Generally, successful music videos are predominantly based around close-ups and mid-shots, some of which will be of the singer or the band. As in most TV this is partly due to the size of the screen as well as to meet the desire of the viewer so that they feel personally connected to their band or artist. It has been stated by ‘John Stewart of Oil Factory’ that he sees the music video as ‘essentially having the aesthetics of the TV commercial, with lots of close ups and lighting being used most prominently for the stars face’.
It could be argued that the music video is a means of advertising; if people who are not yet fans are able to view a music video which is exciting and captivating, they will have a stronger desire to buy the artists records than if they were exposed to an uninteresting music video.
Continually, to maintain audience interest, directors and editors make sure to use the most effective means of editing in music videos. This is known as ‘fast cut montage’ which does not allow the viewer to be immediately aware of what the images are as they move so quickly, meaning that they will want to watch the sequence again to have a greater understanding; thus ensuring a higher level of hits on websites like ‘Youtube’ while keeping the audience interest very high
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