Style
Parody: A parody video is a video that
mocks a certain area, the idea of a parody video is that it is fun for the
audience to watch. In a music video context a parody video will be mocking a
certain music video or artist. Eminem is an artist who often does parody
videos, one example of this is We Made You, which mocks several celebrities and
other music videos. The reason behind doing a music video like this is that it
gives the perception that the artists doesn’t take themselves too seriously and
wants to entertain the viewer. Also a parody video can often benefit the artist as it may lead to them diversifying in their career. Parody videos can often give the artist a new dimension Eminem for example, his lyrics are often very serious but the way he does some of his music videos takes the serious edge off of them because he often parodies certain things within the video.
Narrative: Narrative music videos are ones where what happens in the video follows with the lyrics of the song. These occur most within pop music, this is probably because the target audience of pop music is younger and they do not think about music videos in the same way as an older person would. Narrative music videos are often seen as quite basic in there story line if for example the song is about breaking up with a girl then the video will show them breaking up with a girl. An example of a narrative music video is Bruno Mars - Grenade because the lyrics of the song go along with the video as he says about all the things he would do for the girl and then they happen. Narrative music videos are often produced by artists who are regularly in and around the top of the charts, this is probably because by making there videos simple and going along with the lyrics they will not be misinterpreted and making it seem like they stand for something which they do not.
Animation: Animation music videos are ones in which the whole video is created on a computer by a team of animators. During the 1990's this was a very popular style of video often chose by dance style musicians. One of the reasons behind an animated video is that it can conceal the identity of the singers or band a good example of this is Gorrilaz all there videos contain computer animated characters and nobody actually knows who the people in the band are. Also animated music videos are good if the artist has a very busy schedule because they are not required to be filmed so they can focus on whatever they are doing and do not have to be filmed. Also with animated music videos there are no limits on what can be done in the video. For example if you was using real actors you would not be able to have somebody jumping off a cliff but with an animated video you can do this. Also it allows more creativity by the director as he has no limits to what he can do so whatever he imagines can be in the video. However animated videos are often overlooked as being quite childish and are not always taken seriously.
In Concert, 'As Live': This type of music video gives across the perception that it was filmed at a gig or at a live performance, however most of the time it is actually filmed at a gig. One of the reasons for doing a music video this way is that it saves time, if for example a band are touring and they want to release a new song, they can have them performing that song at a gig recorded to make the music video for it, meaning they don't have to take time out to film a new video. Also an in concert video can make the viewer feel like they were actually at the gig and like they didn't miss out if the couldn't get tickets. One example of a in concert video is Swedish House Mafia - Don't You Worry Child, this video was shot during there gig in the UK and has lots of shots of the crowd enjoying the concert.
Genre Specific: This is when a video goes with the cliche of its genre. So for example a hip hop video would have loads of girls, 'bling', money and cars in the video because this is what goes with the genre. These types of videos often occur because artists don't want there fans to see them as betraying the genre and 'selling out' just to sell records. An example of this is Nicki Minaj ft 2Chainz - Beez in The Trap, this video is a typical rap video as it contains lots of bling and woman. This is because rap is seen as a macho genre of music and the girls in the video signify this because of the way they are there to dance for the rapper.
Interpretative: This is the opposite of a literal video. It will not just explain the lyrics of the song but will go about it in a different way. The purpose of this is so that the viewer has to actually think about the lyrics that are in the song and focus on the video as well. This also means that the song has a serious message because the artist actually wants you to think about it. An example of this is Dizzee Rascal- Sirens. In this video he his chased by a man on a horse, this is a reference to him being chased by the police but it does not put it in a literal way so that you listen to the lyrics more.
Homage: A homage music video is when an artist pays tribute to another artist or a particular thing. this is often done because the artist of the song has a particular fondness of the artist or thing they are paying homage to. It is a way of the artist showing the world that this particular person is an inspiration to them. An example of this is Chris Brown- She Ain't You. In the video Brown pays homage to Michael Jackson and it quite clear from the outset that it is Jackson he is paying homage to. From the way he is dressed and the way he dances within the video it is obvious that it is Jackson he is paying homage to.
