I have been watching a lot of music videos over a period of time, both recent and older videos, in order to establish some general rules that they all seem to follow. In the more recent music videos, the cutting is usually faster-paced so as to keep their audience interested.
In terms of story lines and plots, they obviously vary hugely, to suit the artist and the audience that the video will be targeted towards.
Dancing and extras are a type of convention in many videos, but not all.
The main person singing has always been a convention but recently, some videos have been created as if they are films to branch out from lip syncing videos.
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