Styles and conventions of music videos

Narrative
In a narrative music video there is very little footage of the artist preforming the song its mainly a story of something nothing to do with the song but sometimes it is to do with the song. Institutions use narrative video to get people talking about the song and generate word of mouth. It generates word of mouth because people will talk about the storyline of the video.



Preformance
Preformance usic video is when a music video is made and the footage is footage from a ive concert that the artist has preformed in. Institutions do this because its cheaper because they wont have to spend alot of money making a brand new music video. Also it gives viewers a chance to see what the artist is like live so they can be pursuaded to buy tickets to go and watch the artist live. This will make more money from concerts.



Typical conventions of genre
Typical conventions of genre are music videos what you would expect to see in a typical music video for a specific genre. Institutions could do this to show the strong sense of brand and to show clearly what genre the music is and the conventions that genre has.



Animation
Animation music videos are when the music video is edited or is just not footage. institutions do this to attract the audience more. It can also generate more word of mouth. Also it could make ore money because people will like it so much it can win awards.



interpretation
Interpretation is when the video matches the lyrics of the song, so for example if the singer sings a line where he/she says 'i got in the car' and in the video the artist gets into a car. Institutions do this so its easier for the audience to understand. Also some people may enjoy it more because its more relevant to the song.


impresionist
This is when the video doesn't match the lyrics of the song but the lyrics go with the pace and the cuts of the video. So for example if the theme of the song is anger the video will be very fast paced and there will be a lot of cuts. Institutions do this so the video becomes more eye catching because the pace of the video goes with the song itself. Also the the song can tell two different stories if the lyrics and the video do not match.




intertextuality
Intertextuality is when a music video refers to another media text. It is done so the audience have an understanding of what is going on and they will enjoy it more. Institutions may do this to attract viewers more. It can also promote the other media that they have remade.



parody
Parody is when is a comic version of another media text. Institutions may do this because the audience they are aimed at may enjoy humour. Also it shows the funny side to something that can be serious. Also institutions may do this t appeal to a wider audience.



referencing
Referencing is when the song is a soundtrack for a movie and the music video has clips of the movie in it. This can promote the movie and create a hype for when it will be released. Also institutions may do this so they can appeal to the movies audience aswell as there own this will make their target audience alot biger.