Analysis of a Music Video - Cooler than me

I feel that it is very important to research into other professional music videos to learn and understand the conventions, so that when it comes to us planning, filming and editing our music video, we are sure that we are following the right conventions, to hopefully produce a wonderful piece of work.
Robyn, the artist who sings the song 'Who's that girl' in which we are going to make a music video too, is within the genre of electro-pop. California Girls by Katy Perry also falls into this genre. I have decided to focus on the song 'Cooler than me' my Mike Posner which again is from the elecro-pop genre. Having a male's music video to compare to will maybe give a different angle of the music video conventions.

The beginning of this music video opens with a live performance shot of the artist with many fans around him. This is conventional of a music video as it shows the singer in its 'habitat' where it belongs, singing and performing. The quick jerky point of view camera style adds realism to the setting, allowing the audience to understand the environment.

However, the next part to the music video in continuous editing of the singer leaving the live performance venue, jumping into a car and making his way in an escalator to his next venue. Whilst this is happening, there is no music - just the radio in the car. This converts a typical music video as it is a narrative, but not a narrative within the song; similar to Michael Jackson's thriller.

The diagetic sound is immediately stopped once the artist walks in to an apartment as well as the whole party freezing, this is through the use of editing skills, a major convention for music videos

In this party scene, the props used are very significant of the message being portrayed by the lyrics, the typical 'American house party' is portrayed through submissive outfits, designer shades - quoted by the song, alcohol fuelled- all of these stereotypical props, settings and plots are essential in producing a professional effective music video.

The type of shots used to capture this video are very effective as the use of panning shots are very effective in capturing the artists' walk through the whole party, with quick shots cut to the beat of the music which add pace and atmosphere for the video. The medium and close shots are very effective in showing the lip synching - another convention of a music video.

The video is 4.36 minutes, this is rather long for a conventional music video. This is probably because the narrative at the beginning of the video, which is another unconventional convention of this music video from a male electro pop artist - Mike Posner.