In the music industry there are many different types of music genres such as hip-hop, RnB, rock, dance country etc. Each genre has its own feature that conveys to the audience what type of genre the music video is.
This video here is a good example of the RnB genre. In this music video it shows many typical aspects that you would expect from the RnB genre such as references to women and money and also the way that the men are dressed in the video. At 1:36 you can see that they are wearing baggy clothing bandanna s and gold chains and this is something you would expect in an RnB music video. Also in the video the artist does hand actions when he says "Hey must be the money" saying that money has done a great deal for his life, and this is another thing that RnB videos show which is that the artist usually raps about their life and what they have done to get where they are today and showing that in their videos. Another element that RnB videos have is women dancing around with a small amount of clothing on which, as a male artist could bring in a bigger male audience creating more money for the artist and their record label. The impact on the audience that this video could have is that it starts to create a trend of clothing. The institution uses these conventions in a RnB video as the lyrics usually talk about women and money so the institution wants to make sure that these elements are shown in there music videos instead of something unrelated such as walking through a meadow and rapping about cars.
Performance
Performance music videos are when the artist is doing a live performance in the video or they have got clips from there previous concerts and made a music video out of it with some extra clips as well.
In this music video you can clearly see the band playing and the audience that they are playing for. The camera language for this video has quite a big impact on the audience as when they watch the video it makes them feel like they are in the crowd and joining in with the crowds movement, which also creates the effect of them wanting to go to the artists actual concerts 1:10. The institution uses this style of music video so that they can show what the artists performances would be like which, then creates them wanting to go to one, which then benefits the artist and their record label for money income and they become known for creating energetic concerts also the vintage effect on in the music video could also have been used to create the effect that its quite a chilled, different environment.
Narrative
Narrative music videos usually have storyline told through the lyrics of the song and it can create the audience to start thinking about what the lyrics and video can actually mean coming up with quite a range of different concepts. It also keeps the audience watching the video as they want to know whats going to happen next.
This music video here is a very good example of a narrative as it holds three key storeys and they all relate to the lyrics of the song and the point its trying to put across. Each verse of the song has a different story for example the first verse is about a girl who lives with a drug mother and get sexual abused by men. Through this we see what the girls life is like and at the end of each verse it ends with the same three sentences "Forced to think that hell is a place called home, nothing else to do but get some clothes at pack, she says she's 'bout to run away and never come back." The impact that this has on the audience is that it sticks in their heads and makes them think about how some children have to deal with abuse etc and at 1:14 the artist is shown as a citizen and it shows that how nobody ever really knows what is happening in a child s life and how they just walk past thinking that everything is fine. The institution uses this style of music videos to try and put a message across to the audience and the video, lyrics and the tempo all match very well making it a very heart-warming and meaningful music video. It can also make the audience respond to the music video by taking action on these sort of things such as raising awareness or campaigns. narrative music videos can also make the artist themselves be seen in a different light as at 4:06 it shows that Mary in the middle represents society and how they ignore whats happening to children and how that nobody listens to them when they are in pain. The video itself is raising awareness of run away children as at 1:31 we see a cut away of some missing posters which help promote the cause through he music video.
Interpretative
An interpretative music video is when the lyrics match with the visuals in the music video, this can be shown through animation, narrative or special effects.
In this music video you can see that the visuals shown in the video match the lyrics exactly. An example of this would be when the lyrics say "Im on till Im on a island" we see the graphics pop up on the screen and him standing on an island. This style of music videos seems to be very plain and simple and can make the audience loose interest quite quickly as in a way its just repeating the same thing twice but in different ways such as lyrics and visuals. The institution may use this style of music videos as a sort of experiment as they see what works with and artist and what doesn't. E.g. Eminem s music videos usually holds a stronger narrative while with this one its more plain and simple, which shows that the artists record label likes to try out different styles of music videos to see which style works better.
Surrealism/Abstract
A surreal/abstract music video always includes an element of surprise and also holds strange things happening in it. The visuals and the lyrics are unlikely to match which could create the video to not make sense which then results in the viewer to start asking questions and coming up with solutions of what the video might be interpreting.
This here is a good example of a surreal style music video as the visuals and the lyrics dont match at all and comes out a very strange video. The video starts with a man dressed in all white sitting in a chair which shows that he has some sort of power and disability as he is missing an eye, then the next shot is children digging and then suddenly men appear with guns appear which could connote child labour. Nearer to the end of the video the men evaporate and then the guy in the white chair seems to be transported to the real world and ends with a half naked man going into a pool of milk which the children made. Overall this video is very very strange and raises a lot of confusion and questions as the video could represent a whole lot of different meanings to each individual. In the lyrics of the song its repetitive e.g "There's madness in us all" x4 which could be saying that each human being has a sort of mental side to them that they dont show at all and has it repeats four times it could also be a sort of message that the artist wants to stick in the audience head.
Surreal/Abstract videos raise a lot more awareness and attention as it beats a normal music video by far because it keeps the audience glued to the screen more and comes across to them as a sort of mind puzzle. Also producing music videos that hold the surreal/abstract style to it will make your audience talk about you more and you would get more recognition. The institution would use a surreal/abstract style for a music video because they want to make there artist stand out and be different from the rest and also they want to make there audience use there brains more by working out what there trying to show in the artist music video.
Animation
Animation music videos either come across as a stop motion or digitally made. Animation is a style that comes across as unique and different as there can also be different types of animation artwork/style which can also show what the song is about. E.g a comic book animation could connote that its telling a story.
