- The length of a music video is determined by the song it accompanies
- Music videos combine both performance and narrative
- Music videos are cut to the beat of the song
- A music video is effectively an advert which is designed to sell its product
- Two minutes of a music video contains twice as many camera shots and edits as a feature film
- Music videos contain a whole set of assumptions about gender roles and sexual identities.
- Music videos often question and unsettle sexual norms
- A music videos reason for being is the release of a record
- Music videos will contribute to the reputation and image of an artist or band.
- Usually the mood of the video reflects the emotion of the song
- Costumes are relevant to the genre of music
- Lyrics may be reflected in narrative and relate to story line
- Performance by artist
- Movement is carried out in music videos usually by acting or dancing
- Casting may or may not relate to the songs in music videos
- Style of music video - performance, abstract or narrative
- Arresting imagery - images may be quite unusual, controversial, provocative
- Memorability is what makes a music video stand out
- Editing - music is usually cut to the beat with lip syncing etc.
- Artist or band usually feature in the music video
Examples of music videos following these conventions
Beyonce: featured in 'Single Ladies' - a dance routine 
Lady Marmalade: questioning of sexual norms
Lady Gaga: an unusual and controversial icon 
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