2. 3 different types/approaches/styles
Performance Narrative Conceptual
All about performance of artist/group to camera or
audience. Popular in rock bands and cuts between
band members. Also popular with mainstream artists
who need to be focus of video, dancing/singing etc.
Part of self promotion and a brand: if audience see
good singing/dancing, they are more likely to go to
the concerts/buy singles/albums etc
A video which has a story line, it may or may not
relate to lyrics of song.
Often used for songs used in films, (cuts from film)
TYPES:
Illustration: narrative reflects lyrics
Amplification: narrative may be influenced by lyrics
but may use different themes to compliment song’s
‘feeling’
Disjuncture: narrative holds very little relationship to
song and meaning is random/unrelated
More usual and based around 1 or more concepts
that make the video ‘unique’ in some way and often
quite ambiguous and/or abstract. Often have specific
editing technique. Also often, more common with
indie artists who might not want to promote their
image/identity.
TYPES:
Thematic: based around theme, depends on genre (ie
rap = might feature lots of streets)
Symbolic: symbols to create meaning: can have lots of
montage, light suggests mood, pace suggests
emotions, images can support or contradict lyrical
meanings
Advantages: cheap, fast, easy to make, just effort with
setting/costume, allow self-promotion
Disadvantages: can be generic, uncreative as very
common
Advantages: Audience can empathize with artist’s
intentions….can also show they aren’t just about
performing/singing (common in mainstream pop
artists who are selling an image) If plot is simple, it’s
easy to engage audience further than just listening to
song
Disadvantages: can be expensive to produce, if plot is
not clear, audience can be confused about message
Advantages: can be creative and artsy, can be unique
and memorable
Disadvantages: some audiences can find them
confusing/too far fetched, if artist not present in video
– no self promotion
3. Task
You will be shown 6 videos, you have to identify the type. There is 1 of each
(some have some performance but ultimately belong in another category)
1. Performance
2. Narrative (Illustration)
3. Narrative (Amplification)
4. Narrative (Disjuncture)
5. Conceptual (Thematic)
6. Conceptual (Symbolic)
Videos are:
Britney – Everytime
Rudimental – Waiting all night
Red hot Chili Peppers - Otherside
Little Mix – Wings
Katy Perry – TGIF
Pink Floyd – Learning to Fly
Can you identify them all correctly?
4. 2 institutional types
MAINSTREAM INDIE/ALTERNATIVE
Beyonce:
https://www.youtube.com/watch?v=p1JPKLa-Ofc
Radiohead
https://www.youtube.com/watch?v=oIFLtNYI3Ls
Considering the artists and target audience, why this type/approach to a music video?
5. Back to the types of videos……
• Britney – Everytime = NARRATIVE AMPLIFICATION
• Rudimental – Waiting all night = NARRATIVE DISJUNCTURE
• Red hot Chili Peppers – Otherside = CONCEPTUAL SYMBOLIC
• Little Mix – Wings = PERFORMANCE
• Katy Perry – TGIF = NARRATIVE ILLUSTRATION
• Pink Floyd – Learning to Fly = CONCEPTUAL THEMATIC
