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. A Good example of a
performance based music videos is Weezer “Buddy Holly” . This is a rather high-
concept example but an ingenious one nonetheless. Here director Spike Jonze
transports Weezer into Happy Days, merging the group into the show's footage,
creating a visually captivating video that riffs off the song’s title.
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 this is referred to as a tie in. A good
example of a narrative music video is take on me by ah-a- this is another high
concept example but tells a story very well and clearly.
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.
CONCEPT: thematic 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, Rap has lots of street images,
Dance routines are common in pop videos.
CONCEPT: symbolic Use of lots of symbols to build up meaning e.g. graveyard…death Lots of
use of montage – lots of images to create meaning sometimes often contradictory Lighting often
used to suggest mood Fast paced – often only a few seconds per shot to build up meanings
Pictures can support or contradict the lyrics
5. What do PERFORMANCE videos contain?
Often contain shots of the artist performing, can be a live stage performance, with
shots of the artist/band and audience can be the artists in ‘real life’ situations e.g.
warming up, talking, fooling around Often includes lots of close ups of the artist
there can be a particular visual style that goes with the artist (a motif) e.g.
particular clothing, actions, props, type of images. Often the artist can appear to
perform in an unusual place – all lip-synched e.g. a field, a rooftop.
6. What do NARRATIVE videos contain?
Because it’s only 3-4 mins it can be – Very fast paced, lots of shots and cuts – Use
intertextualilty (references other films, videos or TV) – Mimic other film and TV
genres e.g. horror or sci-fi – Sometimes the story can contradict what is seen for
effect – Sometimes the artist is a part of the story, or an observer or completely
separate
7. What do CONCEPT videos contain?
Often unusual elements.
Can be anything!
