DIFFERENT TYPES OF MUSIC VIDEOS

1) NARATIVE -
A narrative music video means that the artist is trying to show the audience a story. Within the narrative genre of music videos there are three different types of narratives:

• Illustration- this is where the narrative in the music video very closely reflects the lyrical content of the song
• Amplification- The narrative may be slightly influenced by the lyrical content however it uses different themes to compliment the songs 'feelings'
• Disjuncture- this is where the narrative holds very little relationship to the song and it quite arbitrary meaning 
• For example Taylor Swift's music video "Bad Blood"

2) ABSRSACT/ CONCEPT-
Concept music videos usually have no storyline or relation with the lyrics of the song. The imagery is normally surrounding one concept, however the footage doesn't have to make sense to the viewer. The audience often remember concept music videos because they are individual, unique and memorable. There are two main types of music videos:

• Thematics- Based around a theme, which normally depends join the genre.
• Symbolics- There is often lots of symbols to build up a meaning and light is used to suggest a mood or emotion.

3) PERFORMANCE BASE-
Performance music videos are centred around the artist literally performing the song. Performance videos tend to be used for the genre of rock, where the audience would view the band playing their instruments. Performance videos are also used for the genre of pop as it allows the artist to 'sell their identity' and promote themselves to a wider audience. Performance music videos are generally the cheapest to make because they don't require a lot of setting. Additionally, performance base music videos also temp fans into buying tickets for the artists'  shows as they often present a concert that looks really good.

WHAT IS THE PURPOSE OF A MUSIC VIDEO

There are 7 vital purposes of a music video which we will have to consider when we are planning our own music video. They are are:

1. Promote the song 
2. The lyrics of the song matching the visuals on screen
3. Explain the meaning of the song
4. Makes company more money
5. Narrate a story to the audience 
6. Music video helps widen the target audience and create a positive word of mouth
7. Sell the artist and helps to set up their star image

TEXTUAL ANALYSIS OF TAYLOR SWIFTS MUSIC VIDEO- "BAD BLOOD"

Whilst analysing Taylor Swift's Bad Blood music video, we noted the way Andrew Godwin's conventions of a music video could be applied. For example, as soon as the music video begins, there is a close up of Taylor Swift, followed by her character name “Catastrophe” on screen, thus allowing the audience to have an immediate insight into the narrative aspect of the music video. Furthermore, this has an intertextual reference as it would remind the audience of an opening credit from the action thriller film “X-Men”. In addition, another music video convention is displayed as voyeurism used when Selena Gomez looks in the mirror, showing the audience another point of view of a character in the music video.

The music video’s name slides on screen as the beat drops, which fulfils another key music video convention as it is presenting a relationship between the lyrics and the video. Moreover, the title of the video “Bad Blood” is the colour red and thus it has a thriller connotation, remind the audience of films such as ‘Kick Ass’ and ‘Pulp Fiction”. Moreover, this shot also presents Taylor Swift lying on the car in a suggestive manner which emphasises her body parts to the audience, which follows the music video convention of voyeurism. This is the idea that women have to be sexualised in music videos in order to draw the audience’s attention, thus allowing the music video to be a success. In contrast, Kendrick Lamar is shot via a medium close up and thus he isn’t viewed sexually in anyway. This persona that men and women artists have to betray in music videos is reinforced by the camera being used from a male point of view, for example; slow motion and panning is used when the camera tracks Taylor Swift lying down, thus unnecessarily sexualising her.

Furthermore, there are multiple of examples of the “Bad Blood” music video conforming to the convention of the visuals on screen reflect the lyrics of the song, for example one character in the video punches the wall on the drum beat in the song, thus allowing the performance aspect and the novel aspect of the music video to intertwine. Another example is when two charcters are having a sword fight to the beat of the song.

