What are codes and conventions?

1. Unit 4 & 6 – Music Video Production‘Codes and Conventions’ in Music VideosSchool of Creative IndustriesUAL Level 2 Diploma & Extended Diplomain Creative Media Production & Technology

2. ‘Codes and Conventions’ in Music Videos • What are codes and conventions? • The ‘codes and conventions’ of music videos are the different techniques that are used to construct meaning in them.

3. ‘Codes and Conventions’ in Music Videos What are the ‘Codes?’ These can be: Technical or Symbolic Technical Codes Are the ways in which film equipment is used to tell the story, e.g. the way the camera or lighting is used. Symbolic Codes Show what is beneath the surface, e.g.a character's actions showing you how they are is feeling.

4. ‘Codes and Conventions’ in Music Videos • The Technical codes can be can split into categories: • The way camera angles are used • Different types of camera shots and movements • ‘Mis-en-scene’ (location, props, lighting, etc) • Editing styles • Sound – ‘Diegetic’ & ‘Non-diegetic’

5. ‘Codes and Conventions’ in Music Videos • What are the ‘Conventions’? • Conventions are the generally accepted ways of doing something. • In music videos this can mean certain music genres and artists often follow a set of common ‘conventions’ , • E.g. In Hip-Hop videos you will see lots of partying in clubs, designer clothes, money etc. In Rock videos you will see lots of black and white, band performances, extreme close ups. • Can you think of any others?

6. ‘Codes and Conventions’ in Music Videos • Codes and Conventions • Howmeaning is conveyed to an audience using: • The ‘style’ of music video • (Performance, Narrative, Thematic, Symbolic) • The way camera angles are used • Different types of camera shots and movements • ‘Mis-en-scene’ (location, props, lighting, etc) • Editing styles • Sound – ‘Diegetic’ & ‘Non-diegetic’

7. ‘Codes and Conventions’ in Music Videos • Camera use: • The way the camera is used is crucial in producing an interesting music video. • It can create a variety of effects for the viewer by using different shots types and movements. This can create different moods or emphasize certain elements. • Each director develops his own style and this is often reflected in the their music video work.

8. ‘Codes and Conventions’ in Music Videos • Shot Types: • Long shot • Wide shot • Mid-shot • Medium close-up • Close-up • Extreme close-up • Over the shoulder • Cut away

9. ‘Codes and Conventions’ in Music Videos Camera angles Eye Level (engages viewer) High Angle (vulnerable) Low Angle (powerful) Birds-Eye Slanted (Dutch) Angle

10. ‘Codes and Conventions’ in Music Videos Camera Movements Pans This is were the camera scans a scene horizontally. The camera is placed on a tripod as the camera is turned, often following a moving object in the frame. Dolly / Tracking This is were the camera is mounted on tracks for a very smooth movement. Also known as tracking. This is used to emphasize movement of a subject.

11. ‘Codes and Conventions’ in Music Videos Example - Use of camera in music videos Example 1 - OK Go - The Writing's On the Wall https://www.youtube.com/watch?time_continue=122&v=m86ae_e_ptU Example 2 - Jamiroquai - Virtual Insanityhttps://www.youtube.com/watch?time_continue=42&v=4JkIs37a2JE

12. ‘Codes and Conventions’ in Music Videos • ‘Mis-en-scene’ • The‘mis-en-scene’ is a description of the other elements used in a production that helps create the look or style of a music video. • Examples: • Lighting – How the scene is lit / artificial lights / side lights / natural light/etc. • Props– Instruments, equipment, band merchandise, money, skulls, etc. • Costume- Clothes that stereotype or costumes • Hair and makeup – Styles of artist or could represent time set. • Location– Concert halls, venues, street, studio, etc.

13. ‘Codes and Conventions’ in Music Videos • Lighting • The lighting in a music video allows the audience to recognize the genre and style of the music video • Outside scenes are usually lit with a natural style, this often associated with country type music • Artificial lights, strobe lights and colored lights would most likely be seen in a dance pop • or hip hop. • Grunge and Grime style videos can use darker lighting styles and often use filters as overlays in post production.

