MUSIC VIDEO INTRODUCTION

- Many music videos include performance of the artists as part of the video.

- Music videos developed from clips of performances.

Narrative based:

- Often the video tells a story either that features in the lyrics or is suggested by the lyrics.

- Like a mini film - Beginning, Middle, End

- Can be used for intertextuality (films)

Concept:

- Based around a single idea and are usually unusual or obscure, even surreal for an audience. The unusual content is an attraction to many consumers which draws them in.

- Thematic; lots of common themes in music videos depending on the genre of the music.

- Symbolic; Use of symbols to build up meaning. Use of montage - lots of images to create meaning which is sometimes contradictory. Lighting is often used to suggest mood. fast paced - often only few seconds per shot. Pictures can support or contradict lyrics.

Performance:

- features band or artist performing live.

- can be the artists in real life situations.

- Often includes close ups.

CAN BE A HYBRID OF MORE THAN ONE

Andrew Goodwin - Music videos demonstrate genre characteristics; stage performances for metal bands, dance routines for pop groups.

- Typically music videos are 3-5 mins long, they frequently include quick cuts, stylisations, fanciful and often erotic imagery, and computer graphics.

- Modern music videos are primarily made and used as a marketing device intended to promote the sale of music recordings.