Initial Research

A music video is primarily produced for the artist to promote the sale of music recordings, as well as

for artistic purposes. It allows the artist to sharetheir interpretation of their song to the audiencewhilst

engaging themwith various styles of techniques. Its importance in contemporary society has increased

over the couple of decades asthe video is now on the same level of significance of the track itself.

The forms and conventions of a typical music video are camera shots, movement and editing. Mise-

en-scene refers to the visual aspect of a production, such as set, props, lighting, costume and the

people featured. In 1940’s, Soundies were created; an early version of a music video. Theywere three

minute black and white films with a soundtrack and included swing, big bands, jazz, blues and

country and western. The use of films in a music video meant that there narratives were developed

which have continued and evolved throughout the years, becoming more experimental and

entertaining. Dorothy Dandridge - Zoot Suit, a Soundie created in 1942, relied on melodramatic and

exaggerated gestures and actions to illustrate the story. The singers started to look at camera in order

to connect and associate with the audience. The use of black and white created a classic look, and

sepia was also an effect commonly applied to produce a vintage look. In order to entertain the

audience, dance routines became popular, and started using basic chorography; however their editing

technique was not as experimental as it could be as the transactions were very simple and

straightforward.

A music video usually consists of a performance, narrative and concept, however, the content is all

depending on the genre of the song. Pop music videos usually consist of a narrative and can

beliteralas theyinterpret images from the song's lyrics,whereas Dubstep videos are more likely to be

abstract using animations for a visual effect. Rock music videos are usually quite dark and havethe

artist/s performing the track, for example the music video by Nirvana for their song ‘Smells Like

Teen Spirit’. They also use a slow motion effect at various moments, predominantly of the crowd to

enhance the enjoymentof the bands’ performance.