Introduction to Music Video

Forms and conventions -
A music video is a videotaped performance of a recorded popular song. Usually accompanied by a dance or story. Music videos are typically 3-5 minutes long (3 minutes for NEA), they frequently include quick cuts, stylisations, fanciful and often erotic imagery and computer graphics. Music videos can accommodate all styles of film making, including animation, live action film, documentary, non-narrative, abstract film. In 1980’s the music became synonymous with the rock idiom and are often referred to as rock videos.

Institutions -
Modern music videos are primarily made and used as a marketing device intended to promote the sales of a record. The proliferation of music video came in the 1980s when MTV’s format was Based around them. Because of this, music videos are synonymous to the second British invasion of the American charts in the mid 1980’s. Genres include traditional country and western, hard rock, heavy metal, hip-hop, R+B, rock, teen.

Audiences -
A common misconception is that music videos are only made for teen audiences. Videos by Kylie Minogue and Jason Donovan and music produces by Stock and waterman are key examples of this. Many “soft rock” songs have traditionally been aimed at older audiences. Websites such as MySpace have allowed unsigned bands like Arctic Monkeys to find mainstream success. YouTube is another form for bands to show DIY video footage as well as professional videos and spoof versions of professional videos.

Representations -
Music videos have their own cliches. Many examples of the genre feature the macho rock stars. A lot of music videos are also notable for cutting edge techniques and artistic innovations. As time passes those techniques can look aged. Gender and Race has often been a barrier in the music video industry, until artists such as Micheal Jackson came around. Many directors train to become music video maker and is often considered to be an auteurs medium with particular directors having specific styles of camera editing, mise en scene, editing etc. Interestingly Jonas Akerlund is also in high demand as a director of television advertisments for leading brands. Music videos are adding more of a DIY effect and aesthetic.