Sven e carlssen

2. What is his theory about?
• Sven E Carlsson believed that one of the most
common methods of analysis was to split the
music video into black and white boxes. Almost
everything is then seeming as opposites for
example, cold and hot, male or female….
• This means that the common approaches to
music videos is the sense that binary (coming to
together) opposites drive the narrative of the
music video forward
• He believes that the are two category music
videos fall into: Performance and Conceptual

3. Performance
• This is where the videos mostly focus on the artist in some way. There can be three types of
performance, Dance performance, Song performance and Instrumental performance.
• The point of the music video is to show the artists off as much as they can.
• Carlsson believes that the use of performance becomes an item through the video as the
point is just to advertise the star persona. It’s as if the performer is made into a ‘commercial
exhibition’ meaning that the performer is like an object for the audience and the music
video is like an advert for them. It is meant to be eyes catchy for the fans and meant to be
portrayed as a role model or aspiration.
Ariana Grande – Focus
This music video represents a dance
performance. Grande is sexually
objectified to the extend and this is
because she is still showing off her
body which makes her attractive but
at the same time she represents a
stereotypical female and the idea of
high heels highlighting the
elegance.

4. The Standard Music Video
• this is a typical every day video where the artists can be used a lot or not a lot with some
images to back up whatever song they are singing. The singer can act in the story and/or
stand outside the story as if they are reflecting on it. sometimes they like to change the look
of the artist (make them a cartoon, portray them as a child or even get a look a like).
Katy Perry - Fireworks
The music video represents a daily life
issues and struggles. The editing represents
three story lines with different people at
different stages of life. Katy Perry is used not
a lot in here as it is mainly to do with these
particular people and how they deal with
their struggles.

5. Narrative Clip
• silent movie to a musical background. The narrative means containing a story
that is easy for the audience to follow and sometimes involves no lip
synchronisation because it’s based around the story not the artist.
Katy Perry – The one that got away
The narrative clip represents a story of a
teenager love; after an argument Perry has
lost her love one in a car accidents. The
music video represents Perry as a old lady
being lonely and still in love with her
teenager boy.

6. Conceptual
• Art: without the idea of narrative in the video the video can include aspects of art
such as environments and backdrop instead of actually needing the artist. This
can be quite difficult and not seen much of these days as the main idea is to get
the artist across a lot of the time. Sometimes you’ll see videos with the artist in
them for only brief moments which would mean a big part of the video is
conceptual.
Justin Bieber – Where are you now
The clip shows an artistic composition and
this is due to Justin’s images that are
coloured in with different patters and
different colours. The music video involves
art mainly.