WHAT IS A MUSIC VIDEO?
A music video or song video is a short film integrating a song and imagery, produced for promotional or artistic purposes. Modern music videos are primarily made and used as a marketing device intended to promote the sale of music recordings.
Music videos are designed to capture the essence of an audio performance and interpret it visually. Some videos, particular those created during the 1980s, do follow a relatively linear path, combining staged shots of the band in performance with a subplot based on the song's lyrics. Others use the band members as actors in a short film, or leave the band out of the video entirely. |
THE HISTORY OF MUSIC VIDEOS
“A music video is a short film integrating a song and imagery, produced for promotional or artistic purposes.”
Music videos are primarily used as a marketing device – to promote the sales of music recordings.
The evolution of music video through the decades has been remarkable; from the illustrated songs to soundies to Mtv videos to YouTube etc.
This timeline below is an insight into music video industry
Music videos are primarily used as a marketing device – to promote the sales of music recordings.
The evolution of music video through the decades has been remarkable; from the illustrated songs to soundies to Mtv videos to YouTube etc.
This timeline below is an insight into music video industry
THEORY OF MUSIC VIDEO
This presentation will include various theorists and their research on music videos.
- Andrew Goodwin
- Sven E Carlson
- Michael Shore
- Steve Archer
- John Stewart
- Music video demonstrate genre characteristics
- It appeals to wider audiences rather than any subculture. It isn't gender biased and almost everyone can relate to the song/music video. (Employment of Romance)
- Recording and Production are more important. Focus is on the narrative rather than live performances.
- Attempts to follow pop culture trends which is very clear in this music video (Costumes, make up, lighting, etc)
- Relationship between visuals & lyrics
Lyrically, Gomez details being in love with a bad boy despite knowing he may not be a stand-up guy. The music video was filmed in black and white to showcase the sad and gloomy atmosphere.
- Relationship between music and visual
Lyrically, Gomez details being in love with a bad boy despite knowing he may not be a stand-up guy. The music video was filmed in black and white to showcase the sad and gloomy atmosphere.
- Demands of Record Labels
This music video stands true to Goodwin when it comes to the Close-ups and solo shots of Selena Gomez.
- Frequent references to the 'Notion of looking'
In this video there is a bit of voyeurism. It also includes the star image looking directly at the camera, this helps the audience connect to the character more.
Inter-textual references
There are no as such inter textual references in this music video. However, Inter- textuality is the way in which one media text is referenced in another.
There are no as such inter textual references in this music video. However, Inter- textuality is the way in which one media text is referenced in another.
Sven E Carlson's Theories
Sven E Carlson's Theories
He believed in Binary Opposition which is to breakup the music videos into black and white boxes, almost everything is then perceived as opposites.
There are 3 main types;
He believed in Binary Opposition which is to breakup the music videos into black and white boxes, almost everything is then perceived as opposites.
There are 3 main types;
- Commercial Exhibitionist
- Televised Bard
- Electronic Shayman
Televised Bard
when an artist tells us a story and we see it happening through the singing with different locations and images. The music video clearly has a narrative that is defined by lyrics and music and is reflected by the location set, costumes, images etc. For example, The whole music video is in Black and White to show a dull surrounding. Selena's emotions, body language. The costumes are black which represents sadness. |
Micheal Shores
In this theory, Micheal Shores concludes that there are certain things that are used in music videos such as;
- recycled styles
- cliche'd imagery
- info overload
- soft core pornography
- speed, power, girls and wealth
- adolescent male fantasies
Steve Archer
Strong relationship between Narrative and Performance.
Since this is an entirely narrative based music video and there isn't any performance so this theory cannot be applied to this particular music video.
Since this is an entirely narrative based music video and there isn't any performance so this theory cannot be applied to this particular music video.
John Stewart
He claimed that music video has the aesthetics of TV commercials, lots of closeups & lighting being used to focus on the star's face. There are visual references in the music video as coming from a range of sources, although three most probably are;
- Cinema
- Fashion
- Art photography
MUSIC VIDEO STYLES
Every music video is different but a lot of them follow similar conventions. Before an artist can begin creating and designing a music video, they need to choose a suitable style that fits well with the song.
