Conventions are very important in music videos, however not all types of genres of music videos follow conventions. Some music videos challenge conventions because the artist doesn't want to just been see as a pop star; but to be seen as something bigger with more talent than just lip-syncing. Genres such as Hip-Hop, pop, indie and self portrayed music videos tend to follow conventions, however within theses genres there are different styles such as: narrative, performance and conceptual. Conceptual videos is the main style that challenges conventions because it focuses more on the beat of the music and it is more unusual by not having the basic conventions such as lip-syncing, however performance and narrative videos challenge conventions as well sometimes but conceptual videos go viral more.
The purpose of music videos is for a variety of reason. The performance videos are represented as an advert for their live performance because nobody buys music anymore therefore they make money from their live performances. The narrative videos are to create a fake image for the artist to create a different persona which is what Goodwin called in in 1992 'Star-in-text' the artist being the centre of attention. Conceptual videos are for their music and videos viral and all of them conceptual videos go more viral.
The purpose of music videos is for a variety of reason. The performance videos are represented as an advert for their live performance because nobody buys music anymore therefore they make money from their live performances. The narrative videos are to create a fake image for the artist to create a different persona which is what Goodwin called in in 1992 'Star-in-text' the artist being the centre of attention. Conceptual videos are for their music and videos viral and all of them conceptual videos go more viral.
Pop music is more upbeat therefore there is a lot of bright colours and the artist and other people in the video are usually having fun. An example of this is Katy Perry - Last Friday Night (TGIF) this music video contains narrative and performance. The reason why it is narrative is because the artist has created a geeky character that she is playing at the beginning of the music video and becomes a
pretty geek who everybody loves throughout the music video and that everybody loves and she has the most good looking boy in her school liking. The reason why artist uses narrative in their music videos is to create a fake image for their persona. The reason why it has the style of performance is because it contains all the conventions. It has the artist in the video and she is lip-syncing the video is abstract because it is very wild and colorful with bright exaggerating colours. Also their is choreography including the artist and her back up dancers. There is also voyeurism because of the
close ups on women in sexual ways such has her eating a banana sexually, which the label has insisted on having. The pace of this music video is very fast and very eye catching to the audience. The artist wants an image of a funny, party animal geek. It has some illustration in the music video because it shows the man playing the saxophone and the drums but amplifying that they are having fun at a party. The props they used was all party props, so strips and drinks to show they are at a wild house party having fun.There is close ups of the artist to promote the artist and her image.
Another example would be Jessie J - Burnin'Up, this video is performance. The reason why this music video is performance is because the artist is in the music video lip-syncing, also there is choreography that involves the artist herself along with her back up dancers and it is abstract because of the bright colours and the actions they are doing. However this music video is different to Katy Perry's music video because although they both use voyeurism but having close ups on women in their underwear or bikinis, Jessie J's video also sexualises men because they have close ups of men with their shirts off which is unusual for music videos because in certain genres like Hip Hop they sexualise women a lot for example 50 Cent - Candy shop.Also this music video doesn't have narrative. In pop music the people who are dancing in the videos have similar costumes to the artist but not the exact same, the reason why it isn't the exact same is because the artist needs to stand out from the others. The pace of this video is also fast. Pop music mainly uses bright lighting so everything looks more alive and more visual, also because it's meant to be a fun theme.
Miley Cyrus - Can't be tamed is another example. This video is narrative and performance. The reason The reason why this music video is narrative is because at the beginning high class people come to see a creature that hasn't been discovered before and that is the artist but she is a character of a dark angel in a cage. The lyrics relate to the visual because she is saying 'i can't be tamed' which means she can't be controlled but 'tamed' is a word used for animals, therefore she is resembling an animal/creature in a cage that people who are trying to tame. What she is telling her audience that she is who she is and nobody can change her but she chooses to show this through a fake image of being a rare creature who is meant to be extinct because of the fact nobody is like her. The reason why it is performance is because the artist is in the music video as the main character lip-syncing, also there is choreography with the artist and backup dancers dancing abnormal. The music video is very abstract because it is different and unusual because they are dancing like they are possessed. It is sexualising women by showing close ups of the artist laying down in a short dress touching her dress also showing that she can't be told what to do, she can do what she wants when she wants to. The pace of the music video is fast but the colours are dark however it is still a pop video. The reason why the colours are dark is because her character is dark within itself therefore the lighting is linking with the visuals.The costumes are all black or dark colours because it is a dark theme and all the close are torn or holey because they are meant to be resembling creatures. All the back up dancers are also in the cage because they are metaphor of animals/creatures as well. Throughout the video the scenery changes into a museum with animals in them or images of the jungle behind them because that is an animals habitat. When she is laying down in a sparkling dress she has come away from a dark image to light image and in the background are peacock feathers and peacocks are known as beautiful however this is when voyeurism is because she is touching her chest therefore it's showing that women are beautiful but still sexualising them at the same time.
Demi Lovato - Heart Attack is performance however it is different to the other music videos because it is illustrate. The reason why it is performance because you can see the artist in the video lip-syncing and it abstract because of the editing of the video, it's like there is lightning in the video that always come when she is singing the chorus when she is saying 'Heart attack' therefore the lightning it resembling the heart attack, this is the lyrics+visuals. However like other pop videos this music video doesn't have choreography. The reason why it is illustrate is because while she is singing the band is playing the instruments in the background and that is visuals because you can actually see the band playing the music also this is a perfect example of how an performance video is an advert of the live performance because the shots when she is singing and the band is behind her playing is how it would look when she is performing live. The lighting is deliberately dark so you can see the lightning clearly and her costume in different shots is when she is wearing a white shirt and the connotations to white is pure, which shows she is pure, however her hands are black and every time she says the words 'Heart attack a puff effect of black paint gets on her shirt near her chest showing what the heart attack is doing, therefore the lyrics is really resembling the visuals. The pace of the song is fast and sharp, aslo there are shots when she is in a black liquid, considering the colour black is representing the pain of the heart attack and the connotations are death and a heart attack leads to death, that scene is showing that she is drowning in the heart attack close to death.
pretty geek who everybody loves throughout the music video and that everybody loves and she has the most good looking boy in her school liking. The reason why artist uses narrative in their music videos is to create a fake image for their persona. The reason why it has the style of performance is because it contains all the conventions. It has the artist in the video and she is lip-syncing the video is abstract because it is very wild and colorful with bright exaggerating colours. Also their is choreography including the artist and her back up dancers. There is also voyeurism because of the
close ups on women in sexual ways such has her eating a banana sexually, which the label has insisted on having. The pace of this music video is very fast and very eye catching to the audience. The artist wants an image of a funny, party animal geek. It has some illustration in the music video because it shows the man playing the saxophone and the drums but amplifying that they are having fun at a party. The props they used was all party props, so strips and drinks to show they are at a wild house party having fun.There is close ups of the artist to promote the artist and her image.
Another example would be Jessie J - Burnin'Up, this video is performance. The reason why this music video is performance is because the artist is in the music video lip-syncing, also there is choreography that involves the artist herself along with her back up dancers and it is abstract because of the bright colours and the actions they are doing. However this music video is different to Katy Perry's music video because although they both use voyeurism but having close ups on women in their underwear or bikinis, Jessie J's video also sexualises men because they have close ups of men with their shirts off which is unusual for music videos because in certain genres like Hip Hop they sexualise women a lot for example 50 Cent - Candy shop.Also this music video doesn't have narrative. In pop music the people who are dancing in the videos have similar costumes to the artist but not the exact same, the reason why it isn't the exact same is because the artist needs to stand out from the others. The pace of this video is also fast. Pop music mainly uses bright lighting so everything looks more alive and more visual, also because it's meant to be a fun theme. Miley Cyrus - Can't be tamed is another example. This video is narrative and performance. The reason The reason why this music video is narrative is because at the beginning high class people come to see a creature that hasn't been discovered before and that is the artist but she is a character of a dark angel in a cage. The lyrics relate to the visual because she is saying 'i can't be tamed' which means she can't be controlled but 'tamed' is a word used for animals, therefore she is resembling an animal/creature in a cage that people who are trying to tame. What she is telling her audience that she is who she is and nobody can change her but she chooses to show this through a fake image of being a rare creature who is meant to be extinct because of the fact nobody is like her. The reason why it is performance is because the artist is in the music video as the main character lip-syncing, also there is choreography with the artist and backup dancers dancing abnormal. The music video is very abstract because it is different and unusual because they are dancing like they are possessed. It is sexualising women by showing close ups of the artist laying down in a short dress touching her dress also showing that she can't be told what to do, she can do what she wants when she wants to. The pace of the music video is fast but the colours are dark however it is still a pop video. The reason why the colours are dark is because her character is dark within itself therefore the lighting is linking with the visuals.The costumes are all black or dark colours because it is a dark theme and all the close are torn or holey because they are meant to be resembling creatures. All the back up dancers are also in the cage because they are metaphor of animals/creatures as well. Throughout the video the scenery changes into a museum with animals in them or images of the jungle behind them because that is an animals habitat. When she is laying down in a sparkling dress she has come away from a dark image to light image and in the background are peacock feathers and peacocks are known as beautiful however this is when voyeurism is because she is touching her chest therefore it's showing that women are beautiful but still sexualising them at the same time.
Demi Lovato - Heart Attack is performance however it is different to the other music videos because it is illustrate. The reason why it is performance because you can see the artist in the video lip-syncing and it abstract because of the editing of the video, it's like there is lightning in the video that always come when she is singing the chorus when she is saying 'Heart attack' therefore the lightning it resembling the heart attack, this is the lyrics+visuals. However like other pop videos this music video doesn't have choreography. The reason why it is illustrate is because while she is singing the band is playing the instruments in the background and that is visuals because you can actually see the band playing the music also this is a perfect example of how an performance video is an advert of the live performance because the shots when she is singing and the band is behind her playing is how it would look when she is performing live. The lighting is deliberately dark so you can see the lightning clearly and her costume in different shots is when she is wearing a white shirt and the connotations to white is pure, which shows she is pure, however her hands are black and every time she says the words 'Heart attack a puff effect of black paint gets on her shirt near her chest showing what the heart attack is doing, therefore the lyrics is really resembling the visuals. The pace of the song is fast and sharp, aslo there are shots when she is in a black liquid, considering the colour black is representing the pain of the heart attack and the connotations are death and a heart attack leads to death, that scene is showing that she is drowning in the heart attack close to death.
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