Music video overview

What is the purpose of a music video?

• The main purpose of a music video is to advertise the artist or band. The music video for the song when played will help to expand the artist or bands star persona. 
• It could also be to sell the song and promote the album that includes that particular song as one of the tracks. After audience watch each music video, a memorable visual will be created in their minds which will increase the chances of the song being sold. 
• Music videos are also created to target all kinds of audiences of the new release due to the fact it will be shown on lots of music channels which is viewed by lots of different audiences.
• A music video may also have been created to give the audience a better understanding of the song if the music video is narrative based.  

Are there different types of music video?

Yes, there are three types; performance based, narrative base and concept based.

A performance based music video is when the video includes the band performing the song through more or less for the whole duration of it. One reason as to why the artist or band may choose to film their music video this way is because it is the cheapest method. One example of this is the music video Abba - Dancing Queen. For their video, they have simply taken one shot of Abba performing their song to a live audience. They haven't really varied the shot types or camera movement apart from zooming in and out and focusing on different band members. There is also no costume change.

A narrative based music video that has a storyline throughout. In some cases, the storyline may portray the lyrics of the song. The video may also involve actors and often a choreographed dance routine. Sometimes, if a song is featured in a movie clips from that movie will be cut into the music video. A great example of a narrative based video is Geri Halliwell - It's Raining Men. Her video's storyline doesn't portray the lyrics literally but it is raining men. There are actors playing the judges and there is clearly a choreographer dance routine. We also clips of Brigit Jones Diary, the movie, cut into some of the music video.

A concept based music video is one that focuses on one particular idea. Videos like this are often slightly unusual and/or apply precise filming or editing techniques. An example of this is Aphex Twin - Come to Daddy. One example of the editing techniques is the screenshot below. This is not a shot in which cameramen would be able to film without using an editing software.

How to know you're watching a music video

The obvious points to look out for when trying to work out if you're watching a music video are:

• The duration of a music video is usually between 3-4 minutes long.
• The video will always include the artist or band members.
• Through the way it is presented such as, on the artists Youtube channel or on a music channel.
• It will include both music and visuals.
• There will be a huge variety of locations in the short duration.
• The visuals may illustrate the meaning of the song.
• Some effects may be used.