Theories in music videos

The theories that will be discussed are by:-

Andrew Goodwin
Sven E Carlsson
Michael Shore
Steve Archer
John Stewart
Laura Mulvey

Andrew Goodwin

Goodwin says that the characteristics that are found in a music video are Genre Characteristics ,in which the music video e.g charlie puth's Attention falls under midtempo pop rock with some elements of the 1980s soft-soul and funk the misc-en-scene fits the genre perfectly there are a lot of Puth's closeups in the video while sitting and singing in his bedroom.

Dua Lipa's New Rules also fits the theory on having genre characteristics of tropical house ,EDM and electropop song it perfectly fits the setting and the flamingos give it a tropical affect along with the music.

Louis Tomlinson's new single with Bebe Rexha Back To You fits the theory of having genre characteristics aswell both of the artists are seen performing together in some parts of the video and have various closeups aswell.

Relationship between lyrics and visuals

This theory talks about the feeling the emotions and the message that the artist is trying to give to the audiences. The mise-en-scene and the visuals of the music video match with the lyrics of the song.

Example: Attention by Charlie Puth

You've been going round, going round, going round every party in L.A.
'Cause you knew that I, knew that I, knew that I'd be at one

You just want attention, you don't want my heart
Maybe you just hate the thought of me with someone new

Yeah, you just want attention, I knew from the start
You're just making sure I'm never gettin' over you

Example:New Rules by Dua Lipa

One, don't pick up the phone
You know he's only calling 'cause he's drunk and alone

Two, don't let him in
You'll have to kick him out again

Practice makes perfect
I'm still tryna' learn it by heart

Example: Back To You by Louis Tomlinson ft. Bebe Rexha

Whoah, you stress me out, you kill me

I know my friends they give me bad advice
Like move on, get you out my mind

But I keep on coming back to you

Relationship between music and the the visuals

The tone of the music must match the visuals of a music video.It also makes sure that the cuts and edits of the video go with the ryhtm and the beat of the song.

Record Label Demands

The record labels demand the artists closeups for their promotion and to also set up a band image in some cases that is one of the reasons why in most of the music videos the artist is the protagnist who is performing plus also is a part of the narrative.

In Attention, Puth is both the performer and the protagnist who narrates the story of his side and also is seen acting in some scenes aswell.

Example:Attention

Example:New Rules

Since Dua Lipa is a new artist so will be promoting her music and herself alot like in her music video new rules she's seen hanging out with her friends and is narrating the story of her breaking up with her friends trying to help her get over it,for more promotion they added her name and the song in the begining of the music video.

Emphasis on looking

This relates to Voyeurism meaning when women are objectified and is also related to the Male Gaze that is used to attract the male audiences, this is very common nowadays in many music videos and is also a way to promote the artist using sexuality.

Examples: Attention

Example: New Rules

Sven E Carlsson

Carlsson believed in binary oposition and said that the reception of music videos depends on the audiences, how they like it e.g some mind find the video art and some trash, some beautiful and some ugly.The 3 main types are:-

Commercial Exhibitionist
Televised Bard
Electronic Shayman

Commercial Exhibitionist

According to this ,the artist creates an image and sells the music using their sexuality and body image. They sell their body, voice, face, style, lifestyle etc. For example taking the example of Dua Lipa who happens to be a new artist used in body image in some parts of her new latest hit New Rules.It also shows a perfect girls night with friends hanging out at night together in their rooms and by the swimming pool in the day.

Screenshots from New Rules

Television Bard

The artist tells us a story and the artist is seen singing at different locations, and in different images, in other words the artist becomes a storyteller.For example Attention by Puth is a very good example of a television bard he's seen singing at different locations like his room on a rooftop etc, while looking towards the camera and making contact with the audicenes.

Example: Back To You

Electronic Shaman

This is a concept in music videos in which the artist has magical powers and can be invisible aswell, sometimes can even teleport.This concept is far from reality, there will be no examples as such because the music videos I am working on do not have such content.

Michael Shore

Shore believes that music videos are recycled styles and concepts that contain an information overload and contains adolescents ,male fantasies. Most videos contain power girls and wealth which turns into soft-core pornography with cliched imagery.

Example:Attention

Steve Archer

According to Archer there needs to be a strong relationship between narrative and performance in music videos. Music videos will cut between a narrative and a performance of the song by the artist or the band.Dance might also be a part of the artitst's performance in some videos.

Example: Attention

Puth is shown both acting and performing in the music video.

John Stewart

Stewart believes that music videos have aesthetics of TV ads and that the visual references in music videos come from a sources,the video allows more access to the performer than stage performances can.The misc-en-scene is used to focus on the dreamy lifestyle of the performer.

Example:Attention

The music video shows some parts in which Puth's luxury is shown.

Example:New Rules

Dua Lipa is seen hanging out by the pool side of a hotel.

Lipa and her friends are seen performing in the corridor of the hotel.

Laura Mulvey

Mulvey happens to be a feminist to believes that the representation of women is fantasized my men and that they see women as objects.In many music videos women are not sen as a whole, however the camera tends to focus more on their body parts. Mulvey also argues that men are seen as a whole in music videos and are not objectified like women.

Example:- Attention