Music videos are used to give the artist an identity which is used for promotion so that fans can look up to the artist an example of this is music videos of one direction they have a massive young female fan base that the music videos sole purpose is for it to appeal to the target audience and to make sure it has the codes and conventions that apply to their fanbase.
Analysis-PSY Gangham Style
Gangham style is a dance music video and is solely used to follow the codes and conventions of this genre. Gangham style is a music video that is performanced based and this is shown through the use of the micro element Mise-en-scene specifically the famous dance that is remembered by people upon watching the official video and the dance is used in the video to make people actually remember the song and the artist as it's a routine that became reconised throughtout the world and this is supported by the number of views the video has (2billion) and the viral dance that people know because of the video.
This music videos follows the codes and conventions of the dance genre through the fast paced performance routine this is supported through the micro element of editing the fast editing within the music video is conventional to this genre as it keeps the audience entertained. The video is consistent in having a fast paced theme to it which follows the codes and conventions of a dance video.
