Popular Music Genres
-refers to music with a wide appeal for a short period of time
Example:
Katy Perry - Thinking of You
Why would the institution use this style/convention?
Pop music videos can be narrative/concept or performance based, some including a mixture of these styles. The institution uses this style as they adopt many conventions of videos in this same style such as close ups of the artist and quick cuts in terms of editing, to keep the audience interested. The lyrics are generally reflected in the visuals you see or relate to the concept of the video. The artist could be seen as a performer but also a character in the narrative if the video is a mixture of the two styles. Different genres would follow different conventions, e.g a Hip-Hop video may be set in a club, a Country video set in the countryside. During the chorus of this music video you see the man she is always thinking of, through fragmented linear narrative (flashbacks) which you can see an example of on the left.Impact on audience?
The video being a mixture of many styles allows further enjoyment for the audience as it gives further understanding to the audience of the lyrics. The close ups allow the audience to see the mood of the song and the emotions of the artist, whilst the visuals tend to directly relate to the lyrics. The video is mainly there for enjoyment in this style of music.How might you use this in your own work?
I might use this style by having a mixture of narrative and performance based styles with intertextuality to a popular film or other work, to make it more enjoyable. I would follow the conventions of camera by using many close ups, e.g if it was a female artist I may use close ups on her lips as she sings like in the video above as it provides the audience with a sensual/sexual view of the artist which is common in these types of videos. I will also follow the conventions of editing, by maybe using fades and having quick cuts.
Performance, Concert & "as-live"
-the artist is seen performing the music, either staged or at a live gig
Example:
The 1975 - Girls
Why would the institution use this style/convention?
The institution would use the style of performance to make the audience watching the video if it is a live gig/staged performance want to see this person in concert, or wish they were there at the time. It may create the impression the artist is singing directly to the audience through the use of camera in a staged performance video, by using close ups.
Impact on audience?
After watching this video, it opens up the appeal if the artist plays live gigs so that people will want to buy tickets to experience the same atmosphere as in the video.
How might you use this in your own work?
I may use a small element of this in my own work, as I wouldn't want the video to be fully performance. I think I may have it as a staged performance where the lyrics are sung to the camera rather than a set up of a concert as I feel that may be too difficult to create an accurate atmosphere of a real gig. I would do this by using close ups of the artist singing the lyrics but also using other styles to make sure the shots vary.
Example:
The 1975 - Girls
Why would the institution use this style/convention?
The institution would use the style of performance to make the audience watching the video if it is a live gig/staged performance want to see this person in concert, or wish they were there at the time. It may create the impression the artist is singing directly to the audience through the use of camera in a staged performance video, by using close ups.Impact on audience?
After watching this video, it opens up the appeal if the artist plays live gigs so that people will want to buy tickets to experience the same atmosphere as in the video.
How might you use this in your own work?
I may use a small element of this in my own work, as I wouldn't want the video to be fully performance. I think I may have it as a staged performance where the lyrics are sung to the camera rather than a set up of a concert as I feel that may be too difficult to create an accurate atmosphere of a real gig. I would do this by using close ups of the artist singing the lyrics but also using other styles to make sure the shots vary.Narrative
-the music video is presented through a storyline and rarely includes the artist
Example:
The 1975 - Robbers
Why would the institution use this style/convention?
The institution would use the style of narrative if the artist didn't want to be in the video. Some use narrative and performance together so the artist is in the video like the example above. Narrative music videos are easy to follow and tend to relate to the lyrics and mood of the video. The conventions of close ups and varied shots in camera language is still used to keep the video interesting to watch and the editing still uses quick cuts. The locations still differ, and the lighting usually reflects the mood of the song, e.g in the example above the lighting is subdued. It is also used in Ed Sheeran - The A Team where the video is in black and white which reflects the mood of the song well.
Impact on audience?
Narrative music videos allow the audience to have a deeper understanding of the meaning of the song as the lyrics and visuals directly relate. The narrative allows the audience to see visually what the artists means through the lyrics of their songs but can also be enjoyable to watch to watch the linear stories unfold.
How might you use this in your own work?
I may use this as a large element in my own work as I feel it would be easier than performance but may have a small element of performance interlinked with the music video. I would use long shots to show location and close ups to show character's emotions.
The 1975 - Robbers
Why would the institution use this style/convention?
