Music videos can be classed as a genre. As they can be labeled as a genre, then this means that they must have certain conventions to certify them -
- The band singing along or performing
- The story being told through the video about the lyrics
- The action matching the lyrics
- Miming/lip-syncing
- The use of mise-en-scene
- Instruments being used
- The use of backing singers or dancers (extras)
- Special effects
- Fantasy sequences
- Setting the mood of the video
- Face pace of editing
- Eye-catching colours and scenery
However, not all music videos have to have these conventions included in them; otherwise the video can seem unnecessarily cluttered and too 'busy' for the audience to watch.
The purpose of a music video is to mainly promote a band/track. The video should catch the interest/attention of the audience to make them want to carry on watching the video. This, therefore, causes the audience to listen to the whole song. It must grab (audiences attention), entertain and advertise.
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