there are three different types of music videos in the industry. Using this post I will be running through all the different types and styles and going through their conventions as well.
here are the following three:
Performance
narrative
concept
I will start off by talking about Performance videos...
Performance Videos
Artists that create a performance within their music video makes the audience focus solely on the performance. Genres such as alternative Rock and Pop Punk commonly include a performance to their music video. There are also a few artists who include a narrative in their music videos to demonstrate the meaning behind the lyrics and to make it more visually pleasing to watch. Furthermore a structure within a performance video plays a key part because it enables the music video to form a shape where it can develop and change during the course of a music video. This prevents the video from being visually unappealing and boring. The key structures that editors usually use are the different forms of editing (fast/slow paced, jump cuts, cross cutting etc..) The use of unconventional camera angles/shots and lastly the consistent or even contrasting colour scheme.
Advantages and Disadvantages:
An advantage of using performance within a music video is that it
enables a more realistic feel for the audience, it makes the
audience imagine as if they were there live listening to the bands
play. An example of this would be Moose Blood's "Swim Down",
the camera angles and lighting create a realistic feel in the music
video, another advantage is that they allow self-promotion
because as they are in the music video performing the realistic
performance aspect can temp the audience to buy future tour
tickets to sell them live.
Nevertheless, the disadvantage to this is that sometimes
performance videos can be slightly repetitive and boring, for
example, Ben Howard's "The Fear starts to quickly get boring and
uninteresting for the audience to watch because video is mainly
focused on him playing his guitar, another disadvantage that is
very popular for previous performance videos is that they can be
labeled as artists who lacks the sense of creativity into their
music.
example of performance music video...
narrative music video
A narrative video is where the music video
has been created into a short film rather
than a music video, sometimes narrative
music videos will not have lip-synching
singing but it will often relate to the lyrics in
some kind of way. There are three different
types of narratives within the narrative
genre, these are: Illustration, amplification
and disjuncture.
An advantage of using narrative music videos is that it
emphasizes the artists intentions of the song to be seen, it shows
the artist is interested in creating a short story for the audience,
another advantage is that the plot is very simple meaning the
audience can easily understand and follow the narrative, this
helps to engage the audience more rather them not paying
attention to the music video and just listening to the song.
The common disadvantages that narrative music videos have are
that they are usually expensive for record labels to produce
because it uses a lot of resources such as: equipment, use of
editing software and various types of locations to film at. Another
disadvantage is that if the narrative is too in-depth in can be
confusing for the audience to follow, and the message within the
narrative can be commonly misunderstood.
The combination of Performance and Narrative
is a very common form of music because bands
would usually appear as part of the narrative or
as an observer.
A prime example of this form of music video is
The All American Reject's "Gives you hell" the
combination of their performance and the
narrative engages the audience more, but
mainly the fans of the artist, this is because the
narrative involves all of the band members
which makes it more appealing to fans as they
are the ones who more interested in the
Individual band members.
Example of narrative music videos...
Concept music videos
A concept video is very different from Performance and Narrative
videos, this is due to the fact that concept videos are have no storyline
and usually does not relate to the lyrics. However, in most concept
music videos there is either some sort of small performance or narrative
so that the audience can somewhat understand the music video without
being too confused. Concept videos is merely based on the artists ideas,
it expands their creativity within the song. As a result of creative concept
videos, audience often remember these types of music videos because
of its uniqueness. There are usually two types of concept music videos,
these are: Thematic and symbolic. Thematic videos are themed based
videos, so for example: If the music video was an old-folk country song.
there would be fields, and farms, etc... In a symbolic music video there
are a lot of signs within the music video that gradually build up the
meaning behind the video, the lighting and the pace of editing can also
symbolizes the emotions and meanings within the music video.
An advantage of concept videos is that they are
seen as very "artsy", they usually have more
creativity compared to Performance and Narrative
music videos. As a result, another advantage is that
concept videos are more memorable for the
audience meaning these types of music videos are
quite popular for a long time.
However, there are also disadvantages to these
videos because due to its "uniqueness", concept
videos can sometimes be misunderstood and
mislead to the audience as it can come across as
"random and strange." Another disadvantage is
that in a promotional scheme view, if the artist is
not seen in the concept video then they could potential be at risk for not promoting their identity.
example...
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