Promotional music videos tend to either fall into one of these categories:
- Performance-based
- Concept-based
- Narrative-based
A performance based music video will show the artist or band performing a specific song and can play throughout the entire video or perhaps just include snippets of the performance. This type of construction is often used when working with a lower budget as it is an easy way to promote the artist and their products. A good example of a performance based music video is 'In Too Deep' by Sum 41. In this comical music video you can see the band performing in an abandoned swimming pool with a huge crowd of their (high-school) peers dancing on the outskirts of the pool. The excessive amounts of energy shown, not only by the band but also the crowd, gives the music video an exciting feel and the varied amount of camera angles helps the audience focus on different members of the band and not just the lead singer (Deryck Whibley).
Concept based music videos are based around an idea or perception of something. They tend to be fairly unique and utilise a particular editing or filming technique. An example of a concept music video would be 'Where Is The Love?' by The Black Eyed Peas. In this music video the band are shown to be driving around in a van, blasting the song (about how the world is "addicted to the drama, only attracted to things that will bring you trauma" and trying to get people to spread the true meanings of humanity) whilst various members of the public (of all races and genders etc.) run around town putting up posters of a question mark. One key element of a conceptual music video is that they are dramatic and try to convey a message by being metaphorical. This sets them aside from performance and narrative style videos because they both tend to be very stereotypical.
A narrative based music video contains mostly footage that attempts to tell a story through a moving image. Music videos that are narrative usually have a story line that is linked to the lyrical content. Sometimes these types of music videos are popular with songs that have been featured in films, scenes from the film are often inserted into the music video. An example of a narrative music video would be 'Love Me Again' by John Newman. The song is about John's ex girlfriend (whom he claims he was not very nice to) and them getting back together, which was the hardest part. It shows a girl and boy (portrayed to be Romeo and Juliet from Shakespeare's famous play) and shows them running away from the club together. It even shows Romeo's brothers, who have matching rings and tattoos. The video also has a performance element to it as well because you see John performing his debut song on the stage within the club.
Andrew Goodwin is an Australian born (1979) operatic tenor. He came up with a theory that helps people understand how to successfully analyse music videos. In his book, 'Dancing in the Distraction Factory' Goodwin identifies six key aspects that we the audience should look out for when watching promotional music videos:
1) Music videos demonstrate genre characteristics, e.g. stage performance in heavy metal music videos, dance routines for girl/boy bands and aspiration in hip-hop videos.
(Music videos can also link to film genres, this is known as intertextuality, e.g. many heavy rock songs are influenced by horror films).
2) There is a relationship between the lyrics and the visuals. The lyrics can be represented with images (either illustrative, amplifying or contradicting).
3) There is a relationship between the music and the visuals. The tone and atmosphere of the visuals reflect that of the music (either illustrative, amplifying or contradicting).
4) The demands of the record label will include the need for lots of close-ups of the artists and the artist may develop motifs, which recur across their work (visual style).
An example of this would be the visual style of Lady Gaga as she is always wearing outspoken clothing, e.g. the famous meat dress worn at the 2010 MTV Music video Awards.
5) There is frequently reference to notion of looking (screens within screens, mirrors, stages, etc) and particularly voyeuristic treatment of the female body.
The notion of looking includes men or women being portrayed seductively or if there is eye contact with the camera (breaking the fourth wall). The notion of looking can also be referenced by the use of props. Voyeurism is widely used to sell the artist's music through sex appeal, a recent example being Miley Cyrus. Voyeurism today is only shown at one angle. You do not see men doing this, only women.
6. There are often intertextual reference (to films, TV programmes, other music videos etc).
Audiences knowing the 'inside joke'. For example, Will Smith singing 'Men in Black' for the film 'Men in Black' and The Wombats video for 'My Circuitboard City' referencing a video game.
From Andrew Goodwin, DANCING IN THE DISTRACTION FACTORY, 1992.
Purpose and Conventions of Promotional Digipaks and Magazine Advertisements:
Digipaks typically consist of a gatefold (book-style) paperboard or card stock outer binding, with one or more plastic trays capable of holding a CD. Digipaks were first created by MeadWestvaco, and their product, called 'Digi-pak' is trademarked. However, as the format became increasingly popular it began to be used by more manufacturers. Now in current times, digipaks are common and very popular.
- To promote an album.
- The front of the digipak will have some aspect of what the artist represents and what their predominate genre is.
- To list the content of the album.
- To make the CD eye-catching and more appealing to a wider audience. Digipaks benefit the artist and their music as it is a promotional aspect of the music industry, which helps bring awareness to the artist, thus selling the artist and encouraging consumers to buy and listen to their music. You could argue that buying a digipak establishes your loyalty to your artist.
- To use the corporate identity of the artist band as a recurring theme.
- To tell us about the musician and the music that supports their values.
- To use art and images to express a message. The digipak exemplifies the artistic and creative approach the artist is taking throughout the music they create. For example, if there is some futuristic idealism conveyed in the lyrics or the visuals in the music video then the front cover wouldn't be very contemporary but more obscure and abstract.
- To store additional promotional materials, e.g. sleeves within the digipak could include booklets and posters.
- All aspects of the digipak, brand image and music video are all interwoven together.
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