The main purpose of a music video is to promote the artist. This is why there is careful planning of the clothes and hairstyle, and narrative or situation set up in the video. The audience often interprets the video in different ways according to their own personal cultural references and understanding, however this then creates conventions in different genres, which artists follow and the audience rely on to aid their understanding.
EXAMPLE. 1.
In Example. 1. (Above) The whole video is centred on Beyonce, and nothing else, to promote her. Editing effects such as the black and white and desaturation effects have been used to make certain costumes stand out, such as her white dress. This almost creates a sense of innocence, which goes well with the way she is acting in the video, as she is pulling cheeky faces and messing around like an innocent child. Her hair has also been styled to look like hasn't focused much attention on it, and the video has been shot as though it is an old time home video. The idea of a home video relates to the title of the song "Flaws and all", because home videos are not usually shot with precision and are filmed at times when you are not looking your best. Similarly, "flaws" are imperfections, thus both the situation and song title are imperfections, and all these aspects of mise-en-scene, editing and camerawork have been constructed to reflect this, yet still focusing the attention on Beyonce. This also follows the convention because songs of the R'n'B genre usually depict large amounts of footage focused on the artist, and this is what the audience is used to seeing.
EXAMPLE. 2.
Example. 2. is still promoting the artist, but this is done in a slightly different way. To begin with, there is a record that has the group's name on it at the very beginning of the video. This is blatant promotion, however instead of it being an ostentatious piece of musical equipment, Oasis have used a record, which is thought to be an old time piece of technology from a time when people mostly focused on the authenticity of music and playing instruments.The black and white editing effect is still used, however in this video it is used to take the focus away from the background, which I imagine would be very colourful because circus props are used, and focus the attention on the music. There is an element of disjuncture in this video as there is no relationship between the lyric and the video, however, we are constantly introduced to the group both without their instruments, and with their instruments in between the circus footage. There is also repetition of the shots which focus heavily, by using close-ups, on Liam and Noel Gallagher, who are the front men of the group. It is also interesting to note that the few times when colour is used in this video is to mostly highlight the instruments. For example, when the group are all seated, Liam is handed a guitar, which is bright green, and the only object that is in colour in the whole scene. Therefore, despite there being constant close-ups and shots of the band to promote them, there is also heavy focus on the fact that they are playing their own music and the authenticity of this. These are conventions of the Indie genre, and what the audience usually look for when watching a music video from an Indie group.
EXAMPLE. 3.
Example. 3. is a very typical music video of a Dubstep song. This is because Dubstep songs often don't feature the artist. However, it could be argued that it is still a promotion of the artist, because the video's are often so original and sometimes weird enough, that you would definitely remember them, and thus also remember the artists.
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