Codes and conventions elaboration.

• The codes and conventions of a music video are very important, because it gives the audience a sense of knowing and understanding. And audience likes to see clear genres to films and music videos. If codes and conventions were to be taken out of certain music videos, they wouldn't be as successful as they are and if we did this to our own video, it wouldn't be marked up and the audience would be uninterested. This is the same for ammeter videos and artists that want to get somewhere with their product. The audience needs to be able to categorize the music video. They would usually watch videos to see their favourite artists  or for a type of escapism, this also gives them some kinds of communal pleasures and they can share the experience of watching a video with their friends. 
• We are aiming to make our video as pleasing as possible, we want something that will make our audience wish to be doing this with 'the band' or to make them smile. 

_Andrea