Prep Work: Music Video (1B)

For the conventions of music video, it does depend on the genre of the music that the artist makes for the target audience in the music industry but some of the general conventions that are seen in music video currently are: the artist are shown on the camera performing the song, the lyrics is seen reflecting the song throughout the video, the pace of the editing is very suitable to the video and outfits tend to reflect the mood of the song in general.

Genre	Conventions
Pop: Taylor Swift-Shake It Off	Normally in pop music, the lyrics are based on love and relationship but the meaning in this is about shaking the haters who don't like her music in general. Usually, you would normally see choreography within the pop music video which is seen here.
R&B: The Weeknd-The Hills	The music in R&B are meant to be at slow pace rather than fast pace but in this music video, there is a use of narrative in the beginning and in the end where the artist gets tempted by the devil.
Hip-Hop: Kendrick Lamar-Alright	There are many low-angle/close up shots to show the artist’s power but the setting of the music video, it was filmed in the urban city of Los Angeles rather than filming in a mansion which is the common convention but the artist is showing that he still represents of where he comes from instead of selling his soul to the music industry.
Indie: Mumford and Sons: I Will Wait	In this video, the band is seen performing live in front of the crowd by live instruments of guitar, drums etc. With indie artists, they normally dressed casually which it is seen in this video.