I will analysing the music video 'Crank That' by Soldier Boy which strongly conforms to performance music video conventions.
I this music video it is very discontinuous having shots from multiple different locations and also including shot of internet videos. This all builds on the audience reaction as most of the shots are of audience members dancing and enjoying the music. The video conforms to all of the conventions of a music video. It has singing by lip syncing throughout and has dancing throughout which is what the audience expects. The dancing is very specific to the artist which attracts his audience and the dance is also supposed to be simple and catchy for more audience appeal. There is a strong juxtaposition of age groups but the video shows that you can connect them together through music. It is quite comical throughout to keep the audience entertained.
The artist is wearing clothing that is strongly identifiable to his person. There are a lot of money shots of him for the audience appeal. He switches between his acting on stage persona to his artist persona when he signs a record deal and meets up with the label. His lyrics connect with different visuals in the video and all of his dancing fits with the music. Overall the video is striking and memorable and clearly shown to be of this specific artist.
