Music Videos
Media Studies: Eduqas GCSE, topic 5.1.1
Performance and Concept Videos
Music Videos are produced to help sell a song as part of a larger marketing plan. Over time music videos have become more important and now help to create the artists brand identity.
Shots
- Music videos most commonly contain a performance element which focuses on the artist.
- The focus on the artist can be done through repetitive close up shots of them.
- In the performance element the artist normally lip syncs to the song and the editing is to the beat of the song.
Costume
- Costume is normally suitable for the genre of music.
- Pop music normally has more elaborate costumes, whereas rock artists normally have simple jeans and T-shirt.
Stereotypical costume
- When a costume is stereotypical of the music genre it can be referred to as a visual signifier of the genre.
- Eg. Lady Gaga’s telephone costume acts as a visual signifier for a pop music video.
Concept videos
- Some music videos can also be referred to as concept videos.
- A concept video is where an artist creates a narrative, or even an alternative world in the video.
- Eg. Katy Perry’s California Girl.
Both elements
- Concept videos can be useful for helping to create a brand identity and to allow the artist to appear unique.
- Most modern music videos have elements of both performance and concept.
Representation and Uses
Audiences may watch music videos for a range of reasons. Representation in music videos depends on the sub-genre of the song, but on the most part can be seen as stereotypical.
Representation
- Representation in music videos depends on the sub-genre of the song, but on the most part can be seen as stereotypical.
- Women, particularly in rap music videos, are often sexualised and seen as inferior to men.
Heteronormativity
- Men in pop music videos are very often seen as superior and are meterosexual men who are well-groomed and care about their appearance.
- In mainstream music videos representation is heteronormative, reinforcing heterosexual relationship expectations in society.
Uses and Gratifications theory
- Blumler and Katz uses and gratifications theory can be applied to music videos as it can offer diversion for the audience from their day to day routine.
Escapism
- If a video has a strong concept, it can offer escapism and it removes the sense of reality for the audience.
Personal identity
- Music videos can offer a sense of personal identity for audience members, particularly if the artist has a strong brand identity.
- Eg. Beyonce is represented as an empowered feminist and so her audience may take pleasure from identifying elements of themselves in Beyonce.