Most music videos rely heavily upon clothing codes and conventions on behaviour associated with the specific genre of music being used.
Conventions of a Music Video
The purpose of a music video is to encourage viewers to purchase a copy of the song features and other products associated with the artist. To this end, the video needs to add something to the experience of hearing the song. Though music videos can be incredibly varied, there are some conventions that are evident across the genre.
Movement - Essential to a music video and usually complements the rhythm of the song.Movement can be achieved by physically moving the camera, the people in the video moving or dancing or through speed of editing.
Narrative - The storyline may relate to the songs lyrics and illustrate what is being said or be independent from the song and tell a different story.
Intertextuality - Producers may play with the conventions by making references to the genre in general and to other music videos, books, films or events.
Purpose of Music Videos in the Digital Age
The purpose of a music video is to sell products, the most obvious of which is the song featured in the video. However, other connected products are also marketed by a music video. For example, the song is part of the soundtrack, an upcoming tour and merchandise like t-shirts. However, music videos are an unusual form of marketing as they allow the audience full access to the product they are selling.
The development of new media technologies meant that music videos, and the songs along with them, were more widely available at any time.
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