What is the purpose of a music video?:
A music videos' integral purpose is to provide an artist with exposure in order to promote their music/album; indirectly music videos can also feature sponsored product placement to boost sales of products or a film. If for instance, an artist features a concert set within their music video, this is a highly clever ploy to increase sales for the artists next tour, as it provides the viewer with an insight as to what their concert would be like. A music video is a visual representation of a song, and often the visuals will be representative/create a narrative of the content and underlying meaning of the lyrics. (interpret lyrics)
Where might we find a music video?:
Music videos are typically shared on the internet through cross media convergence. This is highly effective due to the proliferation of ubiquitous hardware, such as mobile phones, which means that music videos uploaded to streaming platforms (YouTube) are easily accessible to a wide global audience. It was stated in 2013 that at least half the worlds population had access to the internet. Music videos are also featured on specific music TV stations such as MTV or 4 Music.
Most music videos can be categorised into three main styles:
- Narrative Based
- Performance Based
- Concept Based
Narrative:
A narrative based music video depicts a story through visuals, whereby the video is structured with a clear beginning, middle and ending. Often the topic or moral behind the story has connotations or directly links to the meaning of a song's lyrics. Similarly, the subject of the narrative can sometimes have connections to the artist for example, it could retell a particular experience in their life; which allows the audience to empathise or have a deeper understanding of the artists personality, thus providing a notion of normality to an audience. (E.g. The Lumineers music video for 'Cleopatra' retells a true story that the lead singer found particularly emotive, providing a sense of humility to the music video.)
Performance:
Performance based music videos utilise live performance, showing either the artist or actors lip syncing or playing instruments to provide a sense of the raw talent of an artist.
Concept Based:
A concept based music video is based upon a single idea or theme and favours a visual narrative; it doesn't include the band playing the song. These concepts are usually unusual or obscure, which is sometimes surreal for the audience. Concept videos are unrealistic and abstract, taking different approach to the song; the video overall looks like a piece of art.
A narrative based music video depicts a story through visuals, whereby the video is structured with a clear beginning, middle and ending. Often the topic or moral behind the story has connotations or directly links to the meaning of a song's lyrics. Similarly, the subject of the narrative can sometimes have connections to the artist for example, it could retell a particular experience in their life; which allows the audience to empathise or have a deeper understanding of the artists personality, thus providing a notion of normality to an audience. (E.g. The Lumineers music video for 'Cleopatra' retells a true story that the lead singer found particularly emotive, providing a sense of humility to the music video.)
Performance:
Performance based music videos utilise live performance, showing either the artist or actors lip syncing or playing instruments to provide a sense of the raw talent of an artist.
Concept Based:
A concept based music video is based upon a single idea or theme and favours a visual narrative; it doesn't include the band playing the song. These concepts are usually unusual or obscure, which is sometimes surreal for the audience. Concept videos are unrealistic and abstract, taking different approach to the song; the video overall looks like a piece of art.
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