Theorist on music video

1. Sven E
CarlssonMusic Video theorist

2. Proposed that music videos can be categorised into black
and white.
Everything in a music video will be the two opposites of
each other, thus opposition drives the narrative.
Our music video uses subverted expectations to drive the
narrative, the audience will think the main character is a
teenager, however the main character is in fact an elderly
man. These two opposites help drive and tell the
narrative the whole way through the video as perceptions
are built up right until the reveal at the end.

3. Music videos are either:
• Performance
OR
• Conceptual

4. Performance
This is where the music video features the artist
performing, so dancing and singing, might be a
concert featuring the band.
For example in the ‘Confident’ music video by Justin Bieber, he dances and sings all
through the music video.

5. Conceptual
Conceptual videos are where the music videos
involves anything other than the artist
themselves.
Our music video can be viewed as conceptual as
it does not feature the artist.

6. ‘Modern mythic embodiment’
This is the idea that an artist is limited to the
performance of a music video. This idea of a
performance makes the ‘performer no longer a
performer’. The only reason they perform is to sell
themselves, their voice, face, lifestyle, and music.
Thus this means that it is down to the artist in how
they sell themselves. To stop our music video from
becoming ‘no longer performers’ they aren’t in the
video, this is so the audience is able to understand
the message in the music video rather than just
become obsessed with the artist.