This document discusses several conventions commonly found in music videos. It analyzes multiple shots from Beyoncé and Amerie music videos to identify these conventions. Some conventions discussed include starting with a wide shot of the artist to introduce them, using editing techniques like split screens and slow motion, frequent closeups of the artist so audiences can see their expressions, and full length shots of the artist's outfits when the song begins or at the chorus to match the music. The shots are also analyzed in the context of theories about appealing to audiences and establishing the artist's image.

1. This shot is a typical convention ofa music
video as it starts off with a wide shot of the
star inthe centre ofthe camera allowing
the audience to see them. At the beginning
of the video, Beyoncé plunges into the
water at fast speedthenthe footage is
slowed downto slowlylet the bubble rise.
Whilst she narratesover the video. Her
clothingandsurroundingmatch withthe
words she says before beginning the song.
In this shot, a splitscreen is used to make a
duplicateof Beyoncé in order to make it look
likeshe is watchingherself sleep. The use of
editing is a typical convention of a music
video and this particularshotfits in with the
video as sheis narratingin the background so
it looks likesheis speakingto herself in her
unconscious mind. She has also changed
outfit which again is a common feature of a
music video once the scene has changed.
This is another example of a wide shot of an
artistatthe very beginningof their music video.
This wide shot again allows theaudience to see
the clothingof the artistand the actions of the
artistand allows them to then match this to the
sound and lyricsof the song. In this song,
Amerie is struttingin slowmotion which
contrasts with the steady paced beat of the
song. Again a common editingtechnique used at
the beginningof music videos.
In this shot, there is useof a mid-shot
showingAmerie’s costume change, which is
quite revealing,which links to Mulvey’s
Male gaze theory as this is doneto be
appealingto the oppositesex. They have
also used the editingtechnique of putting
her in front of a gridded wall with girls
dancing in the back ground, which again
links to the theory of attracting the
oppositesex.

2. This closeup of Beyoncé is another typical
convention. This links to Andrew Goodwin’s
theory of ‘star image’ whereby there are
constantcloseups of the star so the
audiencecan directly see them. This also
helps the audienceto see the expressions
of the artistso they can see that their
actions match the lyrics to the song
This is a closeup of Amerie, which again
links to Goodwin’s theory of having
constantcloseups and focuses of the
star.
Another typical convention of a music video is
havingthe star come out in their main outfit,
and the useof a wide shot or full length shot is
normally used in order to show the audience
their main outfit for the video. This is typically
done when the song properly begins or when
the chorus is starting. In this shot,Beyoncé is
walkingin slowmotion in order to show the
movement of her ‘flowy’ dress and in order to
match the slowand steady pace of the song
In Amerie’s song, she has done the sameonce
the chorus has begun and again a full length
shot has been used in order to show her
clothingoff to the audience.
Once again the star is in the middleof the shot
constantly in order for the audience’s eyes to
be drawn to them.