Planning - Conventions of a Pop Video

When you look at pop videos you notice that there are certain elements that they all use, given that they are all of the same genre.
Some of these conventions are:
 - An upbeat tempo most of the time.
 - The use of colour; there is a theme between the artist and the video.
 - There also tends to be an atmosphere of happiness/fun/joy created in the majority of pop videos.

Another thing that pop videos have in common are the aspects of location, costume and props.
Here are a few videos that I feel illustrate this:

Katy Perry - Teenage Dream

In this video there are various costume changes dependant on the storyline. In the beginning she is wearing casual clothes, like going on a day out. Towards the end there is some sort of party on the beach and she is then wearing shorts and a bikini. This video illustrates amplification.

Lady Gaga - Just Dance

This video, I feel definitely illustrates the main conventions of a pop video in respect to the use of colour and the tone of the song and beat. There are a few costume changes and only one location, a house. The story is basically a party, which creates the fun atmosphere. Along with this there are a wide range of props used. This video is illustration. 

Justin Timberlake - Cry Me a River

In this video, there are quite a few props used, however only one location, again. There is a colour scheme but this time it is a lot more toned down. You don't get the same vibe from typical pop videos with this one, as the storyline is different, it has more an emotion element. There isn't much costume change either, which makes it more of a realistic situation.