MUSIC VIDEOS What are they? And why are they used?

INTRODUCTION The first idea similar to the music videos we know today was in 1894. writers Edward B. Marks and Joe Stern hired electrician George Thomas and various performers to promote sales of their song "The Little Lost Child". Using a magic lantern, Thomas projected a series of still images on a screen simultaneous to live performances. This would become a popular form of entertainment known as the illustrated song, the first step toward music video.

IN CONCERT AND ‘AS LIVE’ A convention typically used in concert or ‘as live’ music videos is allusion. Allusion is a way of implying a message to the viewer subtly. For example, Coldplay use this style in part of their music video for ‘fix you’. This style is used in their music video to differentiate themselves from other ‘boy bands’ by conveying the message that the band is “real” and that they purpose is music rather than image.

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ANIMATIONAnimation is a style that is used throughout the media industry including within music videos. Artists use this as their style of music video to bring originality and to stand out or differentiate themselves from other artists. Animation is also used as a lower cost alternative that live action, but means the same story can be told, to tell the same message. For example ‘The Gorillaz’ use characters as an extension of themselves in all their music videos. An example of one of their animation music videos is for their song ‘Feel Good’.

[https://www.youtube.com/watch?v=k4V3Mo61fJM]

INTERPRETATIVE An interpretative music video is when the video does not always fit with the lyrics. This means that the audience or viewer makes their own decision about a songs meaning or implications rather than being told by the lyrics and imagery. For example, ‘Birdy’s’ music video for her song ‘Wings’ does not match the video, as the lyrics do not necessarily tell a story themselves it makes sense to that the video reflects this aspect of the song, and is why the interpretative style of the video suits the song. The lyrics in the chorus of the video are:

‘Oh lights go down, in the moment we're lost and found. I just wanna be by your side, if these wings could fly. Oh damn these walls. In the moment we're ten feet tall. And how you told me after it all, we'd remember tonight, for the rest of our lives.’

These lyrics do not dictate or describe a song, yet they do imply a story. This video does reflect these lyrics as the video shows many kids partying and being free (freedom links to wings), until they wake up after. These images link to the lyrics ‘And how you told me after it all, we'd remember tonight, for the rest of our lives.’

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[https://www.youtube.com/watch?v=WJTXDCh2YiA]

NARRATIVE The narrative style in many music videos. This is the typical video that tells a narrative or story that is depicted in the song the video is for. These images are filmed as the song is describe or narrate the scenes. This style is used a lot in the typical boy meets girl song, and tells the story of girl and boy as they meet. Narrative music videos usually stick to a form that the main character has to overcome a problem or aim, this makes the character relatable and the storyline interesting. Also, using this form the viewers gain an emotional connection to the character which makes the video and song more appealing.

For example, Taylor Swift’s music video tells the story depicted in her song 'Mine'. Her music video is an example of a narrative music video, as it tells the story of a girl and how she falls in love. The scenes filmed play as lyrics are sung in the song to describe what is happening in these moments. This is done to link the song and the video, by showing the moments visually from the lyrics the video doesn't draw the attention too far from the song which is the main aspect of the videos.

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[http://youtu.be/XPBwXKgDTdE]

“You were in college, working part-time,

waiting tables”

“Do you remember, we were sittin', there by

the water”

“Flash forward, and we're takin' on the world together

And there's a drawer of my things at your place”

“And I remember that fight, two-thirty a.m.

Cause everything was slipping right out of our hands”

IMPRESSIONIST Impressionist styled music videos are videos that are heavily on the idea of ‘feelings’ or emotions of the viewer. They use imagery such as characters, images, colours, lighting and movements within the shot to provoke a specific or their own emotion from the viewer.

For example, One Republic created a music video for their song ‘Love Runs out’. In the video it shows the same styled shots but in different orders. Movement is used a lot to convey emotion, as most shots are quick movements and quick shots to match the fast pace of the song. The shots use symbolism to represent lifeand time. For example the shots show, children dancing and playing with a ball. As the song is called ‘love runs out’ they light a fuse which runs out at the end of the video, which links to the lyrics “I’ll be your light, your match, your burning sun”. Because of these lyrics they also show time passing with the sun in the background. There is also symbolism to religion, faith and culture. Religion is shown as one of band members wears a cross. The lyrics “Momma said "do what you want, say prayers at night", And I'm saying them, cause I'm so devout.” also support this idea. Different cultures are linked to through European dressage, southern American dances and many more.

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[https://www.youtube.com/watch?v=0OWj0CiM8WU]

SURREALIST A surrealist styled video is a video with unreal elements such as fantasy. This is because surreal mean beyond real

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[https://www.youtube.com/watch?v=qQrgto184Tk]