Music videos can be categorized into three types: performance, narrative, and conceptual. Performance videos focus on the artist performing for the camera. Narrative videos tell a story to help audiences relate to the song's lyrics. Conceptual videos are based on a concept rather than the song itself. Conventions like camera shots, editing, sound, and mise-en-scene help convey the artist's message. Different music genres also have their own conventions - for example, pop videos often use quick cuts and colorful aesthetics while rock videos feature rebellious styles and unpolished camerawork.

1. Categories of music videos
The music videos are categorised into 3 different types, which
differentiates them from each other. The procedure and content is defined
according to the theme, song and artist or director’s idea. The role of the
categories is to identify a message that is being presented directly or
indirectly.
1. Performance
2. Narrative
3. Conceptual

2. Performance music videos
In these videos, the artist or band are performing. This could happen either in front of an
audience that is being included in the video or in front of the camera. The method brings more
interest to the viewers as it gives a different experience which makes them think that they are
at a concert. However, the performance music videos don’t allow the audience to engage with
the song and they are only dedicated to the way it is being performed.
In a performance music video is very likely that close up shots of the artists will be used. Also,
rare places are being used by the artist to perform such as a studio (The 1975-Girls) or church
(OneRepublic – Counting Stars)

3. Narrative Music Videos
Narrative music videos have a story line which is used to help the audience relate to the song’s lyrics. They are mainly used to promote
new movies and they create a synergy. The lyrics and the visuals are combined to create a meaningful story line which in most cases are
based on romance as they tend to have an emotional impact on the audience. They are also used to transmit an important social issue to
create awareness among the audience as it is an easy way to attract their attention. This is because a vast audience it will have access to
watch the music video.
In order to create a narrative music video, there are a few elements that have to be considered:
 A variety of shots will have to added in order to create a clear story or message as there is a limited number of minutes. eg. Music
videos normally have a 3 minutes duration
 Intersexuality and which type of layout should the music video have : linear/fragmented.
Linkin Park made a music video for ‘In my remains’ song to promote The amazing Spider Man movie.
However, there are music videos that have their own story line. In the music video ‘The one that got away’ by Katy Perry. It is a short
movie which has a beginning middle and end.

4. Concept music videos.
These music videos are based on a concept and focus on a significant editing technique to
represent a metaphor. They might not have any relation with the lyrics or the song itself as they
have a random approach.
The main reason of the music videos is to capture the audience attention and keep them
entertained throughout the video. An example of a concept music video is Her Morning Elegance
by Oren Lavie. It used a stop-action editing technique to emphasise on the song’s lyrics. It
represents a normal day of a girl while she is still asleep in the bed.

5. Conventions for
Music Videos

6. Camera Shots Throughout the music videos there are keys
shots included in order to emphasis on
particular areas that have emotional impact
on the viewer. Long mid and close up shots
are mostly used in order to make the artist’s
emotions and the settings stand out.
Camera movement: In a music video, the camera movements are
used to follow the artist preforming by using
tilts, pans and tracking shots.
Editing: The editing process is an important stage in
the making of music videos. The shots taken
are put together in order to meet the artist or
director expectations. Special effects are
added, the scenes are cut down and the
transactions are included. This process helps in
creating a relation between the song
performed and the way it is being presented
throughout a video.

7. Sound: The sound has two categories:
1. Diegetic sound- the sound’s source is visible on the
screen.
2. Non-diegetic sound- the sound is added during the
editing process.
The sound represented in a music video is the song
that is being promoted. However, there can be music
videos that have an opening or a plot that sets the
atmosphere before the song is being played. A good
example is the Lady Gaga and Beyonce’s video
‘Telephone’.
In the music videos, the sound parallel sound
technique is being used to make the song match the
mood that is being presented in the video. The music
video ‘Give me love’ by Ed Sheeran is a good example,
as the song has a slow and sad theme that is being
emphasised by the chosen shots. Also, at the
beginning of the music video, diegetic sound is used
for the police sirens.

8. Mis en scene The mis en scene is a key factor in a music
video, as it is focusing on:
Props - the equipment used throughout
the music video
Costumes – the significance of the
costumes wear by the people in the
music video
Lighting – the type of lighting that is
being used eg. natural light
Location – where the action within the
music video is taking place
Makeup – the way an artist is presenting
their style eg. extravagant -Lady Gaga
Colour – the technique of interpreting
the mood.
All this elements help into the realisation of
a specific genre and how the people within
the music video are being portrayed.

9. Conventions of music genre
Conventions of POP
music videos
o The target audience
are mostly the
teenagers
o Influenced by
narrative or story
lines
o Colour is an
important element
o Quick transactions
between the cuts are
used to emphasise
on the vibe created
by the song
o Dance moves
Conventions of Rock
o The music videos are
mainly performance
based
o The singers are wearing
dark coloured clothes
followed by messy hair
and makeup. This
emphasises on their
rebellious look.
o Tattoos and body
piercing are promoted
throughout the music
video.
o Close ups shots and
handheld camera
movements
Conventions of Hip Hop
o Locations: clubs,
mansions to represent
their rich lifestyle
o Many artists are used to
feature in the music video
o Props: gold jewellery,
designer clothing
o Women are used as a sex
object through their dance
moves and provocative
clothes.
o Throughout the music
video, low angels are
used to make the
audience feel dominated
by the singers.