The digital environment embedded in the media universe has become a part of an individual’s private space, where a special place belongs to the screen art and, in particular, to the music subculture, i.e. video clips. The study of the peculiarities of their perception in the Internet space constitutes the purpose of the article. The paper identifies the main characteristics of music videos, for which the media have become a regular place for receiving information, immersing into musical space and a platform for communication.The relevance of the research is due to the growing interest in the placement of songs, broadcasting concerts and music videos over the Internet and the immense influence of verbal and nonverbal communication on the modern man. The article also raises questions related to the degree of the recipient’s immersion in the chosen environment. Their study shows that in the networks one can not only derive information and aesthetic pleasure from the music, but also make themselves known as individuals, interacting with a virtual audience, sharing their video content and commentaries. Hence, significant attention is given to identifying the characteristics of clips which are structurally based on theatrical, cinematic, animation conventions and can have mixed forms (staged shots, staged shots + concert performance etc.) still always being basically short, mosaic and fragmentary.Considering structural peculiarities of contemporary multi-genre music videos, their modality and metaphoric nature, the author comes to the conclusion that visual appeal and a certain dialogueness in video clips do not only shape the recipients’ worldview, but also encourage independent creativity, the search for like-minded people (fan-clubs) and the emergence of their inner world.