Style and Conventions of Music Videos Content

Intertextuality- Referencing

Low - Flo Rida feat. T-Pain

This style of music video is referencing and is a part of intertextuality, this means that one media text would refer to another- in this example the song "Low" would refer to the movie Step Up 2, as the song is incorporated in the movie, and the music video incorporates scenes from the movie itself.

The institution may have decided to use referencing to show that two mainstream artist (Flo Rida and T-Pain) are associated with the movie, targeting the artist's fan base, also the use of scenes from the movie may also act as a movie trailer so the audience would build interest into the movie.

Narrative: 
Ed Sheeran - Lego House

The style of a narrative music video is that the lyrics of the song would convey a story and then the visuals would also convey a story, for instance Ed Sheeran often uses narrative, but does not take the main role of the visuals but makes little appearances into the video, he does this because he wants it to be more about the music, rather than the profile of the artist.

The institution may want to use this style of music video to raise awareness of serious issues, a popular topic that Ed Sheeran sings about is drugs and all of the consequences that are associated with drugs such as prostitution to raise money to buy drugs and being homeless due to the addiction. 
This would have a massive impact on the audience as it would raise awareness to them and they would notice how common it is in our society.

Animation:

Gotye - Somebody That I Used To Know

This style of music video was mainly animation, as we see the main character and he is gradually getting painted into another picture, later we see a female character and she is painted into the same picture, animation was used to show that once they were apart of the same picture but things have changed and she is no longer apart of his life.

The institution may have decided to use this method as it may have been low budget, uses one location and multiple meanings have been conveyed to the audience through a very simple idea. The pace of the song is very slow and the song itself is very sad/upsetting the dull colours used to paint the picture match the mood as very dull colours have been used, such as greys and browns.

 This would impact the audience by allowing them to produce their own conclusions as to why these two people are getting painted into a picture, but also the video is original so will produce a lot of word of mouth promotion about the song.

Performance
Rihanna - Cheers (Drink To That)
A performance style video is when we have the artists performing to an audience, be it a real audience or a staged audience. 

An institution would want to use a performance style video to generate revenue, as having a performance aspect to the video would give the audience a glimpse of a real concert, as seen in the video above. Another reason why an institution would use a performance aspect is to show the people who haven't gone to a concert what they are like so they are not missing out.

The impact that this would have on the audience is to make them want to go to see the concert live, to do this they would have to buy tickets. This would also cause the artist profile to increase as it would attract more people to go, such as parents buying tickets for their teenagers etc.