Before embarking on the creation of a music video, I first had to do research on the different types of music videos commonly seen in the music industry. I've found that music videos typically come under three main categories:
Pure Narrative
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Music videos that feature pure narrative aim to entice the audience and effectively express a story. They usually work in parallel with the lyrics of the music which captivates the audience as the video almost develop into a short film rather than a typical music video. Band image and self promotion is usually not a concern in regards to these types of videos. Narrative music videos aim to bridge a connection between audience and author. Rather than selling their music, their image as an artist or band - they are trying to sell their ideas and story. It is perhaps one of the most creative outlets for any musician to create a narrative music video. Ironically, they are also one of the best ways to promote your band and music as they usually spark conversation between audiences. The more ambiguous and symbolic a narrative music video is, the more point of discussion there is for viewers to grab on to and in turn promoting the artist's music.
Arctic Monkeys' music video for Fluorescent Adolescent was produced and distributed by Domino Records, an independent record label also home to other popular bands and artists such as Franz Ferdinand, The Last Shadow Puppets and Max Tundra. The music video first premiered in the UK on the 5th of June 2007 on Channel 4 which was then available to watch online the next day. The video was directed by Richard Ayoade who is best known for his role as Maurice Moss in 'The IT Crowd' but also directed the 2010 comedy-drama film 'Submarine' which served as his directorial debut. It was also loosely inspired by the poem "Out of Control Circus" by John Cooper Clarke from which he drew visual and lyrical inspiration from. This most likely explains the use of clowns in the music video. |
Band Performance
Band Performance videos typically have "weakness" to them. If not done properly, they usually struggle to keep the audience interested for long enough. Creating a music video in this style requires a more technical approach as the audience does not have a narrative to grab on to or follow. It is an opportunity for the director to be as creatively technical as they like. Pure band performance videos are typically made to promote the band and it is a common convention among debuting musicians to create their first music video in the style of band performance over anything else. This is because they have yet to establish their identity and aesthetic against the crowd of already established artists. They also usually have a smaller budget and can be produced more easily compared to other types of music videos. This is because it is more often than not, in a static location with the minimal equipment needed because shots are commonly static although movement is encouraged.
Band performance videos also can come from already shot concerts or tours which is the most convenient form of production for both the crew and the artist as all they will need is clean editing of shots. However, this is more typical of already established bands and are usually released around the time of a band's tour - whether it was during or after a show. The directors can also be more relaxed with the micro elements of the production such as cinematography, sound and editing as most of these are taken care of in the concert itself. Coupled with the energy present by the existing audience in the concert, extravagant lighting and setting - mise-en-scene is also not a big issue for the director as everything is already laid out for them. These types of videos also do well because a majority of the viewers may have been in the very concert themselves and thus serves as an effective memorabilia for them. Directed by Jake Scott - The Strokes' music video for their single 'Reptilia' features simple band performance shot and edited by a series of close ups, particularly on their faces, hands and instruments. Jake Scott aims to retain the audience's interest with very tight cinematography and fast paced editing. This is meant to compliment the flow of the music as the song itself is also tight and fast paced musically. It has proven to be effective in enticing the audiences with intense close up shots to capture the energy and intensity of the music performance. These types of music videos typically aim for self promotion rather than conveying a narrative or story to the audience. They focus heavily on the band image and rarely deviate from this. This music video in particular focuses a lot on the lead singer (Julian Casablancas) for the band's image as he is the respective lead singer and front man for the band. This is in comparison to the other band members were they are not focused on as much and are mostly identified by their instruments and playing rather than their faces. Each band member has a respective background colour whenever an individual band member is featured in a shot. The colours correlate with their personality and is more of a reference to be appreciated by die hard fans of the band. This is again to establish the idea of self promotion. |
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Mixture of Band Performance and Narrative
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This mixture of types was more common in the early days of the music industry and is specially prominent in the R&B genre. They aim to promote the band/artist whilst also telling a story in a lyrically literal sense. In these music videos, the lyrics performed by the artist is happening in real time and they act as a narrator to the story - physically seen in the real of the story but not existing in it. There are also other approaches to this where a band performance video is shot separately to the narrative video and then put together in editing which is more common of debuting musicians rather than an established band. However, the most effective ones are where the band performance is performed within the narrative itself as it gives the audience a very clear visual and interpretation of what is happening within the scenes.
