Conventions of Dance Music Videos

Example - 'Changed The Way You Kiss Me'

This music video has the stereo typical 'live for the moment' story, with the character starting the day doing an everyday routine and ending with a party scene. The character shows his increasing emotion during the video.
The whole video is in black and white and so gives a more vintage atmosphere to the video and perhaps shows more emotion. This is not seen all that often in modern 'dance' music videos.

Jack U (Skrillex & Diplo) - To U ft AlunaGeorge

The music video for To U is quite random and disjointed, however has this reoccuring theme of couples and getting back together. The video features different ethnicities and scenery to perhaps suggest that this topic can be applied to everyone.
The video in general is bright and some of it is filmed in the summer time with summer clothes, however this is not always the case.

Disclosure - White Noise ft AlunaGeorge

This music video has much more of a story compared to the previous two. It depicts this character, a security guard, living in a place of poverty, but he sees the best in life, seen through his dancing during the video. There is also a love connection in the video as he tries to impress a women at the end of the video, this could be showing that love can be found anywhere.
The video itself is very dark, emphasising the poverty and devastation of the setting. However, his clothes are the brightest things in the video which could represent him as a person and how he sees the world.

Comparison

All videos have some what of a narrative story to it, however that is not the sole focus of the video. It seems that interesting shots and creative visuals come first before any deep narrative story, which you could say is like dance music itself. There is not much story to it, it just sounds fun etc.

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