ANIMATION
Animation is a growing new form of music videos. Some genres tend to use more animation in their music videos. It is more common in Indie Rock and sometimes Dance. There are three types of animation style music videos: traditional hand-drawn, stop motion and digital. Animation videos tend to be more quirky and unusual because they can be as impossible and outrageous as they can. "Move Your Feet" is a single by Junior Senior, that was released in May 2003. The style of music generally fits into the pop/hip-hop genre of music. So to portray that same style in the music video, they had to create something original and upbeat.
This music video is the band's most notable video because of its Shynola Animation Art theme that involves a pixel art figure of Junior Senior and a squirrel. Throughout most of the video, we see the figures dancing as well as a lot of colours and lyrics.
This video appeals to younger audiences of 10 - 30 year olds because of the fun and animated content that will interest everybody.
I personally, really like this video because its something different, original and fun, but quite simple. Some might say it's ridiculous, but it grabs people's attention and they'll always remember it.
Animation is a growing new form of music videos. Some genres tend to use more animation in their music videos. It is more common in Indie Rock and sometimes Dance. There are three types of animation style music videos: traditional hand-drawn, stop motion and digital. Animation videos tend to be more quirky and unusual because they can be as impossible and outrageous as they can. "Move Your Feet" is a single by Junior Senior, that was released in May 2003. The style of music generally fits into the pop/hip-hop genre of music. So to portray that same style in the music video, they had to create something original and upbeat.
This music video is the band's most notable video because of its Shynola Animation Art theme that involves a pixel art figure of Junior Senior and a squirrel. Throughout most of the video, we see the figures dancing as well as a lot of colours and lyrics.
This video appeals to younger audiences of 10 - 30 year olds because of the fun and animated content that will interest everybody.
I personally, really like this video because its something different, original and fun, but quite simple. Some might say it's ridiculous, but it grabs people's attention and they'll always remember it.
IN CONCERT
In Concert music videos have a sense of realism and they appeal to viewers who perhaps cannot go and see them in concert all the time, so they can see what it looks like for a change. It also might give viewers an incentive to go and see the band live. Sometimes they can be staged to look like they are live.
In Concert music videos have a sense of realism and they appeal to viewers who perhaps cannot go and see them in concert all the time, so they can see what it looks like for a change. It also might give viewers an incentive to go and see the band live. Sometimes they can be staged to look like they are live.
"Feel This Moment" is a song by Pitbull featuring Christina Aguilera that was released in January 2013. The song is about stopping to take a moment and appreciate life. Set to a thumping club beat, the rapper spits "Lets stop time and enjoy this moment."
So I would guess that he tried to think of something that would be a great 'moment' in his life; watching a crowd of people screaming his name to his music. Throughout the music video, we see some shots of him wearing casual clothes, rapping alone in a small room , before (in an expensive suit) he jumps/walks/elevates into a huge arena filled with thousands of screaming fans. It gives a kind of realism to the video and shows how he is living his dream right now.
The video has got a black and white effect throughout which I think is a good way of showing his life; its almost as if its a flashback. I think Pitbull was trying to show his viewers that he is really grateful for the opportunities he has had.
I really like this video because it uses a nice personal style into Pitbull's life. The crowd is immense and the song works really well with it. It almost gives the viewers a 'concert experience' so it will make them want to actually see them live.
So I would guess that he tried to think of something that would be a great 'moment' in his life; watching a crowd of people screaming his name to his music. Throughout the music video, we see some shots of him wearing casual clothes, rapping alone in a small room , before (in an expensive suit) he jumps/walks/elevates into a huge arena filled with thousands of screaming fans. It gives a kind of realism to the video and shows how he is living his dream right now.
The video has got a black and white effect throughout which I think is a good way of showing his life; its almost as if its a flashback. I think Pitbull was trying to show his viewers that he is really grateful for the opportunities he has had.
