Music Video Research

A music video is defined as a short film or visual made to accompany a piece of music. In the modern day, they are often used as another form of marketing device, with the intention of promoting music sales on a level that is easily accessible to the intended target audience.

There are three main types of visual approaches to the common music video:

PERFORMANCE BASED VIDEO -

A large number of music videos adopt this kind of format, either entirely or partially featuring the band / artist physically performing the song. To film this, the band / artist would likely mime to the track being played back to them, which would then be matched to the visuals in the editing stages.

Example: We Are The Ocean - Nothing Good Has Happened Yet

This video centres entirely around the band's performance, seemingly taking place within some sort of garage or underground, urban location. The video is fairly straightforward and simple, relying quite heavily on editing to make it more visually appealing and interesting. It is a fairly typical video for a rock band on a low budget.

NARRATIVE BASED VIDEO -

These types of music video contain some kind of storyline that is told throughout the course of the musical piece. These types of video can usually be categorised into two distinct approaches: either illustrative (the visuals match the lyrics, perhaps physically acting them out, or matching some lyrical theme or style for example) or contrasting (the visuals go against the lyrics in some way).

Example: Lostprophets - For He's A Jolly Good Felon

Whilst interjected with some parts of performance, the main bulk of this video is narrative. The 'story' follows two main characters - that of Simon and Mikey, who involve themselves in a criminal, 'gangster' way of life. The band also created a ten minute short film to accompany the song, expanding on the narrative in much greater detail.

CONCEPT BASED VIDEO -

This style of music video focuses on or centres around one particular theme, idea or concept. Generally, they tend no to involve a storyline of any kind, and may not even relate to the song or even the band / artist at all. This type of video may allow for more creative freedom in it's creation.

Example: OK GO - Here It Goes Again

This video does not really have any particular storyline to it, merely featuring the band performing a dance routine on treadmills. It doesn't necessarily relate to the song itself, and perhaps simply serves to entertain rather than convey any sort of message.