Promotes a single and usually an album, also the artist or brand
Entertains the audience
Sets 'meaning' of the song by images
Basic Structure:
Typical music video (3-4 mins) combaines live performances, narrative and visual imagery. This advertises this brand/artist and song.
Music videos contains a number of different elements:
Performance: Video includes performance of the artists (including live stage performance and them in 'real life' situations')
Close ups of the artists are usually used aswell as a motif
Artist can perform in unusual places e.g. a rooftop
Spectacle: Performers using a direct address
Males- Looking directly at the viewer and addressing particually you
Females- Object of erotic gaze and male desire which is a voyeuristic gaze (looking at someone for pleasure) Usually dressed and posed in sexual ways in music videos
Narrative: Video tells a stroy, like a mini film using a beginning, middle and end
Can promote a film with clips from the film included to tell the story
Fast paced, lots of shots and cuts used
Inter-textuality with film, tv and other videos used
Thematic: Common themes used in mucis videos, depends on the genre of music
e.g. rap contains a lot of 'street' images
Symbolic: Symbols used to build up meaning
Montage used - imagery to create meaning
Lighting to suggest mood
Fast paced- few seconds per shot, builds meaning
Picutres can support or contradict the lyrics
Digital effects
Use of jump cuts- breaks rule of continuity editing
Cutting related to rythem of music
Intercutting between performance and images or story
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