Music Video producers employ a variety of codes and conventions to promote artists to their target audience. Almost invariably, they represent the artist as a skilled/compelling performer; frequently, they represent the artist as an aspirational figure; often, they attempt to promote connection with the target audience; and at times, they suggest that the artist values other artforms beyond music, especially film.
A generic convention of music videos is that producers construct
representations of the artist(s) which emphasise their prowess as a performer.
This allows fans who may never have the opportunity to see their favoured
artist live to see them perform.
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Choreographed dance routines
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Performance with or as part of a band
(instruments being played)
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Concert footage
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C.U. to Mid Shot of artist performing the song –
passionate performance (lip-syncing)
Another convention in music videos is the representation of
the artist as a personality with whom the audience can connect. This might
include ideological elements.
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Videos may contain idealised representations of
the target audience
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Narrative features may promote socio-political
perspectives that suggest value transfer/ideological alignment with the target
audience
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Narratives may also present counter cultural
perspectives, especially when targeting younger audiences
Another convention in music videos is the representation of
the artist as an aspirational figure for the target audience.
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Videos may show artists living a lavish
lifestyle that may be aspirational for the audience.
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Costume and makeup may be aspirational, with
fans perhaps mimicking the fashion/style choices of their idols.
Another generic convention is the use of high production
values to suggest that the artist values other art forms beyond music.
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This may include sophisticated filmic narratives
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It may feature special effects, elaborate camera
movement and use of racking focus.
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