Styles and conventions of music videos
This blog will be analyzing six types of music videos , looking at how specific music videos benefit the artists and how the music videos appeals to the audience.
Performance video
A performance video captures a live performance and shows excitement. For the performance video I will be analyzing Beyoncé’s End Of Time music video. The benefit of Beyoncé’s music video for her as an artist is that it shows off her ego Sasha fierce, which can be establish through a wide shot at ( 0.29) . Furthermore through mis-en – scene we can see that Beyoncé is wearing a yellow dress which signifies happiness and reflects how upbeat she is as an artist. Therefore this will benefit Beyoncé as people watching this music video will have a positive perspective on Beyoncé as an artist.
End of time video appeals to the people who want to know what a Beyoncé as the End of time video is a true visual reflection of how a Beyoncé concert is like in real life which can be highlighted at ( 0.48) through a wide shot, in which we establish Beyoncé singing directly to the audience with her dance group behind her. This will benefit the target audience of males and females as they will feel a special connection if
Therefore people watching this video may be fascinated by this and feel they want to be a part of the live audience, which can be established through a wide shot at ( 1.48) in which we can see a group of people smiling while dancing in the concert. As a result of this people will not want to miss out on the the excitement and enjoyment at the Beyoncé concert and will therefore purchase tickets
to see Beyoncé next time live in concert. Therefore this highlights that performance videos work as a promotion tool. Which will benefit the artist due to the increase in revenue from ticket sales this will also increase the profit for the record label Beyoncé's is signed to . Therefore the record label is less likely to drop Beyoncé' as she is making profit for the record label which they will be satisfied with.
to see Beyoncé next time live in concert. Therefore this highlights that performance videos work as a promotion tool. Which will benefit the artist due to the increase in revenue from ticket sales this will also increase the profit for the record label Beyoncé's is signed to . Therefore the record label is less likely to drop Beyoncé' as she is making profit for the record label which they will be satisfied with.
Narrative music video
Tells a story in a chain of a events with a beginning, middle and end. For the narrative music video I analysed Taylor swift 'you belong 'with me music , which centers around relationship drama as Taylor loves a boy but unfortunately he has a girlfriend.
Through the use of a medium shot a (0:03) we can establish that the boy is feeling frustrated while on the phone. This can be highlighted through his body language ( mis-en-scene) as one of his hand is up in the air whist he has his phone in the other hand. This shows that this music video is not be sexist as it shows that boys can go through relationship drama too, which can be further highlighted through the use of a medium shot at(0:20) which shows the boy holding up a sign saying "Tired of the drama". This will benefit the artist as it will show her audience that she reaches out to a wider audience, such as the male gender in order to sympathise with them on their relationship drama issues.
Through the use of a two shot (1:16) we can establish Talyor and the boy having a moment alone talking on a park beach. The target audience of young girls age 16-20 will be able to relate to this moment, as young girls may fantasize about moments they have alone with their crush. This benefits the audience, as through the use of the users and gratification theory the target audience of young girls age 16-20 will be able to personally identify themselves with this situation.
Through the use of reverse shots at (1.46) and (1:47 we can identify binary opposites as at (1.46) we see a cheerleader signifying confidence which can be highlighted by the big smile on her face. In contrast at (1:47) we see Taylor on the bleachers team in the corner with a sad facial expression, this suggest that Taylor feels like a nobody. Which links in with users and gratification theory as the young girls aged 16-19 who go to high school school will be able to personally identify with this situation as they will feel that they belong to one of these groups which is either the popular or not popular group.
Through the use of a close up shot at (3:27) in which we can see Taylor holding in her hands an I love you sign. This could be a way of Taylor swift expressing her opinion, that girl’s should be brave and make the first move towards a guy you have feelings for.
Through the use of the two shot at (3:46 we can see Taylor and the guy she loves kissing. This could also be a way of Taylor swift expressing her opinion, that all the heartache is worth it because at the end you could have a chance of being with the guy of your dreams. Therefore this benefits Taylor swift as the music video gives Taylor swift a platform to express her opinions to her audience of young teenage girls age 16-20.
Interpretative music video
This is where the lyrics of the song match the images shown. For Interpretative music video I analysed will.I.am and Cody Wise it’s my birthday music video.
Through the use of a wide shot we can establish a group of people with balloons and party streamers gathered around Cody in the middle who is sitting down on a chair facing a birthday cake. This matches with the lyrics “it’s my birthday”. Furthermore the wide shot at (0:28) shows a hand coming through the cake with a stash of money in its hand. This matches the line”imma spend my money”.
Through the use of a close up shot at (0:31 ) we can establish Cody wise wearing X-ray glasses to look at women in their underwear which is further conveyed through a two shot at (0:32). This matches with the line “imma live my fantasy” as Cody is enjoying he's time looking at the women. This will benefit the target audience of males as males will enjoy looking at this scene for pleasure . Hence highlighting the voyeurism theory, which states that people view things for pleasure this can be men looking at females and females looking at men.
