A music video should be as relatable as possible to the song, and attract the attention of the target audience which is the people who would listen to the soundtrack, and encourage them to buy it. The way a music video comes across to someone, and how they relate it to aspects of their own lives has a big impact on whether or not they like it. Also the audience builds an opinion of the personality of the artist from it.
The main focus of a dance music video is the dancers, a lot of the time the target audience will aspire to be like the dancers. Also the idea a lot of the time is to include movements which are a bit different to catch the audience’s attention for them to then replicate it. The lighting is often simple and balanced but dramatic, and the camera shots and angles are often kept very symmetrical and direct. This avoids drawing attention away from the dancers and shows that the props and location aren’t as dominant as the dance.
There isn’t usually much of a storyline to dance videos, unless there is a transition between the dance scenes and the story which is acted out elsewhere. The dance sections are usually filmed on a stage or in a studio; but occasionally intercept the story by dancing through the streets or in a club. The famous video ‘Weapon of Choice’ by Fat Boy Slim (2001) shows a businessman dancing through his office and even bouncing off the walls. There is usually lip syncing, but not often the characters playing instruments, as this is generally computerised.
The characteristics of an indie video depend a lot on the personality of the artist. Unlike a dance music video, the narrative usually has a big impact on the feel of the song and uses the music video to portray this meaning of story to the audience. Its is also used to promote the artist, and usually has something unique in it to show their personility and define the artist as an indie band, and not just another artist wanting to fit in.
