What are music videos

 Music videos are videos that include songs or albums that are used to promote the music.

Music videos can include videos, animations, visualisations. There are different types of music videos such as narrative and performative.

Music videos are used to entertain and promote to a wide audience. The music video can be aimed at a wider audience as the song is not the important thing as the imagery can portray a different style or personality. They are used to establish the genre and artist identity.


Music video theory:

- Roy Shuker (2001)

    - Promotional devices encouraging record sales and chart action

Music videos are now their own media products as they can be broken down and analysed to show their meanings.

Music videos are mainly consumed on video on demand such as Youtube.

In 2011 Youtube had become the biggest way in which music was consumed.

Music videos promote the artist and label they are signed to, albums and singles, tours and films.

- Richard Dyer (1975)

    - Star Persona

    - Performance skills (how good can they dance)

Music videos provide content for a artist/band or labels website and social media accounts

Music videos also provide content for Music TV channels

- Sven E. Carlsson (1999)

    - Performance clips (singing and dancing)

        - Song performance

        - Dance performance

        - Instrument performance

        - Concert performance

    -Conceptual clips (narrative/story)

        - Narrative bases

        - Abstract and artistic

        - Hybrid (performance and narrative)

    - Hybrid Clips (singing, dancing and some narrative/story) 

- Andrew Goodway (1992)

    - A relationship between lyrics and visuals, which illustrate and amplify or contradict the lyrics

    - A relationship between lyrics and sound (syncing to the beat)

    - Genre related style and iconography

    - Multiple close ups of the artist or vocalist (creates a star image to promote a recognisable brand

    - Voyeurism (taking pleasure to look at) often plays a major part, especially in relation to female

    - Intertextual references (referencing other media) to other media texts may be present, especially in humorous videos              

Riptide:

    - Intertextuality

    - Voyeurism

    - Link between lyrics and visuals

    - Performance

Adele - Someone Like You

    - Genre related style and iconography

Someone like You is a pop-ballard so the mice-en-scene is used heavily to create meaning. For most of the video it is one continuous monochrome shot throughout the entire video. Adele is at the forefront at all times to stop the viewers from being distracted from her emotions and the somber mood created by the video and piano music, which is a stereotypical feature of Adele's songs. 

     - Multiple close ups of artist






    - Link between song and visuals

    - Voyeurism

Music videos invented to advertise singles through TV airplay and Internet such as MTV.

     - VEVO

        - VEVO contains 500,000 videos and is the largest network of music channels on YouTube 

    - Youtube

        - Artists can upload to their own channels as well as through partners such as VEVO

    - Trace hits

    - 4Music

    - Box hits

    - The Box








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