Conventions of a music video

The generic conventions of a music video are defined by Keith Negus He suggests that the music video is the explicit promotion of the artist's "image" as a specific product with a brand identity, ready for consumption on a mass scale. The artists "image" could be based on their aesthetic body image, their generic pop image or their ideological image. In all music videos, without exception will feature the artist either based as the singer or acting to add to the overall cinematic experience. Keith also highlights that there should be a wide and extensive use of shot types, camera angles and movements, without this the viewer will be easily bored. Repetition of recurring thematic elements and generically specific iconography, which is one key element often being dominant and providing the skeletal structure for the promotional video, should also be present in the music video. Negus also advises that a possible narrative structure can work in a promotional music video, in addition a possible performance element will show to the audience that the artist isn't just a generic synthetic artist. The director is allowed to have flexibility to disregard realism, this will mean that the director is allowed to be as creative as possible since the weirder it is the more it will draw in viewers Additionally use of special effects including lighting, animation, CGIs and in-camera effects are accepted, since videos are made to have high impact instantly to draw attention. Shots should cut tightly to the beat of the track during editing, so that the video looks like it fits with the accompanying music track. This will be accompanied with a carefully constructed Mise en Scene appropriate to the content and tone of the track.