Style And Conventions Of Music Videos
Genre Video
this is when the music video represents the genre for example the clothing,ethnicity,location. This means that the things you see in this music video you would see in the same genre of song music video.in this music video at the time code 0:59 to 1:05 you see strobe lighting and this is something which you commonly see in house music videos.also through out the whole song the main ethnicity you see is white people which is the common ethnicity which you see in this genre of music and the music videos. the main location which you see in this music video is at a live performance you can see this at 1:06,this also commonly shown in house music such as the song turn up the speakers by martin Garrix. The institution would use this style and conventions because it is a very popular style for this genre of music. From using the location as it being at a live event and you can see the audience dancing to it and having a good time it represents the artist as someone who makes good music and also when they host live events then the people who go to it will have a good time. The impact that this has on the audience is that if they see people at a live performance having a good time and enjoying it for example at 0:51 you can see this happening,this will make the audience watching make them want to go to a live performance because they have heard the song which they enjoy and also they have seen people there having a good time and enjoying it as well.
Genre Subverting Video
This is when the music video is different to what you usually see in that genre of music videos.The music video for the song Otis by Krept and Konan is different to the usual music videos for rap because usually they are serious videos and have nice cars,money and usually smoking or drugs are involved and are usually in clubs or in houses but in this music video they don't take it seriously and you don't see nice cars or in big houses or any of that. You can see this throughout the whole song because the whole time they are outside and you dot see any nice cars or them with money such as at 0:44 where they are outside. The institution would do this because they would want to be different from the rest also it would represent tho artist in a different way because the music video is different to the usual ones of that genre. The impact that this would have on the audience is that they will be able to enjoy the song more because it is funny and different to what you usually see. I can use this for one of my ideas because it is different to what you usually see so it would be more interesting then the others.
Performance
This is when in the music video you see the artist or artists performing in front of a live audience but the sound is not real it is only the video where you see them singing it.The song N*ggas in paris by Kayne West and Jay Z has live performance in this song it starts at 0:24 and is continuously shown throughout the whole music video. The institution would do this because it promotes live performances and can make the audience want to go because they perform the song really well in the music video and they would also do this because it can make the audience want to go to a live performance because they are performing in the music video and if they enjoyed it then they will want to go see them performing live. The impact that this would have on the audience is that it would make them want to go see them performing live because they saw the people in the music video at a live performance and you see that they are having a really good time. I could use a performance in my music video by you seeing the artist performing live in front of a live audience because this would make the audience member want to go see the artist performing live like they are in the music video because they enjoyed seeing them perform in the music video
Narrative
This is when there is a story line in the music video and it develops as the song goes and and the story would be about the song. In the song A-Team by Ed Sheeran there is a clear story which also tells the song s you hear it because whats happening in the music video is also happening in the lyrics of the song. you can see this because when you hear him talking about trying to make a living you can see the actress in the music video trying to make a living as he is saying it and doing what he says in the lyrics. You can tell it is telling a story because when the artist says 'breathing in snow flakes' at 0:36 you see her looking in the sky looking like she is breathing in the snow flakes.The institution would do this to make the song make more sense and make it more of a story because it is based on a true story so if you show that then it is more believable then if the music video was irrelevant. Also it helps to understand the song because if you didn't know what he was talking about then the music video shows that. The effect that this has on the audience is that the song makes more sense to them because the music video tells the story about the lyrics. Also it makes the audience feel sorry for people like the girl in the music video and how hard life is for her as he is explaining in the lyrics. I could use this in my music video to help people understand what the song is about or what the lyrics are saying by making the video relevant to the lyrics.
Animation
This is when the music video is completely animated the whole way through or it has parts on animation in it which could be graphics or editing and usually the animations are cartoons. In the song Good Life by T-Pain and Kayne west the whole music video is animated you can see this throughout the whole video such as at 1:44 you see them holding a screen and when they go in front of the screen it makes them animated and turn in to a cartoon. The institution would do this because it makes it more interesting because you don't see alot of music videos which have any animation but this song is animated the whole way through so it is different from most music videos. The impact that this has on the audience is that it makes them enjoy it more because they probably haven't seen a fully animated video which is animated the whole way through the song so it appeals to them more. I could use this style in my music video by having some animations in the music video for example if i was to talk about being in New York then i could have a animated New York in the video as a background.
