Codes and conventions of the genre

Codes and conventions are set rules but they can be slowly changed. They allow the audience to become familiar with a genre and when they see something they will associate that particular thing whether this is an object or style to that genre. It also ensures that the theme works well and fits into its genre. Usually in music videos the band or singer is the main actor/actress as well as singer within the story line of the video, the song we have chosen is an indie/pop genre and therefore we will incorporate this aspect within our blog.  We will also include bright lighting so it fits in with the artists style as Kate Nash is well known for using bright lighting and colours within her videos, this creates childlike imagery demonstrated by the bold, primary colours which are red, blue, yellow.  We will also use: purple, green, orange and black if possible.

                In other genres, the conventions of what will be expected in a music video changes.  In rock/indie music video, the band are likely to have a concert scene showing elements of performance. This usually happens during the chorus.
                In the majority of music videos, the artist is the main focus with lots of close ups on the artist itself as this is the main selling point for the album as the artists fans will immediately recognise the video due to this and therefore it is likely to increase sales.  This is also used to build up the artists image, as the more the video gets watcheed they will get watched by a wider demographic of people.  This could poetionally lead to them being more popular and diversifying into different markets as their brand name and image continues to grow.   Below, are three examples of this from music videos.

These are two images from Olly Murs's video 'heart skips a beat' as you can see from the beginning of the song  it clearly shows the artists name and song title, with an image following shortly after.   This enables the audience to relate the artists name to the image of him, therefore if Olly Murs is on a chat show, he is instantly recongisable to his audience that have watched his music video, increasing his profile as an artist.