Understanding styles of music videos Task 2b (I)&(ii)

Performance

There are three different styles of music videos one of them is called performance style music video, this is where the band or artist is featured in the video performing their song to their either a camera or an audience. The purpose of a performance type video is so that the record label of the artist are able to try and sell the tickets for the artists concert this is because now a days no one actually listens to the music itself however they watch the visuals of the music video, also a performance style  music video is used to sell the image of the artist to their audiences. In conventions of a performance type music video are lip syncing, artist generally lip sync in their performance style music videos as they have to performance completing a choreography that is hard to do and sing well at the same time.

An example of a performance type video I looked at was the song 'Work from home' by fifth harmony. In the video we see the artists dressed as builders which links to the lyrics of the song 'work' we also see the members of the band dancing which makes the music video a performance type music video, also in the video the artists are lip synching so the song whilst performing this shows the characteristics of the artist selling the tickets of their concerts as their target audience believe that is what they are like when performing live, therefore the music videoing is promoting the artist to a range of audiences by watching the music video on online mainstream such as YouTube.
In a performance type video there may be the choreography of the artist also other back up dancer

Parody

Parody music videos is where the music video mocks the original work from that artist for comedy purposes. Parody music videos usually become viral as they get more viewers watching their music videos as they are funny and entertaining which people may enjoy watching.

Homage

Homage is when the artist shows their appreciation and respect of another artist in their music video. The reason of creating a homage music video is because the artist wants to show the audience their role model and who has inspired them to create their own music.

Animation

Animation music videos include drawings and other models that act as an illusion in the music video making the video a more cartoon style approach. The purpose of music videos is so that they are more abstract and artistic than other music videos making the audience more interested in the video by the visuals which may result in the video being viral.

Conceptual

Conceptual music videos have a metaphoric and poetic approach meaning that the audience will need to interpret their own meaning of the track using the visuals, this is because conceptual music videos have no use of narrative in their videos this is an easier form as the viewers have to come up with their own story of the music video, conceptual is also used to help create a mood for viewers to interpret. An example of conceptual music video would be from the artist Sia the song called 'Elastic heart' this is because the music video consists of a meaning, however it does not have a narrative. Which viewers may interpret their own meaning such as the relationship between the young girl and man.

Intertextuality

Intertextuality music videos is when there is a reference between the music videos and another cinematic film or a programme. This can be reflected in the style of the music video or produced in a humorous way similar to a parody. The purpose of intertextuality is so that the audience can take further meaning away from the text, interpreting their own meaning. Most mainstream music videos have a cinematic feel mainly because of their directors having more post production techniques and other technology. There are many examples of cinematic references in music videos such as, the music video for 'Material girl' by the artist Madonna that mimics the film 'Gentlemen prefer blondes', in 1953. There is a similarity between the artist and the actress's costume as well as the choreography as Madonna copies the dances such as when the men pick the girl up in the film also in the music video Madonna is picked up in the same way.

Narrative

Another style of music videos is narrative, which is like a short film; narrative music video resembles a story, which may include the artist as one of the characters demonstrating as a story line. This is surrealist because the stories are usually things that could happen in every day lives in reality which viewers may be able relate to.