Research Into Music Video Forms & Conventions

All music videos are constructed of forms and conventions, which could be the relationship between the lyrics and visuals, different genre have different styles and iconography and intertextual references to other music videos, films or TV.

Lyrics to give the song a subject matter and give a sense of mood and feeling to the song, which alongside the music to obviously advertise the music and the artist but also to give a tempo to the editing.

The genre to appeal to a particular audience. Each genre will have its own set of forms and conventions, whit different ideologies. These will be evident in the mise-en-scene, editing, themes, performance and camera work/styles; this will be made more obviopus though the camerawork, which is also important. The way the camera is used can convey meanings or genres in a video. It can also help narrate a story. The camera movement can accompany the movement if the performer, and also give a live performance a more dynamic feel by circling the artist(s) or by using close-ups to create a sense of intimacy with the artist and the audience.

The most commonly used editing in music-promo videos is a fast cut montage style, to keep the audience engaged and fit the tempo of the music; however some videos use slower editing and transitions to easily establish a mood. It is also common for artists with a broad audience to use split-screens, colourisation and CGI effects to make videos more attractive and appealing to watch. 

Narrative and performance in music-promo videos is often fragmented which suggest the storylines offer complex meaning in a non-linear order leaving the audience wanting to watch them again. Music videos often cut between narrative and performance of the band/artist. Also carefully choreographed dance is also used in some video’s more popularly pop. 

According to Andrew Goodwins's theory he talks about repetition. Images are repeated to mirrow the images or lyics of the song on the screen. they rely on this repetition because they wasnt the audience to become familiar with the genre. Andrew Goodwin discusses amplification (the introduction of nerw meaning to the lyrics that dont contradict them;) and disjuncture (when the video and lyrics have little connection. )