The Function of a Music Video

Kris Erice

Music videos are short, condensed stories used mostly to promote an artist. In a typical video, the artist is given the most screen time whilst breaking the fourth wall to sing to the audience. By doing this, the audience becomes familiar with the artist. Music videos also tend to be one-off stories. With some having hardly any narrative at all.

‘Breaking the Fourth Wall’ is a trope commonly used in the visual arts that brings together our reality and the reality that the story is set in.

From an Editing perspective, music videos are edited to the beat which could mean that for a fast paced, Grime song such as Lethal Bizzle’s, ‘Pow’, there could be well over 30 cuts in the space of 30 seconds.

Furthermore, Jump cuts are employed occasionally to fasten the speed of the video which is important as most videos do not last for more than 4 minutes.

There are jump cuts of Kano rapping from different angles and distances. This is most evident when there are about 4 cuts in the matter of several milliseconds.

The way the camera is established can also bring more meaning to the video. The example we did in class, ‘Do You Really Like It’ by DJ Pied Piper, had a lot of low angle shots on top of a roof. The connotations given off by this (and the sexually dressed ladies) are that the artist and possibly his crew are successful and are now bragging about it through the music video.

This video like ‘Pow’, features a lot of cutting and movement. This one however, features a panning in room with the girls in it, insinuating how much of a good time they are having.

Close ups and Match cuts are good tools for promoting a product.A Close up can put focus on the artist’s face where they will be singing the words. The audience will now associate the words with the artist’s face which will help develop a fan base.

Close ups and match cuts are sometimes used by directors in order to promote merchandise known as Product Placement.

Product Placement in a video helps contribute to an artist’s image. An example would be Beats Headphones appearing on the artist which signifies that the artist is being endorsed, implying financial support. Controversy and product endorsements in music videos instates an artist’s image that reminds fans of who they are.