DA N I E L L E F L E TC H E R

TYPES OF MUSIC VIDEO

CONCEPT BASED VIDEO• This is where the video is based on a single concept or idea. This

music video are usually unusual and contain a particular filming or editing technique, therefore they are quite uncommon. 

• ‘Style’ is an example of a Taylor Swift concept based music video. Writer Daniel Kreps intended for the ‘Style’ music video to be something different to her previous videos, and displaying “a darker, more abstract” version of Taylor. Jessica Derschowitz claims that ‘Style’ is a ”major departure from the more playful videos for her earlier 1989 singles”. The video begins with a silhouette of Taylor’s head containing a scene in which her boyfriend is standing in a seashore. The entire video is filled with unusual, creative shots which have been edited effectively. When the man holds up a mirror, it is Taylors lips that are displayed in the mirror rather than his own reflection. There’s generally just really unusual merging on scene and it looks so different and unique.

‘STYLE’

CONVENTIONS OF CONCEPT

• It can literally be anything.• It often includes unusual elements to the video.

NARRATIVE BASED VIDEO• This music video is based on telling a story and is one of the

most common music video's to date.• If the music is for a specific film, e.g. Ellie Goulding's Love Me

like You Do is for the film 50 Shades of Grey, and the music video contains clips from the film.

• Love Story is a perfect example of one of Taylor Swifts narrative based music videos. It begins with the couple meeting in school, and then a flashback to the pair dancing at a fancy ball. He later on proposes to her after gaining her fathers permission. The visual video does in fact match the lyrics to the song. ‘See you make your way through the crowd and say “hello”’ – this is the moment in which the couple meet at the fancy ball, therefore displaying how the narrative is based on the song lyrics itself.

‘LOVE STORY’

https://www.youtube.com/watch?v=8xg3vE8Ie_E

CONVENTIONS OF NARRATIVE

• Sometimes he artist is apart of the story.• Can mimic other film and TV genres.• Use intertextuality (so perhaps it refers to other

videos, film or TV)• Is fast paced, therefore includes lots of shot types

and cuts• It is only 3-4 minutes, meaning the story is

compressed into a short amount of time.

PERFORMANCE BASED VIDEO • A performance based video simply involves the artist, band or

group performing the song throughout the entirety of the video. One of my favourite performance based videos is definitely James Bay – Hold Back the River. Its such a simple but effective video. As the song begins, there’s low key lighting in which sets the tone. When the songs begins to pick up in pace, the lighting is brighter. Having just an artist singing and playing his guitar really engages the audience into every single word they sing. Love!

• Of Course, as Taylor Swift is my inspiration for my music video, I had to look at her performance based videos. One that stands out in my mind is ‘Red’ which was filmed at one of her concerts. However, the camera does not remain still as she sings, there are cuts to other scenes of her entire concert. This type of video makes audience feel as if they’re at the concert along with the artist. Or it gets audiences excited to go to one of their concerts.

‘HOLD BACK THE RIVER’ AND ‘RED’

https://www.youtube.com/watch?v=Zlot0i3Zykw

https://www.youtube.com/watch?v=mqiH0ZSkM9I

CONVENTIONS FOR A PERFORMANCE

• Obviously contains a performance; this could be the artist themselves• Includes close up shots of the artist• The performer is lip syncing and the audio is

matched through the editting• It can be a live performance, including shots of

the performer a long with their band or audience.

HYBRID BASED VIDEO• A hybrid based video basically includes two or more of the

following: concept, narrative and performance. Taylor Swift uses a hybrid of concept and performance for her music video for ‘Shake it Off’. The main message or idea for the video was that everyone is different and should be able to do what they want without being judged for being awful at it. You should do what you enjoy no matter what. Hence why there were many different dance styles in each scene, all including Taylor herself would could not dance as well as the others. But this of course did not matter because she’s evidently enjoying herself.

• I feel like including the performance just breaks up the video. It also displays Taylor herself expressing the messages through the lyrics of ‘Haters gonna hate hate hate hate hate, baby I’m just gonna shake shake shake shake shake, I shake it off’.

‘SHAKE IT OFF’

https://www.youtube.com/watch?v=nfWlot6h_JM

BIBLOGRAPHY• https://en.wikipedia.org/wiki/

Style_(Taylor_Swift_song)#Music_video – Quotes by Daniel Kreps and Jessica Derschowitz commenting on Taylor Swift’s Style video.