2. ORIGINAL PURPOSE
The original purpose of music videos is to not
only advertise the specified song, but to boost
the market sales and increase the artist's
reputation.
Music videos are sources of entertainment not
only through visuals and costume, but lyrcis
too. Joining these paths are important as the
video visuals should relate to the lyrics in the
song produced.
3. EARLY FORMS
It isn't known when music videos were first
introduced into the world, however there are
references to their early forms.
As the years went on, soundies and talkies
influenced musical films leading to the songs
within the movies being used as movie clips in
themselves.
Diamonds are a girl's best friend- this became a
hit in advertising as the actresses involved
(Marilyn Monroe and Jane Russell) were
advertised too.
4. CONVENTIONS
CAMERA SHOTS- in particular... long shots,
close ups and mid shots. This creates
emphasis on the artist, location and emotion.
Close ups are also used to show the words of
the song as lip sychning is a key convention.
CAMERA MOVEMENT- follow the artist/band.
Includes tilts, pans, crane shots, tracking shots
and zooms.
MISE EN SCENE- important for representation
of an artist. For example... if an artist wears an
outrageous outfit they are likely to be
reresenting themselves as wacky, different and
unique.
5. MORE CONVENTIONS
EDITING- jump cutsare the predominant editing
technique. Transitions such as fades and
dissolve are also noticable in music videos.
LIGHTING- lighting always reflects the mood of
a video. If it is colourful and fun it is likely to be
upbeat and happy, whereas black and white
creates a moody effect.
SOUND- mainly vocals. However in videos
such as “Thriller” by Michael Jackson,
producers can create short films with a music
video.
