Music Video Genre Research:

Music Video Genres:

Performance: 

• One of the oldest and most commonly used music video genres.
• The video mainly consists of the band members playing their instruments, dancing, singing, and even performing to a live audience.
• "The bands are located in various exciting locations that connect with the song and the feeling they're trying to create"                                                         

Narrative:

• Where the artist tries to tell some sort of story through the music video. 
• Tends to reference the lyrics of the song.  
• The three different narrative techniques used in music videos:
• 'Illustration' ("The narrative is based purely on the song")
• 'Amplification' ("The lyrics are still closely connected to the video, but not all scenes are relative to the song") 
• 'Disjuncture' ("Where the narrative becomes detached from the songs meaning, the Director chooses to create a new meaning or theme through the video")   

Concept:

• "Videos without a storyline and have no relevance to the lyrics themselves. The concept music video is usually based on the artist's vision, can be seen as a way to expand their creative vision with the song"
• No structure to the video.
• Creates a uniqueness which can "sear into the audiences brain"; leaves audiences fascinated, because of its eccentric nature it becomes very hard to forget it.   
• The two types of concept techniques used in music videos:
• 'Thematic' ("focuses on a theme based on the genre or the song's meaning")
• 'Symbolic' ("Are made up of different frames that build meaning with each other")

Lyrics:

• The lyrics of the song are presented on-screen, either in a plain or creative (animated, or embedded into live action) format.

Animated:

• A hybrid of other music video formats, e.g. a narrative music video could still be presented in an animated format.
• More is possible in animation compared to live-action.

Browser:

• Where the music video can be found on a browser site or link.
• Creates a way for users to interact with the music video.    

Dance:

• Where the artist, band, and backup dancers, choreograph a dance using the artists song.
• The music video mainly consists of this dance being performed.

Music Video Genre Examples:

Narrative:

How the artist represents themselves on album covers:

Taylor Swift - Has a main focus on the artist herself.                        

           

ZAYN - Has a main focus on the story created in the music video (derived from a movie poster style). 

David Guetta - Has a main focus on the artist himself.

Who is the Target Audience for Narrative music videos:

• Those who may have related to the artists song, or those trying to get an understanding on certain meanings in the song.
• Those wanting to enjoy an on-screen story created through the artists song.
• Fans of the artist, or band.

Most common Record Labels to produce artists in this music genre:

Republic Records, Mercury records, Astralwerks

1. Taylor Swift - You Belong With Me:                                                                                                                           
                                                                                
2. ZAYN - "Dusk Till Dawn":                                                                                                                         

                                                                                
3. David Guetta - Titanium ft.Sia:                                                                                                           

Concept: 

How the artist represents themselves on album covers:

Coldplay - Has a main focus on the title of the song, and the mood that the song itself portrays. 

The Neighbourhood - Has a focus on the title, which has been communicated through smaller graphics (I Love You)

Who is the Target Audience for Concept music videos: 

• Those interested in the more artist techniques displayed throughout the video.
• Those intrigued by the band and the meanings that they commonly attempt to create through these concept music videos.
• Fans of the artist, or band.

Most common Record Labels to produce artists in this music genre:

Parlophone, Warner Music Group, Atlantic Records

1. Coldplay - Paradise:                                                                                                                             
                                                                                                   
2. The Neighbourhood - Sweater Weather (A2 Media Studies Music Video Example)

          

Performance: 

How the artist represents themselves on album covers:

Ed Sheeran - The focus is on a symbol that the artist has specifically chosen for this song  

Coldplay - The main focus is on the title 

Imagine Dragons - The main focus is on a symbol that the band has chosen to represent the song

Who is the Target Audience for Performance music videos: 

• Fans of the artist or band, perhaps in an attempt to relive a certain performance.
• Other artists, who may be curious as to how certain effects were created in a song (This may be shown in the performance itself)
• Fans of the artist, or band.

Most common Record Labels to produce artists in this music genre:

Atlantic Records, Warner Chapel Music (WCM), Capitol Christian Music Group

1. Ed Sheeran - Visiting Hours:                                                                                                                   
   
                                                                                                                                                    
2. Coldplay - Sky Full of Stars:

                                                                                        

     3. Imagine Dragons - Cutthroat: