According to Andrew Goodwin, a music video's illustrations and visuals should complement the song's melody and beat.
Numerous conventions that may be seen in the majority of music videos were cited by media analyst Andrew Goodwin.
1. Relationships between music and visuals
2. Lyrics and image connections
3. Characteristics of the genre (such as the particular lighting, camerawork, and props used).
4. Inter references (to other movies, TV shows, music videos, etc.).
5. Voyeurism and gazing themes that make the audience want the artist's way of life.
6. Requirements made by the record company (usage of known themes for specific performers).
7. Based on a performance, a story, or a concept.
1. Relationships between music and visuals
According to Goodwin's thesis, the relationship between music and visuals is most frequently illustrative, and the music video illustrates the lyrics' and genre's intended meaning. In order to convince the audience, the meanings and impacts of the video can also be emphasised and demonstrated through the music video. Additionally, there are gaps where a different story is recounted while the song's content is utterly ignored.
For instance, during the meteor hitting the earth in the music video "If the World Was Ending" by JP Saxe and Julia Michaels, two lovers who have split up yearn for each other's embrace and want to pass away in each other's arms as the world ends. As a result, in the final scene, we see both of them sitting face to face, visually resonating with the lyrics "If the World Was Ending, You'd Come Over Right?"
2. Lyrics and image connections
A narrative music video frequently has a close connection between the lyrics and the images because it nearly seems as though the song is telling a story that is precisely formed by the images.
For example, in the song "Mockingbird" by Eminem, in order to spread his message, Eminem uses the well-known nursery rhyme "Hush, Little Baby" as well as Harper Lee's novel "To Kill A Mockingbird" and another well-known narrative. This demonstrates Eminem's versatility as a songwriter as well.
When RollingStone questioned Eminem about the song's inspiration, he responded as follows:
“…A song called “Mockingbird,” to Hailie and Alaina. When Mom was on the run they didn’t understand it, and I’m not the greatest talker in the world, especially when I’m trying to explain to two little girls what’s goin’ on with someone who’s always been a part of their life and just disappeared. So that was my song to explain to them what was goin’ on, probably the most emotional song I ever wrote…”
Behind Eminem's perfect bars on "Mockingbird," there is a deeper significance. The song offers a thorough "apology" to Hailie and Alaina for how their situation turned out. No matter how horrible things appear to be or turn out, Eminem declares that he would always love them with all of his heart and would sacrifice everything for them.
3. Characteristics of the genre
The visuals of many music videos frequently feature elements of the genre that they belong to.
For example, in rock music videos sometimes include stage performances with all their members whilst being highly accessorised with sunglasses and outfits all while also having their musical instruments with them.
As seen in Dua Lipa's "New Rules" video, girl band pop videos typically include dancing moves.
4. Inter references
This is when a video references another piece of media text.
Romeo and Juliet by William Shakespeare, for instance, is referenced in the Taylor Swift song "Love Story" music video. Taylor is Juliet in the music video and showing her "feelings" for Romeo-the popular kid in the school, and hence using it as a metaphor by showing that they can't be together.
5. Voyeurism and gazing themes that make the audience want the artist's way of life.
In music videos, heterosexual men and women are shown attractively for the enjoyment of the other sex. According to Goodwin, it is more usual for women to be objectified than for males.
Voyeurism is essentially the practise of observing something for purely sexual purposes. Through the use of camera angles and fragmentary body shots, women are portrayed in this manner increasingly frequently. Shakira and Rihanna are clothed in a way that makes them appear provocative in the music video for "Can't Remember to Forget You," and the director has given them obscene dance movements to perform.
6. Requirements made by the record company
Certain conditions will be put forth by the performer's record company. They may use numerous close-ups or try to project a particular picture throughout their music videos.
Since Meghan Trainor is typically portrayed as a body-positive performer in the industry, the audience was outraged when her body was photoshopped to make her waist appear smaller without her consent from her record label.
7. Based on a performance, a story, or a concept.
All music videos fall under the performance category since the actors either play in a band or dance to the music. Most frequently seen in heavy metal videos, when the band performs in front of a live audience; narrative, where the music video conveys a message or a story to the audience; or concept, where the music video delivers an idea that is represented in the mise en scene. This need not be connected to the music.
I read Pete Fraser's essay from a media magazine titled "How To Study Music Video." By helping me understand what a music video is and how to create a successful one, studying media books like this one has aided me as I move through the A2 stage of the Media course. This article provides a detailed explanation of what music videos are, arguments in favour of Fraser's claims, how they can affect how the general public views an artist and their music, and strategies used in music videos to heighten the visual spectacle.
According to the article, there are five criteria that can be used to assess whether a music video meets a high standard:
1-Synaesthesia
2-Narrative And Performance
3-Star Image
4-Technical Aspects Of Music Video
5-Three Ways In Which Music Videos Relate Visuals To The Song
illustration
amplification
disjuncture
1-Synaesthesia
When you visualise an image in your head, a psychological phenomenon known as synaesthesia—the ability to interpret sounds for oneself and visualise them—occurs. One of the key ideas that might help you understand the real purpose of a music video is that it enhances the visual associations that the music already conjures up for the viewer.
The article also states that "This principle is very fundamental to comprehend music videos since they build on the visual associations in the soundtrack to connect with the viewer and deliver additional enjoyment." Thus, the synaesthesia process has been acknowledged as one of the requirements for a successful music video.
The "grain of voice" theory, which emphasises the value of a singer's voice as being more recognisable and persuasive to an audience in a music video, and which, in his opinion, can be seen as or more important than other instruments like the drums or bass guitar, was also discussed by Roland Barthes in this article. As a result, in order to visually complement lyrically driven music, music videos aggressively emphasise the star image of performers.
In addition, "since songs are stories, the singer is the storyteller, and this undoubtedly makes music videos stand out on TV, as they have a first-person way of address instead of the invisible fourth wall of television narration." The lead vocalist consequently has greater screen time throughout these videos, improving their media visibility. The yelp of Michael Jackson is used in the essay as an illustration of how his distinctive voice instantly sets him apart from other vocalists.
2-Narrative And Performance
This article claims that music videos are used in advertisements to "avoid a typical realism storyline." Music videos should incorporate repeatability. We need to be able to watch them over and over again in a looser storytelling environment. This is significant because I can use this guide to make my own music video, bearing in mind the appropriateness of the use of narrative in relation to the song I've chosen.
Music videos frequently employ the technique of alternating between narration and musical or artistic performances. There are many different ways that the band or artist can perform, but the two that are most frequently used are the standard full band miming and the artist performing with dancers because this adds additional visual to what the artist is doing in the form of a dance performance that can relate to the song. However, the singer is still the primary subject of the music video, and in order to preserve their dominance and capacity to "steal the show," the narration is frequently narrated with lip-syncing.
3-Star Image
As a result of music video television, "pessimists sometimes deplore how superficially image-based pop has become." – This quote from the article claims that from some people's perceptions, music videos on TV are primarily focused on the artist's image. This problem also referred to as "Star Image," happens when performers predominantly employ music videos for publicity, bringing negative attention to the medium.
According to this theory, each musician has their own representation, and their music promotional materials serve as their primary selling point. According to this thesis, there is a meta-narrative that charts how artists have changed over the course of their careers in terms of both image and personality. For pop musicians with a sizable fan following who have supported them from the start, this is especially crucial.
(Lady Gaga and her star image)
4-Technical Aspects Of Music Video
Camera placement, movement, angle, mise-en-scene, editing, and sound are examples of technical elements. The fact that the fundamental components of music videos have previously been covered when researching technical effects—with a focus on post-production effects—is an important consideration.
Beats- Music videos sometimes use the beat and rhythm of songs during editing to make sure that cuts and movements are synced with the music. If they don't, the song might not be represented well visually in the music video, which would be the case if they don't.
Post-production- The use of post-production effects to make each music video distinctive and particular to the director and singer is well known for this genre of video. The viewer's curiosity is piqued by a variety of effects, some of which include colorization, multi-screening, visually distorting effects, and CGI. Building on my earlier observation about camera movement, I should point out that this technique is not just based on speed because camera movement can also be used in conjunction with fades and static views to slow the pace.
Mise en scene- A music video's location can have a big impact on the subject matter; for instance, placing a depressing song in a place with bright colours might completely spoil the mood of the song—unless the video is meant to be satirical, in which case it might have an interesting effect. In order to provide authenticity and realism to music videos as well as to allow artists to "show off" their skills while honing their instruments in order to further cement their star status, rehearsal footage is regularly used.
5-Three Ways In Which Music Videos Relate Visuals To The Song
Illustration- The lyrics of a song are simply portrayed by a collection of images in music videos, which is the most common method of telling a tale. By giving them a visual depiction of the sounds they are hearing, it gives the audience the impression that they are seeing a short film. Even if they are common and sometimes successful, some could argue that it is too simple and leaves no room for originality. This kind of movie succeeds, in my opinion, because it entertains the audience, which makes them want to see it again and again.
Amplification- This is comparable to repeatability in that the lyrics of the music video have a significant role in the video and grow into broader symbolism of lyrical meanings. The lyrics are incorporated into the story as if the video were to depict each verse or phrase, or as if it were to represent the audio. The manner of the lyrics still has a significant impact on what we see, as opposed to the abstract disjunction, which is seen as creating a divide between the other two strategies. An example of this is "Dust My Shoulders Off" by Jane Zhang
Disjuncture- As an abstract work of art, this storytelling approach utterly defies viewer expectations. Most of the time, the video has little to do with the lyrics and succeeds by being outlandish and using a plot the viewer wouldn't anticipate producing a shocking or humorous effect. This has the effect of subverting the lyrics and utterly ignoring any hidden meanings. I believe that this strategy might be effective in a select few instances, but if it is not employed correctly, the audience may become confused and lose interest in viewing it.
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