I really like this video because it uses a nice personal style into Pitbull's life. The crowd is immense and the song works really well with it. It almost gives the viewers a 'concert experience' so it will make them want to actually see them live.
NARRATIVE
Narrative music videos tell a story that normally relates to the song. Sometimes the story is fictional and sometimes it's non-fictional. These videos are popular because they keep the viewers interested and they normally remember the story and the song because of the video.
Narrative music videos tell a story that normally relates to the song. Sometimes the story is fictional and sometimes it's non-fictional. These videos are popular because they keep the viewers interested and they normally remember the story and the song because of the video.
"Same Love" is a single by Macklemore and Ryan Lewis that was released in July 2012. It was written in support of same-sex marriage specifically referenced to Washington Referendum 74 (which is a Washington state referendum to approve or reject the February 2012 bill that would legalise same-sex marriage in the state).
The video goes through stages in a man's life when he loved his other half, and how he deals with it and becomes as happy as anyone would in a relationship.
I really like the idea of this narrative music video because, not only does it have a good story to follow, but there is a clear obvious moral to the story that links to the song.
The ideas that the director (Ryan Lewis) put forward were cleverly thought out to cause debate among the viewers.
The video goes through stages in a man's life when he loved his other half, and how he deals with it and becomes as happy as anyone would in a relationship.
I really like the idea of this narrative music video because, not only does it have a good story to follow, but there is a clear obvious moral to the story that links to the song.
The ideas that the director (Ryan Lewis) put forward were cleverly thought out to cause debate among the viewers.
PASTICHE
Pastiche music videos represent a small imitation that is used respectfully from another form of media i.e. film or TV show. This idea is a good way to get a bigger audience because fans of the artist will know about the imitation and the fans of the other form of media will find out about the artist.
Pastiche music videos represent a small imitation that is used respectfully from another form of media i.e. film or TV show. This idea is a good way to get a bigger audience because fans of the artist will know about the imitation and the fans of the other form of media will find out about the artist.
"Material Girl" is a single by Madonna that was released in November 1984. The song is about a girl who loves diamonds and jewellery and material gifts.
The music video shows Madonna wearing a rich expensive pink dress and showered in diamonds and jewellery. She is surrounded by a lot of men dancing with her.
The music video is referenced to the 1953 film, "Gentlemen Prefer Blondes" starring Marilyn Monroe, and mimicked the performance of "Diamond's are a Girl's Best Friend".
I like the idea of referencing films or other music videos into an artists video because it gives an opportunity for the fans of the artist to appreciate other work. So in this example, the fans of Madonna might want to watch "Gentlemen Prefer Blondes" because they know it is one of Madonna's inspirations. And also, fans of Marilyn Monroe or the film, (or the song), will be aware of Madonna's work.
The music video shows Madonna wearing a rich expensive pink dress and showered in diamonds and jewellery. She is surrounded by a lot of men dancing with her.
The music video is referenced to the 1953 film, "Gentlemen Prefer Blondes" starring Marilyn Monroe, and mimicked the performance of "Diamond's are a Girl's Best Friend".
I like the idea of referencing films or other music videos into an artists video because it gives an opportunity for the fans of the artist to appreciate other work. So in this example, the fans of Madonna might want to watch "Gentlemen Prefer Blondes" because they know it is one of Madonna's inspirations. And also, fans of Marilyn Monroe or the film, (or the song), will be aware of Madonna's work.
IMPRESSIONIST
Impressionist means "an artists take/impression on something". So music videos that have a particular theme or style that is portrayed in a unique way by the artist means that it is an impressionist music video.
Impressionist means "an artists take/impression on something". So music videos that have a particular theme or style that is portrayed in a unique way by the artist means that it is an impressionist music video.
"Get Away" is a single by Snoop Lion featuring Angela Hunte and was released in January 2014.
The music video fits into the style of both animation, homage and impressionist. It pays homage to the '90s themed Pokemon Games. Nostalgia will flow for fans of the classic Game Boy release as they watch an 8-bit version of Snoop Lion patrolling the reconstructed world reminiscent of the original games.
