Conventions of music videos

I have decided to analyse 30 Seconds To Mars' "From Yesterday" music video; specifically focussing on the conventions that are seen in music videos as a whole. This is rumoured to be the most expensive music video ever made.

From the off there is what's known an "establishing" shot. This sets the scene so that the audience knows where the rest of the video is taking place. Most music videos will have this type of shot if the place of which is set is important. In this case it is set in ancient China and this is obvious from the very first shot.

Next, we see a wide shot of all the band walking. This allows the audience to know who the are watching, they now know what the band looks like. In this image they re all dressed in uniform black with heavy eye makeup making them look quite mysterious.

Soon after we see a high angle shot looking down a long road bordered by ancient chinese martial artists. They are pulling the audiences eye into the centre of the screen; this is an artistic technique called vanishing point. Music videos will use techniques like this is they want to draw attention tom something specific or give a vision of perspective or depth.

Then we get a mid range shot which is a combination of the 2 previously mentioned shots. The shot of the band are now within the path which was in the perspective shot. This now draws maximum attention to the band which is obviously the main source behind any music video so it makes sense to make them the centre of attention.

When the singing finally kicks in the singer turns to the camera to make the audience feel like they are being sung to personally. This also gives the artists a personality which is a convention most music videos of this genre use. Also he has red tip in his hair which connotes danger.

The next convention used in the music video is the first full band long shot which shows everything in full action. We can see all of the members, what they play and how they perform; this gives the band a very strong personality, they are full of energy and passion which is a huge selling point and music videos are all about selling yourself.

Another feature seen in a lot of music videos takes places when the song hits a "double time" point; this is where the main solid beats come in twice as quick and it feels as if the tempo has doubled. In this case it is done with close ups of various people in chinese costumes. The face changes every beat and then when the beats double the cutting rates double to match the music and there is a great sense of intensity.

Then we see something that is only typical of music videos with the genre of this music because it only works with what could be called an "epic" chorus where the audience needs to feel a sense of power and uprising. Here we see a huge long shot of the band performing in front of an impressive Chinese pyramid with fireworks exploding over their heads and various pyrotechnics around them. This gives off the impression that the band are powerful and can make something spectacular happen. It is a very effective way of selling themselves, giving the audience something that is typical eye candy.

Overall the band has use many codes and conventions of music videos in its genre however they have also tried to create some new ones because they were trying to create a short film as opposed to a traditional music video. I think they have pulled this very well and they have clearly gone to a lot of effort to achieve their desired affect.