Style and Conventions

Genre Video

A genre video, is a music video that connotes the convention for the genre of the song. This could be done, through costume, location ,props ,actors and action in the music video. The visual create 
An example of a genre video is David Cash - Chevy, How this music video show the convention of a genre video ,as this music video contains ingredients within the music video that define this. Chevy is a gangster rap music video ,what show this is that at (0:06) there is cars ,also at (1:01) there are costume that define this genre and there is also girls with big butts placed in the music video at (1:21) .
 How these ingredients fit into genre video , is that the contents is recognized as gangster rap, as the artist has a reputation of doing video with same ingredients of the genre of music he produces.Why the institution would do this is to create a brand image to the artist and his music video   What this does to the audience is that it allows them to experience life as a gangster, it help them to have a scenes what is a life as a gangster ,and what their enjoy in there lives.

Genre Subverting Video

A Genre subverting video is a music video that goes against the conventions to connote the genre of the music video, as the genre of the music video has a complete opposite feel to the genre of the song. 

An example of a genre subverted video , is a music video by lil dicky- save that money. what aspect show us that this video is a genre subverted to music video , is that the artist is know for a gangster rap genre of music. As this music video show the opposite of the genre as the artist in the music video is going around to rich company and asking for expensive items to be in his music video , and also there are location in the video that dosent define gangster rap . 
Where we can see a side of the artist that is not fitted in with the genre is at (1:20) as we see him in a garden , what else we can see is the artist asking the home owner is he can use there house for the music video at (1:10) and also we can see the artist is the restaurant which dose not relate to gangster rap. why the intuition is to show that not all artist are rich as there have to find way to save money, this create a  brand image or a normal person. What this dose to the audience is that they recolonized that gangster rap dosent all have to contains the average set of normal music video.

Performance

Performance video is a music video that the artist is performing the some , they are singing directly to the camera , which connotes that are directly preforming to the viewer.
An example of a performance music video is One Direction -Drag me down . How this music video show us that this is a performance video is at (0:07) that band members are singing directly to the camera in the hanger , also ta (0:50) the band member are out side on the runway preforming to the camera, we can see this location and shots multiple times in the music video ,what we can also see is the all band member have different shots for there versus to there song.
 Why the institution would use this is to make the audience more engaged into the video , what this would do is increase viewership ,as the audience would feel like the band member are singing directly to them, as there could feel wanted by the band member, this would create a stronger relationship between the audience and One Direction

Narrative

Narrative video is a music video that has a clear story line , this is either linked directly to the song or is completely different from the song. The narrative has a specific theme that the music video stick to.
An example of a Narrative is Gut of Fear by Eminem . ft sia . How we could tell that this is a narrative video , is that it tell a story within the music video , as this story line contains a dreamer. It a dreamer that never gave up and become a boxer that know believed that he would come , as this is shown at ( 0:23) were he is clearing dishes , and the narrative contains from his processes to his success , which is seen at (5:14) where he is at the boxing arena.
 Why the institution has done this is to represent the artist as is has related back to the artist as Eminem was living in a poor conditions , what he did he want through stages to get to his success . How this effect the audience is that, they are motivated to gain there own success , as also invest the character in the audiences, and create feeling for the character.

Animation

Animation is a music video that is not physical possible to film ,is too dangerous to film or this is a creative way for the artist to present a music video, this may be created via computer animation.

An example of a music video that represents animation is Kanye West - Good Morning. The whole music video is animation , as some of the reasons why this what created , is some of the scene where impossible to create and some why too expensive and time consuming. Where we can see the impossible aspects is at (0:41) as there is a car that is hovering ,also where we can see a scene that could have been expensive to produce is the scene at (1:15) as there is a futuristic building , as this is a scene could have been expensive to build as a set design. 
Why the institution would have produce this is to save on cost of production , why else Kanye west would have done this is to show the artist side of him  How this could effect the audience is that they could see the entertaining side of music video as this could reference young teenage ,as it is an animation.

Interpretive

Interpretive video is a music video that the visual are directly links to the lyrics of the song singing , What this means is that the lyrics match the visual within the music video.

