Music Videos promote songs in three different ways:-
- Illustrate:- a sequence of images are used to demonstrate the meaning of the lyrics and genre of the song in visual form. The most common form of promotion in a Music Video.
- Amplify:- Certain meanings, effects and themes are repeatedly used and manipulated to further emphasise them and make the song and video more memorable to the viewer.
- Disjuncture/Contradict:- The meaning of the lyrics and song are ignored, resulting in the visuals going against what the song is supposed to mean.
Narrative and Performance
According to Andrew Goodwin, "songs fail to give us the complete narrative". What is seen in Music Videos is only the tip of the iceberg and the rest is made up by our imaginations to try and figure what is being told in the video.
Goodwin believes that in order to better their advertising potential, Music Videos should ignore the common narrative. He believes that Music Videos should have logical repeatability, meaning that the viewer can watch the video over and over again without losing interest, through a collaboration between narrative and performance.
The lip-synching and mimed actions in the video must be timed perfectly as the artist themselves act as both narrator and participant to make the video more original. The audience has to believe that it is real.
For example:-
Will Young - "Leave Right Now"
According to Andrew Goodwin, "songs fail to give us the complete narrative". What is seen in Music Videos is only the tip of the iceberg and the rest is made up by our imaginations to try and figure what is being told in the video.
Goodwin believes that in order to better their advertising potential, Music Videos should ignore the common narrative. He believes that Music Videos should have logical repeatability, meaning that the viewer can watch the video over and over again without losing interest, through a collaboration between narrative and performance.
The lip-synching and mimed actions in the video must be timed perfectly as the artist themselves act as both narrator and participant to make the video more original. The audience has to believe that it is real.
For example:-
Will Young - "Leave Right Now"
What makes a Music Video memorable?
- They portray an artistic statement, for example:-
Talking Heads - "Once in a Lifetime"
Other examples include:-
OK Go - "Here It Goes Again"
OK Go - "White Knuckles"
Lady Gaga - "Born This Way"
These are good examples of promo videos because they stand out more than other music videos and are appealing to the audience (memorability).
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