Common Music Video Conventions

Most music videos follow very similar conventions, an example of this is '22' by Taylor Swift.

In this particular video the artist is seen lip-synching whilst performing during the whole video. This makes the video less boring and is more eye-catching to the audience. During this particular video she mainly dances and has many gestures, this is also to do with the genre of music the song is (pop).



The artist is also seen to be in many different locations, in this video she is seen in four different locations. Also in each of these locations she is wearing a different costume to match each location. The locations change when the next verse starts, however they also change very frequently during the chorus.



There are many different camera shots used in this video, however mainly close ups and mid-shots when she is dancing. This is also combined with a range of camera movements to create a dynamic look. This can make the video seem more lively and up beat.



This video often using editing to cut to the beat. This song is very upbeat and well paced song, therefore needing a lively feel to the video as well as providing the video with energy.
This is used very well in this specific video:



This particular video has many low angle shots, this is to create a dominant look to the artist. Therefore, this makes the artist seem more powerful and directs more attention to her. As well as this she is also making eye contact with the audience throughout the entire video. This makes the audience feel involved in the video, which makes them feel as if they are there with the artist.



Another example I will use is 'roar' by Katy Perry.

 The lyrics to the song are about how powerful she is as an individual, therefore we see many low angles shots representing this. She is swinging on a vine, showing that she has no fear and is very dominant in the jungle. The low angle shots support this point as this makes her look like she is in control and has the authority of the jungle.