2. There are several individuals who have thought of
their own theories with regard to Conventions of
MusicVideos.The ones I have conducted some
research into are:
- Andrew Goodwin
- David Buckingham
- Nicholas Abercrombie
3. Andrew Goodwin
Andrew devised these SevenTheories based on what he thinks a Generic MusicVideo will
feature, regardless of Genre or Style ofVideo.
1. Music videos demonstrate Genre Characteristics. (E.g. Stage Performance in MetalVideos,
Dance Routines for Boy/Girl Bands and Aspiration in Hip Hop).
2.There is a relationship between Lyrics andVisuals.The lyrics are represented with Images.
(Either Illustrative,Amplifying and Contradicting).
3.There is a relationship between Music andVisuals.TheTone and Atmosphere of theVisuals
reflects that of the music. (Either Illustrative, Amplifying and Contradicting).
4.The demands of the Record Label will include the need for lots of Close-Ups of the Artist, and
the Artist my develop Motifs which recur across their work. (AVisual Style).
5.There is Frequent Reference to Notion of Looking. (Screens within Screens, Mirrors, Stages
etc.) and particularlyVoyeuristicTreatment of the Female Body.
6.There are often Intertextual References. (To Films,TV Programs, Other MusicVideos etc.)
7. A MusicVideo can either be Performance, Concept or Narrative Based, but someVideos do
incorporate more than one of the three areas listed.
4. 1. Music videos demonstrate Genre Characteristics. (E.g.
Stage Performance in MetalVideos, Dance Routines for
Boy/Girl Bands and Aspiration in Hip Hop).
RockVideo - Metallica Pop/Boy BandVideo – One Direction
Hip HopVideo -DJ Kahled
5. 2.There is a relationship between Lyrics andVisuals.The
lyrics are represented with Images. (Either Illustrative,
Amplifying and Contradicting).
Illustrative
‘I’m Cold’
Amplifying
‘IWent
Somewhere’
Contradicting
‘IWasVery Sad’
6. 3.There is a relationship between Music andVisuals.The
Tone and Atmosphere of theVisuals reflects that of the
music. (Either Illustrative, Amplifying and Contradicting).
Illustrative
Guitar and Bass
Work can be
clearly heard.
Contradicting
Guitar and Bass
Work and clearly
be heard.
Amplifying
Acoustic Guitar
can be heard,
as well as other
instruments.
7. 4.The demands of the Record Label will include the need for
lots of Close-Ups of the Artist, and the Artist my develop
Motifs which recur across their work. (AVisual Style).
8. 5.There is Frequent Reference to Notion of Looking.
(Screens within Screens, Mirrors, Stages etc.) and particularly
VoyeuristicTreatment of the Female Body.
9. 6.There are often Intertextual References. (To Films,TV
Programs, Other MusicVideos etc.)
These stills are taken from Blink 182’s ‘Man Overboard’ video, and they are intertextual
references to some of the bands other videos; ‘AllThe SmallThings’, ‘What’s My Age
Again?’ and ‘Adam’s Song’.
10. 7. A MusicVideo can either be Performance, Concept or
Narrative Based, but someVideos do incorporate more than
one of the three areas listed.
Performance Concept Narrative
11. David Buckingham
“genre is not simply given by the culture, rather, it is in
a constant process of Negotiation and Change”.
What Buckingham is saying here, is that there
shouldn’t be a predetermined presumption made for a
MusicVideo based on the artist’s recognizable Genre,
due to the fact the Genres are changing slightly every
day, and now any key factor can be seen as Genre
Relevant in some way, shape or form. Eg: Pop Bands
are starting to be captured playing instruments such as
Guitar and Drums. Buckingham believes that it is all
down to interpretation, and it should be left at that.
12. Nicholas Abercrombie
“Television producers set out to exploit Genre
Conventions.. It makes Economic Sense”.
Basically, Abercrombie believes that genre
Conventions in MusicVideos are exploited, all in an
effort to turn in a profit.
