Performance• When performance is used in a music video, the artists perform, whether on stage or in a studio. This is used to showcase the artist and to make them popular with their fan base.• Adele exhibits this in her Number 1 hit ‘Someone like you’
Narrative• Narrative is where a story takes place within the music video. Most of the time, the lyrics are reflected in the narration.• This is something that Taylor Swift likes to incorporate within her music videos. E.g. ‘You belong with me’
Concept• A concept music video is video that a completely unique idea that doesn’t always relate to the lyrics of the song.• A good example of a concept video is Ed Sheeran’s ‘You need me, I don’t need you’ this was the first video to be completely made up of an actor using sign language for the lyrics and nothing else. It is a different idea that is unique.
Advertisement• This is when a particular artist makes a deal with a franchise and endorsees their product (i.e. film) in order to publicise both of them to create more publicity and give both a bigger fan base.• Christina Perri released a song called ‘A thousand years’ and snippets of ‘Breaking Dawn: Part 1’ was included in the video as an incentive for her fans who haven’t watched it, to watch it. Similarly, fans of the film who may not know of Christina Perri may like the song and become fans of her work therefore, it is a fantastic advertising tool.
Editing• The editing is a crucial part in the making of a music video. To make it look as professional as possible, you have to make sure it is detailed and accurate, this takes a long time.• In up-beat dance songs, the editing generally cuts in time with the music. Also, depending on what genre of music video you are editing, the transitions either run smoothly or are disjointed and edgy.• In more rock genres, the transitions are very sharp and jerky and in pop songs, they are flowing and smooth. If it were the other way round, then it wouldn’t quite look right.
Camera angles and movement• The variety of camera angles used in a music video mainly depends on the style of the song. If it is a slow song, then there will be quite similar shots and smooth transitions whereas if it is a fast paced, dance song then the camera angles are more likely to be more adventurous and the transitions, snappy.• In performance videos, there are many close-ups to establish the artist also; these shots show the emotions they are trying to convey in that moment.• For stage scenes, there may be crane shots used to include the whole band as well as pans and tilts to exhibit each member of the band.
Mise-en-scene• To create the right atmosphere in a music video, we have to consider: props, setting, lighting, costume, facial expressions, characters and colours used. This is one of the main contributors in defining specific genres.• For example: the colours used in ‘California Gurls’ by Katy Perry would not be seen in a video for Eminem’s ‘When I’m Gone’. The tones of the song are very different; Katy Perry’s is about Californian Girls whereas Eminem’s is to his daughter about how to cope when he dies.
Sound• There are two main types of sound used; diegetic and non-diegetic. Diegetic means that the sound is actually from the music video whilst Non-Diegetic means that the sound is added at a later stage.• The actual song itself is non-diegetic yet, sometimes in videos, there will be use of Diegetic sounds such as; people talking, birds singing, car noises etc to make it seem more realistic – this would most likely be included in more narrative scenes.• For Example; In Beyoncé’s song for ‘If I were a boy’, the music stops near the end, and in its place, a conversation strikes up. This is all in keeping with the narrative and just adds a different effect and dynamic to the song. It keeps it interesting and fresh.