Theory research

Conceptual /  Abstract music video
A concept video is very different from Performance and Narrative videos, this is due to the fact that concept videos are have no storyline and usually does not relate to the lyrics. Similar to conceptual art o conceptual photography, where they just present a message, information, or idea, and let the audience receive it in their own way.

Performance music video
Artists that create a performance within their music video makes the audience focus solely on the performance. Genres such as alternative rock and pop punk commonly include a performance within their music video, also there are a few artists who include a narrative in their music videos to demonstrate the meaning behind the lyrics, and to make it more visually appealing.  Entertainment, and brand image development (artist image development).

Narrative music video
telling a story, that relates or does not relates to the song’s lyrics. This means the audio elements, could match the action within the song, or could also create an alternative story line that could just contrast the song’s lyrics. There are double narrative music videos as well that allows the audience to see two different lines of stories at the same time in able to understand the song more and receive its message 

Theory research 

Andrew Goodwin
He stated that there are 5 aspect that
need to be considered when making
a music video.

1.Thought through beat.

Meaning behind the tempo of the beat, acoustics and, loudness, treble, bass the way the music has been laid out to represent the artist's thoughts values, and the message behind it.

2. relationship between the songs and visuals
It could explain what happens, it could ignore it, or amplify it by using props.

3. narrative and performance of the song
How the artist connects to its audience, and helps to develop the artist as a character.

4. technical aspect of the music
editing , special effects, syncing the music video together with the beat, mise en scene.

5. Star image
camera angles placing the artist or the main character in the middle.

Roland Barthes

 He studied , signs and signifiers, meaning the

 text could mean more than itself and also it
 could be open or closed. 

He created 5 codes

1.the hermeneutic code: is the way the story avoids telling the truth or revealing all the facts in order to drop clues in through out to help to create mystery

2.the enigma: the way the tension is build up and the audience is left guessing what happens next

3.the semantic code: suggests a particular often additional meaning by way of connotation which the story suggests… connotation is cultural meaning what it symbolizes

4.The symbolic code: this is very similar to the semantic code but acts at a wider level, organizing semantic meanings into broader and deeper sets of meaning. This is typically done in the use of antithesis where new meaning arises out of opposing and conflict ideas

5.the cultural code – look at the audiences wider cultural knowledge morality and ideology 

Laura Mulvey

 representation of women: how men look at them,
 how they look at themselves, how women look at other women.

She said, clips are being created to from a  male heterosexual perspective and women are being represented as sex objects.

Bell Hooks

The colour codes: lighter skinned women are considered more desirable and fit better into the western ideology of beauty.Black women are objectified and sexualised in hip-hop reflecting
 the colonialist view of black women.

Tricia Rose 

Hip hop gives black female rappers a voice introducing female empowerment.

Hip-hop gave audiences an insight into
 the lives of young black urban Americans and gave them voice.