Style and Conventions of Music Videos

Genre Video

This style is used to connote the different types of music, also the artist will use different types of mise-en-scene to show the specific genre of music as well as, the music videos visuals enhance the genre as visual signifiers. For example David Cash's 'chevy' at 1:20 denotes a nice car, attractive young women and wearing lots of jewllery, which connotes that his music video is in the hip-hop genre.
By David Cash doing a more typical genre video he is almost connoting to the audience that he is serious about his work. As he is not very well known like other rappers ( J.Cole etc.) he cant really afford to take risks with his music videos, so by producing Chevy he can show his audience that hes a serious rapper.
This translates to the audience as they can see that he is serious about his work. Perhaps the music video almost makes us respect him more, because he is'nt trying to do anything of risk but rather we can just watch a normal video and be appreciative that he's trying to 'make it' in the genre.

Genre Subverting video

Genre subverting videos are used to deliberately be different from the genre they are in, and they go against what the stereotypical music video should be for the specific genre. An example of this would be Lil Dicky 'Save Dat Money' at 2:21 as he produces a hip hop music video but then makes it comical by the use of his lack of stereotypical props, and how he portrays himself in the music video as quite an awkward person that seems very out of place.
For the Lil Dicky by using this style, his music video he has been able to connote his personal style and how he wants to be represented by the public. The style of 'Save Dat Money' has been able to brand himself among his other music videos as a new fresh artist in such a saturated genre of music. His record label vevo are also able to see if this new style will work in the hip hop genre, they are able to use him to experiment and see what the public think of this new style.
The effect genre subverting videos have on the audience is how they can either be used to create a humour for the audience and to be funny, but also the audience can gauge a certain meaning from the video. Perhaps the audience can see more of a bigger picture, as this style of music videos can portray a much bigger scaled change the artist, (Lil Dicky) wants to get across.

Performance 

A performance video is to explicitly exhibit the band/artist performing the song either live to an audience, or on a set but still singing directly to he camera. when the performance video is on a set, it will include many different locations with the band continuing to sing to the camera. However when using a live performance as a music video it will denote the camera constantly moving and never staying still to continue to make it engaging to the audience, as well as the editing of the performance videos are usually very quick again to create more excitement for the audience. An example of a performance video would be One Directions 'Drag Me Down' at 0:12 as the music video denotes the switch from a partial narrative to the band singing and performing in an air hanger.
By doing a performance video certainly for the record label (columbia) its a benefit on maximizing their profits because they know the music video will be watched and will sell and they haven't spent much money on it as the majority of Drag Me Down is the band performing in a air hanger. Perhaps for the band also they are able to put less effort in making a 'perfect' music video to fit the song, and instead they can just enjoy signing it and performing their new single.
The audience perhaps enjoy a performance video sometimes as it is a chance for them to see One Direction enjoy what they have created and see the passion the band have during the music video, as this can be lost sometimes when other styles are constantly used like narrative music videos.

Narrative

This type of music video is meant to portray a clear story line, whether that's a true story from the artists past or an issue that the artist feels strong about. The main point of a narrative is to get across a message to the audience and to make them feel certain emotions towards the topic. Eminem's 'Cleanin' Out My Closet' at 0:56 would be a good example of a narrative music video as he has used a previous life experience to make the music video.
By creating this narrative Eminem has been very honest in showing the whole public what his life was like growing up. Eminem has done this to show who he was and where he's come from, its more a case of allowing the audience to see who he truly is and what he has been through rather then to cover it all up and allow the whole world to see him in a very negative light. Eminem has been able to create a transparency between him and the public which was his intentions rather then to create sympathy and pity.
From an audience perspective Eminem has really evoked quite powerful emotions within this music video, the audience are moved by what he has shown us and generally feel more respect for him.   

Animation

Animation videos are used to purposefully be unique, and create something that perhaps cant be done in a real life video. Animation videos are usually done to create humour in the music video, and can be seen through things like stop motion animation. These types  of music videos are used to add energy and look authentic whilst also being low budget, they enable the artist to be more free with what they want to make as the video. Kanye West's 'Good Morning' at 0:32 would be an example of an animation music video as the whole music video denotes an animation of a day in the life of this bear.
As this style of music video allows the artist ( Kanye West) to have more freedom in what he creates, it could become an opportunity for him to add more of a subliminal message to the music video maybe about his life. However it could be as as simple as Kanye trying to be more different and experiment with different styles, rather then stick to the typical genre videos that have become more saturated.
This style allows the audience to see Kanye differently, instead of negatively seeing him as just another rapper, this music video Good Morning has enabled us to see him perhaps better. Whether or not the song is any good perhaps is irrelevant as we are able to take away the fact that he has tried to be different and to stand out.

