Music videos are one of the most important and beneficial ways of marketing a specific song, and to create a music video, there are certain codes and conventions that are used to help produce a music video to a high standard. The most important aspect of a music video is of course the music, as the purpose of the music video is to help advertise and sell a specific song. Another important aspect of the typical music video is the actual video itself, which can feature the artist of the song, who would probably be singing along to the music, or just featured in the video. However, some music videos of music genres such as alternative do not feature the music artist and therefore are created in an artistic and creative manner to portray a deeper meaning to the song and video. A typical music video should be shot at a suitable location to ensure that the audience is interested in and attracted to the music video, as well as an accurate use of Mise-en-Scene (lighting, NVC, location, costume, props, make-up, blocking, etc).  Editing is also a key convention of a music video, as the editing can determine how the video is put together, through using different transitions, special effects, motion speeds and cuts where needed. Continuity of the video must be smooth, to ensure that the video flows and the audience can easily follow the video, and the music track must also be in sync with the video, otherwise the music video will not look professional and therefore will not be as successful as other popular music videos.