Conventions in my Music Video

My music video has met, challenged and developed different conventions for pop videos.

During my research I found that it was very conventional for pop artists, especially those who are female, to create performance based videos. I think this is because pop music puts a lot of focus on female image, and so artists can present this through videos. My video is entirely performance based in order to reinforce Palmer’s image in her audience’s minds. I challenged conventions slightly by not sexualising my artist. The majority of performance-based videos feature female artists wearing provocative clothing and/or behaving accordingly. I didn’t think that this fits my artist as she is fairly young and a role model to young girls.

 

As many female pop artists wear a variety of costumes in their music videos, I decided to develop this convention and use about 15 different costumes. Very few music videos are like this, however Britney Spears’ Toxic and Avril Lavigne’s Girlfriend use numerous costumes for a humorous effect. Katy Perry also uses costumes to create an eccentric character in Last Friday Night. By using copious costumes this video appeals to teenage girls with an interest in fashion and shopping. It also makes the video light-hearted and entertaining.

I have challenged convention in keeping the video in one setting. This is unusual (however not unheard of) to use without a dance routine, like Beyoncé’s Single Ladies. I decided to do this because it keeps the focus on the outfits (and thus my artist), which is the main feature of the video.