2. A successful music video
 For a music video to be successful, there are a set
of codes and conventions, as well social
expectations that are usually followed.
 These are extremely important, and should be
considered when making a music video. If not,
then the video may not appeal to the target
audience.

3. Purpose
 The purpose of a music video is to promote an
artist’s music, in order to increase sales.
 Music videos are often used for an artist to gain
recognition, as music is commonly viewed on
youtube.
 The video will often fit the stereotype, of that genre
of music.

4. Video style - Performance
 Performance is when the artist ‘performs’ the
song, by singing in the video.
 Some artists choose to use a live gig performance
as their music video.
 An artist has their own individual persona that they
will portray in the music video. Mise en scene can
be used to help show an artists personality, such
as a dress.

5. Video style - Narrative
 Narrative music videos follow a story or theme,
often relating to the lyrics. However, some music
videos do not have a clear narrative, and some
music videos have no narrative at all.

6. Video style - Illustration
 The illustration can be a performance, or
combined with a narrative.
 Most music videos have a performance at some
point within them.

7. Media texts
 There are two types of media texts, technical and
symbolic.
 Technical media texts are anything physical,
ranging from cameras, to editing equipment.
 Symbolic media texts are things that are seen
through the camera, such as facial expressions, or
mise en scene.

8. Costume
 There are usually many costume changes within a
music video, this is done to keep the audience
interested.
 The costumes usually link to both the narrative of
the song, as well as the genre.
 It may be used to show the persona of the artist.

9. Editing
 Editing is for important when constructing a music
video. Many different editing techniques are used,
anywhere from a simple fade, to a more complex
style of editing. Most of the time, it will fit in time
with the beat and tempo of the song.
 Some artists choose to use a very basic style of
editing. This is done as a slow, emotional song
would not look right with rapid editing etc.

10. Voyeurism
 Voyeurism is the idea that woman are sexual
objects of desires. Directors will often use
voyeurism to bring in a male audience.
 Women will sometimes wear revealing clothes,
and if this is seen as controversial then the media
will cover it, which in turn, brings in more viewers.
 An example of this is Katy Perry, or Lady GaGa.

11. Sound
 The music is used over the top of the video, but
there may be other sounds such as character
voices if the narrative requires it.
 The sound also depends on the genre of music.

12. Cinematography
 Cinematography is the camera shots that are
used. Close ups are commonly used as it allows
the viewers to see the expression of the artist. It
also allows them to get recognition, and promote
themselves.

13. Mise en scene
 Mise en scene is anything that is present in an
event. A music video in this case.
 Mise en scene can be anything from locations, to
props and makeup. Everything will be thought
about and is used to set a genre or setting. For
example, a club setting for dance music.
 Stereotypical locations are commonly used.