2. Music Video
• A visual equivalent to music
• Encourages repeated consumption
• Encourages identification or desire for the
artist
• Provides an open, polysomic experience for
the viewer.
3. Music Video Continued
• Often contains a number of different elements:
– Performance
– Narrative
– Thematic
– Symbolic
• Visually stylish-‘artistic’ mise en scene
• Rhythmic montage, fragmented style
• Intercutting
• Experimental use of camera/editing
• Fast pace
• Conspicuous lighting and cinematography
• Often break the rules of continuity editing
4. Murray Goodwin
• Conventions of the music video;
– Cut to the beat
– Relationship between the visuals and music
– Relationship between the lyrics and visuals
– Close ups of the artist/band – lip syncing and
playing instruments
– References to the notion of looking (scopophilia)
– Some form of narrative and performance element
– Inter textual references (other artists/products)
5. Ideologies of Creativity
• Keith Negus-Producing pop
• Identifies two distinct ways of thinking bout
potential artists from within the music
industry.
• These ideologies shape the way in which the
artists’ images and careers are developed, and
the way that they are marketed towards
specific target audiences.
• Organic/synthetic
6. The Synthetic Ideology of Creativity 1
• The image of the artist is often constructed by
the record company
• The artist will be given a short time to prove
their success before other combinations will
be tried out.
7. The Synthetic Ideology of Creativity 2
• Emphasis is given to single sales and
promoting first albums
• Often aimed at younger audiences
• Profits are a short-term strategy by the record
company.
8. The Organic Ideology of Creativity 1
• The image of the artist is enhanced by the
company but not formed by them.
• The artist is given time to evolve and progress
through their career.
• More promoted on albums rather than
singles.
9. Promoting Organic and Synthetic Acts
• Organic acts are often sold on their
authenticity, both musically and socially.
• The image of the artist appears unconstructed
• Synthetic acts are often sold on their look or
personalities
• The image of the artist is carefully and
unashamedly constructed.
10. Discontinuity Editing
• Discontinuity editing is when narrative doesn’t
need to make sense or in an order.
