What makes a music video..

I'm just getting a few ideas of what needs to be included in our music video or some ideas of what we could use!
I looked at the codes and conventions of a usual music video and the following is what I found:

• The artist can be shown performing;

Music videos have become an essential way for artists and musicians to get audiences to hear and experience their music. Instead of just making a music video with the music and the lyrics, performance music videos show the band performing on stage or in another venue which they can show their audience their experiences and their music. It is also a great way to promote the band and their music because the audience can then relate to the band by seeing them and they can also understand how the songs and music should be performed, instead of just hearing it on a CD.

• The lyrics of the song influences what is shown in the video;

As it shows in the picture to the left, Taylor Swift is drawing a love heart. When she draws this, the lyrics say "the other on my heart". This is a good example of how the lyrics can be linked to the visuals. Some artists prefer their lyrics to match the visuals and therefore takes the lyrics as inspiration for their music video. Usually, the words that are sung in the song come up in the form of an object in the music video, for example, if the artist sung about their friends coming in through the door, the visuals would show this exactly as it says in the song. I believe this helps the audience to understand the lyrics better and not become confused as to what they mean. In our music video, we think we may use  a hint of matching the lyrics to the visuals, such as when the lyrics say "drink to that" we may use people drinking, but we have decided that we are not going to advertise drinking alcohol, but we will look at it from another view of taking the mick out of drinking by using fruit shoot bottles for example. This will all become clear when we have made out music video. 

• The pace of editing fits with the pace of the music;

This music video shows exactly how editing can fit in with music in the song. Most music videos with fast paced music are edited quickly so the pace of the editing matches the pace of the music. This makes the music video seem like it flows more instead of jumping from one shot to another when it is not in time with the song. In this particular music video it links the editing and the music together a lot, for example, when Labrinth's name is in the air, it is edited so that when the music goes louder than it was, and does a sort of 'boom' noise, his name disappears at the same time, which shows a clear link between the editing and music. It also gives the some a stronger feel to it because it is more effective than if there was not much happening in both the song and the editing. Also, in some parts of this music video, it includes animated bits and special effects such as the speakers in the air. When the beat of the music changes, so do the position of the speakers. I think that this technique of fitting the editing in with the music of the song is effective and gives the song a more upbeat feeling.

These have all given me ideas about how our own music video should look like, and what it should include. I think that all three of these aspects of a music video could help any music video to be successful and give it an edge in contrast to what other music videos look like,and include. The fitting of the editing to the music seems like it will make the song flow easier and the matching the lyrics to the visuals seems to be essential in making sure the audience know what the song and the lyrics are about.