Function of a Music Video

What is the function of a music video?

Points made through class discussion:

• Promote artists
• Make money - make people buy the song
• Establish a fan base
• Re-branding

Things that make a music video different from a normal narrative:

• Condensed story/message - it has to be clear
• Short - 3 1/2 minutes on average
• Convey image/lifestyle rather than a narrative
• Narrative is less complex
• Wider range of shots
• There's usually a central artist that the video is trying to promote
• Artist has most of the screen time -often 100%
• Artists looks at the camera (breaking the 4th wall) - Engaging with the audience
• Music videos aren't continual - complete entity
• Not always have a narrative - can just be a performance
• Edited to the beat
• Slow motion
• A lot of close up shots

Example of one video that displays majority of the points above

This is one of the videos we looked at in class which displayed most of the points. In this video they are trying to convey the glamorous lifestyle with the girls in an apartment with a view and that they're showing how fun it is. There isn't really a narrative in this video it's mainly a performance. The artist looks at the camera a lot in this video, there are many close ups. It's edited to the beat and there is use of slow motion as well as transitions, e.g. fades.