Looking into Music Video Theorists

Here I started looking at music video theorists to help me with my music video

Sven E Carlsson

Sven E Carlsson said that ‘one of the most common methods of analysis is to break up the music video into black and white boxes. Almost everything is then perceived as opposites- trash or art, commerce or creativity, male or female, naturalism or antirealism'

Meaning that a common approch in music videos is that binary opposites are what make the narrative of the music video. He beleves that there are two categories that music videos fall into. One beinf Performance - This is where the audienece are able to see the artists sing,dance and act throghout the music video. And conceptual where videos are when the audience watch different surrounding objects other then the artist in the music video.

Sven elabuated the theory of Modern Mythic Embodiment which illistrates performers are restricted in the way that they can perform as they are being used for their voice,lifestyle and face,this could be down to the artist selling this way in their body language.

Goodwins Theory,Goodwin has 5 key points which he beleives are shown in music videos.

Goodwins theory 

1. The Relationship between the lyrics and the visuals. 

-This meaning the themes, mise en scene and events of the video match with lyrics of the song, to help to portray the message of the song

2. The Relationship between the music and the visuals.

-This is the cuts and edits of the video that are in sync with the rhythm and beat of the song, matching cut or effects to specific drum beats or notes (mostly seen in pop music videos)

3. Music videos have genre characteristics

- The certain features that are expected out of a video depending on the genre of the music. for example - a girl band like 'little mix' will be expected to have dancers and close ups of the singers to show off the group.Where as on the other hand a Indie band are expected to have performance shots of the band and cut to a fast beat with mostly dark scenes.

4. Multiple close-ups of the main artist or vocalist, the creation of a star image to promote a recognisable brand image

-This helps the record label to promote a set image for the band, which will help target audiences empathise with the band,making advertising easier to grab the audience.

5.‘looking’ 

He beleives there is a emprases of looks and angles of women in order to entice males interest in that partical artist with the lyrics of the video to these shots are represented.

When I started looking at these theorists I learnt how others see music videos and how many have similaraties and when creating mine i will be trying to see if my music video will live up to these theorises.