Underground Dance - music video genre conventions

Underground dance music specifically, doesn't have that many music videos which is primarily down to the fact that it has not entered a mainstream culture which means that they haven't been financially successful enough to commonly produce music videos for this type of music as the financial return is not always guaranteed. Most listeners of this specific genre are only bothered about the sound and not so much the visuals of the music video. However saying this, there has been occasions where a star has arisen and fought this generalisation and been big enough in order to receive the financial support to create music videos. My artist, specifically, is one of these artists. My artist has very successful music videos which can be argued to be of complete professional quality but also providing a moral for the story in each music video. The videos are often of a sinister tone as they explore realistic but troubling themes which allows people to watch the video and internally relate to the video.

With regards to conventions on the whole, as underground dance music varies within itself from sub genre to sub genre, whether it be psychedelic trance music or simply drum and bass. It suggests that to explicitly identify the conventions of underground dance music a very hard task. For example, Coki & Benga - Night's music video, an old school dubstep song, depicts a squid with a mechanism inside its head moving to the beat of the song. This shows no narrative but a weird and almost spooky vibe to the audience. Another example which contrasts immensely to the previous one is: Wilkinson's - Half Light ft Tom Cane. This music video is professionally made with its own narrative which you could argue has a positive relationship between visuals and lyrics. This is simply down to financial backing and audience recognition so that the record label can guarantee a profit and good amount of financial return on the music video.

Another example of an underground dance music video which is unconventionally successful is Breach's - Everything you never had. This music video is unconventional for this genre due to its success in becoming mainstream, despite this however, this particular music video is conventional within the genre as it is a concept video rather than a video with a narrative. The weird and spontaneous visuals allow the video to abide by the conventions of the underground dance genre as there is no relationship between the visuals and lyrics, this is a convention as it is is also seen in the above video: night by Benga and Coki.