A music video is widely considered an important part of the selling point of a song. Nowadays, every song will generally be accompanied by a music video, which is used to advertise and increase public knowledge of the song, with TV channels dedicated solely to playing music videos. This therefore makes the music video an incredibly important aspect of the song.
A music video will generally have some relevance to the song in some form, whether that be through the aspect of live performance, or through the narrative of the video. Often music videos will try and encorporate both aspects. A 'live performance' music video will feature the the artist performing in front of a crowd, singing the song, giving an impression as to what a live show will be like. A narrative music video is one the centres around a storyline, generally the storyline is dictated by the lyrics of the song, and so will be relevant to the song.
The conventions of a music video vary depending on genre of music. For example the conventions that normally go with Hip-Hop & Rap videos are; Girls, Money, Cars, Big Houses, Alcohol, Clubs & Bling and are normally narrative or performance based videos. Indie Band videos are normally on live stages and are quite performance based. Boy band videos are performance based and are continually flooded with clips of concerts, screaming girl fans and dance routines.
However, some general conventions are: 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, and the codes of dress reflect the mood of the song.
A music video will last for the length of the track, which is generally between 3 and 4 minutes. The best music videos generally combine a narrative storyline with live performance of the act.
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