The Technical Codes and Conventions (Ms - Bryant's work)

Alex Windston - Velvet Elvis

Genre: Indie/Pop

In this report i am going to anaylyse the technical codes and conventions of a music video. This music video was released on the 11th August 2011. The record label to this artist is 'Island Records' there many famous artists' and bands on Island records such as 'Mumford & Sons', Akon, Blink 182, Bob Marley and many more.

Technical Codes

The techincal codes in this music video show a continuous shot of Alex Winston acting with objects relating to the lyrics of her music video. The fast pace cuts and editing are the technical codes in the music video. The camera stays at one angle as the quick continuous cuts of the objects are shown. As the Artist begins to go into the chorus that is when the cmaera is going closer to her body, into a mid shot. The colours in the background shown at 0:46 seconds as the colours begin to change, aren't show in many other genres of music videos, because it is tend to be used in pop music videos.

Symbolic Codes

The symbolic codes in this music video is really related to love, in most pop music videos they are very colourful. As the colours change around her going from blue to red, through the chorus from 0:46 seconds the symblic codes would be how the colours relate and act as a representation to show how she feels as she is singing the song. The colour blue can mean she is feeling calm or neutral as she doesn't act as much through it when it is in the background. The colour red can represent how she feels about love or even anger. 

Conventions

The conventions of the music video shows the stereotypical genre of music to the singer itself as the drummers and drumming around her with the lights focussed on her really shows the important of the singer. They have hidden these drummers faces and shadowing their bodies. This shows that the singer is more significant and that is where the audience's focus should be. Her costume in the music video is a representative fashion to what the fans of this genre of music is into. For example, because this artist and song  comes under an indie genre, it fits into the genre of this convention because based on the lyrics it is really based around the 50/60s, people who tend to be into a certain genres of music would tend to look up to the artist or band to how they're dressed, taking inspiration dress sense and buy similar clothing to what they're wearing.