The Job of Music Videos
The main purpose is to promote the artist and thereby sell downloads, concert tickets, merch
etc.
It is not an end product in the way a film is.They build a star image or brand for the artist.
They’re designed to engage the audience – to entertain them and sometimes challenge them to
think about big cultural and social ideas.
They can explore big ideas and comment on society.
They are targeted at a specific audience.
In the web 2.0 world they are often shared (circulated and distributed) by peer to peer networks.
The Methods of Music Videos
There is a performance element (the artist performing the song) and media language is very important in
making this effective.
There are close ups of the star to build their star image. The first sung line is usually matched to a shot of the
singer.
Mise en scene is an important part of creating style, brand and representations of people, place and ideas.
The music and lyrics work with the visuals - variations in pace are important (the editing should change to
match the beat and mood of the music) If there is a guitar solo – we should be seeing a guitar being played.
They create stories and characters – symbols, editing and camera work are important in telling a story as
concisely as possible (3mins for a whole story) narrative economy is key
They follow the conventions of their sub-genre (eg pop, indy rock, EDM etc)
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