Pop Music Video Conventions

Target audience- Youth (7/8 to late teens)

• There is usually a link between the lyrics and visuals used. This can make the lyrics more memorable as they can essentially be seen as well as heard and this in turn can make the song more memorable, which makes the audience more likely to buy the track.

• EDITING: Pop music videos often edit in order to link to the song. An example of this is Move Like Jagger- Maroon 5 in which the cuts between each frame are in time with the beat of the song. This in turn can make the shots more aesthetically pleasing. 

Kesha's makeup creates a sci-fi/tribal feel
to the music video.

• MISE-EN-SCENE: Pop music videos often use high key lighting in order to promote their upbeat sound and visuals. The costumes used are of the artist are often very stylish and mainstream to create the idea that the artist is very fashionable. This appeals to their target audience as it makes them seem 'cool' causing them to look up to them and the desirability to be like them. Hair and makeup can used to portray an artists emotion as well as convey the theme of the song and the artists emotions.The actors used in the music video are often young or the artist themselves (who for pop music are also usually quite young). This appeals to their target audience are it is closer to their age which can make the artist or the song more relatable and therefore meaning they are more likely to want to buy the track. An example of this is One Direction who have captured the young audience very well through their physical appearance and music videos. 

One Direction

• CAMERA WORK: Close ups of the artist are very common in pop music videos. The effect of this is that it makes the artists look and name more memorable so that it is not just the song that is remembered. It can also be used to promote the artists attractive physical appearance which can engage the target audience, particularly the females. The close ups are often used as a way of promoting performance in the music video as in pop the artist often 'sings' the song to the camera. This engages the audience as it is as if the artist is singing to them in particular which creates what feels like a more intimate relationship between the artist and audience. Performance can also be used to make the video more interesting and exciting as it is as if the audience is watching the performer live and exclusively.

• TECHNOLOGY: As technology has advanced it has been used more and more in music videos. Animation is often used in order to create very aesthetically pleasing visuals by adding an exciting, lively and loud atmosphere. An example of a music video where animation and technology is a major aspect of the product is Rude Boy by Rihanna. 

Cher Lloyd's Swagger Jagger music video contains alot
of animation making the video more visually appealing
and exciting to watch. 

• VOYEURISM: In pop music videos artists are often shown in a very sexual and seductive ways which attempts to lure in the audience. This is often done through female artists however is becoming increasingly common in males artists too. 

Miley Cyrus-Wrecking Ball

Lady Gaga- Telephone

• Pop music video also often include visuals of the artist carrying out other talents such as dancing or playing a music instrument. This can promote the artists image by making them appear multi-talented which makes the target audience look up to them. An example of this is Beyonce- Single Ladies in which she dances throughout the whole video.