Music video theorys:

Essential things to consider with music video theory:

• Narrative is almost always subordinate to performance.
• The songs chosen rarely focus upon and tell complete narratives (however videos may, but actual song lyrics do not)
• Music videos tend to move away from classic realistic narratives.
• The audience consume and read music videos in a more laid back approach.
• Music videos need to have installed in them repeatability of certain aspects.

There are two types of bands created:

Organic/ Authentic = This is when bands create/write/produce and play their own music e.g. this is when they are classed as 'unconstructed'



Manufactured/ Synthetic- This is when bands are produced by other individuals and made to look a certain image and attain a particular style e.g. these types of band are more 'constructed'

Types of music video theories:

1) Performance:
This is when the band is filmed performing. It can be used to advertise themselves to members of the public by showing what it would be like to see them live. Not only does this increase ticket sales for future gigs and maximise sales, but it allows us to recognise each band member on a personal level. It also allows the audience to question whether it is a real performance, or the audience are not actually there it is just a pretended non diegetic audience.

An example of this would be 'Swedish House Mafia; Don't You Worry Child'
 

2)Narrative
This is when there is a storyline to the piece, which in some cases relates back to the song and lyrics. It can be a literal translation, or it can have a deeper meaning making the audience consider and ponder upon the ending themselves rather than waiting for the result. It can also be used to refer to the sequence of events described in a narrative. A narrative can be told from the characters point of view e.g. their subconscious state of mind. An important part of narration is the narrative mode. This is used as a method to communicate the narrative through a process narration.

An example of this would be Spice girls- Viva Forever'

 

 

3)Amplification)
This is when the operation of an amplifier e.g. a natural or artificial device is used to make a signal stronger to the audience. Therefore, this enables us as an audience to try and find the deeper meaning in the music video. This is due to the links from the lyrics of the song and the signifier being portrayed.


An example of this would be 'Coldplay: The Scientist'

 

4)Disjuncture
This is when the music video has no real relation to the lyrical side of the song, it ignores the content of the song and the genre of music in hope to create a whole new set of meanings to the music video. Therefore, it has no relevance at all, it is very random and puzzling to the audience as to why the artists have chosen this type of context and makes us ponder upon why it is there and the real reason it has been put there. It also ignores the lyrics within the song showing no significant link towards them. Therefore, as an audience we have to decide whether we will focus on the lyrics or the random content of the music video. These videos can attain abstract imagery. This type of music video is commonly used by arty bands to show independence or a rejection of the norm.

An example of this would be 'Radio Head: No Supprises'

5)Illustration
This is when the lyrics are focused on within the music video. In most cases this is due to basic budget music videos and insufficient funding that enables the artists to use simple and understandable ideas that still could be as effective and eye catching as your most expensive out there music video.

6)Intertexuality
This is when the coming together of two different texts. This included manipulation of one text referred to another, including possibly even completely mimicking one text to represent another. There is three types of intertexuality that can be used in music videos, the first being Homage. This is when it is classed as the one which attains the highest form of flattery associated with it, due it wanting to do justice to the piece it is being mimicked from. The second form of intertexuality is Pastiche. This is when one text is used to make a comment/statement about the other. The third form of interxuality is Parody. This is when the new piece is basically taking the mickey out of the piece that is trying to be mimicked.

An example of this would be 'Blur: Parklife'

 

 

7)Exhibitionism:

This is when more independent strong female representatives of the older generation, which have years of experience on their hands in the music industry created controversy. This is due to particular gender and cultural debates created by these female individuals. This is down to these artists being at once seen as sexually provocative as well as showing the 'sex appeal' that fascinated the male gaze or it is argued to be a sexualised gaze.

 

An example of this would be 'Madonna; Material Girl'