1. What is a music video?
(types and conevntions)
Harry Saunders
2. Music video
• A music video is generally recognised to be a
short video integrating a structure of images
to help advertise an artist’s music. There are
many types of different music videos, the
main 3 are narrative, concept and
performance. There are many different
techniques used to produce a music video
such as animation, live-action filming and
abstract film.
3. What’s the purpose?
• Music videos are usually used to
advertise a song and create a buzz
about the artist or the track. This can
be done in many ways, such as using a
good storyline to please the audience,
or in many cases be controversial in
modern music videos so people will
talk about the song and it will gain
popularity this way. A good example of
this is Miley Cyrus’ ‘Wrecking Ball’. This
was controversial because she
appeared naked in the video which hit
headlines globally.
4. Narrative music video
• This is the standard type of music
video. It simply follows a story line
and produces a narrative for the
audience to follow. This normally
reflects the lyrics being used
which makes it comfortable for
the audience to watch as the
words go along with the visuals.
For example, The Black Keys’
‘Tighten Up’ tells the story of two
young boys fighting over a girl in a
playground, then their parents
fighting over a girl. This is a strong
narrative because it is comical and
innovative in the sense that the
children act as if they are adults.
5. Concept music video
• A concept music video is one with an
abnormal or unusual theme to it or
possibly surreal for the audience.
Usually seen as niche, insightful and a
piece of art, these are only seen as
successful if it keeps the audience’s
attention at all time and the viewer is
constantly looking for who or what is
on the screen. An example of a good
concept music video could be
Superfood’s ‘Right On Satellite’ where
they are in a social club playing pool
and a woman is dancing along to the
song in a very Bollywood style which
doesn’t fit the music at all. Throughout
the video, everyone is enchanted by
her and as soon as she finishes
dancing it goes back to reality and
everyone continues their evening.
6. Performance music video
• A performance music video is one
where the artist performs the song
to the camera as if it is a live
performance. This keeps the
audience interested because it
feels intimate and personal due to
this atmosphere. An example of
this would be Jaws’ ‘Be Slowly’
where they play as a band in a
small hall which gives off a small
comedic effect too due to it being
rehearsed somewhere small
whereas they normally would play
this song live somewhere much
bigger.
7. Conventions
• In music videos, it is conventional for women to
be used as objects for voyeurism, this can refer to
the male gaze theory which says women are only
used for male consumptions.
• Parties and alcohol are also common themes and
props that emphasise the social lives of artists.
• Power and wealth is often exaggerated in music
videos through camerawork like low angles and
props like money
