Purpose of music videos

Music videos have many purposes but one of the reasons is, for promotion
of the artist. Promotion of the artist can happen in a music video by the
artist conveying their beliefs via the visuals as well as the words in their
song. By doing this their personality can also be shown; depending on how
they deliver all this characteristic information they can be favoured of
disliked. Another purpose for a music video can also be to interact with
fans, for example some of the fans might not be able to attend concerts
the artist does. Therefore a music video would be a form of interaction
with the fan especially if the artist looks directly down the camera lens; it
is really effective. A music video is also a visual aid for the audio (music)
and a song seems to be viewed and sold more if there are visuals because
it stimulates more senses and is more appealing as a whole. If the song is
a good song all round and music video is also good it will promote the
record label and as a result of the promotion of the record label it will
create revenue for them. Once again if the audio and visuals are good
other artists and professional in the industry will want to collaborate or
congratulate them, which is a form of networking which can potentially
create future collaborations this would be known as synergy. Examples of
music videos: Shake It Off- Taylor Swift this music video would be
classified as pop, another example would be Up Down- T-pain this is known
as the hip hop genre.
Convention1: Close Ups
My first convention is Close Ups. In my example Love Faces- Trey Songz
there are a variety of close ups. I dont think the purpose of close ups are
for connection with the fans/audience but to show the intensity of the
couple in the music video. And when Trey Songz does look down the lens,
it doesnt give the impression that he wants to connect with the
fans/audience; but to look at the other actress in the music video. On the
other hand this is affective to the audience in other ways because ladies
might put themselves in the actresss position. And due to Trey Songz Sex
appeal towards his audience/fans this may come across as a form of
advertisement. This convention was used to connect with the fans but to
also make the fans embody themselves in the main character. My other
example of the close up convention is Check Up On It-Beyonce, from
the outset there are a load of close ups in which yet again helps the artist
connect with her audience.

Convention2: Rhythmic Editing

The second convention is Rhythmic editing. In my example Cater 2 UDestinys Child there are a vast amount of shots in which are
rhythmically edited. From 0.20 seconds to 0.40 seconds there are 13
shots and they all make the transition on beat or in syncopation. This
convention is used in order to create a visual beat; which makes the
viewer naturally bop their head. My other example of the rhythmic editing
is yet again another Beyonce song Countdown- Beyonce. And in this
music video it is very visual that rhythmic editing is present as she
objectifies herself as a clock; in which moves in sync with the beat in the
majority of scenes.

Convention3: Montage/ Cross Cutting

The third convention is Montage/ Cross Cutting. In my example How Many
Drinks- Miguel ft Kendrick Lamar, the convention is used to cut between
scenes smoothly, this also enables both artists to have an equal amount
of limelight. The scenes where the lights are bright enable the audience to
see the talent and personalities in full; whereas when the scene changes
and the artists are silhouettes it gives the words/sexual subject more
projection. My second example of the Montage/ Cross Cutting convection
is Ignition- R.Kelly. This is a classic example of this convention as in the
first 0.10 seconds of the music video we have already seen two different
locations in which the video takes place.

Convention4: Multiple Locations

The fourth convention is Multiple locations. Bad- Wale ft Tiara has a large
amount of different locations i.e the party scene, the bedroom scene, the
lift scene, the hallway. All these different locations also give the music
video a narrative feel and helps portray the views and morals to the words
of the song. The convention was used to also show wealth of the artist,
which could be also used to promote. My second example for this
convention is Show Me- Kid Ink feat. Chris Brown in this music video there
are on average 7 different locations.

Convention5: Reflections of the genre

My fifth convention is Reflection of the genre. Smoke, Drink, Break-UpMila J; both the location and costumes have relation to the genre (R&B).
The first scene is four girls in a car with bandanas around their mouths;
they are also riding though an urban area. This is in relation to the genre
because it has a hood feel to it. It is important for this convention to be
used because it enables the video to coincide with the lyrics. My second
example of

Convention6: Long Shots Mid Shots

My sixth convention is Long/Mid shots. In Black Widow Iggy Azalea - ft.
Rita Ora the first scene is the couple including one of the artists walking
into the restaurant. The convention was used to show what the artist was
wearing. This convention is usually used in order to show outfits and
sets/scenery.
My second example is a very good one, due to the wide range of long
shots; this music video really does show off the scenery Bed- J. Holiday

Convention7: Artist Appearance

My seventh convention is the appearance of the artist. In Comfort Inn
Ending- Jhen Aiko, in this music video the artist is in the majority of the
shots and this enables the story to be told and her emotion to be shown
though her acting. This convention enables the fans/audience to connect
with the artist.
My second example is Sing Ed- Sheeran and this includes the artist in
human and a puppet adaptation of him. This is important to show 2
aspects ofhis personality this helps him connect with his different types of
target audiences

Convention8: Performance
My eighth convention is Performance. In 2 On - Tinashe ft. SchoolBoy Q
the very first shot is of the artist performing; she is doing over the top
gestures and then begins to dance. This convention is used to engage the
audience and keep their eyes focused as the shots are edited quite fast
past. This is one of the intriguing features along with the bright clothes
and sets that keep the viewer wanting more.
In my second example Bang Bang- Will.i.am the second shot has
musical performance aspects as the band is playing the theme tune. Later
on in the video the performance element is portrayed as dance; a group
dance which then turns into a duet dance.

Convention9: Lip Syncing

In my ninth convention is Lip syncing. In Good Kisser- Usher lip syncing
isnt the main objective; it is more performance but the lip syncing is plays
an important roll too. Because he has intimate eye contact with the
camera lens which enables him to connect with viewers.
Once again in Marilyn Monroe- Pharrell Williams lip syncing isnt the
vital sector in the music video but in the scenes Ive captured he does a
vast amount of lip syncing

Convention10: Sex Appeal

Dive- Usher
Trading Places- Usher

Convention11: Costuming is Fashionable

Feelin' Myself- will.i.am ft. Miley Cyrus, Wiz Khalifa, French
Montana
Senile- Young Money ft. Tyga, Nicki Minaj, Lil Wayne

Convention12: Product Placement

They Dont Love You No More - Ft DJ Khaled JAY Z, Meek Mill, Rick
Ross, French Montana

23- Mike WiLL Made ft. Miley Cyrus, Wiz Khalifa, Juicy J