Music Video Conventions

A music video is used for promoting a band, but it can also be thought of as a brand targeted for mass consumption. The bands or artists talent is showcased through the performance, dancing or musical creativity. The video that matches a track often reflects the mood of the song, as well as the image of the band. By using a thematic element that matches the band's image, the audience will be able to relate to them by adding other ideas about the narrative into the structure of the video. Music videos often conform to the use of three strands; the narrative, the performance of the band, and a third enigmatic strand where the band does something separate from the performance which is surprising to the viewer. Usually this third strand shows the band in a quirky, personal light disregarding realism. To give a greater sense of the rhythm of the song, the video is often edited to match the pace. If the mood of a song is more sombre then paler colours will be used but a faster paced and upbeat song may contain brighter colours.