The Function of a Music Video

The function of a music video is to simply promote the artist. the video does not necessarily have to have a narrative as long as it generates publicity. Some artists include a narrative in their music video but this is very rare as it doesn't convey the general conventions that a normal music video tends to include, so therefore doesn't really give the viewer the impression that its a proper music video.

An example of a music video which does have some relevance to the actual songs lyrics and name is Rizzle Kicks- Lost Generation. It has all the conventions of a typical music video which includes several different base tracks, a lot of jump cuts, slow motion effect, the artists making a lot of eye contact with the camera etc. Besides these technical conventions, it also portrays them well as its meant to be all fun and bubbly to appeal to their young teenage audience.