STEVE ARCHER'S MUSIC VIDEO THEORY (2004):
"Often, music videos will cut between a narrative and a performance of the song by the artist. Additionally, a carefully choreographed dance might be a part of the artist's performance or an extra aspect of the video designed to aid visualisation and the 'repeatability' factor. Sometimes, the artist (especially the singer) will be part of the story, acting as narrator and participant at the same time. But it is the lip-sync close-up and the miming of playing instruments that remains at the heart of video, as if to assure us that the artist really can play the music".
PERFORMANCE:
Performance based music videos often contain shots of the artist performing, dancing or singing (or all three) in a scene that is not included within the narrative. A common convention is that the performance scenes take place after the narrative ones showing the artist reflecting back upon/remembering a certain event or memory. Performances (especially in the pop genre) can usually be seen in a studio with an artificial background where there is space for large instruments such as drums and other performers such as background dancers. In some cases, performance scenes have been taken from real, live events such as a gig or festival. This part of the music video almost always includes miming and lip-syncing.
EXAMPLE: Slipknot- Duality
This is a good example of a performance based video. Often bands in the rock/punk/metal genre only produce performance based videos because the audience are less interested in following a story. In addition to this, most audience members thrive in the heat-of-the-moment atmosphere at a gig or event. Getting fans involved can be a powerful way to energise and give meaning to a performance.
EXAMPLE: Slipknot- Duality
This is a good example of a performance based video. Often bands in the rock/punk/metal genre only produce performance based videos because the audience are less interested in following a story. In addition to this, most audience members thrive in the heat-of-the-moment atmosphere at a gig or event. Getting fans involved can be a powerful way to energise and give meaning to a performance.
NARRATIVE:
Narrative based music videos will often contain a long sequence of shots which follows a story or event. Characters in this story may be played by the artist/band who perform the song or may even play a version of themselves. A narrative based music video will not contain any lip syncing but the lyrics may reflect on what is being seen during this. [Please click here for the Andrew Goodwin post demonstrating different types of narratives] These types of videos may be edited to look like a mini film often containing a beginning, middle and end, some even having opening titles and credits. A clear genre can be obtained from the narrative due to the careful selection of mise-en-scene and the use of editing. Intertextuality, binary opposition and other film theories may be present in narrative based videos.
EXAMPLE: Aha- Take On Me
This is a good example of a narrative based video. Despite there being a small portion of performance, the music video mainly follows a very vivid and visual storyline. It is easy to grasp that the concept of the video is a love story where two people fall for each other. Not only is this entertaining to watch, but is also relatable to the target audience.
HYBRIDS:
Performance-Narrative hybrids are by far the most common type of music video. But why? The performance side of the music video will promote the artist/band, the song and the genre of a song. The narrative side of the music video will promote the deeper meaning of the song, the views and opinions of the artist/band as well as providing entertainment to the audience. Often artists will want to not only promote themselves and their product (the song), but also offer an idea or concept to the audience to interpret hence the popularity of this type of music video.
EXAMPLE: Carly Rae Jepson- Call Me Maybe
This is a good example of a hybrid performance and narrative music video. At the same time as lip syncing and performing the song, the artist tells a story at the same time.
EXAMPLE: Carly Rae Jepson- Call Me Maybe
This is a good example of a hybrid performance and narrative music video. At the same time as lip syncing and performing the song, the artist tells a story at the same time.
APPLICATION TO MY PRODUCT:
I will be creating a hybrid music video using Steve Archers theory to help me use, develop and challenge the conventions seen in performance and narrative based music videos. As our artist is small artist within the 'dirty pop' genre, I want to promote her as an artist but also give the audience a visual story to follow. I like the rebellious/anarchist character I have created for her in our song and I think this will reflect her personality as an artist well.