Conventions
Lyrical Interpretation: Lyrical interpretation is a way of using the video to pretty much show what is being said in the song. This is often used if the lyrics of the song can be misinterpreted or are seen as having two meanings. This convention can also help add meaning to the song and help the audience develop there understanding of the song itself. Often though the video will follow what the lyrics are saying, if for example the song is a love story the video will itself show a love story. an example of this is Taylor Swift- Love Story because the song itself is about love and the video is then like a fairytale where she falls in love with a man.
Extending or Consolidating Meaning: The purpose of this convention is to help the audience gain a better understanding of the song. It is used if the lyrics to the song have a complicated or difficult to understand meaning. So by making a certain type of music video they will make it clearer to the audience what the meaning of the song is. This can be seen in Macklemore- Thrift Shop, this is because it may not have been clear to some what the lyrics of the song meant but by watching the video we can see what it means. The song is about buying things second hand from a thrift shop and not bowing down to corporate powers and buying things because everybody else has them. And the video puts this message across by showing the artists shopping for his second hand clothes at the thrift shop and enjoying himself while out in his second hand clothing.
Allusion: Allusion is when the music video references something that has no actual link to the song itself. The purpose of this if often to pay tribute to something that the artist admired. For the example in the video for Michael Jackson - Smooth Criminal the allusion is towards 1930/40's noir gangster films. This is done through the costumes that are worn in the video itself. Jackson for example can be seen wearing a cream suit with a matching hat that fits the fashion of the 30's and 40's very well. It is possible that this was done because the artists liked these sort of films, however it is more likely that it was done in order to replicate this era within the video.
Techniques
Cutting to beat: This technique is when the video changes along with the beat of a song, this is often used in dance or dubstep songs for when the beat 'drops' the purpose of this to make the video more appealing to the eye. This is also a way that you can do jump cuts on purpose as it adds to the quality of the video rather than take away from it. A good example of this can be seen in French Montana - Ocho Cinco, throughout the video when the beat changes so does the video. For example when the beat first kicks in at the start of the song, the video also changes with it. The purpose of this is so that it can flash between different scenes of all the different rappers within the song.
Effects: Adding effects to a music video is when you add something that may not have actually happened when filming because it may not have been physically possible to do so at the time of filming. These are used in pretty much all music videos and there are a range of different effects that could be added to a video. An example of effects being added to video can be seen is in Big Sean- Guap. This video uses a number of different effects throughout, most of these are added to bring the video to life and make it look more artistic, because if these effects were not added the video would look very boring and plain. But by adding effects the video looks more interesting and not as dull.
Miming and Lip-Synch: This is when the artist sings along to the song in the video. This is done in pretty much all music videos. The reason it is done is because the video and the audio are but together separately in editing. The sound from the video is muted so that nothing can be heard, the audio of the track is then placed on. So it makes sense that the artist are people in the video should mime the words and not actually sing them. The main purpose is to make the video look professional and not look like it has been filmed by an amateur.
Camera movements/angles: This is when the camera is moved about or different angles are used during filming, the purpose of this to make the video look better and add motion to it. If music videos were just shot from angle with no movement they would be very boring and it is unlikely that people were to watch them. So by adding movements and angles it gives the videos some dynamic and makes them look a lot better than they would if they were shot with no movements. This technique is used in near enough all music videos.
Chroma-Key: This is when you add a background into a shot, this is done by the filming being done in front of a green screen, then during editing a background can be put in by using the chroma key effect. The purpose of this is so that you could have fancy locations within your video but you will not have to actually go there, also it can save time and money because you may not have to fly to fancy locations. It can also be used to put 2 artists in a video but with only one actually being on set. An example of chroma-key being used can be seen in Will.i.am-That power, it is used to put Justin Bieber into the video without him actually being there. Chroma-key can make a video look a lot more professional and makes it possible for almost any idea to be used within the music video.
Interpretative: This is the opposite of a literal video. It will not just explain the lyrics of the song but will go about it in a different way. The purpose of this is so that the viewer has to actually think about the lyrics that are in the song and focus on the video as well. This also means that the song has a serious message because the artist actually wants you to think about it. An example of this is Dizzee Rascal- Sirens. In this video he his chased by a man on a horse, this is a reference to him being chased by the police but it does not put it in a literal way so that you listen to the lyrics more.