In this music video the animation comes across as an anime animation with a sort of comic book illustrations to it. The video it self was animated by Kazuto Nakazawa who done a segment in kill bill vol.1 . The video begins with cogs and these cogs are shown in the majority of the settings throughout the video which could show that the video is about changing the future past or present. Also the song is quite slow but the pace of the video is fast and both become the same when it comes to the chorus of the song. Also the video has a narrative as at 1:49 we realise that the video begins to rewind itself. The impact that this has on the audience is that compared to other animation videos this one comes across more dark and brain teasing and also the animation is done to the same standard as anime, which could create a bigger audience across the world. The institution would use this style of music video as it makes it more engaging and eye-catching to the audience instead of it just being acted out, and also it might not cost that much of money for the artist record label as now you are able to animate using software from your computer.
Intertexuality
Intertexuality is when one media text makes a reference to another media. An example of this would be The Simpsons as they usually refer to famous scenes in movies but in a more comical way
Another example of Intertexuality is that in this music video the artist makes a reference to the well known dolls "Barbie and Ken". The video is imitating exactly what it is done to a Barbie doll e.g at 0:39 "you can brush my hair, undress me everywhere". Also in the music video the settings are made to look like what accessories you can by with the doll. The reason why the artist record label decided to use this style might be because they wanted to take the mickey out of the dolls themselves and show how ridiculous they actually are by making a music video about it plus, at the same time it is giving the industry Mattel inc. even more recognition now that there is a song pretty much about there main product. The impact that Intertexuality has on the audience is that it adds humour to the other media texts making them seem less serious and so that the audience can actually begin to like the other text.
 |
| Here is an example from the music video, of the actress coming out of a very bright and pink house, showing what it is |
 |
| This image here shows what the music video is interpreting. |
A parody music video is usually when a infamous artist takes an actual artist music video and adds humour and new lyrics to the song, but it is still easily reconsigned of what song there doing a parody of. Parody s are very popular on YouTube as have you have different users interpreting the song in different comical ways.
This example here is a parody of the song "Tik-Tok" by Kesha done by the midnight beast who have recently become more popular due to there YouTube channel and even had there own TV series due to that. The lyrics to the song have massively changed from "Cuz when I leave for the night I aint comin back" to " Sometimes I eat my dessert before my dinner". As you can see parody s put a whole different light on to the original song, sometimes making it better than the original or not. Instead of a women look a like of Kesha its three men in an apartment dancing and singing and also with parody s they are usually made with just a hand held camera while the original has all the high tech equipment, showing that just less famous artists can make a good parody. Parody s are usually posted on YouTube to create humour and just so that anyone can enjoy them. and if the parody s are good enough it can open doors for the creators and also maybe get feedback from the artist who they did a parody of.
Impressionist
This style of music videos creates imagery that do not match the lyrics or mood of the song. The lyrics and video dont need to go exactly together but the tempo and mood does need to. This style can be done by animation or abstract.
At the start of the video its just shots of the band playing but at 1:00 a thunderstorm happens and a ghost appears which changes the mood greatly and also shows the audience that something unexpected is about to happen. At 1:48 the artist is singing about sunshine and the animation shows graveyards popping up in the background, this here can cause confusion for the audience making them wonder why the artist has decided to use this effect. If you watched the video without sound you would expect the lyrics to be talking about death and ghosts, but when you watch it with the sound its you get a different expectation of what the song means. The video continues to be strange at 2:39-2:44 there are dead gorillas that are reborn and are shown chasing one of the band members and then they all suddenly break out into a dance. The impact that this has on the audience is that its a music video that is meant for just confusing the audience and that has one surprise after the next which keeps them engaged. The videos visuals create the mood of the supernatural theme with the dark atmosphere and scenery, which then make the audience think that the lyrics will be a bit more in depth and spooky but, instead it has a relaxed beat to it talking about sunshine, which can make the audience enjoy it more but less at the same time as they might try and figure out what the band is actually trying to say. This style of music videos is created by the artists record label because they want to make it an memorable video that causes a lot of confusion towards the audience and also make it unexpected that causes the audience to talk about it more giving more publicity to the band.
Referring-
referring is when a music video gets combined with movies This usually happens because artist makes a soundtrack for the movies. During the music video shots of the film are included in it.
The song lose yourself is featured as the first single from the soundtrack from the film 8 mile, the song was written and produced my Enimen and he got a nomination for the academy award for best original song. The song starts with piano instrumental featuring settings from the film and then goes straight into rapping which starts of quite slow but them moment the beat picks up Enimen starts to rap faster. Also the lyrics crosses over whats happening in the film which keeps the audience more engaged and on track of what is happening and also helps them keep to the mood that both the lyrics and film are saying/showing. The music industry uses these style of music videos to help promote there artist and also the film, giving them both more popularity. As Enimen wrote this song and featured in the film as a main role he will get more recognition from other media industry s, which could lead into new opportunities for him. Also through out the video it doesn't loose the theme of the film either, which keeps the audience watching till the very end as also allows them to get a glimpse of what the film is about.
Homage
Homage is when one media text has the same features to another media text and can also be a copy of an original. Homage can be done in music videos when one artist is showing clips of old artists in their videos but also homage is more rarely done when it comes to film mainly in the horror genre. An example of this would be the 1984 version of The nightmare on elm street to the more up to date version of it which was released in 2010. Both films still hold the same concept but the reason why this was done was to bring back an old classic horror film which would get a lot of people excited about it as the original was very successful. The industry thought that the re-make would be even more successful as technology has changed from the 80s and more graphics and special effects would be included in it. As you can see from the advertisement for both films, the 2010 has more of gory and graphical theme to it and is more darker than the 1984 poster.
 |
No comments:
Post a Comment