Techniques Used

in Music Videos

By Indzhi Razakyazam

Definitions

• Technique

A way of carrying out a particular task, especially the execution or performance of an artistic

work or a scientific procedure.

STYLES

• Narrative

• Performance

• Concept

• Intertextuality

Performance

• A performance based video shows the artist or band performing in some

ways to the camera

• E.g. One Direction – One Thing

https://www.youtube.com/watch?v=Y1xs_xPb46M

In concert/’as live’ footage

• Uses real life footage (not staged) of the band or artist performing life and

can be seen most commonly in Rock and Indie bands.

• E.g. One Direction – Little Things

https://www.youtube.com/watch?v=xGPeNN9S0Fg

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Narrative

• In media, narrative refers to the way a story is told. In this case we are talking

about how a music video communicates a story to its audience.

• E.g. Taylor Swift – You Belong With Me

https://www.youtube.com/watch?v=VuNIsY6JdUw

Illustrative Narrative

• An illustrative music video is one which will use the literal lyrics as a basis for

the visuals. The visuals and the lyrics have a strong bond.

• E.g. Beyoncé – 7/11

https://www.youtube.com/watch?v=VuNIsY6JdUw

Interpretative Narrative

• These music videos can be interpreted in different ways by its audience, as their thinking can differ from each other; therefore they will get different understandings from the music video.

• E.g. Vance Joy – Riptide

https://www.youtube.com/watch?v=uJ_1HMAGb4k

• In this music video some people may see it as rape, and men searching for women to rape, whereas on the other hand this music video could have included visuals like this for the sake of describing the title of the song and added women visuals in it in order to make it look more attractive – male gaze

Concept

• These videos are based around a single idea or concept and are usually

abstract, obscure and something surreal. The unusual content is an attraction

to many consumers, which draws them in.

• E.g. Kanye West - BLKKK SKKKN HEAD

https://www.youtube.com/watch?v=q604eed4ad0

Intertextuality

• This means ‘the relationship between texts’ which in music video terms

means when one video references another media text in some way.

Pastiche

• This is where one media text references another in an affectionate way (as a tribute)

E.g.

• Kanye West – Mercy (ft. Big Sean, 2 Chainz, Pusha T)

https://www.youtube.com/watch?v=7Dqgr0wNyPo

VS

• Kanye West - "Mercy" (PARODY) "Mazda“

• https://www.youtube.com/watch?v=2GTSdxb8aSU

Parody

• This is where one media text imitates another. The key difference is that parody will do this mockingly, whereas pastiche does so in tribute to the original. Sometimes the between them is nor entirely clear cut.

• E.g. Eminem – Monster (ft. Rihanna)

https://www.youtube.com/watch?v=EHkozMIXZ8w

THANK YOU FOR WATCHING!