Keith Negus defines the generic conventions of music videos. These include:
- The evident promotion of the artist's "image" as a product
- The featuring of the artist in the video
- A large variety of shots
- One key theme that provides the structure, with other minor themes recurring
- A potential narrative structure
- A potential performance element
- The ability to be unrealistic
- Shots cut to the beat of the track
- The use of special effects (e.g. lighting, CGI, animation)
- Carefully arranged mise-en-scene relevant to the track
- A high impact on the audience to compete in the industry
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