1. Music Video Research
Initial Research

2. What is a Music Video for?
Different music videos hold different purposes in
what they aim to achieve, with possibilities of
achieving entertainment, promotion or following
a narrative.
The purpose of a music video may differ
depending on the genre of the music, for
example, a rock/indie music video may be
focused more on the entertainment
value, whereas an R‟n‟B music video may
deviate towards the promotion of „big-name‟

3. Frith’s 3 Typologies
Frith (1998) stated that “music videos can be
categorized by three different typologies”. These
were defined as:
• Performance: The act of performing as part of
a live show, staged event or other form.
• Narrative: A series of events that complete
the arc of a story being told.
• Conceptual: A completely abstract idea that
bares no relationship to the song or lyrics.

4. Performance Example
An example of a performance music video would be
“Teddy Picker” by Artic Monkeys, as this video consists
essentially of the band performing live in the
studio, with some footage of the band‟s leisure time.
Therefore this music video upholds the criteria of a
performance music video.

5. Narrative Example
An example of a narrative music video would be “Stan”
by Eminem, as this video consists of the protagonist
constantly writing to his role model, with the accidental
loss of a letter leads to a domestic tragedy; altogether
creating a video narrative that captures the audience‟s
attention thus adhering to the narrative music video
criteria.

6. Conceptual Example
An example of a conceptual music video would be
“Deceptacon” by Le Tigre, as the official music video
for this song consists of a single take of two costumed
men that act out a simple dance routine. There is no
performance from the band, nor any narrative to follow;
therefore this music video conforms to the style of
conceptual music videos.

7. Goodwin’s 7 Conventions
Andrew Goodwin stated that all music videos conform to at least one of
seven music video conventions; these are:
• There is a relationship
between the lyrics and
the visuals.
• There is a relationship
between the music and
the visuals.
• Particular music genres
may have their own
music video style and
iconography.
• There is a demand on the
part of the record company
for lots of close-ups of the
main artist/vocalist.
• The artist may develop their
own star iconography.
• There is likely to be
reference to
voyeurism, particularly in
the treatment of women.

8. Examples of Goodwin’s
Conventions