Codes and Conventions
Codes and conventions of a pop/sophisticated dance music video:
One of the most common conventions of music videos of this genre is fast paced editing, and camera shots lasting no more than about 5 seconds (unless it is a performance shot, in which case it could be a bit longer). When mixed with the bright/vibrant colours and flashing lights that are normally present throughout, a party/rave environment is created which naturally makes the audience want to dance too, therefore meeting one of the main aims of the artist. Although the editing will be quick, slow motion shots may be used as well, giving the audience the opportunity to properly see the emotions of the actors/artist. Another typical way of showing emotions in dance videos is zooming in on the artists facial expressions.
On the other hand, long shots may be used to establish the setting as this may give more context into the narrative of the video. This is done at the end of my video '2U', to show the storms that are coming; this is symbolic of the storm that is coming in their relationship. Similarly 'Say Something' by Karen Harding meets this convention when the camera is behind railings, showing people dancing in a club but from a distance.
It is also common for a pop video to feature young people in stylish/mainstream outfits, as that is usually the kind of audience they want to reach and they'll enjoy it more if they can relate to those featured in the video. Although the costuming in 2U could be described as vintage, it meets this convention because dressing in this way is trendy amongst teens now a days.
Another convention of these videos is that there is normally a positive vibe throughout, where artists are portrayed as content with life; both of which I would like to achieve in my video. I will aim to meet as many conventions as possible, including a range of shots and angles to show various perspectives on the narrative I choose to tell.
One of the most common conventions of music videos of this genre is fast paced editing, and camera shots lasting no more than about 5 seconds (unless it is a performance shot, in which case it could be a bit longer). When mixed with the bright/vibrant colours and flashing lights that are normally present throughout, a party/rave environment is created which naturally makes the audience want to dance too, therefore meeting one of the main aims of the artist. Although the editing will be quick, slow motion shots may be used as well, giving the audience the opportunity to properly see the emotions of the actors/artist. Another typical way of showing emotions in dance videos is zooming in on the artists facial expressions.
On the other hand, long shots may be used to establish the setting as this may give more context into the narrative of the video. This is done at the end of my video '2U', to show the storms that are coming; this is symbolic of the storm that is coming in their relationship. Similarly 'Say Something' by Karen Harding meets this convention when the camera is behind railings, showing people dancing in a club but from a distance.
It is also common for a pop video to feature young people in stylish/mainstream outfits, as that is usually the kind of audience they want to reach and they'll enjoy it more if they can relate to those featured in the video. Although the costuming in 2U could be described as vintage, it meets this convention because dressing in this way is trendy amongst teens now a days.
Another convention of these videos is that there is normally a positive vibe throughout, where artists are portrayed as content with life; both of which I would like to achieve in my video. I will aim to meet as many conventions as possible, including a range of shots and angles to show various perspectives on the narrative I choose to tell.
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