Research: Chosen Media Genre

What is your chosen media?

My chosen form of media is a music video. I have chosen this media genre because I would be able to create a narrative alongside the music/lyrics. Initially, I had planned my chosen idea to be performed as a short film, however the focus group that I used suggested creating a music video as this would allow me to follow a more suggestive, creative narrative where I could use music to elevate the themes. I looked into media theories and Andrew Goodwin's lyric theory would support this decision to use the music and lyrics to develop and support the narrative. Although, there is some flexibility in this as I could shoot the footage as though it was a short film and use either realistic or music audio and decide which works to strengthen the video. 

What is a music video?

A music video is promo video released alongside a song to promote the music and band/artist. Music videos tend to follow a narrative, much linked to the meaning of the song which create reality from the lyrics of a song, however not all music videos are actually relevant to songs and some music videos such as those by Sia are seen as ambiguous and not symbolise the connotations of the lyrics. Music videos can be seen as a method of promotion for a single or an album as it gives the audience a visual element to the music they're hearing. Music videos are created to accompany a piece of music.  They are usually similar to a short film or video.  They are usually made to promote or market the sale of music recordings; however, some artists use music videos for artistic purposes and to create reasoning behind the music.  Music videos came into prominence in the 1980s when MTV based their format around them. 

What are the key aspects of a media video?

• Music videos demonstrate genre characteristics.

• (e.g. stage performance in metal videos, dance routine for boy/girl band, aspiration in Hip Hop). 

• There is a relationship between lyrics and visuals. The lyrics are represented with images. (either illustrative, amplifying, contradicting).

• There is a relationship between music and visuals. The tone and atmosphere of the visual reflects that of the music (either illustrative, amplifying, contradicting).

• The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work (a visual style).

• There is frequently reference to notion of looking (screens within screens, mirrors, stages, etc.) and particularly voyeuristic treatment of the female body.

• There is often intertextual reference (to films, TV programmes, other music videos etc.).