Music Video introduction

Purpose of music videos

Promotion tool

Develop star persona

Communicate the meaning of a song

Music videos

Videotaped performance of a recorded song usually accompanied by dance a story or concert footage

Usually 3-5 minutes long

Accommodates all styles of film making

Andrew Goodwin-Types of music videos

Performance

Narrative

Concept

Performance videos codes and convections

Clips from live stage performance and shots of the audience

Shots of the performer in real life situations before the show (documentary style)

Lots of closeups of performance-often uses direct mode of address

Close ups of iconography suggesting genre/form

To add entertainment- perform in an unusual place

Narrative video codes and conventions

Filming and editing that tells the story-may not always be the one the audience expects

Narrative construction may involve the performance playing themselves or a character-may be an actor

May be a mini film-high production values, clear linear structures

May contain enigmas to maintain attention of audience

Stereotypical representations of characters to communicate story quickly and effectively

Elements of intertextuality-references to films ,characters etc

Some music videos will combine narratives edited together with shots of performance

Goodwin says that:

Music videos demonstrate certain genre characteristics

Relationships between lyrics and visuals

Relationship between music and visuals

Demands of the record label will include the need for lots of closeups of the artist

Artists may develop motifs or iconography that recur across their work

Frequent reference to notion of looking and voyeuristic treatment of the female body

Often intertextual references