- Has specific conventions
- Last the length of the song
- Features the artists (not always)
- Can tell a story
- Needs to be visually interesting/memorable and worth repeating views
What is the purpose of a music video?
- Entertain- Gratification
- Advertise
- Promote the artist
- Enhance the meaning/understanding/story of the song
- Encourage people to listen to the song
- Connect with the song when listening
- Helps to sell the song and make it memorable
- Financially, better to have music video-increase selling figures
- Creates reaction- talking point, social interaction
What are the conventions of a music video?
· Language used
· Camera angles:
· Close up- lip sinking, emotion
· Establishing shot
· Mid shot
· Long shot
· Camera movement:
· Tilt
· Pan
· Tracking
· Crane shots
· Mise en scene:
· Representation
· Location
· Hair/make-up/clothing- Influence on the audience, colour connotes moods and feels
· Props – Adding to scene, creates emphasis
· Lights
· Editing:
· Post production
· Shots
· Transitions- Fades, Dissolves
· Sinking music with miming
· Lighting:
· Artificial lighting
· Natural
· Sound:
· Vocals of the song
· Story told- short film
3 types of music video genre
· Stadium performances
· Studio performances
Location performances
Methods of Analysis
- · A relationship betweem the lyrics and visuals (illustrating, amplifying or contradicting the lyrics)
- · A relationship between music and visuals
- · Particular genre may have their own video style snd iconography
- · A demand from the record company for lots of close-ups of the main artist
- · Artists develops their own star iconography in and out of their videos
- · Refrence to voyeurism (screen within screen, binoculars, camers)
- · Intertexual references
Blumler and Katz-Uses of Grarification theory
John Stewart – music video has the esthetics of a TV commercial, Visual reference, incorporating, raiding and reconstruction, More access to the performer than a stage
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