"A music video or song video is a short film integrating a song and imagery, produced for promotional or artistic purposes."
Introduction To Music Videos
Music videos can be released at the same time as the song to help in the promotion of the album it is apart of. However, music videos can also be released at a later date to the song to assist in the promotion of a single that is popular at the time.
Many music videos follow the same conventions and codes. For example, in songs with a fast tempo and an uplifting beat will usually appeal to its desired audience by showing fast cuts and action happening on screen in co-ordination to the song itself. Other music videos with slow tempos and a sombre tone will usually use fades throughout and use longer frames rather than quick cuts. Lighting will also be darker than faster paced songs to fit the theme and ultimately appeal to its target audience.
An example of where an artist stars in their music video to promote their song would be "Bad Blood", by Taylor Swift and Kendrick Lamar. They have used fast cuts and action in the music video to fit the theme and appeal to their audience directly from that. Both artists have starred in the music video in an attempt to draw in existing fans. The use of them in the music video may also draw in new audiences and the use of action with a up-tempo song is used to the artists advantage in the promotion of the music video as a whole:
An example of where an artist stars in their music video to promote their song would be "Bad Blood", by Taylor Swift and Kendrick Lamar. They have used fast cuts and action in the music video to fit the theme and appeal to their audience directly from that. Both artists have starred in the music video in an attempt to draw in existing fans. The use of them in the music video may also draw in new audiences and the use of action with a up-tempo song is used to the artists advantage in the promotion of the music video as a whole:
Story Based Music Videos
In some cases, music videos will tell a story. The story of the music video doesn't necessarily have to relate to the song but majority of the time it reflects the lyrics of the song as a whole. On the other hand, many artists will feature in the music video and make themselves the protagonist of the story which is used to reinforce the fact that they are the artist of the song and gain more face time with the audience which is used in an attempt to bolster reputation and popularity with existing fans and consequently gain new fans in the process.
A perfect example of where a story is told to fit the theme and style of the song is "Titanium", by David Guetta and Sia. They have used a variety of camera effects to do this but the main aspect that allows them to reflect the mood of the song is through the filters used on the camera to make the video seem quite dark and depressed:
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