Music Video Theorist

1. Theorists of music
videos
By Jack Swingler and Zoe McGhee

2. Sven E Carlsson
Sven E Carlsson's theory is that binary oppositions
drive the narration of the music video forward, e.g
film noir.
Also that there are two main types of music video;
performance and conceptual. Performance clips
where the video mainly shows an artist (or artists)
singing and/or dancing.
Conceptual clips are where something else is shown
during the song's duration which may have
symbolism or an artistic meaning.

3. Performance Clip
There are three main types of performance clip;
song performance, dance performance and
instrumental performance. A way of telling if a
music video is a performance clip is that the artist
is likely to be shown in more than one setting.

4. A Conceptual video focuses elsewhere such as
on a story or conveying a mood across to the
audience and is often produces the more artistic
and creative music videos of the two.
These are can be more appealing to audiences
to watch as they tend to be more entertaining
and interesting to watch, as opposed to 3
minutes of the artist lip syncing.

5. Michael Shore
Michael Shore concludes that music video are
recycled styles that contains an information
overload and therefore contains views of
adolescent male fantasies. Most videos contain
elements of speed, power, girls and wealth. All
this conveys into soft-core pornography with
clichéd imagery.

6. Andrew Goodwin
Andrew Goodwin says that these theoretical
conclusions are the basis of understanding music
videos. Cinematic genre Advertising New
forms of television Visual art “Electronic
Wallpaper” Dreams Post-Modern
Poetry Metaphysical Poetry “Semiotic
Pornography”