A perfect mixture of both narrative and band performance, The Foo Fighters' - My Hero hits the spot in terms of self promotion and story telling. Directed by Dave Grohl himself the music video is shot in a distinctive long take format where transitions from each shot are disguised by smoke. The way the video is directed and edited works in conjunction with the style of the music - continuous and progressive. For a majority of the video, the camera is placed behind the protagonist of the music video's narrative - the "hero" as you will. However, the camera occasionally pans and tracks around the band while the protagonists trails off further into the rooms to undergo rescue. This is where the 'band performance' aspect of the video comes into play. A typical convention commonly used across these types of music videos is where the band is physically in the music video but not part of the narrative (i.e. cameo). This is reinforced by the idea that the band is also in eminent danger - performing in smoky and burning rooms - but is ignored by the protagonist. This is a convention used time and time again and is a clever way to incorporate self promotion into a story based music video. |
Music Video directed by famous film directors
Spike Lee is one of the few directors who shed light on the black community in America when they had no voice in society. Working with hip-hop group 'Public Enemy' we get a music video that provides historical background on the African-American community. Set in a political rally it showcases appearances of the cast from Spike Lee's film "Do The Right Thing" from which the music track was created for.
Music Videos directed by film directors is a great example of cross media convergence - working together to promote across different industries. Both the film industry and music industry benefit from these types of music videos as both the artist and director are expressing their common ideas to audiences. The cinematography for these music videos promote the film director whilst the music and mise-en-scene typically promote the artist(s) - they are also one of the more successful types of music videos due to having both an experienced director and musician. Cinematography will be nothing short of professional and captivating as the director's experience with working on feature-length films will have given them a refined knowledge on how to keep an audience's interest piqued throughout. The musician will have likely to be trained to entice audiences and tell a story through their music effectively and create a story through sound rather than visual. These two working bodies counteract each other's gaps in experience and in turn create an effective, professional and successful music video - earning one of the highest revenue in the music industry for the artist.
Music Videos directed by film directors is a great example of cross media convergence - working together to promote across different industries. Both the film industry and music industry benefit from these types of music videos as both the artist and director are expressing their common ideas to audiences. The cinematography for these music videos promote the film director whilst the music and mise-en-scene typically promote the artist(s) - they are also one of the more successful types of music videos due to having both an experienced director and musician. Cinematography will be nothing short of professional and captivating as the director's experience with working on feature-length films will have given them a refined knowledge on how to keep an audience's interest piqued throughout. The musician will have likely to be trained to entice audiences and tell a story through their music effectively and create a story through sound rather than visual. These two working bodies counteract each other's gaps in experience and in turn create an effective, professional and successful music video - earning one of the highest revenue in the music industry for the artist.
Music Genres -
After looking up the different types of music videos and their typical structures I now had to decide on a genre of music video I'd like to replicate for my coursework. Naturally when going into the course students would stick to a genre they are comfortable with and usually listen to for leisure, however I preferred trying to experiment with different ideas and genres. I wanted to do research on the different genres of music videos such as rock, hip-hop and electronic music and how they stand out and identify their signature conventions that separate their genre from others. This is because I aim to replicate other elements of other music genres onto my music video - despite my genre of choice being rock.
Rock
Costume -
In rock music videos costume is very important in expressing the artist's or the band's identity. They usually go from just normal everyday clothing to more casual looks into really over the top leather clothing. This is due to the very expressive nature that the rock genre carries and so the visuals have to mirror this energy and expression with their outfits and costumes. Here are a few example of costumes relevant to the rock genre:
In rock music videos costume is very important in expressing the artist's or the band's identity. They usually go from just normal everyday clothing to more casual looks into really over the top leather clothing. This is due to the very expressive nature that the rock genre carries and so the visuals have to mirror this energy and expression with their outfits and costumes. Here are a few example of costumes relevant to the rock genre:
The costume is also greatly influenced in the current year a music video may have been produced. There is a great difference of the appearance of rock from, lets say, the early 1970s to the age of today.
The 1970s era was the rise of glam rock where the likes of artists like Kiss, Quiet Riot and David Bowie flooded the scene with their outrageously expressive costume and appearance. Their appearances were controversial as it was also around the age where the Vietnam war ended and the Watergate political scandal enraged heavily-politicised American youth. Artists took advantage of this out roar and appropriately reflected it into their artistry.
Compare that with today's rock scene where clothing is much more conservative and artists clearly don't fuss too much about their costumes. Common prepared costumes seen in rock nowadays would include simple business-like suits and leather jackets but otherwise don't deviate from it too much.
Lighting -
Rock Music Videos almost always make use of dark natural or expressive lighting due to the nature of the music. It is rarely upbeat in colour as they are trying to portray a grungy, heavy and dark atmosphere as a common expression of the genre. Technicality wise lighting, is very minimal as rock commonly used low key expressive lighting to portray this certain atmosphere. Here are examples of expressive and dark lighting in a rock music videos:
The 1970s era was the rise of glam rock where the likes of artists like Kiss, Quiet Riot and David Bowie flooded the scene with their outrageously expressive costume and appearance. Their appearances were controversial as it was also around the age where the Vietnam war ended and the Watergate political scandal enraged heavily-politicised American youth. Artists took advantage of this out roar and appropriately reflected it into their artistry.