He even battles a trainer, Major Lazer, who co-produced the track.
I like this idea because it is almost a form of referencing and this video will appeal to Snoop Lion's fans as well as fans of the Pokemon games.
From this video, we can easily guess the target audience, which would be young teenage boys who love game consoles such as Game Boy, Nintendo DS, Playstation Vita etc.
The music video fits into the style of both animation, homage and impressionist. It pays homage to the '90s themed Pokemon Games. Nostalgia will flow for fans of the classic Game Boy release as they watch an 8-bit version of Snoop Lion patrolling the reconstructed world reminiscent of the original games.
He even battles a trainer, Major Lazer, who co-produced the track.
I like this idea because it is almost a form of referencing and this video will appeal to Snoop Lion's fans as well as fans of the Pokemon games.
From this video, we can easily guess the target audience, which would be young teenage boys who love game consoles such as Game Boy, Nintendo DS, Playstation Vita etc.
PARODY
Parody music videos are designed to mock or tease an original piece of work, normally in a bad way. It is very similar to pastiche, except it generally has a bad and funny way of representing it. Parodies have got a lot more popular in recent years and some Youtube Artists have become famous because of their parodies.
Parody music videos are designed to mock or tease an original piece of work, normally in a bad way. It is very similar to pastiche, except it generally has a bad and funny way of representing it. Parodies have got a lot more popular in recent years and some Youtube Artists have become famous because of their parodies.
"22" Parody is a single by Bart Baker that was released in April 2013. It is a parody of the single "22" by Taylor Swift.
In the original music video by Swift, she goes through a day in life when she is 22 years old and shows how most people at her age are at the point in their lives when they can have so much fun.
But in this parody version, Baker uses the same tune but doesn't mock the original meaning of the song. In this video, we see Bart dressed as Taylor and talks about how she wants revenge on her boyfriends that dumped her. I think that Bart got the idea from one of the first lines in the original video that he does reference in the beginning:
In the original music video by Swift, she goes through a day in life when she is 22 years old and shows how most people at her age are at the point in their lives when they can have so much fun.
But in this parody version, Baker uses the same tune but doesn't mock the original meaning of the song. In this video, we see Bart dressed as Taylor and talks about how she wants revenge on her boyfriends that dumped her. I think that Bart got the idea from one of the first lines in the original video that he does reference in the beginning:
SURREALIST
Surrealist music videos are videos that contain a style that are so strange and unreal that it's almost impossible that the situation would ever happen. Surrealist videos sometimes contain a lot of animation. They are sometimes fun and exciting which does appeal to younger children. But some music artists take an impression of a certain artist or sculptor and use their style in the music video.
Surrealist music videos are videos that contain a style that are so strange and unreal that it's almost impossible that the situation would ever happen. Surrealist videos sometimes contain a lot of animation. They are sometimes fun and exciting which does appeal to younger children. But some music artists take an impression of a certain artist or sculptor and use their style in the music video.
"Year 3000" is a single by Busted that was released in January 2003. The song describes how the band thinks the world will be like in almost 1000 years. As you could imagine before even listening to the song or watching the video, this idea has endless possibilities for imagination. So surrealism in this video is almost vital.
The story follows Busted getting into a "flux-capacitor" which travels into time to the Year 3000. To make the story more interesting they used animation as well. This video is full of colour and excitement which draws the viewers in.
I think this video will appeal to younger audiences because of the colour, animation and excitement. The scenarios are absolutely ludicrous which makes it more fun and entertaining to watch. The creators must have thought that it has to be totally out there because surrealism means that it isn't real or would never happen. So they can be as imaginative as they want to.
The story follows Busted getting into a "flux-capacitor" which travels into time to the Year 3000. To make the story more interesting they used animation as well. This video is full of colour and excitement which draws the viewers in.
