What is a Music Video?

MUSIC VIDEOS

The 4 Key Areas of a Music Video:

1)     Target Audience

2)     Style of the video

3)     Purpose

4)     Codes and Conventions

TARGET AUDIENCE

The target audience is the type of audience that the video aims to attract. Music artists are constantly changing as they and their record labels demand for certain video outcomes in order to please their fan base (who over time begin to grow and develop interest for different genres) and perhaps try to attract other audience types. For example; in Justin Bieber’s ‘Beauty and a Beat’, he is trying to attract a teenage or young adult audience by involving a water park, dance routines, and demonstrating a ‘party’ atmosphere to make the video as fun as possible. 

Picture: Justin Bieber’s ‘Beauty and a Beat’ - water park location, dancers, 

coloured lighting, portraying a party which attracts a younger audience.

STYLE OF VIDEO

There are three styles of music video:

Performance - a performance based music video is a way to show off the artist's performing skills, whether that be through singing or dancing. For example - Beyonce's 'Single Ladies' music video is a performance based video as it purely shows her singing and dancing, informing audiences that she is a very talented performer

     Narrative - a narrative based music video is one that tells a story. Usually these videos involve a large variety of locations and iconography with a more movie-like feel to it. An example of a narrative-based music video is Ed Sheeran's 'Give Me Love'. This features a lonely girl who take's on a 'Cupid' role of making people fall inlove to find that all she wants is love herself. Sheeran however only makes a small appearance and isn't seen performing at any point. Like Sheeran, some artistsprefer music videos like this as they like to promote their music rather than themselves.

Concept - a concept based music video is one that sells a theme, moral or ideology to the audience. However, a concept is usually displayed in a narrative or performance based video. And of course a music video can be a mix of all styles of music video. For example: the music video to Christina Aguilera’s ‘Beautiful’ follows a blend of all three of the styles above.

Picture: Christina Aguilera performing the song.

Picture: Two homosexual men displaying the concept of the video
– not being ashamed or embarrassed of yourself.

Picture: A girl smiling to explain the narrative of the video 
– over coming self doubt and embracing who you are.

PURPOSE

A music video is market tool to promote and visually explain song and display a short narrative or representation of the artist. Music videos are made to attract a particular target audience and help audiences build a relationship with the artist and buy into their lifestyles. For example, at the beginning of the music video for Justin Bieber's 'Beauty and a Beat', an video clip of Bieber playing piano is shown. As Bieber is usually displayed singing or dancing, it surprises audiences that can in fact play a musical instrument too. This educates the audience and allows them to buy into and learn about Justin Bieber's life, causing them to form a bond with the artist and their music.

Picture: The beginning of Justin Bieber’s ‘Beauty and a Beat’. 
This shows the audience that Justin Bieber can play piano.

CODES AND CONVENTIONS

Different music genres require different codes and conventions for their music videos. By following certain codes and conventions, artists are able to attract the appropriate target audience within their music videos. As you can see, within Justin Bieber's music video, codes and conventions such as coloured and flashing lighting, 'fun' location (waterpark) and dancers are used in order to attract a young and youthful audience. Music videos to dance tracks follow these codes and conventions to create a 'party' atmosphere within them. In contrast, Christina Aguilera's 'Beautiful' is a pop ballad, these music videos tend to follow a more narrative-based structure that portrays the concept that is being told through the song. Codes and conventions such as strong and realistic narratives and performance segments are usually evident within pop ballads and tend to attract a more female-based audience. The codes and conventions that are used in the music video are what attract the appropriate audience.