This particular music video conveys many of the typical music video conventions. The artist has take a lyrical approach to some parts of the songs, for example he quotes 'designer shades just to hide your face' in reference to this he displays several females wearing sunglasses.
Not only does the artist take a lyrical approach to certain aspects of his song but he also includes performance and lip-syncing.
This conveys a certain representation of the artist which appeals to the target audience of youth culture.
The video is very current and up-to-date within the youth culture, it uses special affects to make this video more vibrant and interesting, this includes dramatic lighting and enhancing colours within shots.
Not only does the artist take a lyrical approach to certain aspects of his song but he also includes performance and lip-syncing.
This conveys a certain representation of the artist which appeals to the target audience of youth culture.
The video is very current and up-to-date within the youth culture, it uses special affects to make this video more vibrant and interesting, this includes dramatic lighting and enhancing colours within shots.
The most noticeable thing about this video is that the narrative compliments the pace of the video, this is clear as the pace of the song changes several times from a slow tempo to an upbeat fast moving pace, he conveys this by using fast cuts and the use of a club atmosphere.
This promo does follow the basic conventions for a modern music video, it also is representative of its audience and genre.
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