I think this video will appeal to younger audiences because of the colour, animation and excitement. The scenarios are absolutely ludicrous which makes it more fun and entertaining to watch. The creators must have thought that it has to be totally out there because surrealism means that it isn't real or would never happen. So they can be as imaginative as they want to.
INTERPRETATION
Interpretation is a form of music video that means a literal style of video. This means that whatever you hear in the song, is exactly presented in the video. Sometimes it can be word for word in the lyrics, or sometimes it could be an overall story in the theme of the song.
Interpretation is a form of music video that means a literal style of video. This means that whatever you hear in the song, is exactly presented in the video. Sometimes it can be word for word in the lyrics, or sometimes it could be an overall story in the theme of the song.
"Get Lucky" is a song that is performed by Daft Punk, however it was covered by Skylar Grey. She re-creates her own version of the song and music video. Throughout the entire video she shows how she is literally very lucky. In the 4 minutes of this video, she wins a car in a game show, she passes every green light when she drives home, her single goes straight to number one in the charts, she scores hole in one in golf and wins a big cheque for $10,000, she wins 4 awards, she wins a giant fish at a carnival game, and she comes home to an attractive fireman who proposes to her. The entire video is entertaining to watch because of the amount of lucky things that happened to her. As anyone can imagine, the budget was probably quite huge.
I think this video appeals to kids and teenagers because of the comical sense in each scenario, as well as the amount of colour that is involved.
I think this video appeals to kids and teenagers because of the comical sense in each scenario, as well as the amount of colour that is involved.
HOMAGE
Homage style music videos mean that the video pays a tribute to a particular time or event. It is a way for artists to show their respect to others. These videos can influence viewers and make them remember or sympathize for a specific time or place.
Homage style music videos mean that the video pays a tribute to a particular time or event. It is a way for artists to show their respect to others. These videos can influence viewers and make them remember or sympathize for a specific time or place.
"Hey Brother" is a song performed by Avicii. The music video was released in December 2013. This music video pays homage to the men and women of the armed forces in the US. The video contains clips from the Vietnam War and shows a young boy who imagines his father (who died in the Vietnam War) as the older brother he never had.
By paying a tribute in this video, viewers are made to empathize with the young boy and the other families of the world who are going through this.
It also makes you think about how lucky you are in regards to the life you have. Sometimes people think they have a hard life, but compare it to other's lives (the music video scenario for example) it's not actually bad. I don't think the intention was to make viewers feel guilty, but to appreciate the things they have in life more.
I think this video appeals to late teenagers and adults because the content is probably too serious for children to understand. And it may appeal to people who have siblings more as well, since they can understand what it's like to have a brother or sister that is there for you.
By paying a tribute in this video, viewers are made to empathize with the young boy and the other families of the world who are going through this.
It also makes you think about how lucky you are in regards to the life you have. Sometimes people think they have a hard life, but compare it to other's lives (the music video scenario for example) it's not actually bad. I don't think the intention was to make viewers feel guilty, but to appreciate the things they have in life more.
I think this video appeals to late teenagers and adults because the content is probably too serious for children to understand. And it may appeal to people who have siblings more as well, since they can understand what it's like to have a brother or sister that is there for you.
CONCEPT VIDEOS
Great name right? But what would be considered a concept? What is a concept music video? The best description I can give is that it is an artistic expression. There’s an idea behind it or theme that drives the visuals like Childish Gambino’s Sweatpants. Now these can be quite fun because where narrative videos can have less rules; concept videos have none. It’s a limitless playground where anything is possible. CGI? Sure. Stop motion fun? Of course. A series of shots depicting different people’s expressions? Absolutely! Interpreting a song and then bringing it to life in a way that only you (or the director) could like the hauntingly spectacular Feathers Falling by Amani.
Now I’m not saying every type of video has a place, but most do. You wouldn’t imagine One Direction having an artistic concept video, this is an approach more akin to non-mainstream or non-pop music. Due to concept music videos not necessarily telling a story (at least via conventional methods), it’s important that the video captures the feel and tone of the song and this approach doesn’t marry well with pop music and their audiences unless it’s a cross-genre like Darwin Deez and his very cool and very quirky Radar Detector – he’s an indie pop artist and a character so it works.
