Music Video Research

Initial Research

What is a Music Video for?

Different music videos hold different purposes in what they aim to achieve, with possibilities of achieving entertainment, promotion or following a narrative.

The purpose of a music video may differ depending on the genre of the music, for example, a rock/indie music video may be focused more on the entertainment value, whereas an R’n’B music video may deviate towards the promotion of ‘big-name’ brands, such as clothing and jewelry.

Frith’s 3 Typologies

Frith (1998) stated that “music videos can be categorized by three different typologies”. These were defined as:• Performance: The act of performing as part

of a live show, staged event or other form.• Narrative: A series of events that complete

the arc of a story being told.• Conceptual: A completely abstract idea

that bares no relationship to the song or lyrics.

Performance ExampleAn example of a performance music video would be “Teddy Picker” by Artic Monkeys, as this video consists essentially of the band performing live in the studio, with some footage of the band’s leisure time. Therefore this music video upholds the criteria of a performance music video.

Narrative ExampleAn example of a narrative music video would be “Stan” by Eminem, as this video consists of the protagonist constantly writing to his role model, with the accidental loss of a letter leads to a domestic tragedy; altogether creating a video narrative that captures the audience’s attention thus adhering to the narrative music video criteria.

Conceptual ExampleAn example of a conceptual music video would be “Deceptacon” by Le Tigre, as the official music video for this song consists of a single take of two costumed men that act out a simple dance routine. There is no performance from the band, nor any narrative to follow; therefore this music video conforms to the style of conceptual music videos.

Goodwin’s 7 Conventions

• There is a demand on the part of the record company for lots of close-ups of the main artist/vocalist.

• The artist may develop their own star iconography.

• There is likely to be reference to voyeurism, particularly in the treatment of women.

• There is a relationship between the lyrics and the visuals.

• There is a relationship between the music and the visuals.

• Particular music genres may have their own music video style and iconography.

• There is likely to be intertextual references, either to other music videos or to films and TV texts.

Andrew Goodwin stated that all music videos conform to at least one of seven music video conventions; these are:

Examples of Goodwin’s Conventions

VOYEURISM

ICONOGRAPHY

INTERTEXTUALITY

GENRE STYLE