From this slide share it is clear to say that within music videos the actual content in the music video can be the difference between a song selling well or not. There are some songs that would not sell if it was not accompanied by a memorable music video to which the audience immediately remember the feel or its iconography upon hearing the song. This reinforces the importance of a music video and to why they are constructed so closely using a wide variety of technical codes, such as camerawork and editing.
Technical Codes
Understanding the way in which a video is constructed and the representations within it.
The camera movement in a music video is crucial to analyse as this determines the feel of the video, combined with the type of shot used. The way in which shots and camera movement are developed and sequenced together determines the significant meaning of the video combined with the song. Carol Vernallis would claim that music videos "often frame the body inappropriately."
For analysing editing in a music video it is important to assess the fast cut montage of which most music videos use. This consists of very fast cuts of images/shots which subsequently makes the audience view the video multiple times as everything cannot be grasped in a first viewing. There are also some videos which involve slow paced cuts which enables the mood to be established. Editing and digital effects give the audience a more wider experience such as using split screens etc.
Some music videos are black and white or monochrome - this can be used to create a very edged and arty feel to the video to which gives more effect to the overall video. It can also carry some meaning behind the black and white which makes the audience analyse and question the reasons behind the use of black and white. Black and white VS colour can be widely questioned however it can be argued that for certain songs black and white exaggerates the mood of the video more than it would if the video were to be in colour. Iconography is an aspect that many artists use within their music videos - this helps the audience recognition as it can be familiar to them. Music videos also play a major part in creating and maintaining a stars image. A music video can be used to create, change or develop a stars image thus making the construction of the video important. An example of a change of image would be Miley Cyrus and her widely criticised change of image. Miley began her 'stardom' as a Disney Channel star but becoming an adult being viewed as a Disney Star did not do any favours for her as a growing artist. Subsequently giving Miley no choice but to 'rebel' herself in using her music videos! From a country singing artist with a 'good girl' image to a 'twerking' young and having fun image! - Miley has used music videos as an advantage to develop and change her artist image which has taken its toll on the audience and public. Although she has been widely criticised by the public Miley refuses to change back to her starting image as an artist. This reinforces the importance of music videos and the technical codes that artists use to convey messages to their audiences - making a statement about their image and the type of artist they are all comes from the construction of their music videos combined with their songs.
Miley Cyrus Before:
Some music videos are black and white or monochrome - this can be used to create a very edged and arty feel to the video to which gives more effect to the overall video. It can also carry some meaning behind the black and white which makes the audience analyse and question the reasons behind the use of black and white. Black and white VS colour can be widely questioned however it can be argued that for certain songs black and white exaggerates the mood of the video more than it would if the video were to be in colour. Iconography is an aspect that many artists use within their music videos - this helps the audience recognition as it can be familiar to them. Music videos also play a major part in creating and maintaining a stars image. A music video can be used to create, change or develop a stars image thus making the construction of the video important. An example of a change of image would be Miley Cyrus and her widely criticised change of image. Miley began her 'stardom' as a Disney Channel star but becoming an adult being viewed as a Disney Star did not do any favours for her as a growing artist. Subsequently giving Miley no choice but to 'rebel' herself in using her music videos! From a country singing artist with a 'good girl' image to a 'twerking' young and having fun image! - Miley has used music videos as an advantage to develop and change her artist image which has taken its toll on the audience and public. Although she has been widely criticised by the public Miley refuses to change back to her starting image as an artist. This reinforces the importance of music videos and the technical codes that artists use to convey messages to their audiences - making a statement about their image and the type of artist they are all comes from the construction of their music videos combined with their songs.
Miley Cyrus Before:
Miley Cyrus After:
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