Initial analysis of typical conventions (technical codes for music videos)

 Lighting

• The lighting in a music
  video creates different ‘feels’ to music video, e.g. very expressionistic
  lighting can convey the genre of the video as well as the artists (their
  personality/music).
•  The lighting can also help
  emphasis particular moods within the video (linking to the
  lyrics/setting), some videos having artificial lighting which puts the
  artist in an enhanced ‘look’, being typical in performance music videos

A good example of this is: Bruno Mars-When I was Your Man 

The use of lighting within this video adds to the 'old-school' 'feel' of the song (as well as Bruno Mars as a brand-many of his songs/videos being in a similar 'old-school' style). The use of lighting gives this effect as it creates a very artificial video; also emphasising on the sad tone of the song (its lyrics). The use of interesting lighting (in terms of colour etc.) also adds to the video's visual appeal (interest). Bruno Mars just singing with a piano being all that is within the video; the use of interesting special effects and lighting allows this to be 'pulled off' (still interesting). The use of a spot light throughout allows Bruno Mars to be highlighted as the star of the video; the audience always looking at him through this spot light.