Homage: A homage music video is when an artist pays tribute to another artist or a particular thing. this is often done because the artist of the song has a particular fondness of the artist or thing they are paying homage to. It is a way of the artist showing the world that this particular person is an inspiration to them. An example of this is Chris Brown- She Ain't You. In the video Brown pays homage to Michael Jackson and it quite clear from the outset that it is Jackson he is paying homage to. From the way he is dressed and the way he dances within the video it is obvious that it is Jackson he is paying homage to.
Conventions
Lyrical Interpretation: Lyrical interpretation is a way of using the video to pretty much show what is being said in the song. This is often used if the lyrics of the song can be misinterpreted or are seen as having two meanings. This convention can also help add meaning to the song and help the audience develop there understanding of the song itself. Often though the video will follow what the lyrics are saying, if for example the song is a love story the video will itself show a love story. an example of this is Taylor Swift- Love Story because the song itself is about love and the video is then like a fairytale where she falls in love with a man.
Extending or Consolidating Meaning: The purpose of this convention is to help the audience gain a better understanding of the song. It is used if the lyrics to the song have a complicated or difficult to understand meaning. So by making a certain type of music video they will make it clearer to the audience what the meaning of the song is. This can be seen in Macklemore- Thrift Shop, this is because it may not have been clear to some what the lyrics of the song meant but by watching the video we can see what it means. The song is about buying things second hand from a thrift shop and not bowing down to corporate powers and buying things because everybody else has them. And the video puts this message across by showing the artists shopping for his second hand clothes at the thrift shop and enjoying himself while out in his second hand clothing.
Allusion: Allusion is when the music video references something that has no actual link to the song itself. The purpose of this if often to pay tribute to something that the artist admired. For the example in the video for Michael Jackson - Smooth Criminal the allusion is towards 1930/40's noir gangster films. This is done through the costumes that are worn in the video itself. Jackson for example can be seen wearing a cream suit with a matching hat that fits the fashion of the 30's and 40's very well. It is possible that this was done because the artists liked these sort of films, however it is more likely that it was done in order to replicate this era within the video.
Techniques
Cutting to beat: This technique is when the video changes along with the beat of a song, this is often used in dance or dubstep songs for when the beat 'drops' the purpose of this to make the video more appealing to the eye. This is also a way that you can do jump cuts on purpose as it adds to the quality of the video rather than take away from it. A good example of this can be seen in French Montana - Ocho Cinco, throughout the video when the beat changes so does the video. For example when the beat first kicks in at the start of the song, the video also changes with it. The purpose of this is so that it can flash between different scenes of all the different rappers within the song.
Effects: Adding effects to a music video is when you add something that may not have actually happened when filming because it may not have been physically possible to do so at the time of filming. These are used in pretty much all music videos and there are a range of different effects that could be added to a video. An example of effects being added to video can be seen is in Big Sean- Guap. This video uses a number of different effects throughout, most of these are added to bring the video to life and make it look more artistic, because if these effects were not added the video would look very boring and plain. But by adding effects the video looks more interesting and not as dull.
Miming and Lip-Synch: This is when the artist sings along to the song in the video. This is done in pretty much all music videos. The reason it is done is because the video and the audio are but together separately in editing. The sound from the video is muted so that nothing can be heard, the audio of the track is then placed on. So it makes sense that the artist are people in the video should mime the words and not actually sing them. The main purpose is to make the video look professional and not look like it has been filmed by an amateur.
Camera movements/angles: This is when the camera is moved about or different angles are used during filming, the purpose of this to make the video look better and add motion to it. If music videos were just shot from angle with no movement they would be very boring and it is unlikely that people were to watch them. So by adding movements and angles it gives the videos some dynamic and makes them look a lot better than they would if they were shot with no movements. This technique is used in near enough all music videos.
Chroma-Key: This is when you add a background into a shot, this is done by the filming being done in front of a green screen, then during editing a background can be put in by using the chroma key effect. The purpose of this is so that you could have fancy locations within your video but you will not have to actually go there, also it can save time and money because you may not have to fly to fancy locations. It can also be used to put 2 artists in a video but with only one actually being on set. An example of chroma-key being used can be seen in Will.i.am-That power, it is used to put Justin Bieber into the video without him actually being there. Chroma-key can make a video look a lot more professional and makes it possible for almost any idea to be used within the music video.
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