Purpose of music videos

Purpose of music videos

- Music videos are an important promotional tool for marketing performers and their music

- They help to create the 'star image' for a new performer (e.g. Billie Eilish)

- They adapt or develop the image of a more established artist (e.g. Ariana Grande) 

- Music videos are used to interpret and anchor the meaning of a song and to entertain the audience

- Iconography indicates the genre of the music and the style of the performer

Different styles of music video

Performance - (for example One Direction "What makes you beautiful") where there is close ups of the performers, direct address to engage the audience and different outfits.

Narrative - (for example Justin Bieber "What Do You Mean?) where a story is created, sometimes the lyrics do not match the visuals at all. Sometimes the artist doesn't feature at all and there are just actors -and enigma codes which is when the audience asks questions.

Conceptual - (for example Ok Go "The One Moment") where it is base around an idea or an image.





Conventions

Katy Perry - "TGIF"
Coldplay - "Paradise"


Task 1 - Identify conventions

Task 2 - What genres do these 2 videos conform to? List 4 genre conventions of iconography you spotted in each

Task 3 - Apply Todorov's narrative theory to one of the videos

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TGIF - conventions are pop, fun, colourful and it has a narrative so this video conforms to Todorov's theory, the artist features in the video. The artists outfit is very girly and stylish to set trends.







Paradise - conventions are fun, it has a narrative, it is quite colourful and the artists do not feature in the music video.