2. PERFORMANCE BASED
Many music videos include performance of the
artists as part of the video.
It was from clips of performances that music
videos developed.
3. NARRATIVE BASED
Often the video tells a story either that
features in the lyrics or is suggested in the
lyrics e.g. girl dumps boy
This narrative can be like a mini film, with a
beginning, middle and end.
Or it can suggest some links to a story. It can
promote a film with clips from the film including
telling a story.
4. CONCEPT BASED
Concept videos are based around a single
idea or concept and are usually unusual or
obscure, even surreal for an audience.
The unusual content is an attraction to many
consumers, which draws them in.
A successful concept video will keep the
audience entertained and constantly looking at
what or who is on the screen.
5. CONCEPT: THEMES
There are lots of common themes in music
videos
Depends on the genre of music E.g. Heavy
Metal bands go for performance dominated
clips backstage pass/ band rehearsing
Rap has lots of street images (inner city areas)
Dance routines and party scenes are
common in pop/ RnB videos.
Critique of popular culture is also common
theme in music videos
6. CONCEPT: SYMBOLIC
Use of lots of symbols to build up meaning
e.g. graveyard…death
Lighting often used to suggest mood
Use of montage editing – lots of images to
create meaning sometimes often contradictory
to the lyrics
Can be fast paced – often only a few seconds
per shot to build up meanings
Performance
A performance video focuses on showing footage of the artist or band either in a casual environment, i.e. socialising with friends, or performing, live performance or staged performance. This style of video uses the band/artist/group throughout the majority of the production and the artist, band members are often miming the words to the song. The genre of music where performance videos are common is indie and rock. The costing on this type of production are also most likely to be the lowest as the producers are in effect giving the audience the most realistic image of the band as it is only the band they are showing. The downside of this is that the band will need to be relatively established to pull off the video, or else interest will become saturated.
Concept
Concept videos are based around a single idea or concept and are usually unusual and obscure, even surreal for the audience. This unusual content is an attraction to many consumers, which draws them in. Concept videos usually are combined with one of the other two styles as the market demands for greater accessibly rather than the somewhat niche that is pure concept art. A successful concept video will keep the audience entertained and constantly looking at what or who is on the screen. No particular genre or type of music is more likely to use concept videos, in fact a range of artists covering all genres have used concept/ art based videos.
