Assignment Task 2 - Styles, Conventions and Techniques Worksheet.

Briefly define the following conventions of a music video in your own words and explain the effect they may have on the audience.

Lyric Interpretation:
Lyric interpretation is when the music video shows exactly what the lyrics are saying. this gives the audience a better understanding of the song and what it means. 

Extending or Consolidating the Songs Meaning:
Some artists use music videos to show the deeper meaning of their song. The lyrics of the song can mean one thing to the audience, but the music video will show what the song means to the artist themselves.

Focus on Performer:
Most music videos focus on the artist themselves, to help get their image out there and to be known. The video may consist of them acting out the lyrics or the overall story the song is about. It brings the audience closer to the artist and what the song means to them.

Lighting for Mood:
Most music videos nowadays use lighting to help set the mood of the song. For example, dark lighting could connote a sad mood and bright lighting can connote a happy mood. Lighting can help the audience understand whether the song has a happy mood or not. Some music videos to sad songs just use black and white filters to help set the mood for the audience.

Pace of Cuts:
The pace of cuts depends on whether the song is upbeat or slow. For example an upbeat song will have a faster pace of cuts and shot changes and a ballad song will have a slow pace. This reenforced the type of song it is and also can show the mood. If the space of the cuts are slow then the audience will know it is a sad song and can see it reflects the mood of the songs. 

Give an example of a music video which shows the following:

Special effects such as Chroma key(green screen):

Katy Perry's music video for Dark Horse using green screens to establish the surrealistic setting for it. 

Multi-image( multiple images on screen at once):

The Script using multi-image in their video to show multiple people/scenarios happening at once. 

Cutting to a beat:

A video that uses Cutting to the Beat is Miley Cyrus' We can't stop. It helps add more sharpness and gives more attention to the beat. 

An artist miming and lip-syncing to a playback track:

Many artists lip sync in their videos but here is one example of Kellin Quinn from Sleeping With Siren lip syncing in their video. 

Animation:

Mark Ronson featuring Lily Allen is a good example of a music video that uses animation. Within the video, Lily is an animated character in he real world. 

Reference to or includes another artist:

Tinie Tempah song 'Not Letting Go' features Jess Glynne is a perfect of a song that includes another artist.