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Depending on the genre, it’s expected for a music video to follow stereotypical genre conventions in order to visually categorize what genre of music the music video falls under.

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Ariana Grande’s music video for Focus features typical conventions found in most pop music videos. It’s a performance-styled video featuring mainly Ariana Grande and backup dancers as she moves to the beat of the song with quick and fast-paced dance moves. It includes many close-ups of her face while singing and is visually striking as it’s set in an empty space with lighting props.

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What you can visually see in a music video can either reflect or juxtapose the lyrics being sung, emphasizing the lyrics and the artist’s interpretation of its meaning.

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Similar to there being a link between the lyrics and visuals, a music video can be able to sync up to the beat of the music or emphasize the beat in some way, making the viewing easier and smoother.

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Music artists represent a brand that their the face of, meaning that they have to be able to promote their music using their appearance. Artist close-ups and how they’re portrayed in a music video can also establish a trademark.

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Like how artists represent a brand, throughout their work having motifs or themes that symbolize their brand and trademark gives them promotional benefits and ways to connect with their audience.

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Music artists in their videos often make eye contact with the audience, forming a type of relationship with them as they may feel like the artist is personally addressing them.

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One Direction’s music video for Night Changes is an extreme example of this as it’s filmed in the perspective of the date in the video, therefore putting the audience in that place. This makes the initial viewing more personal as the audience feels like the different members are directly singing and motioning towards them.

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Women are typically seen as easy to commodify. Music videos take advantage of this by objectifying them through different shots and angles of their body. This is as sexual media is often easy to sell to larger, particularly male, audiences.

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Intertextual references give the audience the chance to make an association, furthering their interest in the video and the artist’s marketing making them able to engage with it more as they may recognize what the reference is.

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Iggy Azalea makes heavy references towards the 1995 movie Clueless her music video for Fancy. She does this through costuming and styling, setting, as well as general aesthetics. By establishing an already existing beloved movie, it draws those who are a fan of Clueless to further engage with the video.

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Bruno Mars’ music video for 24K Magic is a good example of the “male gaze” as while it isn’t a music video from a female artist, Bruno Mars still uses female dancers and actors as central focuses in some of his shots. In these shots, the attention is on the female’s body as it features close-ups and scenes only showing the female’s body.

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Bruno Mars - 24K Magic (Official Music Video)

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Melanie Martinez has a clear branding and aesthetic that every music video she produces follows. In Pity Party, we see many of these elements as she’s well known for using pastel colors, her two-toned hair, innocent and childish imagery while having a sinister undertone. The music video also includes the character of “Crybaby” which is a recurring character seen in many of her music videos from the Crybaby album.

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Melanie Martinez - Pity Party (Official Music Video)

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The music video for ...Baby One More Time by Britney Spears features many close-ups of her face as well as wide shots of her dancing. This is so that we can associate her face and what she looks like to her song and the features within them.

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Britney Spears - ...Baby One More Time (Official Video)

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Michael Jackson is well known for his choreography and dancing, which is evident in his music video for Bad. In the video, we see Michael and a group of backup dancers dancing to the beat of the song. There are parts where they clap and move in tune with the beat, making the video satisfying to watch and smooth.

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Michael Jackson - Bad (Shortened Version)

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In Blur’s video for Charmless Man, the lyrics talk about a “charmless man” and describe what he’s like and what he does. In the video, they show the character being sung about and emphasize his high societal status but also ironically how pathetic he is as he runs away from the band.