There are three types of music video:
- Narrative
- Conceptual
- Performance
- Why do institutions make music videos?.
- What are they trying to achieve?.
- How might artists be regarded within the music industry? As a celebrity? As a brand? As a unique creative artist? Or what?.
Andrew Goodwin writing in 'Dancing in the Distraction Factory' (Routledge 1992)
1. Music videos demonstrate genre characteristics (e.g. stage performance in rock video, dance routine).
2. There is a relationship between lyrics and visuals.
3. There is a relationship between music and visuals.
4. The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work (a visual style).
5. There is frequently reference to notion of looking (screens within screens, telescopes, etc.) and particularly voyeuristic treatment of the female body.
6. There is often intertextual reference (to films, tv programmes, other music videos etc).
Directors of film who started with music video include:
David Fincher - (Seven/Benjamin Button): Madonna Vogue and Express Yourself.
Spike Jonze - (Jackass): Fatboy Slim Praise You, Kanye West.
Michael Gondry - (Eternal Sunshine of the spotless mind): Bjork, Kylie, Paul McCartney.4
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