2. Sven E Carlsson
• Carlssons theory on music videos states that it is ‘binary opposites’
that gives a video its narrative e.g. A love and hate theme
• Carlsson also states that music videos fall into two categories
‘Performance’ and ‘Conceptual’.
- Performance- This is where the audience can see that the
artist is both singing and dancing.
There are three types of
‘performance’ music videos;
SONG PERFORMANCE
DANCE PERFORMANCE
INSTRUMENTAL PERFORMANCE
3. A ‘commercial exhibitionist’- Carlsson believes that an artist is usually
portrayed as an object/selling item for the label they belong to. This
makes it easier for fans to get attached as they will aspire to be like the
artist as they are being displayed as extravagant and stylish.
A ‘televised bard’- This type of music video consists
of the artist telling a story, they may or may not be
involved in the actual video, however the shots and
lyrics flow well together.
A ‘electronic shaman’- In some music videos the
artist is invisible and only the vocals can be heard.
This technique is popular with many artists such as;
Rihanna and Ed Sheeran.
Many have criticised ‘Performance’ based music videos as they suggest
that there is no real narrative beyond the artists typical sensual dancing,
therefore categorising the performer as a sexual object.
4. -Conceptual-This type of music video consists of the
audience viewing more than just what the artist is trying
to portray.
An example of a ‘conceptual’ music video
In this music video Tinie Tempah
sings the lyrics “and we can do
this until we pass out”, however
this has no real link the music
video which suggests that the
video or lyrics have a different
meaning.
In some cases both ‘performance’ and ‘conceptual’ are combined in
music videos to make it more interesting for the audience. Lady Gaga is
a prime example of an artist who does this, as she is both theatrical and
well involved in her videos and lyrics.
