Music video theory 

In this assignment I will be talking about the different effects, purposes and techniques. I will be talking about how each of these effects the music video and shapes what kind of music video it will be.

Styles

• Found footage 
• Story telling 
• Slow paced
• Fast paced
• One take
• Indie
• Rap
• Metal
• Rock
• Semiotics
• Choreography   
• Statement
• Animated 
• Acoustic

All of these styles are determined by what genre of music the music video is accompanied with and the image of the band/artist. The music videos style can be effected by the lyrics of the song, this can make the music video a story telling device or a way to make a statement. An example of this would be "Drown" by bring me the horizon .

 An example of a story would be "Unconditional love" by Memphis may fire . 

The lyrics of a song normally have the most influence by telling a story or making a statement. They tell a story because they think that the topic something that should be talked about and is something of importance. 

Some music videos are shot live but edited in a post production. These are normally several clips taken from live performances with the original song playing in the background. An example of this is "Rip bon" by The amity affliction. This video is used to give the viewer a sense of what the band are like when they perform live.

The genre of music also plays a key part in the style of music video because the music video is designed to portray the artist/band's image. An example of this would be "Welcome to the jungle" by Guns N' Roses. They did this because it promotes the band and attracts new fans who like the bands image.

Animated music videos can be used as a story telling technique or as a creative outlet. The music video will be pitched to an animator instead of a cinematographer. An example of an animated music video is 'Save me' by Killswitch engage. This music video is a stop motion animation video which hasn't been seen much in recent years.

Some music videos are a mix of two styles such as A day to remember's music video 'right back at it again' They use a mix of composite animation which creates this. This video is unique because of the mix of animation and real people mixed together. Because of this people will remember the video and will watch it again because it is quite creative and amusing to watch.

All I want (acoustic) by A day to remember is an acoustic variation of the original non acoustic song. They did this because at live performances the acoustic performance was quite popular so they made a different version. Having two different versions of the song is good because people who like on may like and buy the other meaning they get twice the amount of money for one song.

Gimme chocolate!! by Babymetal has choreography included in the performance. The choreography helps to give the viewer an idea of what the bands image is. The choreography is quite childish which fits because the three singers are young. 

Purposes 

• Money/revenue
• Advertisement (the song, new album, tour or a new single)
• Promote song
• Promote band
• To make you remember the song better
• To visualize the songs narrative
• To show off the bands image
• To raise awareness on a issue
• To promote a show/film

When you get to the point a music video's main purpose is to make money for the band and in turn make more money for the label. This is done through different ways such as advertising the band and song as well as selling the music video on sites such as itunes. at the end of some music videos there are images of the upcoming album and where you can buy it, the song with the advertisement is normally a song off the upcoming album as well as advertising the record label that the band is assigned to. An example of this is 'The death of me' by Asking Alexandria.

This music video has both the record label and the new album with the release date on the side. This music video was made after the album was released so it was used to promote the album to new viewers.

Some music videos enhance the lyrics and give across a message and makes it more obvious the the audience. An example of this is 'Coming down' by Five finger death punch 

This music video tells a story from two different views and it is made to promote supporting people through their depression. The lyrics of this song already have the statement but the video visualises the narrative and gets the message across better. 

Some songs are not as memorable as the music video so the music video some times make the listener remember the song because of the music video. 

 This music video stands out as being innovative which makes the song stand out. They did this because it helps the song stand out and stick in the listeners memory and make them come back to watch the video again.

Some music videos are used to promote an upcoming television show or a film or vice versa. This works to promote both.  This example was for the theme song of bravoman which was at the time a new animated television show. They did this so that the two could profit off each other and further promote each other. By watching the show bravoman you will here the theme song and might buy it, the opposite being that you might here the song and then go and watch the television show because you have heard the song.

This video is good because it shows you what the band is like behind the scenes while still being a music video. This promotes the band but not as a band but more as a people. They did this so the fans could feel like they had more of a personal connection to the band.

Techniques 

• Lyrics on the screen 
• Band cameos 
• 1 shot
• Cutting to the beat
• CGI
• Green screen 
• lip syncing performance
• Parody
• Lyric interpretation 

The kill (bury me) by Thirty second to mars is a reference to the shinning. People who have watched the shinning may find this song because it is a reference and fans of the film could have spread the music video around. On the opposite end people who find out that the video is a reference to the shinning may go and watch the film. They did this because they are a fan of the film but it will also raise awareness of their music video and subsequently their song.

All I want by A Day To Remember has lyrics on the screen as well as band cameos. People who have watched the video will see a lot of new bands which they may listen two after seeing them in the video, although you only hear A Day To Remember's song but they may be looking for another band to listen to which they will find lots of bands which are roughly the same genre in this video. Oppositely people who listen to one of the cameos could find out about a music video with the band that they like in it causing them to check is out and listen to the song. The lyrics on the screen are used so that you remember certain lines better.

YOLO by Lonely island has lyric interpretation. Lyric interpretation is when the people in the music video mimic what the lyrics say. They did this because the lyrics are quite funny and it makes the music video funny by doing what the lyrics say. Lyric interpretation is used a lot in lonely island music videos and could be argued to be the reason why they are so popular. 

Almost easy by Avenged Sevenfold has a green screen and some video effects that change peoples faces in the video. They used a greenscreen to stand out and grab the viewers attention and keep them watching. Using a green screen crates an environment that the band couldn't play in without it. 

Violent Soho by Saramona Said is a one shot music video. A one shot music video is when there is a only one cut at the start and has one long lasting shot. This gives the viewer a sense of being in the back seat of the car with the band and gives them the feeling that they are part of the music video.