Conventions for music videos

There are many generic conventions for music videos in our indie genre. What I found is that with the 2 bands I analysed, they didn't have music videos that told a story, it was them performing the song, whilst playing their instrument. This supports Goodwin's theory of having a link between lyrics and visuals. Godwin's theory is that in music videos there should be a link between lyrics and visuals, lyrics and the music and genre characteristics should be presented. In Mumford and Sons music video to little lion man, they show the artists actually playing their instruments. This shows that they want to be recognised as musicians as well as singers, and this is the same as Biffy Clyro's music video to Bubbles where the video consists of the performing. When music videos do this I tend to see the artist for what they really are, more than a music video which tells a story. This is because when music videos have actors in, or the artist acts out a story to the song they are singing, it seems more made up as you know that it isn't a real story. However, when the artist actual performs the song or it is just them in the video it seems more realistic. This tends to be very popular at the moment as most celebrities videos are them performing to the camera, with a little story to show, but which isn't made as the main focus.