 As the music video continues, there is a conspicuous use of of close ups to sell the artist to the audience, which presents the artist in a sexual manner. Nonetheless, there is a wide shot of 7 female characters walking together with an explosion in the background. This conforms to the convention of intertextual reference, as it will remind the audience of thriller films such as “Charlie’s Angles” and ‘The magnificent 7”. Furthermore, the wide shot presents the idea to the audience that the group of females are a gang as this shot shows female strength and unity.

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In conclusion, the Bad Blood music videos conforms to Andrew Godwin’s conventions of a music video. This allows a narrative to be told, which in this case is Taylor trying to get revenge on someone that has betrayed them, which mainly is shown during the verse of the song. Whilst also allows a performance to be displayed by the artist, which is mainly shown during the chorus.

TEXTUAL ANALSYSIS OF LADY GAGA'S MUSIC VIDEO "TELEPHONE"

Whilst analysing Lady GaGa's music video, I noted the way Andrew Godwin's conventions of a music video could be applied. For example, as soon as the music video beings there are notions of voyeurism as the audience view the prison through the security cameras, allowing them to begin to understand the narrative of the music video. Furthermore, voyeurism can be seen through the use of tracking shots and high angles which show the female sexual body parts, thus conforming to conventions of music videos as suggested by Andrew Godwin. 

Another convention that is found in the music video is that the artists style iconography is shown. For example the close ups of the prisoners staring back at Lady Gaga suggest that they think her style is 'odd'. This reflects the ridicule that Lady Gaga has to go through everyday for being 'different'. This is reinforced when the guard is stripping Lady Gaga of her odd clothing, which represents the 'haters' criticising Lady Gaga and trying to change her to be 'normal'. 
 Additionally, there are intertextual references. For example, shot reverse shot is used to show a conversation between guard when they say "I told you she didn't have a ****". This would remind the audience of when there were rumours that Lady Gaga was a transexual, and thus this conforms to Andrew Godwin's conventions of music videos. 

Moreover, as the music begins, the lyrics begin to match the visuals. This amplifies the lyrics and the meaning of the song, helping the audience narrate a story to the audience. The relationship between the lyrics and visuals can also be seen through the quick cuts on the beat in order for the artist's performance to be amplified, so that they can entertain the audience. Therefore, the narrative of the music video is mostly shown during the chorus, whereas the performance is mostly shown during the verse. 

Further intertextual references are used to make the audience believe they are watching a action film rather than a music video, which helps the director to manipulate the narrative of the music video. For example, the name of the car is "pussey wagons" which is what the car from Kill Bill is called. Therefore this reminds the audience that the characters in the music video are playing strong women, who are about to murder people, just like the actress in Kill Bill did. This intertextual reference is reinforced when Beyonce and Lady Gaga arrive at a diner, where they begin to murder people. This again reminds the audience of the action films 'Kill Bill" and "Pulp Fiction" and thus this suggests to the audience that they will blow the diner up like the characters did in this film. 

In conclusion, the "Telephone" music video represents the pop genre. We know this because it includes bright and vibrant colours which reflect the pop genre, thus  this also conforms to Andrew Godwin's music video convention of iconography. Therefore, iconography allows the audience to clearly identify the performance and narrative of the music video. 

ANDREW GOODWIN'S CONVENTIONS OF A MUSIC VIDEO

• A relationship between the lyrics and visuals (illustrating amplifying or contradicting the lyrics)
• A relationship between music and visuals
• Particular genres ay have their own video style and iconography, for example pop is quite bright, like in Lady GaGas Telephone music video it uses bright and vibrant colours to reflect the genre of music 
• A demand from the record company for lots of close-ups of the main artist
• Artist develops their own star iconography in and out of their videos, for example if the artist is rebellious on life, the music video will reflect this to help them see their image 
• Reference to voyeurism, which is done through the male gaze. The camera is used from a male point of view to sell women sexually, for example by panning, tilting and slow motion emphasising women body parts
• Intertextual references, is when something references something else. For example, Taylor Swift's music video references Charlie Angels, X-men and Kick Ass.
• Most music videos follow a pattern of having narrative and a performance element that combines

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