Post 2003-era
In this section, I am going to be talking about the post 2003-era in terms of the history of music videos while looking at a promo where I did some research on the song and looking at three things that is relating to the music video.
'If its lovin that you want'- 2005
Rhianna is portrayed as someone who had a soft and innocent image. In the music video her image at the time is portrayed as herself doing a live performance in a tropical type setting e.g. the beach. This elucidates on the fact that she comes from the Caribbean or a tropical county. This reflected on her image because it uses a sense of hyper reality. Furthermore, in this music video from this image you can see that she is representing where she is from hence why she is wearing they type of clothes that you would wear e.g. from the islands of Barbados.
This type of styling would appeal to an audience that enjoy listening to up beat tempo songs and instruments that would be played in reggae songs and R&B. This was a type of performance video that shows Rhianna being very expressive.
Lady Gaga made a song called 'Marry the night in 2011 and the reason why it is different to other videos is because the narrative is longer than the actual song. The narrative is 8 minutes long talking about her life and the song is 5 minutes 50 seconds. This is very different because a lot of artist tent to not talk about their personal life, they tend to present a fake image to their audience and to give the audience what they want to see. This proves that time has changed because the artist focuses more on their music video.
The music video has become more important than the actual song and the song has become the soundtrack of the music video. This video has conventions such as lip-syncing, choreography, abstract and it has hyporeality. The reason why it is hypo reality is because hospitals are not like that in reality. The reason why this music video is abstract and unusual is because it has a lot of unusual scenes that doesn't relate with the song and also at the end she is in red not showing her face, surrounded by fire. This music video is a performance, the artist doesn't want to just present herself as a pop star, she wants to show that she is artistic and an actor.
Rihanna Disturbia
The lyrically the song reflect moods and emotion that surround anxiety and confusion. The songs starts with a fade to create suspension as it is like a horror story which creates tension and could create isolation as the location looks abandoned and she is mental hospital because every scene is different in her actions and costume to show that she has split personality disorder.
This can challenge how society see women because she is experimenting with her personality which could she is not her at the times but someone else to show insecurity and issues to make relationships which could it make it hard to trust anyone.
In one of the scenes she is seen imprisoned wearing lenses that make look as if her eyes have rolled into the back of her head. Rihanna stays in the prison with two men watching on her from the both sides. Other scenes include sitting on a throne chair and singing the song, while two strange women are around her.
This could suggest that her safe is at risk and she may self risk if she is not watched at all times.
The beat is uptempo because it suggests that the song is happening so quickly because every seconds she is a different personality; the time signature 4/4 represents it is fast paced which no breaks and every verse is different to show how she lives in the prison.
the genre is electro-pop and dance pop which represents the style of the song but it doesn't suit the video.
This could suggest that her safe is at risk and she may self risk if she is not watched at all times.
The beat is uptempo because it suggests that the song is happening so quickly because every seconds she is a different personality; the time signature 4/4 represents it is fast paced which no breaks and every verse is different to show how she lives in the prison.
the genre is electro-pop and dance pop which represents the style of the song but it doesn't suit the video.
PSY-Gangnam Style (2012)
The thing that was innovative within this modern music video of Gangnam Style by Korean-Pop artist PSY is that he was promoting himself instead of the visuals representation of the video because when this video came out in 2012, it was going viral through social media and it had spread worldwide mainly due to the dancing that the artist was doing so people would copy the same dance when the song did come on but not only that, it allowed people to get to know the genre of Korean-Pop more than did because they were little known about it until this video blew up onto the internet.
This is very recognizable music video because it fits with the genre conventions of the song which is Korean-Pop which there was lip-syncing within this music video but the visual representation is not telling no narrative or story being told at all as he is promoting himself and dancing which it is showing that he is having fun rather than being creative.There is a use of editing and effects where for example: when it was about to go the hook of the song, its use of editing was used which was cutting of the beat around 1.06 to 1.10 and 2.25 to 2.30 minutes within the video.
In the post-2003 era within the history of music videos, the artists would be able to make music videos and able to put on video-sharing website like for example: YouTube. Although the reason why is that the artist does this because it is one of the ways to make more money by promoting the single of the song so they can carry on making money through going on tour or sell merchandise but today, the money that is being devalued by people as they are interested in the visual representation of the video rather than the actual song that was used as a backing track .
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