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.
