Simon Frith

Simon Frith stated that “music videos may be characterised by three broad typologies: performance, narrative and conceptual”

PerformanceWithin a performance type video the star is often put into one of two situations.One being in a concert setting where the star is surrounded by excited fans. This gives the audience the feeling that they are really at the concert. The other performance type video is the star is in the studio which reminds the audience that the album is still important.“Performance oriented visuals cue viewers that, indeed, the recording of the music is the most significant element” (Gow, 1992)

Marc Anthony’s video for Vivir mi vida is a prime example of a performance video where there is an excited audience who is there to enjoy his music. This make the audience at home excited about the singers music.

Screenshots from the Marc Anthony’s video

NarrativeMany music videos attempt to tell a story in linear. The narrative mode of the music video is often a love story that normally follows the pattern of a boy meeting a girl, boy loses the girl and does something heroic or sentimental to get her back. The females normally passively react or wait for something to happen as the male performs some kind of impressive action Schwichtenberg, 1992. Troye Sivan uses a trilogy of music videos to portrays a strong narrative love story between him and a love interest.

Screenshots taken from Troye sivan’s video

ConceptualThese finds of music videos relies on poetic form primarily metaphor according to Frith. This poetry is articulated through visual and verbal elements. “These videos make significant use of the visual element, presenting to the eye as well as the ear, and in doing so, conveying truths inexpressible discursively” (Lorch 1988).“Conceptual videos do not tell a story in linear fashion, but rather create a mood, a feeling to be evoked in the experience of viewing” (Frith 1988)

Alternative band Alt-J’s music video almost never has a straight forward storyline and the audience has to look into the meaning of the video

Screenshots from Alt-J music videos