Assignment

Purposes

One of the main reasons anyone makes a music video is for the money they will make.

If people in the industry that are high up see your video and enjoy it then you might get more work opportunities in the future.

People also do music videos to entertain the people watching them because if no-one watched the video then there would be no music video or band.

Styles

One Shot Video - A one shot video is where the video doesn't have any jump cuts and is continuous from start to finish
A popular example of A One Shot Video is 'OKGO's Here It Goes Again

The original music video has reached 28 Million views on Youtube at the time of writing this. It peaked at number 36 in the UK Charts and made over 52 million

Animation - Animated music videos have a huge fan base and allows you to do things that Live Action Videos can't. For Example, The Gorillaz are well known for their animated music videos.

Different artists will have different styles. For example a pop singer will have a different style to a rap artist. 

One direction will target their music videos towards younger audiences because that is the main people who buy their albums 

Jay-Z however will target their music towards the teenage audience as his music generally calls out public figures and is a bit more edgy.

Techniques

Slow Motion (Time Manipulation) is used when the creator of the video want you to focus on something on the screen. There are music videos that are completely in slow motion one of them being 'Unconditional Rebel' by Siska

This 3 minute music video was actually filmed in 5 seconds with the camera in a car going past the actors at 50 KM/H.

Content To The Beat is usually used in One Shot Videos, because they can't cut to the beat, they add content to the beat, in the music video Saramona Said - Violent Soho the group of friends in the car get out and do a 'beer bong'.

Handheld Shots are very effective if you want to bring the audience closer to the band as when handheld cameras are used , the view is normally first person so it will look like we are there with them.

Convention
Like styles, Different Genres will have different conventions, 

Pop music videos will normally have a lot of choreography involved and the singer(s) will generally be wearing popular clothes to make them fit in with the younger audience, the singer/band will tend to lip sync the song whilst filming.

Hip-Hop Artists will also tend to lip sync in their videos. However they are massively different when coming to the portrayal of the artist. They will normally be seen wearing expensive clothes and accessories, they will most likely be driving around in a fast sports car and the video will normally include a lot of women walking around in little clothing.

Rock music videos will be on the complete opposite end of the spectrum, they will be dark and mysterious, there is normally a band playing however the main focus of the camera shots will be with the vocalist, the cuts will tend to be faster to match the speed of the music.

A good example of a rock song with lots of conventions is Nirvana's 'Smells Like Teen Spirit'

This track was responsible for making Nirvana one of the biggest bands of all time, the lead singer Kurt Cobain was praised as one of the best singer/songwriters of all time after this song released.