Forms and Conventions - What are they?

Forms and conventions refer to the aspects of a product that make it identifiable to its purpose. 

For instance, in the case of a music video:

- A video portraying a song

- short shots and quick cuts

- Dance or a narrative story 

A music video is commonly released to publicise the artists new and upcoming album release. A good music video will get people talking about the artist and interested in what else they have to offer in their new album. it commonly follows one of the three concepts; narrative, performance or concept as this gives the music video a clear structure to follow.