A music video is used to help advertise an artist and their song or album. Artists mainly make music videos for new singles and is a way of getting them heard by the public and therefore into the official charts. These days music videos can be both push and pull media products and can be viewed by them being pushed onto us both on TV through music channels like 4Music and MTV or we can go searching for them online, the main sites being artists' official sites or on video websites like Youtube. It is now possible for people to buy music videos for their laptop/iPod etc throught iTunes.
The basic conventions of all music videos include a narrative structure - they tend to tell a story between characters, and a performance - the artist usually performs the song in some form. They are normally done together, but a music video can adopt just one of these and still be successful. This is a basic starting point for all videos.
Just like film and television, mise-en-scene, lighting, shot framing and shot type are important to convey the story. For the majority of music videos, especially those with narrative, the story being told and the factors previously mentioned (mise-en-scene etc) usually reflects the message and subject of the song. For example a typical pop song will use high key lighting, bright colours for costume and happy, smiley characters including the artist. A rock song is much more likely to feature a performance from the artist whether is is with or without narrative, because it shows the whole band together using their instruments that you here on the song.
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