MUSIC VIDEOS
WHAT ARE MUSIC VIDEOS
A music video is a short film integrating a song and imagery, produced for promotional or artistic purposes. Modern music videos are primarily made and used as a marketing device intended to promote the sale of music recordings.
TYPES OF MUSIC VIDEOS
ACCORDING TO ANDREW GOODWIN, THERE ARE THREE MAIN TYPES OF MUSIC VIDEO:
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NARRATIVE - THE LYRICS OF THE SONG ARE BEING ACTED OUT IN THE MUSIC VIDEO
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CONCEPTUAL - BASED ON AN UNUSUAL/OBSCURE IDEAS, ENTICES THE AUDIENCE
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PERFORMANCE - FOCUSES ON SHOWING FOOTAGE OF THE SINGER/BAND
Taylor Swift- You Belong With Me
CINEMATOGRAPHY- Lots of handheld camera movement to represent the youth and their craziness. This has the effect to create frantic shots to emphasise their party maniac attitude.
NARRATIVE EXAMPLE
This music video as a high school fairytale feel to it. The narrative is of a high school teenage girl who fancies the most popular boy in the year and fantasises about him. At the school prom she manages to win him over.
MISE EN SCENE-
High key lighting which give the video an uplifting feel. Through the bright colours and funky feel through the costume, this also gives it a childish youth feel.
Mark Ronson - Uptown Funk ft. Bruno Mars
CONCEPTUAL EXAMPLE
MISE EN SCENE-
very funky 60s costume. This represents the star persona of Bruno Mars being a throw back artist. He is very retro and unique. In terms of the Rececption Theory this adds as a form of entertainment for the audience and perhpas some audiences may be able to relate to the old fashioned style of the video.
Bruno Mars - Treasure
PEFORMANCE EXAMPLE
CINEMATOGRAPHY- The multiple long shots emphasise the performance nature of this music video. This makes the video very raw and realistic. Although the Bruno Mars tends to fit in the genre of R&B he may also appeal to a jazz audience through his retro tendencies and use of instruments, for instance, trumpet.
MISE EN SCE
Bruno Mars' costume seems to mirror that of Michael Jackson's and his band is almost a take on the Jackson 5. In addition, the use of the colours red and black create a classical feel to the video aswell as the dim lit low key lighting.