The link below will take you to a page that examines and describes the different categories of music videos.
http://prezi.com/ysgwrtipe-bj/?utm_campaign=share&utm_medium=copy
Maroon 5 "This Summer Is Gonna To Hurt Like A Motherf****r"
This music video is a performance based video because it adopts several of the conventions associated with this style of video. Firstly, the main artist is seen getting dressed and walking around backstage of a concert which turns out to be his bands performance. The camera follows the artist all the way to the stage where he's seen greeting his band members before singing to a crowd of fans. This style of video is an effective way to promote the bands concert as well as show the passion of the band to the audience as they are seen doing what they enjoy the most. Maroon 5 are considered in the 'pop rock' genre so therefore the music video style fits well as it shows them playing instruments like guitars and drums. Although, performance based videos are not solely based on the artists singing, they can also be dance based where the dance is loosely based on the lyrics. The style of performance can also be determined by the genre of the artists/band and what image they wish to present themselves as. Even though Maroon 5 are well known artists, using performance based video saves them money as there is less video hours required as well as the editing is considered simple with the same shot used throughout. Additionally, there is a loose connection between the lyrics of the song and the video which makes this video borderline being a concept video. This shows the flexibility of the group as they are able to bend the norms and conventions for music videos. Finally, this video is effective since the audience are able to watch the artist prepare for the show and then perform, there is a sense of intimacy between the artist and the audience. As a result, the audience leave that video feeling like they are connected more with the band and will then want to come to a performance or buy the music.
Macklemore & Ryan Lewis "Same Love"
Macklemore & Ryan Lewis music video is a narrative as it tells a story about love, homosexuality, heterosexuality, marriage equality and religion which are the main themes played out by several characters who transition from childhood into adulthood before the audiences eyes. As a narrative it follows the structure of a story with a beginning, middle and end. This allows the audience to follow and understand the music video as the lyrics are being either directly or indirectly played out on the screen and will make them keen to watch it as they feel the need to complete it. Additionally, the message of the video is about marriage equality so, Macklemore and Ryan Lewis used a narrative to draw the attention away from them as artists and place it on the characters in the video and the themes they wish to highlight. Due to the video being a narrative, there would have been a larger budget in order to cover the costs like cast, equipment, recording and editing time unlike a performance based video.
Sia "Elastic Heart"
The concept behind Sia's video is a part of her album trilogy which tell a larger story. Although the main idea that runs through this video is the symbolic meaning of the two actors as I interpret them representing a younger Sia and an older one as they wrestle to have control of the current Sia and where she is in life. The video is mainly shot in a over sized cage that only the young character can escape. The lyrics are loosely connected with the video as certain lyrics of the music video connect with the visuals taking place. As the video strongly relies on the dance choreography, it is very easy for the audience to misinterpret the visuals and make assumptions that do not relate to the video. This video is an example of concept based video and how interpretive the videos can be for the audience. Similarly to the conventions of concept, the artist is not shown throughout the video which takes the audiences attention away from them and a larger focus is placed on the characters. In addition, the video is largely dependent on the camera angles and movement to add a dramatic effect and show the movement of the choreography. The mise-en-scene in terms of the costumes is very minimalistic which keeps the audiences attention on the characters and the dance routine.
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