What are music videos for?

 What are music videos for

Advertise singles

Encourage chart sales

Establish the star persona and their performance skills (Richard Dyer, 1975)

Therefore promote - artist/brand identity, singles/albums, sales, tours, merchandise, films

Performance video - singing and dancing, playing an instrument 

Conceptual video - it has a narrative or story

Hybrid music video - has a story but also has singing and performance


Performance video

-song performance 

- dance performance 

- instrumental Performance 


Conceptual clips

Narrative based

Abstract/artistic https://www.youtube.com/watch?v


Hybrid

Andrew Goodwin codes and conventions (1992)

A relationship between the lyrics and the visuals which illustrate amplify or contradicts the lyrics

Relationship between the music and the visuals

Genre related style

The creation of a star image to promote a recognisable brand image

Voyeurism often plays a major part especially in relation to females

Intertextual references to other media texts may be present, especially in humorous videos

The male gaze - whether the spectator is male or female we are looking from the perspective from a heterosexual male viewpoint

Intertextuality



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