Interpretive
This is when the music video has a video which is related to the song so it would be similar to the lyrics so if there was a section about being about someone who lives in a mansion you might see that person living in that mansion. The song Cleaning out my closet by Eminem uses this at 1:46 you hear him saying 'take you back to 73' and then in the music video you see him going back in time to when he was a baby and then you hear him talking about his father leaving him when he was a baby and then in the music video you see his father walking out on him. The institution would used this because it makes the song mean more because if you was just hearing him talk about it , it doesn't mean as much then if you was to physically see it because it makes you take more notice of that section of the song. The impact that this has on the audience is that it makes them feel sorry for the artist and it also helps to understand certain parts of the song and it also helps point out certain parts of the song because it is not a music video where the whole video is a story only part of the music video has a story. I could use this in my music video by having the most important part of the song have a story in the music video so the audience understands it clearer.
Impressionist
This is when they music video matches the mood and the beat but it doesn't match the lyrics and also it doesn't tell a story. In the song Day n Night by Kid Cudi the music video isn't relevant to the lyrics but it matches the beat because when the beat speeds up the music video speeds up you can see this at 1:13. The institution use this because the music video isn't about anything in particular and there isn't a story behind the song so the music video doesn't have to be relevant. The impact that this would have on the audience is that it makes it more interesting because the video is good and interesting but it can also confuse them because they might not understand the song because the music video is irrelevant. I could use this in my music video by having a music video which is in time to the beat by it doesn't match the lyrics or tell a story.
Surreal/Abstract
This is when the music video does not match the song at all and it is just for show to interest the audience. The music video for the song Dark horse by Katy Perry is not relevant to the song it is just a random idea but it is still appealing to the audience because it is interesting and a music video which has never been seen before it is different because at 0:33 you can see a Egyptian setting and that isn't a setting you usually see in music videos. The institution would do this because the song doesn't need a particular music video because it isn't about a certain topic. Also they had to choose a music video that would have to be appealing to the audience as well. This appeals to the audience because it is a interesting video and isn't boring it is quite a interesting music video to watch because there aren't any other music videos which are like that.
Parody
This is when somebody recreates a song but does it to take the mick out of a song but it uses the same beat same mise en scene just a different character with different lyrics. A example of this would be the parody of the song all about that bass. This is a parody because someone is taking the mick out of what she is saying in the proper version for example it is the same beat and the lyrics are said in the same timing but the words are different. You can see that it is a parody because the artist in the parody looks similar to the one in the official song you can see this at 0:44 also it is the same setting in the parody as it is in the proper song. The institution would do this for a laugh but not necessarily because they don't like the song but just because it would be funny to do. The impact that this would have on the audience is that it would make them laugh and also it can put them off the proper song because they heard the parody to it.
Referencing
This is when the music video includes footage from another media text such as a film. A example of this would be Skyfall by Adele because in the music video there are scenes of the film such as at 0:32 you can see James bond in a clip from the film. The institution would do this to promote the film as well because this song is the sound track to the film from this both awareness of the song and the film raises because they are seen in a film and a song. The impact that this has on the audience is that if they didn't know about the film then they might go watch it because if they like the song then they will like the film because the song is about the film. I could use this in my music video to help raise awareness because if i was to choose a popular film which a lot of people watch or a newly released film then a lot of people would hear m song then go listen and watch it on you tube.
Pastiche/Homage
This is when it pays homage to another artist to copy there style eg clothing. A example of this is Chris Brown in the song Fine china in this he copy's Michael Jackson clothes you can see this in 2:01 because he is wearing the clothes that Michael Jackson would where in his music videos. Also he does sound effects like Michael Jackson would as well you can hear this in 1:26. The institution would do this because it pays respect to Michael Jackson because this song was released soon after he died. Also Michael Jackson was a very popular artist world wide so by copying the things he do he could become popular like Michael did. The impact on the audience is that it reminds them about Michael Jackson and also it makes them like Chris Brown more because is he copying something which someone very popular did. I could potentially use this in my music video by copying another artist for example Tinie Tempah is known for wearing black sun glasses so in my music video i could use black sunglasses.
Performance
Narrative
This is when there is a story line in the music video and it develops as the song goes and and the story would be about the song. In the song A-Team by Ed Sheeran there is a clear story which also tells the song s you hear it because whats happening in the music video is also happening in the lyrics of the song. you can see this because when you hear him talking about trying to make a living you can see the actress in the music video trying to make a living as he is saying it and doing what he says in the lyrics. You can tell it is telling a story because when the artist says 'breathing in snow flakes' at 0:36 you see her looking in the sky looking like she is breathing in the snow flakes.The institution would do this to make the song make more sense and make it more of a story because it is based on a true story so if you show that then it is more believable then if the music video was irrelevant. Also it helps to understand the song because if you didn't know what he was talking about then the music video shows that. The effect that this has on the audience is that the song makes more sense to them because the music video tells the story about the lyrics. Also it makes the audience feel sorry for people like the girl in the music video and how hard life is for her as he is explaining in the lyrics. I could use this in my music video to help people understand what the song is about or what the lyrics are saying by making the video relevant to the lyrics.
