Music video is a marketing tool that provides the audience with a visual identification with the artist.
Can it be anything you want? yes, it can. it can be as abstract as it can be, music videos that are story based or you could have the artist performing. There are no limits. example would be Chemical brothers, they never appear in their music videos.
Does it have specific conventions? firstly, the music itself have its convention, usually 3-5 minutes long. a lot of them have performance with a lot of narrative. However, certain genre of music videos are stereotypical. example: A boy band would be wild and extravagant.
in some cases, the videos consist of a background story but then again, sometimes it does not. example would Trey Songz-heartattack music video.
a good music video should be enjoyable, entertaining and most of all contain some humour. something has to make it stand out so it catches the audience's attention.
the whole purpose of the music video is to sell the artist, promote their image and make them well known among its audience or possibly mainstream. a good music video can create a big difference in an artists career. M.J-Thriller. it featured him performing, dancing, singing and the words matched the moving images which made an incredible video for so many years. ultimately, music videos are aimed at younger people due to the digital age where most people tend to watch music videos on their phones or laptop.
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