Music video conventions

1. A music video is a piece of marketing merchandise to
promote the artist and sell the product.

2.  The artist is shown performing
 The lyrics of the song influence what is shown in the video
 The pace of editing fits the pace of the music
 The codes of dress reflect the mood of the song

3.  Video contains a series of events that both make sense to the audience and
appears to come together in time.
 The video should not be detailed and realistic but should be more suggestive in
order to entice the audience and make them repeat their viewing. This is also
effective marketing for the artist as well as the song.

4.  Authenticity is created by the band and the director so we often find lip syncing
close-up, mimed playing of instruments, repetition of chorus shots to emphasise
the repetitiveness.
 Unusual camera shots and angles

5.  lip syncing close-up
 Choreographed dance routines
 mimed playing of instruments
 repetition of chorus shots to emphasise the repetitiveness
 A first person address, directly engaging the viewer through the camera involving
of CU’s of gesturing etc.
 If there is cross cutting between the artist and the story, the artist becomes part of
the story, acting as a narrator and participant at the same time.

6.  Some artists’ star image is an integral part of the video.
 The record label manipulates and changes the artists’ image with each new video
release into increase sales which can be seen in the history of the music industry
(metanarrative- the comprehensive explanation of historical experiences)