In this report I will be explaining the different types of
music video can have to suitable for genre and the image that artist is going
for. In a music video it is important for the artist or production team to know
what kind of style them putting out in order to attract their target audience
for example, narrative, performance and concept. Also in this report I am going
to be explaining the postmodern style in music videos, such as Parody, homage,
pastiche, parody and animation.
Narrative
Music videos usually consist of 3 different elements one of the main ones narrative, this is told through a story within a music video to suit the genre of the song. For example, in a narrative music video they will have a main character which is usually an actor that plays a role and suited to theme of the music video. By having Narrative the target audience can follow the story easily can figure out the plot of music video but however the drawbacks coming up with narrative as music video it can get boring for the target audience. In a narrative video they will create a mood for the song and then come up with concept and visual of the music video, it in some narrative they will might have a sense of performance.
An example of this style of music video is ‘Justin
Timeberlake – What Goes Around … Comes Around.’ In this music video it show
that it had narrative as it show strong evidence at the beginning as it
has a sequence of the artist, production
and director names and goes in to the two main character that features the
artist in it having a conversation leading up to the song. Also in this music
video had strong MES and by this it creates a mood that is happiest between the
two characters and later on it shows a sense of heartbreak. There is a
flashback showed in this music videos of the two characters having good time, flashbacks
that usually occurs in narrative music videos. Towards the end the mood that
was crated was violence, also towards the editing to beating was faster and
fire was showed at the end with actor foreshadow danger as the girl died at the
end.
Performance
Alternatively style that an artist might take on in their music video is performance. This is when artist or band showed performing their song this will contain lip syncing. By can be an advertisement for live performance and concert. This usually stars the artist in the music video for example they would a band playing the instrument e.g., drums and guitar as their music video. By doing a performance music video the target audiences can get fell of the artist and it easier to create a star image. However the drawbacks of doing performance video for band the shoots can be easily be repeated. This consist of lip syncing all the way through.
An example of this style of music video is Beyoncé ‘I was
Here’- (United Nations World Humanitarian Day Performance Video.) in this video
the artist is performing live her single which she is standing there singing to
the audience with a short film playing behind her. Beyoncé is known for her
energy on stage but we see a different side her and we focus on her voice and
the artist she is. By having performance as a music video her target audience
get sense of her personality and creates a more realistic video as it was
clearly shown in Beyoncé ‘I was Here’- (United Nations World Humanitarian Day
Performance Video.)
Conceptual
Lastly another style of music video is Conceptual.
Conceptual video takes a different approach to a music video such as, unique and
focus on mood and elements more. Conceptual are usually metaphoric and it base
on the music video some conceptual might not lip-syncing and focus on beat of
the song. For example daft punk ‘Around the World’ is conceptual music video
due to the music video is structured to the beat of song through the
choreography.
An example of this
style of music video is conceptual is Daft Punk - One More Time. In this music
video the characters are in tune to beats and instruments that is played in the
music video. It is an animation music video it also had performance in it as it
shows the band playing. By having a conceptual music video the plan to make it
go viral as it has 106,514,914 views. Also conceptual has deeper meaning in to
but harder to find.
Postmodern style of music videos
Parody
In 20th century there are postmodern style in music videos, such as Parody, homage, pastiche, parody and animation. We have this to set apart are music videos to make it different. For example parody is style of music video and it is really dramatic to the usually and base on lyrics and the visual of the song that is displayed. For example ‘Fifth harmony – work from home’ parody. In this video the visually and the lyric of the song is been over exaggerated by context of the actual music video. By having parody as a music video it will attract more viewers due to funniest and silliest of the music video for example ‘ 16,085,530 views’
Homage
Another postmodern style is homage this give a sign of respect [1]another text that has influence them or just one that they like. This means they do a music video that is homage is the artist is acknowledged something some has done whether it’s in a music video or a film. An example of this is Janet "The Knowledge" this video was inspired by a film called The Knowledge in 1979. By doing having a homage as music video you can use their idea and build upon it to make interesting as Janet Jackson did also the audience can relate to it more because they know what theme content the artist got the idea of the style.
Pastiche
Another postmodern style is pastiche this is when an [1]artist imitates somebody else’s style. This is usually light-hearted and done with respect for the person who is being imitated. This can be that artist can be influence by their style and like it. For example ‘Teyana Taylor – Undercover’ imitates the style back in the 90’s through MES, editing and chorography. By having a pastiche of style of music the artist can bring back the style and create a newer version with that version by this it makes unique and interesting to watch.
Animation
Another postmodern style is Animation this is when the video is has Disney effects on this is usually stop motion animation on digital software. By this it makes it different from all other postmodern styles of music video and makes it more interesting. For example, ‘Arctic Monkeys - Do I Wanna Know?’ this music video is very animated as had conceptual music video as it has heartbeat signal animation use as bass then latter has animated character such as, women. By going for animated music video it makes it different to watch and also it creates beliefs in target audience imagination.
To conclude there are different styles that an artist can use to create an image for themselves in order to gain target audience and uses styles of music video it can boost the artist image in a positive or negative way either way the audience will still talk about therefore more people will promote you as an artist.
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