The institution would use the style of narrative if the artist didn't want to be in the video. Some use narrative and performance together so the artist is in the video like the example above. Narrative music videos are easy to follow and tend to relate to the lyrics and mood of the video. The conventions of close ups and varied shots in camera language is still used to keep the video interesting to watch and the editing still uses quick cuts. The locations still differ, and the lighting usually reflects the mood of the song, e.g in the example above the lighting is subdued. It is also used in Ed Sheeran - The A Team where the video is in black and white which reflects the mood of the song well.Impact on audience?
Narrative music videos allow the audience to have a deeper understanding of the meaning of the song as the lyrics and visuals directly relate. The narrative allows the audience to see visually what the artists means through the lyrics of their songs but can also be enjoyable to watch to watch the linear stories unfold.
How might you use this in your own work?
I may use this as a large element in my own work as I feel it would be easier than performance but may have a small element of performance interlinked with the music video. I would use long shots to show location and close ups to show character's emotions.
Interpretive
-music video that interprets the visuals directly into a story that matches the lyrics
Example:
Katy Perry - Firework
Why would the institution use this style/convention?
The visuals interpret the lyrics directly meaning the video shows what the artist meant by the song. e.g In this video the artist has fireworks coming out from her chest and also focuses on a wallflower type character, as the meaning of the song is meant to be empowering and uplifting.
Impact on audience?
The visuals interpret the lyrics directly making this type of video extremely easy to follow for the audience. In this case the metaphor "Baby you're a firework" and "Let your colour's burst" is meant to mean that you shouldn't be afraid to show you're true self so it is more subtle than most. The audience are meant to feel inspired watching this music video.
How might you use this in your own work?
I may use this but only in a small element of the music video as I think that some interpretive videos can be quite dull after a while e.g The Lonely Island ft. T Pain - I'm on a Boat as it can come across as repetitive. Impressionist
-imagery matches mood & pace not necessarily the lyrics
Example:
Wilkinson - Afterglow
Why would the institution use this style/convention?
This style of music video allows the institution to show a story even if it does not relate to the music video. For example in this video the use of superimposed graphics and camera language show the narrative of a relationship between two characters when the song as the artist is actually a DJ and they tend not to be in their own videos. The editing is cut to the beat so there is quick cuts used.
Impact on audience?
The visuals match the mood of the video which can show the audience the more about the music or can be completely different like the example above. The video is enjoyable and unique compared to others.
How might you use this in your own work?
I like this example of this style in particular and may pay homage to it by using superimposed graphics to explain the narrative of the video but the visuals not relating directly to the lyrics.
Surrealism/Abstract
- unique video that may have no relation to the music video but includes an element of surprise and juxtapositions between the music genre and video and rarely includes the artist
Example:
Bjork - All is Full of Love
Why would the institution use this style/convention?
The institution may use this style especially if the artist is indie or niche as they may prefer not to be in the music video. It can include other styles like this example has a performance element to it. This video talks about love when the shots are showing robots which is a juxtaposition as a machine would not show emotions. Like any other music video the shots vary and the editing is cut to the beat, but there is no relation to the music video. Impact on audience?
The video is for the enjoyment of the audience as there is no direct link between the lyrics and visuals. It only suits a particular taste meaning the video would not appeal to most but that is the same for the style of music. These types of videos suggest the artist wants the audience to pay more attention to the music.
How might you use this in your own work?
I may use this in my own work if I chose a song that wouldn't have a high appeal in a mainstream audience but think it is a quite difficult concept and hard to introduce other styles into it.
Animation
- not made using typical filming and editing techniques, can be stop motion and digital animation
Example:
The Killers - Miss Atomic Bomb
Why would the institution use this style/convention?
This animation music video has a narrative of a love story and swaps between real life characters and animated versions of those characters. The institution would use this style as this has a relation to the lyric "When I look back" as the whole narrative is looking back on a previous romance. This style still uses the conventions of varied shots and close ups and quick paced editing to keep it exciting for the audience. It is useful when the artist doesn't want to be in the video and can still show the storyline in a way that's more interesting and rare in music videos.
Impact on audience?
The video is enjoyable with the element of animation and interesting to watch. The story is still told in the same way but through animated characters. The visuals match the lyrics and mood of the song so it is easy to follow.
How might you use this in your own work?
