Sven E Carlsson

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Sven E Carlsson

  1. 1. Sven E Carlsson<br />Music Video Theorist <br />
  2. 2. What is his theory?<br />Binary opposites drives the narration of the video forward e.g. Black and White theme<br />There are two category music videos fall into: Performance and Conceptual <br />
  3. 3. Performance <br />The audience can see the artist singing and dancing in the video e.g. Rihanna Rude boy<br />http://www.youtube.com/watch?v=e82VE8UtW8A<br />The performance can be of three types: song performance, dance performance and instrumental performance. <br />
  4. 4. Carlsson believes the performer is often made into a materialization ‘commerical exhibitionist’ this is where the performer is made into almost a selling item; someone that fans often aspire to be and these scenes will be extremely high in quality and have a gloss to them.<br />Another type is the televised bard, which is a singing storyteller who uses on screen images instead of inner, personal images.<br />The third and final type is the elctronic shaman, sometimes the shaman is invisible and only his/her voice that anchor the visuals <br />
  5. 5.
  6. 6. The RihannaRudeboy video consists of shots of her dancing and singing only<br />There is no narration beyond her performance<br />She is made to seem as a sexual object to the audience: this is evident through her sexual dancing and tight clothing<br />Rihanna’s dancing is very confident and the camera often shoots close ups which suggests that she understands her role in the video is to make the audience desire her <br />Those who aspire to be like Rihanna in the video enjoy the video as they can narcissistically identify with the power she possess over the male actor<br />
  7. 7. Conceptual <br />The audience watch something beyond the artist that aims to have artistic ambitions e.g. Lil Wayne Lollipop<br />http://www.youtube.com/watch?v=2IH8tNQAzSs <br />
  8. 8.
  9. 9. Lil Wayne’s Lollipop captures the art of the confectionary sweets <br />This is achieved by the sprawled sweets behind the female characters<br />The video also uses extravagant props in the background such as the large swimming pool and the double act of the mirrors to narrate the video<br />The camera pans on and off little Lil Wayne (the artist) which shows his performance is not the most important part of the video<br />Lil Wayne acts as well as sings in the video which restricts the video from falling into a ‘performance’ type. <br />

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