An example of a interpretive music video is Foo fighter -Walk . How this music video show this is that the video has lyrics that match the content on the screen.  Were we see this is at (1:30 ) is he reference is that he phone is not in signal as has a phone off sign of the phone . Where else we can see this at (1:53) at he referring to time lost , and them looks at his watch.
Why the institution has done this is to create a image that the artist has an unique song that connects to his song . What this dose to the audience is that it make the keep on watch and to see what this next lyrics would been , as it keep them engaged , what this could do is increase the viewer as if of being unique and creative with the music video 

Impressionist

Impressionist video is a music video that contains aspects in the video that make you feel in a specific way, this could be through the colours of the music video. What this does not do is tell a narrative.

An example of an impressionist music video of Sam smith -Like i can. How this show us the impressionist is that the colour of the music video is different , as it is black and white, we can see this the whole music video , as at (0:03) the location is black and white , and what see see further on is that the costume that there are wearing are suites is at (0:34).
 Why the institution did this is to create an image that the artist has emotion in his music video. What the colour of the music video does and effect the audience is that there start to feel sympathy for the artist video ,as the costume start to feel a seriousness for the music video. what this does is make the audience more engaged and into the music video , because there start to take it seriously.

Surreal/Abstract

Surreal/Abstract video is a music video that is unusual to watch ,this could be a unique music video ,as the audience my see this music  video as weird,what this could contains a juxtapositions.
An example of a surreal/Abstract is Naughty Boy - Runnin. What we can see that show us that this is a surreal/abstract music video is that it shows a weird and unique video. This music video is showing to people that are running after to each other but under water. we can see at(0:34) that the man is floating in the middle of the sea, were else we could see the similar content is at (2:43) , is that the man and the women are together in the middle of the sea. 
Why the institution would have done this is to create a unique video to make the audience to talk about it , and to create an increase in the viewership. How this effect the audience is that they start to feel a artist side to Naughty Boy. What this also does is keep the audience thinking of why he used this specific location. 

Pastiche/Homage

Pastiche/Homage video is a music video that refers to a another media (e.g. film.) What the video does is copy an element of a media type , for example ,costume , location and camera shot type.
An example of pastiche/homage music video is Fancy by Iggy Azalea. what aspect we can see that resemble , is the costume and location , as the location , and costume is related to the pastiche/homage video. We can see at (0:12) what iggy is wearing school uniform which is unique, what else we see is the location which is at (1:00) at the lunch table. 
Why the institution may chose this is to help the brand of the artist increase to see what the iggy in into. What effect this has on the audience is that they may start to some things about the artist related to them , they may feel the same as iggy, as they may watch the same type of movies.

Parody

Parody video is a music video that has been produces but then is remade poorly. what this remake is meant to show is the comedic side to the music video , its a music video that is made to be funny. An example for Parody is Bart Baker -What do you mean parody. How this remake of Bart Baker what do you mean by Justin Bieber , show the convention of the parody , is that is contains segment within the music video that are not really in the original music video , as this is to create humor as you can see at (1:28), there is a cleaner coming into the room , as we don't see this in the original music video, what else we can see is the charter are made to look funny , as the hair on the Justin Bieber is extremely long and his facial expression is funny we see this at (1:24).
 How this effect the audience is that it make them see a comedic side to the original music video, as it make them laugh and share with other.

Referencing

Referencing video ,is a music video that explicitly show us the synergy between the artist and the other media (film), What this could included is props , set ,actors or footage from the other media.

An example for referencing Justin Bieber- Never Say Never , how this specific music video fits referencing is that is contains elements from the other media . Justin Bieber -Never say never , the movie that the music video explicitly show was the movie Karate Kid, you can see this through clips from the real movie in the music video (0:24-0:28) , what you can also see that references the Karate kid , is that Jaden Smith is singing in the music video ,how this is explicit is that Jaden Smith is the main actor in the movie Karate Kid (2:09-2:22). 
It has benefited justin Bieber , is that the synergy has allowed to get more view to his music video as what this does is it allows him to gain , a different range of audience , how this could help the movie is that it could gain a different audience as Justin Bieber has a girl fan Base , but Karate Kid had a mostly male audience, as this would gain the viewer.