ORIGINAL PURPOSE The original purpose of music videos is to not only advertise the specified song, but to boost the market sales and increase the artists reputation. Music videos are sources of entertainment not only through visuals and costume, but lyrcis too. Joining these paths are important as the video visuals should relate to the lyrics in the song produced.
EARLY FORMS It isnt known when music videos were first introduced into the world, however there are references to their early forms. As the years went on, soundies and talkies influenced musical films leading to the songs within the movies being used as movie clips in themselves. Diamonds are a girls best friend- this became a hit in advertising as the actresses involved (Marilyn Monroe and Jane Russell) were advertised too.
CONVENTIONS CAMERA SHOTS- in particular... long shots, close ups and mid shots. This creates emphasis on the artist, location and emotion. Close ups are also used to show the words of the song as lip sychning is a key convention. CAMERA MOVEMENT- follow the artist/band. Includes tilts, pans, crane shots, tracking shots and zooms. MISE EN SCENE- important for representation of an artist. For example... if an artist wears an outrageous outfit they are likely to be reresenting themselves as wacky, different and unique.
MORE CONVENTIONS EDITING- jump cutsare the predominant editing technique. Transitions such as fades and dissolve are also noticable in music videos. LIGHTING- lighting always reflects the mood of a video. If it is colourful and fun it is likely to be upbeat and happy, whereas black and white creates a moody effect. SOUND- mainly vocals. However in videos such as “Thriller” by Michael Jackson, producers can create short films with a music video.