Generic Conventions:
Imagery: Pop music generally uses dance orientated beats, leading to the imagery primarily being focused around clubbing, or the main character matches or dances to the beat. Within the sphere of clubs and partying the crowds are presented as young adults, generally clear skinned or fairly attractive, connotes to the audience that these types of happy and wild times are all linked to the song they are currently listening to
Gender: Women within pop, yet not in every single one, generally wear sexual and seductive clothing in order to conform to the male gaze and lure their audience in. Nicki Minaj is an example of a massive pop artist which has a large audience following of both male and female, the men coming for the catchy music and raunchy clips of her, and the girls for catchy music and a female idol.
In terms of the main performer (i.e the artist or main protagonist for the music video) the props and dress style has become more sexualised as well as extravagant. Back in the prime of people such as Britney Spears and Carrie Underwood their make up was no where near the extreme of most pop stars in videos today. Although in recent years, being more obvious of less globally famous artists, younger artists have taken a step back and gone into the more casual dress in their videos being surrounded by friends within their videos. A good example being the artist 'Sigrid' who uses the combination of flashing and eye catching colours, combined alongside energetic dancing, to create a more modest approach when creating her image to the public
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