Initial analysis of typical conventions (technical codes for music videos)

Editing

•  The pace of editing plays a
  key part in music videos of all genres. Fast past editing is a good
  example of editing used frequently throughout all genres of music video,
  this can create suspense of emotion (etc.) to emphasis aspects of the
  lyrics or the artist’s performance.
• Another frequently used
  editing technique used is shot-reverse-shot especially in narrative music
  videos, used to show emotion between the artist and characters (helping
  convey the lyrics)
• The use of fades and
  dissolves are also used frequently in music videos (usually in older
  videos opposed to modern; but is still used in current videos for
  stylistic effects).

A example of this is: Lana Del Rey- Summer Time Sadness 

The use of fades (as well as dissolves) throughout this video gives a 'vintage' (old-fashioned) feel; reflecting Lana Del Rey's star appearance (brand). It also gives a natural feel to the video; based in an old fashioned setting this adds to the overall 'feel' of the video. The use of shot-reverse-shot happens throughout the majority of the end of the video; allowing the audience to see Lana Del Rey lip-singing (performing) in contrast to her lover about to commit suicide; paired with fast past editing showing the typical conventions of music videos effectively.