I have researched into pop song music videos from the past ten years. Using the MTV Video Music Awards, I have found the winners for the 'Best Pop Video' for every year since 2005.
2005
In this music video, shots of clothes in a wardrobe are used, making this particularly girly. The singer also performs on a stage in front of a crowd which is following one of the typical conventions.
2006
This music video is very humorous, particularly the making fun of stereotypical American girls. For example, the disastrous orange spray tan.
2007
This video follows many of the pop music video conventions. For example, back up dancers and dance routines, shots of the singer and her band and close ups of the artist. The narrative amplifies the lyrics by adding a story to the lyrics of how the performer steals a boyfriend from her rival. A lot of the humour comes from the fact that Avril Lavigne plays both of the girls in the video.
2008
Within the first 10 seconds, clips backing dancers, dance routines and girls getting ready are evident. Halfway through the video, the convention of a different shot on each different beat is followed. Fast paced shots flick between the performer and backing dancers walking down a red carpet in front of the paparazzi then into a club and then back to the solo performer singing and dancing looking into the camera.
2009
This video is highly energetic and follows the conventions of multiple outfit changes, seductively looking and singing into the camera and a dance routine with her backing dancers in the office, who look like her adoring 'fans' that look up to her and aspire to be her.
2010
In this video, the artist has a care-free attitude and seems to be a wild party girl who has gone out the night before and had fun. This video follows Goodwin's convention of there being a relationship between the lyrics and the visuals. For example, the brushing of her teeth for 'before I leave, brush my teeth' and the mid shot of her foot fits the lyrics of 'pedicure on my toes'.
2011
This video is very comical and similarly to Avril Lavigne's 'Girlfriend' video, the artist performs the uncool geeky girl. This video is particularly girly due to its brightly coloured theme and also the make over scene where the performer becomes overly attractive and gets attention from the popular people. The shots used showing the performer walking down the stairs after her make over are very typical for a woman in a pop video.
2012
This video follows all the top pop music video conventions, therefore making it the perfect example of one. Firstly, you assume it is a pop song due to it being set on the beach, this is a very typical setting for a pop song. Secondly, throughout the whole of the video, there are close ups and mid shots of both, the singers singing into the camera on their own and as a group. Thirdly, the visuals, again, relate to the lyrics. One shot in particular being one of the girls spinning round in slow motion so her hair is blowing in the wind. This shot is shown when they sing the lyrics 'the way that you flip you hair gets me overwhelmed'. Finally, the use of attractive females in a male artist's music video is a very common occurrence.
2013
This video opens with the singer laying in a field of flowers, this is a very common type of shot used in pop videos. An aspect that definitely confirms this to be a music video is the singer's dance routine with her backing dancers and the close ups of her singing into the camera.
2014
Again, the bright colours (pink especially), dance routines, backing dancers and close ups of the artist singing into the camera are all traits of a pop music video. My favourite shot is of the singer spinning around on a black and white pinwheel. I think I particularly like that one because it is a change from the typical 'standing in front of the camera and mime'.
2015
Aside from this being a very 'fun' music video, it does follow some of the key pop video conventions; the backing dancers, dance routines and cuts to different shots on each beat towards the end. A wide range of shots are also used, including low angle shots and close ups of the artist.
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