Music videos today follow many of the same conventions established by the first music video "Video Killed the Radio Star". Common conventions include alternating between shots of the artist performing and scenes advancing a narrative. Camera movements and close-ups are used to emphasize the artist. Modern music videos primarily function as marketing to promote the artist and their music. They aim to intensify the song's lyrics and music through complementary or contrasting visuals. Technology has advanced video production quality and special effects to make videos more innovative and memorable.

1. Music Video Conventions
Since “Video killed the radio star” which was the first ever music video shown on
MTV in the U.S. on 1st August 1981 we have seen a new era of contemporary music
videos still follow the same conventions if not just amplified or developed. In video
killed the radio star we see the band performing, in music videos these days it would
be unusual if you didn’t see the music video cut between the narrative and the
performance of the song by the band. The camera movement and shots have also
developed overtime. Throughout the video you have different shots selling the artist
with close-ups being dominate and essential. Modern music videos are primarily
made and used as a marketing device intended to promote the sale of music
recordings and the artist. In video killed the radio star there was a short, mini
narrative, in old and contemporary music videos there’s still a strong and coherent
relationship between narrative and performance. The images complement the music
and lyrics. However there could be images that contradict the music in the video,
this would be done purposely for memorable reasons or if there was an underlying
message. The visuals are really meant to illustrate and intensify the lyrics and music
for example dubstep and abstract art. Since video killed the radio star technology
has developed, the editing process is much more sleek and the outcome has a much
more powerful effect. Many videos have a lot of added effects to it to make it look
more modern, original and innovative. This selling point would also come from the
artist’s personal style (iconography), which makes them stand out as they have their
own image. Shown in the mise-en scene using certain camera angles, shots and
lighting. The mise-en-scene, in particular, can be used to emphasize an aspirational
lifestyle that the audience would perceive, in modern videos we now see artist
promoting other accessories such as mobile phones these sorts of endorsement
deals also promotes the artist and introduces them to a new target market. Another
unique selling point is dancing or any other exclusive performance aspects which are
not typical to every performer. An extra aspect of the video designed to aid
visualization and the ‘repeatability’ factors for instance Michael Jackson and his
famous ‘moon walk’ and dance moves. Lastly one of the other dominating and
common conventions is the use of woman being objectified merely used as props for
the viewer’s entertainment instead of being used as part of some sort of narrative.