A Concept music video is an alternative approach for alternative artists. It is the most open and freeing approaches that make way for amazing outcomes.
Great name right? But what would be considered a concept? What is a concept music video? The best description I can give is that it is an artistic expression. There’s an idea behind it or theme that drives the visuals like Childish Gambino’s Sweatpants. Now these can be quite fun because where narrative videos can have less rules; concept videos have none. It’s a limitless playground where anything is possible. CGI? Sure. Stop motion fun? Of course. A series of shots depicting different people’s expressions? Absolutely! Interpreting a song and then bringing it to life in a way that only you (or the director) could like the hauntingly spectacular Feathers Falling by Amani.
Now I’m not saying every type of video has a place, but most do. You wouldn’t imagine One Direction having an artistic concept video, this is an approach more akin to non-mainstream or non-pop music. Due to concept music videos not necessarily telling a story (at least via conventional methods), it’s important that the video captures the feel and tone of the song and this approach doesn’t marry well with pop music and their audiences unless it’s a cross-genre like Darwin Deez and his very cool and very quirky Radar Detector – he’s an indie pop artist and a character so it works.
A Concept music video is an alternative approach for alternative artists. It is the most open and freeing approaches that make way for amazing outcomes.
LYRIC VIDEOS
It does what it says on the tin. Or does it? Okay mostly it does but that doesn’t mean there isn’t space for innovation. For anyone who’s not 100% sure; a lyric video is a music video where the lyrics appear on screen. The first level of innovation came by making the font and visuals match the song – sweet font and vibrant colours for a bubble gum pop song, edgy font and more hard-core imagery for heavy metal. The next level of innovation was the style of animation for the visuals and text – slow and sexy or fast and impactful. Those are the basics and can be seen in Jodie Abacus’ video I’ll Be That Friend. Notice the vibrant images matching the tone of the song and the font design? It feels right. But lyric videos don’t stop there, it can even be fused with other video types to create something cool and new. Take Ariana Grande’s Everyday which fuses lyric and performance videos or one of my personal favourites Suit & Tie from Justin Timberlake ft. Jay Z which combines lyric, narrative, concept AND animation! Now how cool is that?
In the music video industry lyric videos serve more of a practical purpose; usually as a place holder until the actual music video is made, a video for when the artist isn’t available for a shoot or a less expensive option. These aren’t bad things and I wouldn’t go as far as calling lyric videos a Plan C option or even Plan B, it just serves more as a function and simpler option.
Lyric videos are relatively new and have been evolving fast. As a fan of how inventive these videos can be I’m looking forward to seeing what will happen next.
It does what it says on the tin. Or does it? Okay mostly it does but that doesn’t mean there isn’t space for innovation. For anyone who’s not 100% sure; a lyric video is a music video where the lyrics appear on screen. The first level of innovation came by making the font and visuals match the song – sweet font and vibrant colours for a bubble gum pop song, edgy font and more hard-core imagery for heavy metal. The next level of innovation was the style of animation for the visuals and text – slow and sexy or fast and impactful. Those are the basics and can be seen in Jodie Abacus’ video I’ll Be That Friend. Notice the vibrant images matching the tone of the song and the font design? It feels right. But lyric videos don’t stop there, it can even be fused with other video types to create something cool and new. Take Ariana Grande’s Everyday which fuses lyric and performance videos or one of my personal favourites Suit & Tie from Justin Timberlake ft. Jay Z which combines lyric, narrative, concept AND animation! Now how cool is that?
In the music video industry lyric videos serve more of a practical purpose; usually as a place holder until the actual music video is made, a video for when the artist isn’t available for a shoot or a less expensive option. These aren’t bad things and I wouldn’t go as far as calling lyric videos a Plan C option or even Plan B, it just serves more as a function and simpler option.
Lyric videos are relatively new and have been evolving fast. As a fan of how inventive these videos can be I’m looking forward to seeing what will happen next.