What is the Function of a Music Video?
The
main function of a music video is to promote the artist and portray them in a
certain way for audiences. Alongside this music videos can also be used to
reinforce a certain song genre, by following the typical conventions of the
genre. For example common genres like pop will often consist of bright colours
and glossy finishing, whereas Indi music will be less mainstream and have an
''average Joe'' feel to them. As many things in the music industry are profit
orientated, you will be surprised that the majority of music videos are
profitless which suggests that making money is not one of the main incentives
when producing music videos. In fact a lot of the time, the productions costs
are paid by the artist staring in the music video. However when artist are
starting out they have very little control over the content of their video's,
which means it is down to the Record label to portray the artist in whatever
light they wish to.
In
class I analysed Rizzle Kicks- Lost Generation to see if the general music
video conventions were followed accurately. Jumps Cuts, Obvious Edits, Camera in
time with music, Eye contact, Repeated shots, base tracks and Editing to rhythm
are all typical conventions found in music videos. From looking at the video I
found that there was a good use of jump cuts and also the artist made eye
contact with the camera a number of times. Camera movement and Editing was in
perfect timing with the music and a number of repeated shots and close ups
where shown throughout the video. This shows that the video followed the main
conventions which is why I chose to blog about it.
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