A music video often referred to as MV is often integrated into a song, providing both entertaining and promotional aspects. The narration of mv structures highly depends on the style and lyrics of the song. There are 3 types of narration styles:
1. Narrative: a series of shots that aim to tell a story, like a short film. There could be multiple storylines embedded in the same video.
2. Concept: videos without a storyline and typically have no relevance to the lyrics themselves. Emphasis on design, and aesthetics.
3. Performance: these videos feature a solo artist or a band performing to the camera. The aim is to focus on the artists and convey them in a particular way to the viewing audience. This category includes the recording of live performances, intending to demonstrate an artistic talent that is not captured in the recording, such as capturing the energy and enthusiasm of live fans.
Key conventions of music videos form
1. Narrative: According to Todorov’s Narratology theory, there is a conventional structure to narration. The beginning is set in an equilibrium state, then a disruption is introduced. The disruption is recognised and solved and enters a new equilibrium state. Michael Jackson’s Thriller is an example of narrative music video. The story begins following the convention in an equilibrium state where Michael Jackson is out with his girlfriend. This was soon disturbed by a surround of zombies and Michael Jackson has become one too. His girlfriend ran and knew it was just a dream. This video has employed conventional tropes of a horror film and linking to Strauss, binary opposites is highlighted too. For instance good vs evil and life vs death.
2. Performance: A performance video includes scenes of the band performing live or in a studio. Usually set in a style where artists try to connect with the audience, so fans can get an insight into the band or artists' lives. Common themes and stereotypes are used to help them maintain a star image. For instance, rap stars will have shoots in the streets, in clubs, or in a car surrounded by revealing and sexualized females. One example is Ariana Grande’s new re-recorded album’s live performance video “Tattooed Heart”. Ariana Grande is in the centre surrounded by her band musicians performing in a studio. The camera shots alternate between the singer and the rest of the band members. Performance videos help artists advertise themselves and showcase their musical ability.
3. Concept: Concept video is often based on the artist’s vision, featuring their star image as the primary goal. Many symbolic and thematic techniques are used to emphasis lyrics or star images. For example, “Chemtrails over the Country Club” by Lana De Ray, has sequences of shots that are sung in the lyrics. She is in multiple costumes, props and aesthetics grabs the audience's attention which highlight the genre of a concept music video.
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