What Is A Music Video

The purpose of a music video is that a song can be represented visually to sell the song by invoking  reaction of the target audience which leaves them remembering the song. Secondly, the song gives them a better understanding of the song and meaning of the narrative. The music video shows the audience the other talents that the artist has which can only be visually watched such as acting or dancing. Additionally, the whole music video creates a memorable visual of an artist of the narrative itself which increase the chance of sales for the record label. Finally, a record label markets the song for the purpose of expanding the artists profile and audience with the main purpose being promotion of the artist and song. 

The conventions of a music video depend on the genre of the music video, but most music video follow the general basics of a video. Many of songs have the artist consist at some point through-out the music video due to them being able to raise awareness of free promotion to increase sales of concerts and other appearances. This suggests that the artist can potentially increase sales for free. The lip syncing of the artist to the music video with the artist links the images to the sound/narrative this is consistent in al music video which the artist apears in because it implies the artist is singing to the audience. Visualizing the lyrics of a song influence what is shown in the music video for example 'Last Friday Night' (T.G.I.F) by Katy Perry is a good example of this as it is a bout a teenage girl reflecting on her experience from previous Friday NIght house party which strongly influences the mood of the video which consists of a party scene. The pace of editing fits the pace of the editing links the lyrics and music to the music video. The song by Christina Perri ' Jar Of Hearts' has a slow tempo and this dictates the video appear slower to match the pace of the song. Finally, the Mise-en-scene of the video is very important and it should comply with the mood of the song. If the song was very cheerful, then the artist wouldn't have costumes which are associated with sad or depressing experiences such a funeral directors.

The target audience of the song has a massive affect on the style of song such as 'Last Friday Night' by Katy Perry which is aimed at a target audience of both genders aged 15-18 years old because of the mise-en-scene of the music video with young people underage and partying (House Parties) drinking in society it fits with what the target audience do at the weekends. Also, the lyrics have an affect on the target audience because they could be describing a major event which has recently happened or an issue in society which is affecting a large amount of people in the World or a selected area in society. Don Mclean's song 'American Pie' is a good example because when the song was released its meaning is public opinion of the vietnam war of how people opinions changed over a period of time about the reasons of the war.