Andrew Goodwin's Seven codes of convention

1. Music videos demonstrate certain characteristics depending on the genre. For instance many metal bands have a lot of performance in their music videos where as pop music videos have various dance routines. The music video for slipknot's 'Psychosocial' is a perfect example for the metal genre where as Britney Spears' music video for 'Hit me baby one more time' shows the pop genre well

2. Relationships are shown between the lyrics and the visual. This is where the lyrics in the song match the visual of the music video, this can be shown in Bruno mars, 'Just the way you are' as in the song he sings about 'her eyes' and they are shown on screen at the same time





3. Relationships are shown between the music and visual. This is where the rhythm or sound of the music is acknowledged in the music video,this is usually shown where the cuts in the music video match the timing of the beats in the son. this can be shown in the Paramore music video for 'Anklebiters' at the beginning where the cuts match the sound of the drumsticks and throughout the rest of the song.




4.The record company often have certain demands, close-ups of the artist is the most common demand shown in many videos, Here is a collage from various music videos of close-ups.

5.Iconography and motifs are used in the music video that appear in the artists other videos. Gorrillaz do this well as they have cartoon 'alter-egos' of themselves in many of their music videos.





6.Frequent reference to the treatment of the female body. This is where artists have people in their music video, which are usually feamale and sometimes the artist themselves and are shown in a provocative way. this could be from being scantily clad, or shots in the music video emphasizing certain body parts on ladies. a video showing this is Robbie Williams' Radio



7. Intertextuality. This is where a music video will have a reference to another music video, film or television show. This can be shown by paying homage and recreating it or even having clips of the reference in the music video. A good representation of this is All time low's music video


From looking at these codes of convention, I shall make sure that for my music video I have at least five of the seven codes in it to achieve the best grade possible.