Codes and Conventions

The video which I will be analysing is 'Jay-Z, Rihanna & Kanye West - Run This Town'

Representation
The genre of this song is Hip Hop but with a little touch of grime, this is shown by some of the people in the shots, the fact that they're wearing chains, balaclavas and do-rags shows the audience that this video is quite strong and not for the younger generation.

Audience
Jay-Z's music video is particularly aimed at teenagers, the use of the language in the video is definitely not for kids, the language is very explicit and they always talk about

Purpose of music video in the digital age

The purpose of a music video in the digital age is too promote the song they bring out. They sell products through the use of their videos, the main product which they sell through the video is the actual song itself.
Music videos are an unusual way of selling the product because they can be an unusual way of marketing as it allows their audience full access to the product they are selling.