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Music video conventions

Andrew Goodwin: Key Principles of Music Videos

While there is a range of sub-genres and styles of music video, they do share common codes and conventions that establish them as part of the form.

The sub-genres of music videos include:

Performance music videos

Narrative music videos

Thematic (Concept-Based) music videos - related to the song lyrics

A combination of more than one of the above

Narrative music videos

Narrative music videos tell a story using either the artist or band themselves or actors. This style. of music video also sometimes cuts between the narrative and the artist performing to establish the star persona of the performer in the minds of the audience. Some narrative music videos do not feature the artist at all but are instead a visual construction of the lyrics.

Thematic - concept-based music video

A concept-based music video is a more abstract creation not based on a coherent narrative or necessarily featuring performance. It may interpret the song lyrics but in an enigmatic way that does not make the meaning clear.

A concept-based video may also reference, or be inspired, by other artistic styles and may experiment with different filming and editing techniques. Its aim is. to hook the audience through the unusual style and make a statement by creating a mood.

Links Between the Lyrics and the Visuals

Goodwin's research suggests that this link has three purposes:

to illustrate the lyrics at a more straightforward level;

to amplify the lyrics to communicate a message more clearly to an audience; •

and to offer a contradictory message creating disjuncture.

Consequently, the video may interpret the lyrics in a way not considered by the audience, so requiring them to be more active in their viewing to decode the meaning. It may also mean in some cases that the visuals bear no resemblance to the lyrics.

Intertextual References

Music videos are often influenced by other media texts and cultural references. These intertextual links are then used as symbols within the music video to communicate messages to an audience.

Instagram conventions of types of posts:

Conventional Instagram posts and how they engage with the target audience:

Release of the Music video
(Uses & Gratification) - provides Information & Education for the audience. Example: DengZiQi's Instagram post saying "Gloria music video out now! Watch via the link in bio." with a short clip from the video.

Release of the Album
(Uses & Gratification) - provides Information & Education for the audience. Example: A post in DengZiQi's Instagram showing the album cover with the caption "My new album Gloria is now available on Spotify and Apple Music."

Synergy with other brands
Collaborations with other brands to appeal to the audience. (2-Step flow)

Elements of the music video
Uses & Gratification- Diversion & Entertainment for the audience). Example: Dove Cameron shares music-video visuals with dark graphics and dramatic colour schemes (black/red).

Links to current political issues.

Uses & Gratification-provides Information & Education for the audience, appealing to 

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