Compare that with today's rock scene where clothing is much more conservative and artists clearly don't fuss too much about their costumes. Common prepared costumes seen in rock nowadays would include simple business-like suits and leather jackets but otherwise don't deviate from it too much.
Lighting -
Rock Music Videos almost always make use of dark natural or expressive lighting due to the nature of the music. It is rarely upbeat in colour as they are trying to portray a grungy, heavy and dark atmosphere as a common expression of the genre. Technicality wise lighting, is very minimal as rock commonly used low key expressive lighting to portray this certain atmosphere. Here are examples of expressive and dark lighting in a rock music videos:
Colour Scheme -
Much like lighting, the colour scheme is also commonly dark as they are careful not the break away from the heavy atmosphere they are trying to portray. Rock bands don't make too much of an effort to conform to a fixed colour scheme as it is not important to their artistry.
However, there are rock artists that do make use of colour schemes as a marketing tool and to establish their brand and iconography; Jack White (former member of 'The White Stripes') makes use of colour trends such is red, white and black in his previous band project with female drummer Meg White - colours were also heavily featured in music videos and in their costumes. It gave the band an aggressive and passionate presence as red is usually depicted with these traits. Even after the disbanding of The White Stripes - Jack White still uses colour to promote his identity in the industry by switching to a pure blue colour scheme. The solemn depiction of the colour blue is also depicted in his music as he deviate to a more rock blues and ballad-like sound.
This video explains Jack White's use of colour in his branding in more detail:
Much like lighting, the colour scheme is also commonly dark as they are careful not the break away from the heavy atmosphere they are trying to portray. Rock bands don't make too much of an effort to conform to a fixed colour scheme as it is not important to their artistry.
However, there are rock artists that do make use of colour schemes as a marketing tool and to establish their brand and iconography; Jack White (former member of 'The White Stripes') makes use of colour trends such is red, white and black in his previous band project with female drummer Meg White - colours were also heavily featured in music videos and in their costumes. It gave the band an aggressive and passionate presence as red is usually depicted with these traits. Even after the disbanding of The White Stripes - Jack White still uses colour to promote his identity in the industry by switching to a pure blue colour scheme. The solemn depiction of the colour blue is also depicted in his music as he deviate to a more rock blues and ballad-like sound.
This video explains Jack White's use of colour in his branding in more detail:
Credits to Youtube Channel "Polyphonic"
Colour schemes can also highly depend on the sub-genre of rock. In contrast to the general dark colour scheme and tone of typical hard rock music videos - indie rock brings a different flavour to the world of rock. Here are snapshots from a series of indie artist music videos:
The reason why indie rock music videos are much more colourful in comparison is because of the more upbeat nature in their music. Indie artist also strive in breaking away from traditional media and representation - which may be another reason why they are so different to the stereotype of rock that people normally have.
Props -
This is quite a prominent feature in rock music, because of the heavy performance based elements that rock typically has in their music videos. Props seen in these videos almost always consist of a standard band setting almost always inclusive of guitar, drums and bass:
This is quite a prominent feature in rock music, because of the heavy performance based elements that rock typically has in their music videos. Props seen in these videos almost always consist of a standard band setting almost always inclusive of guitar, drums and bass:
*Other notable conventions from other music genres
Hip-Hop/Rap
Music videos of this genre stereo-typically aim to represent and flaunt the rap artist's wealth, success and power over the audience. Rap is known to have a certain swagger to it that makes it stand out from other music genres. Although I could analyse on all the conventions of rap/hip-hop music videos - I've decided to just focus on a certain element/s that I would like to incorporate onto the my rock music video.
Hip-hop/rap music videos heavily feature low angle camera shots because it is perfect in displaying their sense of power, success and wealth. Along with the camera angle - the performance of the artist usually supports this notion as they directly address the audience in an aggressive and intimidated matter as seen in the examples below:
Hip-hop/rap music videos heavily feature low angle camera shots because it is perfect in displaying their sense of power, success and wealth. Along with the camera angle - the performance of the artist usually supports this notion as they directly address the audience in an aggressive and intimidated matter as seen in the examples below:
Electronic/Dance Music (EDM)
Electronic and dance music videos share similarities to the rap/hip-hop genre as they aim to entice younger audiences -particularly teens. The genre places heavy emphasis on party culture and vibrancy as seen in these snapshots:
In a way, these types of music videos can be seen as a mixture of elements of rap and indie rock music videos - depicted by the use of crowds and audience as a way to portray an alliance and the colourful visuals that indie rock can possess. What really intrigues me about EDM music videos is their extravagant lighting and party atmosphere. It is clearly targeted towards youth culture as visuals are very energetic along with the party atmosphere that they typically portray.
In regards to my music video - I quite like to incorporate colourful lighting and energetic visuals to compliment my piece of work.
In regards to my music video - I quite like to incorporate colourful lighting and energetic visuals to compliment my piece of work.