A performance clip is where the videos main focus is on the artist for example, following them dancing, singing, walking etc. There are three further types of performance videos: song performance, dance performance and instrumental performance. In each of these types of videos the following theories are commonly used.
Commercial exhibitionist: In this clip of Nicole Sherzinger's 'Try With Me', Sherzinger is used as a commercial exhibitionist as she is used as the selling point of the music video as she is represented as something the audience will aspire to be. For example, the high key lighting throughout creates a flawless appearance on her skin which females especially desire. Also, the use of golds and whites throughout the video represents her as important and pure which people again aspire to be. Singers can utilise themselves as the commercial exhibitionist as existing fans look forward to seeing the artist themselves and it helps to promote the brand.
Another type of performance clip is the electronic shaman. The electronic shaman uses iconic alter egos to represent the artist or band. The alter ego usually has special powers or desirable qualities that are often supernatural. This reinforces the importance of the artist or band and again makes them desirable. For example, in ‘Get lucky’ by Daft Punk, Daft Punk are represented as the desirable characters amongst a universe of ‘ugly’ creatures. They also are represented as the heroes yet are robots and have futuristic costumes again suggesting they are more important than everyone else. The fact they look ‘cool’ makes them appear to be desirable which conforms to the electronic shaman theory.
Televised Bard: the televised bard theory means that the artist acts like a story teller and uses images on screen to anchor their story. The artist can either be part of the story or be the ‘narrator’ of the story inserting images to back up what they’re saying. For example, in Radiohead’s ‘Just’, Radiohead are the narrator of the story but don’t get involved in the narrative. Instead the narrative is visually emphasising their lyrics. Another example would be Rihanna’s ‘What’s my name?’ in which she is narrating a story but she is part of the narrative. A conceptal music video is where something else is shown throughout the video that illustrates the music. It has symbolism and displays the artists meaning. He categorises conceptual music videos into two main groups: narrative videos and artistic videos.
An example of an artistic video is seen in ‘Teardrop’ by Massive Attack. The music video is very abstract with emerging shapes, to show a baby in a womb. The artist isn’t present and it is only their voice that anchor the visuals. The visuals switch between multiple shapes, and this compliments the music. A variety of shots have been used such as extreme close ups followed by emerging darkness. There are visual binary oppositions throughout such as high key then low key tone. There are also conceptual binary oppositions throughout such as life (developing baby) and death (all black screen symbolising death). There is visual narrative instead the visuals are symbols and representations.
An example of a narrative clip would be Ed Sheeran's ‘The A Team’. The music video has connotations of an old fashioned silent movie but has a musical background which describes the ‘movie’ which makes it a narrative clip. The story is easy to follow and contains no lip-synchronisation. The narrative in this video is about a women who's life is troubled and she sells love to men for money for drugs. The video is in mainly low key fitting the upsetting storyline.
How has this helped me?
After analysing the different types of music videos, this has helped me as I now have a better understanding of what type of music video conforms to the codes and conventions of the indie genre. For example, out of the videos I analysed, the music video that conforms to the indie genre the most would be: the narrative video, the artistic video and the commercial exhibitionist video. This is because the indie genre appeals to audiences who enjoy abstract aspects of the genre (artistic). This also allows the producers to have more creative freedom and to challenge the codes and conventions of music videos. Also, the performance and narrative videos would be suitable as it allows us to feature the artist we will create within the video. This allows us to develop their brand image/identity.
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