Music Video Conventions

Music video conventions takes into consideration every minor and major aspect which would be expected to be featured in a music video and in the process they can used to both reinforce the image being presented by the band/artist and can also support the genre of music.

The performance in the music video of the artist or band tends to include such things:   

·         Lip syncing - This is a crucial aspect of the performance as it conveys what seems the artist or band to be singing. If this is not done correctly then this can lower the quality of performance.

·         Narrative- By a music video having a narrative this enables the artist/band to connect and engage with the audience; also this makes the music video more rememberable and opens up the video to movie conventions, lastly this can both reinforce the genre of music and reinforce the image presented by the band/artist.

·         Setting- The setting which is featured in a music video tends to be reminiscent of the genre for example Heavy Metal is always set in a dark place or room. The setting can also share a relationship with the artist/band for example, in a house or on a boat owned by the artist/band.

·         Music videos generally always tend to feature the artist or band, it is common and expected to see an appearance of the artist/band in their own video and this is a way of promoting the song and themselves. Music videos tend to feature other artists who are at the same record label, this enables the artist/band to be supported either in a way of image or social recognition.

·         Music videos question and unsettle the sexual conventions within society. Certain genres are likely to make extreme subversions of these conventions for example Crazy Love where Beyonce presents herself in many clips of sexual dancing for example she bursts a fire hydrant and lets the water run down her body. 

·         Music videos are likely to use certain features to enhance the image or reputation of the artist/band for example Hip Hop's videos are known to feature the exploitation of women, which contributes to the reputation of artist or band being womanisers for example 50 cent uses naked women in his videos to insinuate that he is a loved by all women, in effect making him desirable to both men and women.