Music Videos: Codes + Conventions

What are codes and conventions? 

Codes and conventions allow the audience to become familiar with certain genres; 'A way of constructing meaning in media texts'. These can be broken down into two categories: technical and symbolic. 

Technical:

This is otherwise known as the denotations of media, the literal interpretation.

- How equipment and technology are used to construct meaning. 
- Camera; different angles, shots.
- Editing; place, style.
- Sound; diegetic/non-diegetic, genre.

Symbolic:

Could also be named the connotations of media, contrasting to denotations, as it translates a sign to meanings associated with it. 

- Meaning created beyond what is obvious to see.
- Specific facial expressions.
- Mise-en-scene.

Here I have created a presentation on Prezi to outline some key conventions found in most generic music videos, including the style or nature of how the music is shown, editing, and camera work:

GRANM: 5 Key Areas

It is particularly important for me to include a variety of media aspects throughout my blog, and so I have created a mind map to present the 5 areas I find the most necessary to focus on; genre, representation, audience, narrative, and media language, or GRANM. Investigating all of these aspects will help me to gain a greater understanding of the expectations of my audience, as well as helping me to produce a stronger music video. 

Initial Ideas

After learning our brief for A2, I can already tell that I wish to create a music video. This is due to having a musician in my own family, therefore copyright will be of no concern. Furthermore, I have previously worked with music videos because my sister often uploads her music to YouTube; this will aid me in the development of my video and provide background knowledge. 

My initial thoughts include the fact that I would love to be able to tell a story both visually and through the music. I can hopefully achieve this through storyboarding and careful planning which I can start to complete after researching a variety of music video genres, as well as the codes and conventions they usually carry to aid me in the process of creating my own. 

A2 Brief

1. A promotion package for the release of an album, to include a music promo video, together with two of the following three options:

• A website homepage for the band.
• A cover for its release on video.
• A magazine advertisement for the video.

2. A short film in its entirety, lasting approximately five minutes, which may be live action or animated or a combination of both, together with two of the following three options:

• A poster for the film.
• A radio trailer for the film.
• A film magazine review page featuring the film. 

AS Media Blog

Here is a link to my AS Media Blog from last year.
 
Looking back at my work from Year 12, I can see both where my strengths are apparent and where I need to improve; after previously completing a blog using a variety of media programmes to present my ideas, I already have the skills and knowledge to produce another well made blog for my coursework. After receiving a high mark for this coursework, I can see it is my exam technique that needs to be improved, practicing with multiple essays and drafts before my final exam next year. Overall, though I am pleased with my previous media work, I wish to work a great deal harder and create a much stronger collection of blog posts to support my coursework, as I strive to produce work of a higher quality.