Codes and Conventions of Music Videos

LIIAR Analysis

• L - Language - Media Language; Shots: depending on the genre shots can be used to express the speed of the song as well as close up on performers or specific mise-en-scene features in the video. Sounds: the music that accompanies the video is being either being performed live in the video so is therefore diegetic, if not then it will be non-diegetic either way the original soundtrack will be dubbed over the top of the video in post-production. Graphics: the use of green screens and cgi are less likely in country/classical music and more likely in pop and dance/electronic music.
• I - Institution - Music Video Production companies include: Sony Music, Litewave Media, Lighthouse Films, Partizan, Video Ink, TribeSound, London Alley and many, many more. These companies can promote new bands and continue to advertise current music artists, reaching a variety of audiences. This helps agencies to market their artists to gain new and old listeners, bringing in money and raising the amount of merchandise, CD and concert tickets sold.
• I - Ideology - Emotions can be presented through the actors face and colours, if the song is sad then there will be darker colours and the actor would be straight-faced and slow actions but if it was a happy song there would be brighter colours and the actor would be smiling and more movement.
• A - Audience - Depending on genre and who the video is aimed at the majority of music video watchers are between the ages of 12 and 25 years old. Depending on type of genre there's a difference in gender, the majority of pop music video watchers are female whereas male viewers are more likely to watch other genres such as R&B etc.
• R - Representation - Female music videos revolve around the male gaze so the females portrayed are usually for the male perspective. Representation is closely linked with Audience as the artist has to make sure their appearance and music are what their mass audience wants, rather than just appealing to a niche audience.