theory.

1. Carlson and
Goodwin’s
theories.
Here is a short summery of the two
main theorists I am going to be
referring to whilst producing my
work. I feel that their ideas are
relevant and useful in giving me
structure to apply to my music video
in order to produce a realistic and
successful music video.

2. Carlsson’s theory:
Carlsson explains that their are different types of music
video's all set to create the right feel/tone for its intended
purpose. These consist of:
 Standard Clip
 Performance Clip
 Narrative Clip
 Art Clip
 Each of these have different effects on the audience
that view them, suggesting certain messages or
promoting certain aspects of the producers intention
to the viewers. Each of these types of footage fit in well
with the genre of band’s and their music which creates
a music video that reflects and represents their image
the way they want to be perceived.

3. Standard clip:
A standard clip, as I call it, is a music video that
contains more or less these three visual traditions: a
filmed singer is blended with inserted images and
the presentation is artistically influenced by the
experimental film tradition.
The videos tend to expose a vocalist, and the shots
and the editing contain a passable portion which
emphasizes strange artistic features. Most of the
time there is a kind of narrative inserted in the video
with highlights a message or certain image/theme.
In relation to the visual traditions, the videos are
placed in the traditions of performance and visual
narration.

4. Performance clip:
If a music video clip contains mostly filmed
performance then it is a performance clip. A
performance clip is a video that shows the vocalist(s)
in one or more settings. Common places to perform
are the recording studio and the rehearsal room. But
the performance can take place anywhere.
The performance can be of three types: song
performance, dance performance and instrumental
performance. Almost every music video includes
song performance. Some videos combines song and
dance performances, others just rely on lip-synching
footage.

5. Narrative clip:
If a music video clip is most appropriately
understood as a short silent movie to a
musical background, it is a narrative clip. A
narrative clip contains a visual story that is
easy to follow. A pure narrative clip
contains no lip-synchronized singing.

6. Art clip:
If a music video clip contains no visual
narrative and contains no lip-synchronized
singing, then it is a pure art clip. The main
difference between a music video art clip
and a contemporary artistic video, is that
while the normal music videos use popular
music and the artist, the art video uses more
modern, experimental music and features
more inventive ideas.

7. Goodwin’s theory:
 On the other hand, Goodwin explains some of the reasons why
music videos are made rather than how. For example, he says that
music videos are produced to sell:
 Song
 Artist
 Record label
 Merchandise
 Lifestyle
 I feel that this is an important factor to consider when making my
music video as I want to promote certain things more than others.
For example the band’s image and their music.

8. I feel that to do this, I need to apply
Goodwin’s ides with Carlsson’s ideas, as
Carlsson’s ideas on how the text is
produced, will help to demonstrate
Goodwin’s ideas on what is being
promoted.