2. Introduction
✤ Sven Carlson saw music videos as a method of communicating
messages to an audience through both visual and auditory stimuli as
opposed to songs which communicate through just auditory stimuli.
✤ Carlson also stated that the reception of any video will rely on who
the audience is; if the video is watched by someone who is not part of
the primary target audience of that product they are unlikely to enjoy
it.
3. Two Categories
✤ The theorist broke music videos down into two different categories,
live footage of an artist and conceptual clips which often take a more
artistic approach in comparison to live footage.
4. Performances
✤ According to Carlson, a commercial exhibitionist is someone who is
no longer an artist as they are using their body, face and lifestyle in
order to sell a product.
✤ This is very different to the other two categories as television bards
use images to tell a story and are rarely on screen, whereas electronic
shamans embody various roles to tell a story and act as a guide
throughout the video for the audience.
5. The Combination of Audio and
Visuals
✤ Music videos can be used to emphasise a particular lyric within the
song, however in order to any messages to be successfully conveyed
to the audience, the images must follow the song through its beat.
6. The Combination of Audio and
Visuals
✤ Music videos can be used to emphasise a particular lyric within the
song, however in order to any messages to be successfully conveyed
to the audience, the images must follow the song through its beat.
