Performance, Concert and as-live
This style of music video is very common and involves a performance by the artist to the camera and an audience be it set up or real footage from a performance they did. It will involve the artist singing to the camera and singing to an audience.
The institution would use this style to make the audience at home feel like they are being sang to and also make them want to buy tickets for their next concert as they have gotten a feel for what it would be like they now want the real thing. I could potentially use this for my music video with the artist singing to an audience or if I chose to use the Narrative style I could throw in segments of the artist singing.
Narrative
Narrative is a type of music video that aims to tell a story with a similar feel and tone to the music and commonly features the artist in some way that could either be the star of the story, have a short appearance or not appear at all depending on the type of band for instance an Indie band would not be in the video but a more mainstream star like Rihanna would be as the institution are trying to sell the image of Rihanna not necessarily the music.
An institution would use this style to keep the audience interested while watching the video and sometimes a particularly interesting music video can generate publicity for the artist and it's song creating more YouTube hits and downloads. The impact this would have on the audience is that it keeps them engaged and may allow for more re-playablility if they really enjoy the video and possibly share it to friends. I could use a Narrative style in my Music Video by telling a story about a duck who cannot swim and so gets left behind then meets a magical fairy that lets him swim faster than any other duck in the pond so he becomes popular.
Interpretive
Interpretive is a style of music video where the visuals match directly to what the lyrics are saying for example if the lyrics said "doing my media work" you will see a someone doing their media work.
An institution would use this type of music video if the music video was of a comedy style where the visuals matching the lyrics would elevate the humour further. The impact this could have on the audience is that it allows them to enjoy the humour further. I could use this style if I chose the song The Police-Message in a Bottle and match the visuals to the lyrics where the sing "send out an SOS to the world" we could see on screen them actually doing that.
Impressionist
Impressionist is a style where the visuals of the music video matches the feel of the song but not the lyrics.
An example of an impressionistic music video is Sia's Elastic Heart. An institution may use this style of music video if the genre of the music is quite abstract meaning the music video helps anchor the genre of music. The impact this has on the audience is that due to the abstract style they may re-watch the music video many times over to understand what it means which of course for the institution is good as it provides more income through ad revenue. For my music video I could create a music video of a woman in a blank room with paint and a paint brush and it the music video will watch as she paints based on her emotion so when she's angry she might use red and use violent brush strokes or even throw the bucket at the wall.
Parody
A Parody is a type of music video which mocks other pieces of media text in a comedic fashion.
An example of this is Eminem's Just Lose It where he mocks Michael Jackson, Madonna, MC Hammer to even himself where he recreates a scene from 8 Mile. An institution would use this style if the song itself was a parody or just meant to be funny which Just Lose It is. Fans of whatever is being mocked will want to watch this and laugh and Parody videos like this one will get a lot of publicity through word of mouth as people talk about it. The effect this has on the fans is that they may enjoy it more if it makes fun out of something they know and fans of whatever is being mocked will come and watch it whereas they might not have before. If I was to do a Parody I would parody Breaking Bad and dress my characters in the typical clothing of the characters and recreate famous scenes.
Animation
Animation is a style which does not use live action video but stop motion or digital animation instead.
An example of this is Stuck In Sound's Lets Go, an institution may use this style if the idea for the music video would be too costly or difficult to do in a live action style for example a interpretive music video for a song that had lyrics which were about being lost in space. The impact this has on the audience is that it may attract younger audiences to watch and become familiarised with the artist's music which they may never have done unless it was an animated music video which is great for the institution as they get more sales. An idea for an animated music video I could do is a stop motion video of a man walking along and then aliens invade and destroy building etc. until he climbs the wreckage to the spaceships and destroys it from the inside.
Surrealism
These music videos are very abstract, and may or may not have a relation to the music itself, these videos are very artistic and creative and usually contain a mixture of live footage and animation to add surreal effects or distortion. They appear to be influence by visions or dreams. An example is Rihanna's Disturbia with uses a mix of performance and surrealism as Rihanna's mainstream audience may not like a pure Surrealistic music video.
Institutions would use this style of music video if they genre of the music matched a surrealistic music video an example would be alternative metal. So people who enjoy that type of video may also enjoy that type of music and be drawn to it which provides awareness for the artist. As a knock on effect a video as strange as Rihanna's would get people talking about it which will provide publicity for the artist. The effect this will have on the audience is that as stated before it will get them talking about with their friends due to the abnormal style of the video, as well as that the audience would play the video many times over to try and understand it and the more they listen to it the more they may like as which happens with many songs in my personal experience which gives the artist some loyal fans. If I was to do a Surrealistic Video I would dress people up in strange clothing and animal masks and use Noir type lighting. In the video I would have them at a tea party using non conventional camera angles and types.
Homage
A homage is a music video which imitates another creator's style. It differs a parody as a parody mocks what they are imitating but a Homage is respecting it.
Thriller by Micheal Jackson is an example of this and in the music video we see many similarities to Night of the Living Dead and also West Side Story. We see in this video it has many similarities to these films as there are some dance moves used in both media texts and the jacket worn by Micheal Jackson is similar to the Jacket worn by George Chakiris in the film. It is similar to Night of The Living Dead as they both have a zombie theme and the scene where they break into the room has some similar shots to when zombies break into the room in Night of the Living Dead. Institutions may use a Homage as a way of reaching audiences who were already fans of the original media text so they will come and watch this, the effect this has on the audience is that they are more likely to listen to it if they were a fan of the original piece. If I were to do a Homage piece it would be to ET because it's a very well known film and I could dress someone up like ET and fit in the famous flying bikes scene.
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