This document discusses different types and purposes of music videos. It begins by explaining that music videos are typically 3-4 minutes and combine live performance, narrative elements, and visuals to promote the artist and song. There are three main types of music videos: performance videos that feature the artist singing and include concert footage or "behind the scenes" clips; narrative videos that tell a story, either related to or suggested by the song's lyrics; and concept videos where performance and narrative take a backseat to symbolic or thematic visual concepts. The document provides examples and discusses common elements of each type of music video.

1. Music Videos

2. Why have music videos?
 Draw a star diagram to show a number of
different purposes of a music video……

3. The purpose of the Music Video
 Promotes a single and, normally, an album
 Promotes the artist or band
 Creates, adapts or feeds into a ‘star image’
 Entertains the audience
 Sets the ‘meanings’ of a song by the use of
images

4. Basic structures
 In 3-4 minutes a typical music video combines a
mix of live performance, narrative, and other
visual imagery including computer graphics and
animation.
 It does this to advertise the band/artist and song

5. Music Videos
 Often contains a number of different elements:
 Performance
 Narrative
 Concept:
 Thematic
 Symbolic

6. Performance
 Many music videos include performance of the
artists as part of the video
 It was from clips of performances that music
videos developed
 Bon Jovi – You give love a bad name

7. What do performance videos contain?
 Brainstorm all the things that you would expect
to see in a music video that was based around a
band or artist’s perfomance:
 Does this vary depending on the genre of music?

8.  Often contain shots of the artists performing
 Can be a live stage performance, with shots of
artists and audience
 Can be the artists in “real life” situations eg
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) eg particular clothing,
actions, props, type of images.
 Often the artist can appear to perform in an
unusual place - all lip-synched eg a field, a
rooftop

9. Examples of Performance Music Videos
 Discuss in a group any memorable music videos
you know of that are of this type. Select one
that you think is a particularly memorable
example.
 Be prepared to tell the class: Name of
performer(s), track, brief description of video and
the features that you think are memorable.

10. Narrative
 Often the video tells a story either that features
in the lyrics or is suggested in the lyrics eg 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 form the film
included telling a story
 Taylor Swift – You belong with me

11. Narrative videos
 Brainstorm what you would expect to see in
“narrative” type videos…what are some common
storylines in these?

12. Narrative
 Because it is only 3-4 minutes it can be
very fast paced, lots of shots and cuts
use inter-textuality with films, tv and other videos
mimic other film and tv genre eg 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

13. Narrative Music Videos
 Discuss in a group any memorable music videos
you know of that are of this type. Select one
that you think is a particularly memorable
example.
 Be prepared to tell the class: Name of
performer(s), track, brief description of video and
the features that you think are memorable

14. Concept
 Thematic
 Symbolic
 Idea based
Narrative or performance is not the most dominate
aspect.

15. Concept - Thematic
 There are lots of common themes in music videos
 Depends on the genre of music
 Eg Heavy metal bands go for perfomance
dominated clips
Rap has lots of “street” images
dance routines are common for many female
artist performances

16. Concept - Symbolic
 Use of lots of symbols to build up meaning eg
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

17. Concept – Interesting Idea
 Visually stylish – ‘artistic’ mise-en-scene
dominates
 Experimental use of camera/editing
 Fast pace
 Conspicuous lighting and cinematography
 Often break the rules of continuity editing

18. How would you define these Concept
Videos?
In your Arms – Kina Grannis
Red Hot Chili Pepper - Outside
Sledgehammer – Peter Gabriel
White Knuckles - OK Go
Once in a Lifetime – Talking Head
Her Morning Elegance - Oren Lavie
Sophie - Goodshirt
Walkie Talkie Man - Stereograms

19. Concept Music Videos
 Discuss in a group any memorable music videos
you know of that are of this type. Select one
that you think is a particularly memorable
example.
 Be prepared to tell the class: Name of
performer(s), track, brief description of video and
the features that you think are memorable

20. Concept Music Video
 Discuss in a group any memorable music videos
you know of that are of this type. Select one
that you think is a particularly memorable
example.
 Be prepared to tell the class: Name of
performer(s), track, brief description of video and
the features that you think are memorable

21. Some Other Codes and Conventions
 Visually stylish – ‘artistic’ mise-en-scene
 Cutting related to the rhythm of the music
 Intercutting between performance and images
or story
 Experimental use of camera/editing (hand held
camera, distortion of colours)
 Often break the rules of continuity editing. Can
use lots of jump cuts
 Lots of use of digital effects

22. Idea of Spectacle
 Music Videos may be considered to be examples
of 'spectacle'.
 In this the performers are performing, often
looking directly at the viewer. This is called
“direct address” -where they are directly
interacting with the viewer.

23.  In the case of men, this involves the look of the
character towards the viewer. The male is seen to
be addressing the viewer directly. He is supposed
to be singing directly for you.
 The female figure is often an object of an erotic
gaze, object of male desire which is a voyeuristic
gaze. A Voyeur is someone who looks at
someone. This means females in music vids are
often dressed and posed in very sexual ways

24. Homework Task
 Create a post for your blog which outlines and
demonstrates you understanding of the music
video styles discussed today. Find your own
examples to illustrate the points that you make.
 Engage in analysis of the micro elements, try to
make links to Goodwin and representational.
 Discuss what are the pros and cons of each style
 Explain what you favourite style is and why