The purpose of a music video is to promote an artist and make their music appealing to the target audience. We watch music videos to hear the artist and see them and their creativity.
Music videos are split into 3 groups: narrative, performance and conceptual. Narrative music videos tell a story, performance shows the artist actually performing the track, and conceptual is an almost random style, like narrative but with no structure.
The conventions of music videos are used to create a visually stimulating, interesting experience for the viewer, to entice them into exploring the artist further. There are lots of fast cuts, bright lights, plenty of different scenes and characters and very short shot length.
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