Music video theories

2. Peter Fraser's 10 Step Music Theory
Peter Fraser defines a music as 'a short, moving image product, shot for the express purpose of accompanying a pre-existing
music track and used to encourage of sales of the music in another format.‘
• Technical codes and conventions: the filming and editing of the music video, for example how the camera is positioned.
• Symbolic codes and conventions: show the meaning of the music video and look beyond the facial expressions and body
language of the characters in the music video and instead look at the meaning behind the costumes or the colours used
in the video.
• Codes and conventions used in a music video have a connection with the audience.
• Codes and conventions are also used in music videos to create a sense of familiarity for the audience. For example a
different music genres will have different conventions. E.g. a music video with a pop genre will contain bright lights,
dance routines etc, whereas in a music video with a rock genre you might have darker lights and feature the rock band
performing on a stage or something.
• Camerawork and editing will vary in music videos again depending on the genre, f the song is quite a fast pace upbeat
song the editing will by faster and a variety of camerawork will be used- for example close-ups are used in every music
video.
• In every music video the stylist and visual director will purposely dress the band/ artist in a costume that fits the genre of
the music video. For example in a pop genre a female artist may wear something slightly revealing, high heels etc.
• Some music videos actually base the video itself on what the lyrics say. Which could help the audience relate more and
understand the narrative of the music video.

3. Carol Vernallis's Theory
Narrative:
- Is a visual response to the music.
- There isn't usually a balance between the
narrative of the song or the performance.
- May have a partial or fragmented narrative.
- There may be a montage theme to the music
video.
- The music video may pose a question that may
not be answered in the video.
Editing:
- The editing tends to match the beat and pace of
the music.
- Editing a music video may mean breaking the
rules of continuity editing.
Shots such as jump cuts, breaks of 180 degree
rule, extreme jumps in time and space may been
used in a music video.
- However you don't really see smooth
transitions, match on action or an even pace
throughout.
Camera Movements and Framing:
- Extreme close-up shots are frequently used to
show the band/ artist.
- The style of framing and movement are usually a
continuing theme and are different to the video's
genre.
- Master shots and normal close-up shots are also
commonly used within music videos.
Sound:
- The sound may be revealed slowly as the music
video starts.
- The characters in the music video move to the
music for example dance routines etc.
- Some frames within the music video could be more
important than others.
- There are usually missing parts in the audiences
understanding of the music video, in time, space,
performance and narrative.

4. Andrew Goodwin's Theory
• Music videos create characteristics for the genre of the song. For example there could be
stage performances in metal videos, or a girl/boy band might do a dance routine etc.
There is usually a connection between lyrics and visuals. Meaning the lyrics are
represented with images used in the video, which will either be illustrative, amplifying or
contradicting.
There is commonly a connection between the music and visuals. Meaning the tone and
the atmosphere of the visual reflects the music (tells the story, follows the lyrics of the
music), again this may either be illustrative, amplifying or contradicting.
Due to the demands of the record labels a lot of close-up shots of the band/ artist as it
may help develop motifs which will recur across the work they produce in a visual style.
There is constant reference to notion of looking. Meaning screens within screens,
mirrors, stages etc. Particularly in the voyeuristic treatment of the female body.
Intertextual references are also made throughout music videos, tv programmes and
films.