The document discusses various conventions and forms used in music videos to promote artists and their music. It describes how the performance element can be used to showcase an artist's personality and skills to entertain viewers and create a star image. Narrative, camera work, lighting, editing techniques, and costumes are also discussed as ways to immerse viewers in the atmosphere and style of the video while promoting the artist's image. Examples from other successful music videos are provided to illustrate how these conventions can be effectively used.