14. ‘Codes and Conventions’ in Music Videos • Lighting • The angle and style of lighting used is important and can have a real impact on the way a scene or artist is represented. • Often lights can be used to highlight the main artist, making the background less important • Low lighting can represent a time of day such as evening or suggest the the mood of the music video Technique Example - Lorde:https://www.youtube.com/watch?v=D8Ymd-OCucs

15. ‘Codes and Conventions’ in Music Videos • Props • Usually props are used will be used to link the lyrics with the visuals to help tell the story. Often we see this in a ‘Narrative’ style videos. • The use of props in a music video can also add to the entertainment factor and can be used in a fun imaginative way to help enhance them. • Example – Beastie Boys: • https://www.youtube.com/watch?v=z5rRZdiu1UE

16. ‘Codes and Conventions’ in Music Videos • Costume • Costume is in a music video can be important and be used to represent characters in a video in different ways. • Artists wear different clothes to represent what there are portraying in the music video. • Lady Gagaas an example often wears dramatic clothing to go with her extravagant image.

17. ‘Codes and Conventions’ in Music Videos • Hair & Make up • Similar to costume the hair & make up of an artist or band can be important to helping them portray themselves to an audience. • This can be subtle or extravagant. • David Bowie as an example often used make up to help him portray different himself as different characters in different music videos.

18. ‘Codes and Conventions’ in Music Videos • Location • Locations of music videos show the audience where the artist is, but often will also reflect the genre. • Locations such as the beach, in a car, or at a party, would usually be found in a dance pop music videos • Locations such as a street, house or a warehouse would usually be found in a grime/Hip-hop/rap type video. • The location used for a video is often important to help tell the story or style of an artist.

19. ‘Codes and Conventions’ in Music Videos • Sound - Diegetic & Non-diegetic • ‘Diegetic’ • This is the form any sound that has been added into a music video to enhance it for the music video • It could be a conversation between people or a sound effect of an action taking place in a scene . • ‘Non-Diegetic’ • This would be the original music track that has been recorded prior to the video being made. • Usually artist will use the track to assist when making the video to lip sync to the recording of the song.

20. ‘Codes and Conventions’ in Music Videos • Editing Techniques • Parallel editing: Cutting between scenes or stories that are happening at the same time • Sound editing: Timing the video edit with pace of the music. • Colourising/ Stylizing: Creating a specific mood or genre by altering the overall colour of a video. (Black and White for a basic look, Blue for a cold feel, Red for a warm, etc.) • Adding ‘B-roll’ footage, special effects, green screen, titles • (Also animations, filters, SFX or other imagery)

21. Other General Codes and Conventions • Intercutting between performance and images or story • Experimental use of camera (e.g. hand held camera, distortion of colours, interesting angles or movements) • Often break the rules of continuity editing. Can use lots of jump cuts of the artist or band. • Lots of use of digital effects added for style in post production editing. • Cutting related to the rhythm of the music (Link to student editing task)

22. ‘Codes and Conventions’ in Music Videos • Why do we have ‘Codes and Conventions’? • An audience can become familiar with a particular genre, as they get used to recognizing the different conventions within it. • To ensure the lyrics of the song fit in with the audiences expectations and understanding of the music. • ‘Codes and conventions’ provide a structure for an musical artist or style that promotes them in a way the audience can understand.

23. ‘Codes and Conventions’ in Music Videos Student Task • What are your ideas about music videos in the genres of Pop, Rock and and Hip-Hop? • What do you think is stereotypical? What Codes and Conventions do we expect in music videos for each genres? • Visit the Padletpage at and list your ideas https://padlet.com/leojmedia/codesandconventions

24. ‘Codes and Conventions’ in Music Videos Student Task: In a blog post describe the type, structure and codes & conventions for 3 example music videos. 1. Hip-Hop - OutKast – Sorry Miss Jackson https://www.youtube.com/watch?v=MYxAiK6VnXw 2. Rock - Foo Fighters - The Pretender https://www.youtube.com/watch?v=SBjQ9tuuTJQ 3. Pop – Pharrell Williams - Happy https://www.youtube.com/watch v=ZbZSe6N_BXs&list=RDCevxZvSJLk8&index=11

25. ‘Codes and Conventions’ in Music Videos • Remember, the main ‘Codes and Conventions’ of music videos are: • Style of the music video (performance, narrative, etc.) • Camera shot types • Camera angles and movements • ‘Mis-en-scene’(location, props, costume, etc.) • Sound – ‘Diegetic and Non-diegetic’ • Editing techniques used. • Describe how these ‘codes and conventions’ promotes the artist or band and how it engages the identified audience for each genre.

26. Your own music video production Think about the details below when planning your Music video production: • What is the theme or aim of my music video? • What are the lyrics saying? • What do the music/rhythms/genre suggest? • How can I link music/lyrics/images? • What ‘codes and conventions’ do I want to include? • Who is the audiencefor my chosen song and artist? • How can ensure I make it appeal to this group? • What type of video will it be?