Conventions

1. The Purpose and Conventions of Promotional videos

• Music videos are way of publicising and promoting the artists song with the use various techniques during the video to emphasise the individuality and uniqueness throughout the video attracting an audience's attention.

• Music can be used too express the meaning of the song, through a concept, a Narrative video or even through animation.
• To popularise the song, as well as the artist
• A music video can be viewed by a larger audience therefore increases the chance for an increase popularity and views.
• A chance for the artist to show a different side to their appearance and image as an artist
• Express the meaning of their song in an artistic unique way

Conventions

Certain music videos are created using contrasting technique's to represent themselves as an artist.

• Allusion- Videos that have been edited in a certain way give the allusion that something has occurred when in reality this has been edited with an effect in post production. Which creates a eye catching scenes.

• Other Artist's- Some music videos features other artists to further promote their music video as well as other stars shown in their video, such as Taylor Swift's video 'Bad Blood' which was a significant contribution to the meaning of her song.

• lip syncing- Is a key factor of music videos, most artists in their music videos lip sync, the footage typically switches from one section to another.

1. 
   
2. Techniques

• Cutting to the beat- a series of shots which are edited to play with the beat of the music, this is frequently used to engage with the audience while creating an artistic video

• Miming and lip-syncing is a common feature to find in music videos

• Slow motion + speed/duration- many artist's music videos use the effect within their videos such as Wheatus (Teenage Dirtbag) this is utilised to highlight a certain key feature's or moments during the video.

1. 
   
2. Andrew Goodwins Music Video Theory