Style and Conventions of Music Videos

Interpretative

Interpretative style of a music video is when it visually directs the lyrics as a video, throughout this music video it is all based on a boat, and certain lyrics in the song are shown visually as it is played. For example when he says "I'm flipping burgers" we then see an actual shot of him flipping a burger. Why an institution would use this style of a music video is to actually let the lyrics come to life, in this music video by doing so we are shown three men living a very glamorous, worry-free life enjoying being rich. Using this type of style of music video it shows how extreme the lyrics are and when put into video form everything comes together and when watching it, especially this music video it starts to seem quite silly. The impact this has on the audience is it gives it a comedic effect which could work in two ways, either cause the audience to enjoy the video and urge them to keep replaying it re-watch eye-catching parts or either put them of and make them think why a video would be so silly and pointless. If I were to use this music video style, I would use it in a comedic way to try accentuate certain lyrics to either get a point across or show it in a extreme way. If the song I choose if a funny, upbeat one I would choose this style to create it in.

Impressionist 

An impressionist styled music video is one that the imagery matches the mood, but the video has nothing to do with it. Why an institution would choose this style of a music video is to really get the emotion and feel of a song across, the song above is talking about a relationship yet we do not see any girl involved just them walking around in rain yet we still feel the sadness created by the song and the way they have visually represented it, taking out the colour in the video and using just black and white gives a deeper meaning and the rain can also represent sadness yet it gives a soothing yet romantic effect to the video. Through choosing this style more emotion is shown and then when played to the audience usually has a deeper meaning. If I were to use this style of music video, it would either be a sad song, or a romantic song. Because by using this style u get the message across clear about what a song is about and you could film anything you want as long as you make it match the style of music.

Surrealism/Abstract

An surrealism/abstract style of music video is something surprising, non linear with no start or end. Why an institution would use this type of music video style would be to shown the mix up of a certain song and help show the type of song it is, usually by doing this style you can confuse an audience by depending on the style of music u place it to, it can work. Impact it has on the audience is sometimes it can intrigue them but also sometimes it can make them confused and due to confusion makes them replay the song getting more views, and watching the music video until they understand whats going on. I would use this style of video if I were to choose a rock song, the fast pace, craziness of a rock song would work well with this style allowing you to almost be able to film anything you like.

Animation

Animation style of music video is when a music video is completely made out of animation, and everything is done on the computer. An institution would use this form of music video to put across fun and excitement of a video, by using animations in videos we are able to do things that we sometimes cannot film, and there are really no limits on what you can create where as when u are filming something there is. Animation can be used for any genre of music and has been done so in the past. Living in a modern age, animation style music videos are not as common and when an audience sees them the effect they have makes more of an impact! It being something completely different from what we are used too, a lot of interesting things can be created which can engage an audience and make them want to watch it more than once. I would use this style of video if I had a song which included very larger than life lyrics so I would be able to create that through animation.

Intertextuality 

Intertextuality is when one media text is referred to in another. Why an institution would use this style of music video is either to be able to promote something or cause a buzz on why something is being shown or represented in a different way in a music video. For example in Katy Perrys song "Last Friday Night" we see a shot of a social networking sight called "friendplace" which is acting as "Facebook" in the video, also the clothing in the  video are all 80s themed referring to that point in time. The impact this would have on an audience is that it would allow them to be able to pick up on little things such as the Facebook thing and would clearly come across to them as they are imitating Facebook. Also with the clothing in this particular video could trigger memories for older viewers or viewers who were born in the 80's. I would use this style of music video is I were to create a very mainstream video which would allow me to subtly reference these other things.

Parody

A parody music video is changing certain lyrics to give a more comedic feel to whole song. Why an institution would choose to use this type of music video would be to create a fun vibe, making the audience laugh. By doing so the impact it has on the audience is something that they want to want to watch again because it is so enjoyable, usually parody's created change lyrics in a smart, quirky way to make the audience enjoy it. I would choose this style of music video if I were to do a very well known song, so then everyone notices the changes that I have made.

Pastiche/Homage 

This type of music video is when they imitate something that has been previously made and/or take inspiration from it.  Michael Jackson's music video to thriller was like a mini horror movie. