1) Lip Synching- this is extremely important in all music videos because without it, it would mean that no body could understand the music and it would be confusing for the viewer. Perfect lip synching means the artists lips are moving exactly in time with the music. The correct way to produce this is by editing it exactly right. When someone watches a music video they want to be able to read their lips and connect with the words they are singing so therefore this has to be correct. Below are some images displaying different artists lip synching correctly. These are from Katy Perry- This is how we do, Sharika- Waka Waka and Ellie Goulding Lights.
Another example is from Clean Bandit- Rather Be. In this video it highlights a woman travelling throughout the city and ending up at different locations. This is effective because it allows the audience to see the different locations and makes it more interesting for the audience.
3) Performance- In order for a music video to be entertaining there needs to be good performance. This means the artist has to put emotion into the performance as well as make a connection with the viewer. Some artists tend to use dance routines whereas as others like to use arm gestures and facial expressions to perform to their song. This is an example from Miley Cyrus's video which displays them performing a dance.
This is another music video Mirrors by Justin Timberlake. Justin Timberlake is known for his dancing and performance. The reason he does this is to engage his audience and make his fans want to come and see him on tour and download his music videos.
4) Narrative/Concept- The music videos usually contain a story behind them which means them more interesting and the song more meaningful, however some just have a concept behind them but are slightly confusing to understand. In the Clean Bandit Rather Be video it is quite unusual however it still highlighting how she is watching something and would rather travel there so it displays her journey and makes the video that bit more entertaining.
Another video that displays a narrative is Ed Sheeran Lego House. This highlights someone else being the artist and the main character. However they have used a well known people meaning it is still interesting for the audience to watch. This makes it interesting for the audience and exciting as it is something different to what they have seen before however it stills highlights a narrative.
5) Artist- the artist must also appear in the video. This is because the viewer wants to see who is singing and want to see what they look like. This also allows an artist to increase their fan base because people often are attracted to singers and enjoy going to see them in concerts etc so become more popular. This also allows the viewer to understand what they are listening to and enjoy watching the video. For example this is Sam Smith appearing in his video so people can feel that connection with the music.
Another example is Rita Ora- I will never let you down. This highlights her as being the artist with many different close ups and long shots of her.
They are the main conventions that have to be followed however they are also some more that help to make the music video better.
One of which is using a variety of shots of the artists to add to the story and also by changing costume if necessary. This is because it displays how the artist has thought about what the video is going to display and the change in costume highlights the different sections of the story.
Editing is also very important and everybody does this different however editing to the beats of the music is very effective. The reason for this is because you get to understand more of the tempo and rhythm of the video and are able to connect with the music more when watching.
Lighting is also very important as it can reflect the atmosphere of the video and make something seem happier or more sad and depressing.
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