The document discusses the theory of music videos, categorizing them into two types: performance and conceptual. Performance videos feature song, dance, or instrumental performances, while conceptual videos tell stories through visuals. The theory outlines three characters that conceptual music videos take: the Commercial Exhibitionist who promotes themselves for money and fame; the Televised Bard who uses visual imagery and poetry to tell stories in their videos; and the Electronic Shaman who shifts between different scenes and characters, using synthesized music and effects.

1. Theory of music video
SVEN E CARLSSON

2. Binary opposites drive the story forward e.g.
black and white theme
Two categories: Performance and Conceptual
3 types of performance: song, dance and
instrumental performance
THE THEORY

3. The Commercial Exhibitionist - Someone who is a monger (someone
promoting something undesirable) to their own body. Someone who is willing to
sell their own lifestyle, voice and style to become famous and earn lots of money.
They promote stardom and do all they can to embody celebrity's and celebrity
culture.
The Televised Bard - A singing storyteller. Rather than performing to impress,
Performance is shown in the form of audio-visual imagery and the creation of
poetry within images. Sometimes the bards (A Celtic poet who recited and wrote
poetry) perform in their own music videos but only because the visuals are based
around their unfulfilled wishes and dreams.
The Electronic Shaman - The electronic shaman embodies different characters
and shifts to be part of different scenes, For example walking in cartoon form or
having alter-egos. The voice of the electronic shaman is normally matched with
synthesised music and abstract video effects.
CHARACTERS