Animation
Interpretive
This is when the music video has a video which is related to the song so it would be similar to the lyrics so if there was a section about being about someone who lives in a mansion you might see that person living in that mansion. The song Cleaning out my closet by Eminem uses this at 1:46 you hear him saying 'take you back to 73' and then in the music video you see him going back in time to when he was a baby and then you hear him talking about his father leaving him when he was a baby and then in the music video you see his father walking out on him. The institution would used this because it makes the song mean more because if you was just hearing him talk about it , it doesn't mean as much then if you was to physically see it because it makes you take more notice of that section of the song. The impact that this has on the audience is that it makes them feel sorry for the artist and it also helps to understand certain parts of the song and it also helps point out certain parts of the song because it is not a music video where the whole video is a story only part of the music video has a story. I could use this in my music video by having the most important part of the song have a story in the music video so the audience understands it clearer.
Impressionist
This is when they music video matches the mood and the beat but it doesn't match the lyrics and also it doesn't tell a story. In the song Day n Night by Kid Cudi the music video isn't relevant to the lyrics but it matches the beat because when the beat speeds up the music video speeds up you can see this at 1:13. The institution use this because the music video isn't about anything in particular and there isn't a story behind the song so the music video doesn't have to be relevant. The impact that this would have on the audience is that it makes it more interesting because the video is good and interesting but it can also confuse them because they might not understand the song because the music video is irrelevant. I could use this in my music video by having a music video which is in time to the beat by it doesn't match the lyrics or tell a story.
Surreal/Abstract
This is when the music video does not match the song at all and it is just for show to interest the audience. The music video for the song Dark horse by Katy Perry is not relevant to the song it is just a random idea but it is still appealing to the audience because it is interesting and a music video which has never been seen before it is different because at 0:33 you can see a Egyptian setting and that isn't a setting you usually see in music videos. The institution would do this because the song doesn't need a particular music video because it isn't about a certain topic. Also they had to choose a music video that would have to be appealing to the audience as well. This appeals to the audience because it is a interesting video and isn't boring it is quite a interesting music video to watch because there aren't any other music videos which are like that.
Parody
This is when somebody recreates a song but does it to take the mick out of a song but it uses the same beat same mise en scene just a different character with different lyrics. A example of this would be the parody of the song all about that bass. This is a parody because someone is taking the mick out of what she is saying in the proper version for example it is the same beat and the lyrics are said in the same timing but the words are different. You can see that it is a parody because the artist in the parody looks similar to the one in the official song you can see this at 0:44 also it is the same setting in the parody as it is in the proper song. The institution would do this for a laugh but not necessarily because they don't like the song but just because it would be funny to do. The impact that this would have on the audience is that it would make them laugh and also it can put them off the proper song because they heard the parody to it.
Referencing
This is when the music video includes footage from another media text such as a film. A example of this would be Skyfall by Adele because in the music video there are scenes of the film such as at 0:32 you can see James bond in a clip from the film. The institution would do this to promote the film as well because this song is the sound track to the film from this both awareness of the song and the film raises because they are seen in a film and a song. The impact that this has on the audience is that if they didn't know about the film then they might go watch it because if they like the song then they will like the film because the song is about the film. I could use this in my music video to help raise awareness because if i was to choose a popular film which a lot of people watch or a newly released film then a lot of people would hear m song then go listen and watch it on you tube.
Pastiche/Homage
This is when it pays homage to another artist to copy there style eg clothing. A example of this is Chris Brown in the song Fine china in this he copy's Michael Jackson clothes you can see this in 2:01 because he is wearing the clothes that Michael Jackson would where in his music videos. Also he does sound effects like Michael Jackson would as well you can hear this in 1:26. The institution would do this because it pays respect to Michael Jackson because this song was released soon after he died. Also Michael Jackson was a very popular artist world wide so by copying the things he do he could become popular like Michael did. The impact on the audience is that it reminds them about Michael Jackson and also it makes them like Chris Brown more because is he copying something which someone very popular did. I could potentially use this in my music video by copying another artist for example Tinie Tempah is known for wearing black sun glasses so in my music video i could use black sunglasses.
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