Animation is time consuming and difficult but I would use this in a similar way to this video in terms of using animated and real life characters to unveil the story. I would use close ups of both animated and real life characters so the audience can see the relationship between them. Intertextuality
- when the music video refers to another media text
Example:
Daft Punk - One More Time and the film "Interstella 5555: The 5tory of the 5ecret 5tar 5ystem"
Why would the institution use this style/convention?
The institution would use this style to create further enjoyment for the audience. The style of music video still conforms to the conventions of varied shots that are still cut to the beat, some longer and some very short. It includes performance meaning there are close ups and as it is animation based the video does not include the artist but brightly coloured animated characters and scenes. It is used to create an escape from a reality setting. This video allows the techniques of overlaying shots which further adds to the surreal feel of the animation.
Impact on audience?
The audience can still enjoy the music video even if they are unaware of the intertextuality occurring but the people who enjoy anime films will find a deeper level of enjoyment watching this video.
How might you use this in your own work?
I may reference another media text, probably another music video or film, ensuring that the film and music are aimed at a similar group of people e.g If the music is Indie find a niche film that I could refer to.
Parody
- exaggerates features of the original or a comical version of the original
Example:
The Verve - Bitter Sweet Symphony
Fat Les - Vindaloo
Why would the institution use this style/convention?
Using a parody style adds further enjoyment for the audience. The institution still follows the conventions of camera language (close ups and non static camera) and editing (quick cuts) like any other music video. The institution uses this to make fun out of popular/well known music videos. It is easier than coming up with their own concept and allows them to imitate the mise-en-scene to make it easy to recognise.
Impact on audience?
The audience who are aware of the video they are making fun of will find it more enjoyable, but it can still be enjoyed without.
How would you use this in your own work?
I would use this in the same way as the example above by taking an artist that takes themselves seriously and exaggerating the features through costume or other elements.
Pastiche/Homage
- imitation of a text's features by another text - could be in exact same style or just use similar motifs
Example:
Foo Fighters - Walk pays homage to film "Falling Down"
Using a parody style adds further enjoyment for the audience. The institution still follows the conventions of camera language (close ups and non static camera) and editing (quick cuts) like any other music video. The institution uses this to make fun out of popular/well known music videos. It is easier than coming up with their own concept and allows them to imitate the mise-en-scene to make it easy to recognise.
Impact on audience?
The audience who are aware of the video they are making fun of will find it more enjoyable, but it can still be enjoyed without.
How would you use this in your own work?
I would use this in the same way as the example above by taking an artist that takes themselves seriously and exaggerating the features through costume or other elements.
Pastiche/Homage
- imitation of a text's features by another text - could be in exact same style or just use similar motifs
Example:
Foo Fighters - Walk pays homage to film "Falling Down"
Why would the institution use this style/convention?
The institution would use this style as the other media text may relate to the lyrics so they can use the same concept or similar motifs to create more enjoyment for the audience. The shots and locations would be very similar but still follow the conventions of a music video in terms of camera and editing, with close ups and quick cuts.
Impact on audience?
If the audience are aware of the text the institution are paying homage to it can be more enjoyable for the audience.
How might you use this in your own work?
I may reference another media text in my own work with a mixture of other styles probably using similar motifs rather than an exact copy.
Referencing
- directly references another media text, usually a film e.g soundtrack
Example:
Lana Del Rey - Young and Beautiful references The Great Gatsby
Why would the institution use this style/convention?
The institution would use this style as the song is part of the soundtrack to the film. The film references "The Great Gatsby" through mise-en-scene, the costume of beautiful long dresses, extravagant jewellery such as the big hoop earrings the artist wears and the big curly retro hairstyle which was the common fashion in the 1920s. The dated and dark lighting look of the footage gives the impression of a vintage style which relates to the era that the film was set in, which relates to the lyrics of "Will you still love me when I am no longer young and beautiful?" as it shows ageing and the sense of loss, which relates to the loss of a love which happens in the film. The occasional beams of lights relate to the green light Gatsby saw across the water in the film. The imagery of Lana is very similar to that of Daisy in some shots in the film, allowing the audience to see them in the same way. The institution uses this to promote the artist and the film and create the relationship between both so the audience enjoys it more.Impact on audience?
If the audience are aware of the reference than they may find deeper enjoyment in it but it can still be enjoyed without.
How might you use this in your own work?
I might use this by having similar costumes to reference the era of the film instead of a direct link. I would still use close ups to show the features I want the audience to see are related to things from the film.
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