Music Video Conventions

Before starting our preliminary project we had to have some basic knowledge of Music Videos.  We started off by looking at some of the main music video conventions:

. Performance/narrative based

. Visuals enhance/compliment the meaning of music/lyrics

. Political - sending a serious message, with star as 'opinion leader'

. Re-interpretation of American musicals or recreation of live music events (i.e/ Big song and dance numbers, often on a stage)

. Close-ups of artists face - establish visual image and makes the star recognisable which makes the audience aware of who the artist is.  This makes the audience feel closer and more emotionally engaged.

. Musical genres have their own conventions.  (e.g/ Big band dance routines) Audience likes to imitate the dance routines.

. Intertextuality - 'sampling' other media texts

. Voyeurism is used to increase the videos attractiveness, particularly to males.  This attracts the viewers and makes us as the audience feel closer to the artist.

Theorist: Deborah Holstein

3 characters played by artist:

"Electronic Shaman" - Artist is portrayed as having supernatural powers, leads viewer into a 'magical world'

"Commercial Exhibitionist" - Uses body and sexuality to win health or status (attention)

"Televised Bard" - Video's visuals tell a story not just the lyrics: artist introduces and links visuals together.


Learning about Deborah Holstein and her 3 main ideas I was able to understand the specific terms and maybe even apply her ideas to my music artist when creating my music video.