Through the use of medium close shot at (0:36) we can establish a man looking at Cody with x-ray glasses on, this represents the repetition and difference theory, as the audience weren’t expecting a man to be wearing x-ray glasses looking in Cody’s direction. Therefore this amuses the audience and this will benefit the artists will.I.am and Cody Wise as it will show their audience that they are not afraid to think out of the box in terms of ideas.
Through the use of a wide shot at (0:52).we can establish three men in vest with fans in their hands sitting on a couch in front of a big white fan which is blowing back and forth. This represents the lyric “ooo it’s hot”
Through the use of a wide shot at (1:05) we can establish a group of people along with Cody and will.i.am putting their hands up in the air . This matches the lyric “imma put my hands up in the air” .This enables the audience of males and females to have a better understanding of what is going on in the music video, thus benefiting the audience.
Animation music video.
Relies solely on either hand draw or CGI images. For animation music video I analysed Kanye West Good Morning. Through the use of a close up at (0:17) shot we can see a close up of an apartment window, in the next scene through the use of wide shot at (0:18) we can see the teddy bears bedroom. Due to the use of animation this saves a lot of time as the director wouldn’t have to spend time telling people were to place items, and direct what position the music artist should be lying in , in the bed. As the images are hand drawn or generated by CGI.
Through the use of a close up shot at (0:40) we can establish that the wheels of a car are about to hover up into the air. This highlights the limited creativity that animation music videos have as it would be difficult to make wheels of a car look like they about to hover in the air in real life. This will benefit the artist Kanye west as it will show his creativity.
Limited creativity is further highlighted through the of another close up shot at (1:40) in which we can establish a cloud spitting out a teddy bear, which would be hard to replicate in real life.
Through the use of a wide shot at (2:00 ) we can establish that the teddy bear looking back to see who they are getting chased by , this maybe entertaining for young children as they may enjoy seeing the teddy bear get chase. Also the teddy bear could remind them of the nursery rhyme Goldilocks and the three bears. This will benefit the audience as they will enjoy watching this video due to the animation.
Conceptual music video
Neither performance or narrative . Visual are appropriate to the tempo. Can be artistic , shocking, emotional or humorous . For the Conceptual music video i analysed Bjork Triumph Of A Heart music video.
Through the use of a two shot at (0:11) we can establish a couple in bed together , due to the distance between them this could imply that they have relationship issues.
This can be further highlighted by the wife’s facial expression which connotes sadness.
This can be further highlighted by the wife’s facial expression which connotes sadness.
Also through the use of the two shot at (0:11) we can establish that the wife’s husband is a cat this highlights the repetition and difference theory as the audience weren't expecting this, it also leaves the audience to wonder why her husband is a cat. This benefits the artist as this video show that she doesn't want to conform to the norm of a typical music video, as the artist wants to show off her imaginary side. Hence benefiting the artist as this music video gives them a chance to show their creativity.
Through the use of a point of view shot at (0:40) showing a long road in the distance this leaves the audience to wonder were the girl’s is driving to.
Through the medium shot at (1:27) we can see the wife having a fun night out with her friends. This subverts the stereotypical view of women's role in life being a house wife as she having fun out with her friends. This will benefit the target audience of the female gender as through the users and gratification women. can personally identify themselves with this situation .
Through the use of a medium shot at (2.48) we can establish a man’s hand on the shoulder , this makes the audience curious to know whose hand is on her shoulder.
Therefore the audience will benefit from this as they will watch on in anticipation to know.
Through the use of a wide shot at (3:31) we can establish that the girl is lying down on the grass in the middle of nowhere.
Therefore this conforms to Valdmir Props theory that women play the victim. As the girl is all alone in the middle of nowhere making her look victimize. Which can be further highlighted through the use of low key lighting.
Through the use of a medium close up shot at( 3:57) we can establish her husband in a blue suit reading a newspaper. The husbands suit signifies authority. Thus conforming to valdmir propps theory that men play the protagonist.
Surreal music video
An abstract music video .or the surreal music video I analysed Katy Perry unconditionally music video.
Through the use of a medium shot(0:16) we can see Katy Perry in a white dress singing in the snow . This is usual as you would expect Katy Perry to be singing in the snow . Katy Perry’s white dress could signify innocent. This will benefit the artist Katy Perry as this video will convey her creativity skills.
Through the use of a close up shot (0.50) we can establish part of yellow and red top/ dress . Yellow has connotations of sunshine.
Therefore this could highlight how warm she feels now in the wrath as oppose to being in the sown.
Through the use of a medium shot a (1:29) we can establish Katy Perry in a black dress holding an owl .
The black dress could signify Katy Perry’s dark and sinister side.
Through the wide shot at (2:48) we can establish Katy Perry’s in a white dress being hit by car . This conforms with ValdmirProps theory that women play the victim as by katy perry being hit by a car this makes her be viewed as the victim
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