What are music videos for

To help promote an artist and show their image.

Promote tours, albums, films and encourage chart sales e.g. Sam smith sang in the new James Bond film.

Star persona is the media representation of an artist e.g. lady gaga is eccentric.

They establish performance skills e.g. dancing, musical instrument.

Sven E carlsson (1999)

There are 3 types of music videos and they are performance clips (were the artist is dancing in the video), a conceptual music video (a narrative video or a video with a story) and hybrid video (which has a story in it but also a performance).

Performance types are singing, dancing, instrumental and concert.

Conceptual can be narrative based, abstract/artistic, hybrid (performance and narrative)

Daft punk around the world music video https://youtu.be/LKYPYj2XX80

Andrew Goodwin (1992)

6 Codes and conventions

1. There is a relationship between the lyrics and the visuals which illustrate, amplify or contradict the lyrics. This can be shown in the music video of riptide by Vance Joy https://youtu.be/uJ_1HMAGb4k. At 1:06, the lyrics says “head to New York City” while showing a shot of an aeroplane.

2. Thought beats: seeing sounds (the relationship between the music and the visuals). This can be seen in the music video for Rockabye by Clean Bandit. https://youtu.be/S6-uf4ri3Qs At 1:22 you can see members of clean bandit playing an instrument while music was playing. 

3. Hybrid clips, genre related style and iconography present. 

4. Multiple close ups of the main artist. The creation of a star image to promote a recognisable brand image.

5. Voyeurism often plays a major part, especially in relation to females.

6. Intertextual references to their media texts maybe present, especially in humorous videos. 






Laura Mulvey- The male gaze is whether the spectator is male or female they are going to see females in a sexual way to please the heterosexual males. 





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