) 
4. Music videos feature close-ups of the main artists. Close ups shots of the artists link to the key theory by Sven E Carlsson (1999) as his theory was taht there are different types of artists. There is the commercial exhibitionist which puts on a show, the close up shots show that they are the centre of attention, this is also visible with the. Promotional videos are to create proffit to sell a song, the more closeup shot there are the more likely we are to connect with a brand. This will make more sales. 
5. The artist may develop their own star iconography, in and out their videos, which over time, becomes part ofg their own star image. This could be such as Micheal Jackson's white glove or Lady Gaga's meat dress https://youtu.be/2vjPBrBU-TM. The iconography in Sia's music video is the hair/wig that the main dancer wears. Even through Sia does not appear in the video there is reference to her because of the blond bob wig with the fringe. There is likely to be refernce to voyerusm particually in the treatment of women, but also in terms of systems of looking (screens withing screens, binoculars, cameras, mirrors). 

Kiss you by One Direction is music video whichn homages differerent music video. This is called intertextuality.  There is references to Jailhouse rock by Elvis Presely.

Representation in the production of music videos - theory

Music videos exist to sell a song and create a brand for the band
First ever music channel was MTV - Music Television

Music channels are split into genres

IDGAF - Dua Lipa 

Blue Neighbourhood trilogy - Troye Sivan

WHERE THE HELL ARE MY FRIENDS! - LANY

Roy Shuker (2001) - Understanding popular music defines music as: "both an industrial, commercial product and cultural form".
"Promotional devices, encouraging record sales and chart action"

Industrial and commercial 

• To make money
• To promote singles -with the hope of selling albums
• To provide content for music TV channels
• To be sold on DVD/download
• To add "value" to audio releases

Richard Dyer (1975) - To enhance "star person" or branding.
A music video will help define the image of an artist and contribute to their "star persona" or brand. Tep hugely famous examples of artists whose images were defined by videos are Madonna and Micheal Jackson.

Zeitgeist - To look at the stage that vulture is at and look at what is relevant. "spirit of the time".

Sven E Carlsson (1999) - Music artists represent one of the following in a music video:

• Commercial exhibitionist - puts on a show to make money, dancing, showing body such as Beyonce, Britney Spears, Micheal Jackson. Many are women.
• Televised Bard - James Blunt, Ed Sheeran, Adele. Many are males. Bard is a poet. 
• Electronic Shaman - God-like creature, something someone follows, dj's, Calvin Harris. 

Commerical exhibitionist. When an artist is not just known for their music but as sellable commodities too. They sell their face, voice, lifestyle and record. 

Female representation, they are to be looked at.

John Berger (1972) - "Ways of seeing" documentary states:

"Men act and women appear. Men look at women. Women watch themselves being looked at. Women are aware of being seen by a male spectator."

Many examples of role reversal that Cyndi Lauper has in the video. A range of ethnicities. Gender roles reverse. 

Televised Bard

The artist acts as a storyteller, with the use of onscreen images to anchor the story/lyrics. The artist's cam either: 

Be a part of the story 

or 

The artist is far away and inserted images help to tell the story

Song lyrics are usually about experiences that an audience can relate to either socially or personally
                               
Electronic Shaman
A combination of the above two types but reinforces the importance of the star persona and how they are represented on screen. Big budget music videos where the artist has immortal powers or as an intertextual ego eg iconic, superheroes
Robbie Williams as James bond in millennium
Kylie
Madonna
Beyonce
Lady Gaga

Carl Rogers (1980) - Ideal self/ideal partners

Dick Hebdige (1979) - Subcultures and representation in videos usually provide identities. the ideological basis for fans especially because music videos is aimed at a youth market.

Sarah Thornton (1995) - "subcultural capital" as tej cultural knowledge and commodities acquired by members of subcultures raised their status and helped them differentiate.

Just like society, stereotypes are a way of grouping different subcultures. Music videos reinforce these stereotypes through the use of artists and images, which are used to sell an idea or image to an image. Often these create moral panics due to the use of lyrics and images giving a negative view and causing chaos.

The music video ILYSB follows a narrative, this strengthens the message that the band is a Televised Vard. To be a Televised Vard an artist or band must act as a storyteller with the aid of their music. LANY do this through the use of images onscreen in order to anchor the lyrics to a storyline, shown through the narrative in the music video "ILYSB". The lead singer, Paul Klein, is a part of the story that is being told along with other band members such as . Throughout the music video it

Mask could show that he's putting on a fake persona - woman doesn't like him cause not actually him
cars, violence, men = masculine
women weak
exercise from Paul Klein - not please with how he looks, not the ideal self