Interpretive

Interpretive music videos are very literal and will explicitly match the visuals to what the lyrics are talking about. These types of music videos are generally easy to make as their is not that much thought or creativity that goes in to the video, its rather the case of how they will exhibit the matching lyrics and visuals. Thrift shop by Macklemore & Ryan Lewis at 1:02 connotes this style as their whole music video denotes how when certain lyrics are said, the visual is instantly shown. The fact that they was able to bring in RKelly to play a cameo role in the music video was one of many examples that exhibits the interpretive style within this music video.
Macklemore and Ryan Lewis have been able to produce a music video that was easy and low budget considering Macklemore record label is only an independent. It also allowed the artist to create a music video that was fun. This style allows for not what they are going to film, but rather how they are going to film the music video, they are able to make it as fun as possible which the audience does recognise.
As an audience, its more split with this style, if the music video has been done correctly in such a way that its exciting its engaging to the audience then that makes the audience more happier, and the music video becomes fun, which is what Thrift shop was able to capture. However the audience can notice when no time or effort has been made to produce a music video in this style, and no matter how good the song may be it wont ever have the same effect on the audience. So its really finding the right balance with this style to create a happier audience.

Impressionist

Impressionistic videos are used with a many different effects and different colours, in which they match what the true meaning of the song should connote. Impressionist music videos generally wont have a specific narrative to them, but they do try and attach themselves to the audience, in the sense that they wish to evoke certain emotions from the audience. 'Hello' from Adele at 1:15 would be an example of an impressionist video as the colours are almost lifeless, they arent sharp and bright, which relate to the feel of the song.
By creating an impressionist music video Adele has been able to really engage the audience as we want to continue watching this narrative story play on. The music video isn't necessarily different from other soul/ R&B music videos. But she has produced something that her and Columbia know will sell and really become a 'hit' with the audience.
Moreover, the audience do feel this energy and power from the music video (Hello.) Its more then just an engaging video because as the audience we dont just want to keep watching but we are really munipulated in to feeling such a power that perhaps we haven't felt before from a music video.

Surreal/Abstract

An abstract music video is intended to look almost weird and eccentric to the audience. Moreover, the music video won't particularly have a linear structure and purposefully done to be unique. An example of an abstract music video would be by Naughty Boy 'Runnin' at 0:19 this is because of the location of the music video, and what the audience see happening to the two characters.
This style allows for such a range of creativity and freedom to do things that may have seemed impossible in a music video. 'Runnin' did allow for the Naughty Boy to gaim lots of media attention as the music video was so surreal that people were constantly spreading it, which of course is a great thing for him.
By using this style as Naughty Boy's music video the audience really recognise how creative he has been, and how much time and effort must have gone in to producing it. The music video though is almost questionable to the audience, perhaps we are asking why he chose to do such an abstract video and what reasons were there for creating it.

Pastiche/Homage

A pastiche music video is something that copies certain elements of an original media text. Copying elements can range from costume choice to the certain shot types and camera language that is shown in the music video. An example of a pastiche would be Walk by the Foo Fighters at 2:04, as they have used many elements from the film Falling Down, many of the actual scenes in the music video are heavily emulating scenes from the film. 
For the institution a pastiche music video is much like referencing in the sense that they gain more exposure for the film. But more for the Foo fighters as they were a smaller rock band, it also meant that thye started to grow more rapidly and gain a bigger audience, and now today they are a very well known rock band.
From an audience perspective this style does create some humor as the music video has exaggerated and added some comical scenes to make the whole music video engaging. Perhaps there is a very fine line with this style of music video, 'walk' very done in how it copied certain elements and how they added in certain comical moments. But it seems that this style could easily go wrong and the audience feel disconnected with the music video and left feeling confused on why an artist has chose this style. 

Parody

A parody music video is a re-creation of an existing media text. They are made to create a humorous version of the original music video as well as to perhaps mock the artist and what they have produced. A parody music video is designed to deliberately be bad and make the audience laugh. An example of a parody would be Bart Bakers 'What Do You Mean' at 0:27, he has chosen to use Justin Biebers music video and re-create this using various actors & new lyrics but still has tried to mimic many aspects of the original to make it look very obvious what music video he is copying.
Bart Baker has been able to rapidly expand by doing this style. His parody's have hit many people and as a result his audience is constantly getting bigger, Bart Baker has also been able to create a voice for many people through his parody's and show much of the corporate world what people really think of some of these artist and songs.
The audience are able to just enjoy and watch a funny copy of the original text, the audience also can heavily relate to the videos because now they feel like their opinions are finally being heard. In some cases the audience feel grateful because they know they have been heard, however perhaps in this case 'What Do You Mean' the audience have been able to just watch a comical version of the real text.

Referencing

When a music video uses references mainly from a film, because there has been a synergy created, where the film and artist have worked together. The music video will explicitly use visual references in the music video to show the synergy, the references will not be made up either instead they are actual scenes/shots from the media text being added into the music video. Justin Bieber's 'never say never' at 0:45 would be an example of referencing as he has used parts of Karate kid in his music video.
Certainly for universal, they will get more exposure for their new film because Biebers fans will now know about it, and is generally extra advertisement for the film. Its almost the same for Bieber as well because he will now get more exposure from the film upon release, which is a good strategy for him to gain a bigger audience.
For the audience it allows them to see Justin constantly growing and expanding. But this style of music video allows the audience to be more excited in whats next to come from Bieber, perhaps this style doesn't really get the audience to feel certain, powerful emotions that a narrative music video can do. But this style is more of a chance for the audience to see Justin Biber grow and get bigger and better in what he does next.