There are several conventions that are typically followed in music videos. They include establishing a relationship between the lyrics and visuals, having many close-ups of the main artist, relating the music and visuals, representing particular music genres through style and iconography, including elements of voyeurism, developing the artist's star iconography, and making intertextual references. Genre, cinematography, editing, intertextuality, narrative, and performance all play roles in how meaning is constructed in a music video. Conventions are often used to authenticate the artist and genre, relate to familiar genres, or emphasize an aspirational lifestyle.

1. Conventions of Music Videos Andrew Goodwin These are the main points that Andrew Goodwin believes follow the conventions of a music video. There should be a relationship between the lyrics and the visuals There is a demand for lots of close ups of the main artist/vocalist in the video There is a relationship between the music and the visuals Particular music genres can have their own music video style and iconography There is likely to be reference to voyeurism The artist may develop their own star iconography There are likely to be intertextual references to films, TV , texts or other music videos.

3. MUSIC: A music video tends to make use of the tempo of the track to drive the editing.

4. GENRE: While some videos transcend genre, others can be easily categorised. These features may be reflected in the types of mise en scene, themes, performance, cinematography and editing style.

5. CINEMATOGRAPHY: As with any moving image text, the way the camera is used has a significant impact on meaning. Camera movement, shot and distance all need to be analysed. Camera movement may accompany the movement of performers (Walking, dancing) but may also be used to create a more dynamic feel to stage performance e.g. consistently circling the band as they perform on stage. The close up predominates music video, partly due to the size of the screen but also due to the desire to create an intimacy for the viewer. It also emphasises the commodity on sale – the artist and voice. - EDITING: Although the most common form of editing used is the fast-cut montage- rendering many of the imaged impossible to grasp in the first viewing- ensuring multiple viewings- some videos do use slow pace and gentler shot transitions/cuts to establish mood.

7. To establish a relationship to familiar film or TV genres in a narrative based video

8. As part of voyeuristic context by suggesting a setting associated with sexual allure, such as a sleazy nightclub or boudoir.