Music videos are created as a promotional tool, to try and build a certain image and reputation for the artist and to show the songs deeper meaning. There are different types of music videos, such as narratives, performance, animation, concept, or they can be a combination of any of these.
Common conventions of music videos include presenting the artist in a positive way, and promoting a certain lifestyle alongside the artist, using visual motifs. Recently, there has been an increase in the use of special fx in videos, and inter-textual references from other parts of media, such as the Mark Ronson video for his song 'Just' contains inter-textual references to the popular Radiohead 'Just' video.
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