What is a music video?(types and conventions)

Harry Saunders

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.

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.

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.

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.

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.

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

Outline of a music video

• The typical music video will begin with a view of the location that it is set in, where the artists name is likely to appear or the title of the song.

• Throughout the video the concept or narrative will play out and develop whilst it cuts scenes to the artist performing.

• Towards the end, the narrative or concept will begin to finish and the song will end and the artist will either celebrate or modestly end the song.

Conclusion

• To conclude, I would like to use a mix of concept based and performance based narratives for my music video because that is conventional and will give off a professional impression on the audience.

• This piece of research has clarified to me the differences between these narratives and has highlighted to me some key conventions which I would also like to explore, which is going out, partying etc.