ASSIGNMENT 9- TYPES OF MUSIC VIDEOS (PART 1)Joe Carabini

Coldplay- The Scientist

This video is very basic as it consists of the lead singer singing the song in reverse as he retraces his steps through the past day or so.Although most performance videos rely of short shot durations and fast cuts to prevent them becoming tedious, this performance video takes an alternative approach by reversing the song to make it more intriguing.This was necessary because fast cuts would not have suited the slow tempo of the song.Most performance music videos are designed as promotional techniques as they star the artist/band performing so that viewers will remember what they look like. This allows them to gain their own image and branding which can become iconic and easily recognisable.

performance

NARRATIVE

Lego House- Ed Sheeran The primary purpose of this music video is to entertain the audience and make the

song more memorable. The video also features a famous actor who will be recognisable in a mainstream market but also provide a fan base of his own who will be attracted to the song and music video as a result of his involvement.

Although it has minimal screen time for the artist, a promotional element is added by featuring a large crowd waiting to see the artist perform, suggesting to the audience that the artist already has a strong fan base and is popular. This was effective as the video was released following the artist’s major mainstream breakthrough song.

The artist also used his iconic ginger hair as a theme/motif throughout as this becomes something to make the artist more recognisable. Even the actor who plays an obsessive fan has ginger hair; setting a new trend.

CONCEPTUAL

Pompeii- Bastille This video does have elements of a narrative music video in it, although the

concept is ambiguous, thus allowing the audience to interpret it in their own way. This makes the music video more memorable and thought-provoking as viewers are left to consider the meaning behind it.

Conceptual music videos are often designed to convey a message or make a point that the artist feels strongly about.

This allows the artist to express themselves rather than commercialise their music. For this reason they often appeal to more niche audiences and are more common amongst indie artists.

ALL

Demons- Imagine Dragons This music video incorporates all three different types of music videos. The performance element of the band performing to a large, excited crowd works as a

promotional feature within the video to make the band seem popular. The narrative provides a gripping storyline which makes the video more intriguing and,

as a result, makes both the video and the song more memorable and recognisable in future.

Finally, the conceptual element is an expression of something the band feels strongly about. This provides a personal tone to the music video and song but also helps form a strong relationship with fans who feel that they can relate to the feelings and message being portrayed.