Music Video: Comparing contrasting examples

A music video is a short film that integrates a song with imagery, and is produced for promotional or artistic purposes.
Videos use a wide range of styles and contemporary video-making techniques, including animation, live action, documentary, and non-narrative approaches such as abstract film.
They promote the music but also allow creative expression from the director, hence they can be seen as a platform for both artistic and commercial intent.

Music videos often involve three main components: performance, narrative and concept.
Performance refers to scenes where the artist is seen performing the song, Narrative is a storyline that may or may not relate to the song’s lyrics, and Concept refers to the video’s overarching theme or idea.
Visual signifiers such as use of colour, camera angles, costumes, settings can influence our interpretation of the song and the artist’s image.

Using Barthes’ theory, every element of a music video can be analysed for both its denotation (literal meaning) and connotation (implied meanings or myths).
For example, a sunny beach setting may denote happiness on surface, but could connote freedom, youth, or escape based on cultural context and viewer interpretation.

Music videos can vary greatly in visual style, themes and narrative content, reflecting both the song genre and the artist’s image or branding.
When comparing contrasting videos, consider the use of narrative, performance, mise en scène, and visual style.
Other aspects that can be compared include the representation of gender, race, or socio-economic status, promotional strategies and audience reception.

Music videos often portray ideological messages aligned with the song’s lyrics or the artist’s public persona.
For example, the representation of gender roles and body image within videos can reflect societal expectations or challenge them.
Identifying messages may involve analysing the dominant paradigm (prevalent societal view) and counter paradigm (alternative views challenging the norm).

Viewer interpretation of a music video can be influenced by their cultural background, personal experiences and understanding of social contexts.
When evaluating music videos, keep in mind the active audience theory, which suggests that audiences do not passively receive information, but interpret and make sense of it in their own ways.
Consider how a video might be interpreted differently around the world, considering local norms, values, and political climates.

Evaluate a music video’s effectiveness in promoting the song and the artist’s brand, and in conveying intended meanings or emotions.
Could the video’s narrative, visual style or connotative meanings impact its reception with different audience groups?
How well does the video utilise the AIDA model (Attention, Interest, Desire, Action) to engage and retain viewers’ attention?