Unit 29 – Assignment 2 (Music Video
codes and Conventions)
Impressionist:
Impressionist videos are
designed to make the audience feel a certain way. The producers create this by
using unique shots in which the audience can relate/connect to. These shots will
generally not relate to each other but in conjunction they create a common
theme.
An example of an
impressionist video would be ‘Sabotage’ by the Beastie Boys. The video uses a
wide variety of shots which as previously mentioned, don’t link but they do,
however, come together to form an overall narrative.
Including the shots of the
police chase imply that the video is about crime. However, later shots, such as
the interviews and the band walking along the street. As a result of this the
audience is led to believe that the police have caught their suspects and that
the streets are now more safe.
The use of the different
chases give off the impression that the shots are unrelated, however as the
video progresses towards the end, it becomes clear that the chases were all
part of one case.
In
Concert:
In concert videos feature
live footage from a performance (such as a gig, a concert or even a studio
performance) from that of the artist.
For example, Bon Jovi’s
‘Livin on a Prayer’ is a video which shows them performing on stage.
The video is fairly simple as
it only shows the band preparing for their performance and then performing on
stage. Wires are occasionally used to lift the band members as a way to make
the video more interesting.
Animation:
Animation videos are created
on computers to form a video consisting of cartoons, stop motion or just
abstract imagery. This is often use by bands which niche audiences or those who
wish to be creative in what they create.
One of the better examples of
this would be the Gorillaz music videos. The above image is form their ‘Feel
Good Inc.’. The video is comprised of live images which have had animations
placed over them. This provides a specific feel to the video.
Interpretive:
Interpretive videos are
commonly used as a way to convey a specific message, usually with a deeper
meaning that what is portrayed on screen.
‘Firework’ by Katy Perry is a
good example. It is about doing what you want to do with your life and that you
can be whatever you wish to be. However, the images shown on screen may not be
easily associated with this.
Narrative:
A narrative video is one that
tells a clear story throughout. The idea is to engage the audience into both
the music and the story. It also increases the star persona as they will also
be viewed as an actor as well as an artist.
In this video. There is a kid
who is being bullied for being different. He is represented by a character with
special powers. And he is out-casted because of this due to people being scared
of him.
Surrealist:
Surrealist videos are almost shown in a
dream-like state. They are possibly even the most creative types of videos due
to the amount of components and work involved in creating it. The video can be
a perfect representation of the artist’s creativity. As a result of the fact
that the video can feature whatever they want it to.
‘Somebody That I Used to
Know’ is a video by Goyte which shows the artist standing in front of a white
background. Triangular paintings then start to cover the background, eventually
spreading onto the artist.
Pastiche:
These types of video are
usually an imitation of another artist or their music/video. This is frequently
done as a way of just mimicking rather than creating a deeper meaning. In
addition, the videos may also pay tribute to any songs or bands that the
artists admire. This allows the artist to appeal to similar audiences. This
style can be described as a combination of parody and referencing.
Parody:
A parody is a video which
generally makes fun of another song, artist or style through imitation. It is
uncommon for the original artists to make videos like this. It is usually the
audiences that go away and make these kinds of video about the artist.
This video is a parody of
‘Hello’ by Adele. It mimics the style of the video, however it changes some of
the images and the song lyrics.
Referencing:
A referencing video is one
which references other videos, films or even people. An artist will usually
recreate certain aspects of these without mimicking them.
This image is from ‘Death of
a Bachelor’ by Panic! At The Disco. The video is a clear reference to Frank
Sinatra (one of the lead singer’s idols). The black and white filter, the beat
of the song and the way in which it is sung are all similar to Sinatra.
Homage:
A homage video is similar to
a parody, except it doesn’t exist to make fun of anything. Instead the video
will usually pay tribute or show respect to something.
This is an image from Alien
Ant Farm’s ‘Smooth Criminal’ which references Michael Jackson’s song of the
same name. The video at first doesn’t seem as though it matches the original,
however, it later shows things such as dances from the original, such as the
ones seen in the image.
Influence
of Commercials:
This type of video is where
an artist will mimic the style of a commercial to make their music video. They
may also use product placement in the video, where they feature products as an
advertisement for the company. For example, using a coke can or a BMW.
This is an image from Little
Mix’s ‘Hair’. In which they use hair products by a company called GHD (the hair
dryer). Some of the shots will draw your attention directly to the product to
show the brand.
Techniques:
Cutting
to the beat:
This is when a music video
will, essentially, be in time with the song it is promoting. This provides the
song with more impact if this is done well enough.
An example of this would be
Katy Perry’s Firework. When the video hits the main chorus, Fireworks start to
shoot around the screen.
Camera
Movements:
This is when a video will use
specific camera techniques to invoke a specific feeling for the audience. This
can be something such as camera tracking which is a great way to allow for the
audience to see dancing without having the camera be stuck in place.
Pharrell’s ‘Happy’ is a great
example of this as the video is mostly comprised of tracking shots.
https://www.youtube.com/watch?v=ZbZSe6N_BXs
Conventions:
Extending
or consolidating a song’s meaning:
Many videos will link theirs
to other artists. This can be a very good way to bring in a wider audience.
Seeing as if somebody uses an artist that somebody likes, they are more likely
to want to watch the video.
A song may already have a
meaning throughout its lyrics. However, it may be unclear or maybe doesn’t
provide enough information to be interpreted on its own. However, the video that
goes with the song may confirm these thoughts or maybe even amplify their
meaning.
An example of this would be
Taylor Swifts video of ‘Look What You Made Me Do’. In which, when the song was
released people were unsure of the meaning. But when the video was released, it
became clear.
Lyric
Interpretation:
This is how lyrics are used
to accentuate the meaning and effect of the lyrics on the audience. The video
can be used to make the meaning of the lyrics clearer for the audience to
understand.
This is from TLC’s
‘Waterfall’ in which the song mentions waterfalls. Within the video there is
various shots of water and/or waterfalls
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