~ Jade Doy ~
9070
A2 Media
G324
Advanced
Portfolio
Thursday 4th June
This lesson we began our research into music videos.
Music Video
A commercial videotape featuring a performance of a popular song, often through a stylized dramatization by the performers with lip-synching and special effects.
Andrew Goodwin (1992)
~ A music video is not primarily a commodity form but a promotional one ~
Music videos are a promotional item, they advertise an artist and help the artist to create an image of themselves that they want others to view.
To begin my research into music videos I'm going to look at five music videos of different genres to analyse the typology used in each genre. In order to get a better view across genre and typology, my group will also be looking at five different videos of the same genres and I will compare across our work.
There are three typologies for music videos;
- Performance (when an artist performs their skill in the music, this could be singing, dancing or playing their instrument)
- Narrative (when a story is told through the video, this may be relevant to the lyrics or may create a new set of meaning for the lyrics through visuals)
- Concept/Abstract (when a music video is based around a concept using heavy symbolism)
Below I have included examples of each typology.
An example of performance:
My Chemical Romance - Teenagers
An example of narrative:
Taylor Swift - You Belong With Me
An example of concept/abstract:
Nirvana - Heart Shaped Box
All music videos can be catergorised into one of the three typologies, there are often similarities in music videos throughout genres (Swales 1990: Genres are 'family resemblances'). For example generally alternative/indie music videos are performance whereas the majority of pop music videos will have a narrative told through the video. This concept of family resemblances however can be challenged through hybridism in genres (the mixing/combination of genres) as this could alter all elememts of the music and the promoational materials for the music and how they're received.
One of the mosy well-known examples of a hybrid song is 'Walk This Way' an Aerosmith song that was 'revamped' for a new version featuring Run DMC a rap duo (formerly trio). The song meshes rock and rap/hip-hop together, it was a huge success reviving Aerosmiths career in music. Making it a good example of how hybridism can work with music types to be successful.