The Video! - Other conventions taken into account when piecing together our music video

There are three main conventions to take into account when producing a music video, the storyline/narrative within a music video, the "live" footage and also the conceptual ideas that are presented through imagery in a music video.

• Performance - To convey a sense of 'in-concert' experience. Performance orientated visuals cue viewers that the recording of the music is the most significant element.
• Narrative - Linear, love-stories are the most popular, action within a narrative is dominated by males who do things and females who react passively or wait for a reaction.
• Conceptual ideas - Add a mood and can offer multiple meanings. 

These concepts describe the form and content selected by the director to attract viewers and convey a direct or indirect message. They can act as advertisements, as popular art forms or as self referential filming texts.

Narrative and performance: Steve Archer (2004)
"Often, music videos will cut between a narrative and performance of the song by the band. Additionally, a carefully choreographed dance might be part of the artist's performance or an extra aspect of the video designed to aid visualisation and the 'repeatability' factor. Sometimes, the artist (especially the singer) will be part of the story, acting as narrator and participant at the same time. But it is the lip synch close-up and the miming of playing instruments that remains at the heart of music videos, as if to assure us that the band really can  kick it"

We took this quote and used it as a guideline when piecing our video together; such as the line "lip synch close-up and the miming of playing instruments that remains at the heart of music videos", this gave us a broad idea as to what makes up a high quality music video.