KTA1: What are music videos for?
Music videos are marketing devices to promote the artist, create an image for them to make them look good and provide content for fans etc.
Advertise singles
Encourage chart sales(Roy Shuker, 2001)
Establish ‘star persona’ (what they are known for) and their performance skills (Richard Dyer,1975)
Promise artist, singles/albums sales, tours, merchandise, films.
Performance videos:
Song performance
Dance performance
Instrumental performance
Concert performance
Conceptual clips:
Narrative based
Abstract/artistic
Hybrid (both)
Codes and conventions
Andrew Goodwin, 1992
1. Relationship between lyrics and visuals
An example of a music video that shows this is https://youtu.be/uJ_1HMAGb4k - Riptide Music video
2. Relationship between music and the visuals (match the beats)
An example of a music video that shows this is https://youtu.be/aJOTlE1K90k - Girls like you music video
An example of a music video that shows this is https://youtu.be/r4P-WOOUPk4 - Sweet Melody music video
3. Genre related style
An example of a music video that shows this is https://youtu.be/BboMpayJomw - no time to die music video
4. The creation of a star image to promote a recognisable brand image
An example of a music video that shows this is https://youtu.be/bFDzhKdrN9M - shout out to my ex music video
An example of a music video that shows this is https://youtu.be/EVBsypHzF3U - Telephone music video
5. Voyeurism (pleasure of looking at something)
An example of a music video that shows this is https://youtu.be/gBAfejjUQoA- touch music video
An example of a music video that shows this is https://youtu.be/KUyEs5SRxuc - out of touch music video
6. Intertextual references (references another media)
An example of a music video that shows this is https://youtu.be/gl1aHhXnN1k - Thank u next Music video
male gaze theory (Laura Mulvey, 1975) encouraged to see the woman through the eyes of a heterosexual male
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