Keith Negus states that there are many features needed in a music video
in order to match the generic conventions. These include:
- The
explicit promotion of the artist's image as a specific product with a
brand identity, ready for mass consumption
- The
featuring of the artist
- A
wide and extensive use of shot types, camera angles and movement
- Repetition
of reoccurring thematic elements and generically specific iconography
- A
possible narrative structure
- A
possible performance element
- The
flexibility to disregard realism
- Shots
cut tightly to the beat of the track
- Use
of special effects for example lighting animation
- Having
a mise-en-scene that appropriately matches the genre of the song
- Instant
high impact on audience
Keith Negus states that there are two types of ideology in
music videos; organic and synthetic. Organic ideology is when the record label
let the artist grow their artist in a way that sells their music in a nurtured
way. Examples include Passenger, Ben Howard.
The second type of ideology is being synthetic artist and
converting this into a music video. This approach focuses more on the artists
image and they are usually in the music industry in the short term. Examples of
synthetic artists include Miley Cyrus and Justin Beiber.
Negus explains that the profits from these record labels
gain high amounts from their synthetic artists in the short term but use these
short term profits to invest into the organic artists as they are seen as more
of a long term asset to the record label.
