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

Postproduction digital effect

• The use of GCI and green
  screen are used frequently in music videos to enhance setting or certain
  props (e.g. cars etc.). This both creates a more visually interesting
  video as well as with an emphasis on the artist.
• The use of enhancement
  allows artists to appear how they are seen within the  media,
  allowing an emphasis on the artist (their image/style)

An example of this is: Katy Perry - Dark Horse

(Official) ft. Juicy J

The use of CGI and green screen throughout this video means a enhance in both the setting of the video as well as adding a large amount of visual interest for the viewer. It also enhances Katy Perry's rather 'strange' star image; being known for her very almost 'weird' music videos (e.g. California Girls-a previous video with a similar use of CGI). Here Green Screen has been used effectively to create mystical buildings (for example to palace); meaning that both the setting created becomes very visually appealing as well as the use of strange special effects; such as some of the actors within the video having animal heads. This again enhances Katy Perry as a brand (her star image/personality).