- Links between the lyrics and visuals - the video describes some parts, if not all of the song visually. These links can compliment, contradict or amplify the lyrics.
- Genre characteristics - certain traits associated with the genre will always be seen. For example, a rock music video = live band performance, dance routines = girl/boy groups.
- Intertextual references- references to films, tv programmes or other music videos.
- Notions of Looking - direct gaze, other people looking at artist, insight into artists life, screens and mirrors
- Voyeurism - men or women being portrayed sexually
- Demands of the Record Label - certain demands from the record label that the artist must uphold, for example, close ups of the artist in music videos and portraying a certain image (Lady Gaga, always looking wacky)
- Relationship between music and video - often illustrative but could amplify or contradict the music
- The artist may develop motifs or iconography the recur across their work
Lorde - Royals
Lorde obeyed nearly all the conventions of music videos accept for conventions 5 and 8. She did not have any visible motifs or iconography that I recognised linking to her. She didn't have any obvious examples of voyeurism although she did have to men shirtless which could be counted?
30 Seconds to Mars - Up in the Air
30 Seconds to Mars we able to abide to all 8 of the conventions having a coin with their emblem and name in the first shots, several shots of the lead singer Jared Leto's face abiding by the record label's demands and live band performance, typical of a rock video.
Coldplay - Paradise
Coldplay didn't have any close ups of the artists face as it was soul-y about a person in a elephant suit, defying convention 6. They didn't show any motifs or have any voyeurism but did have a live performance scene which abides by rule 2.
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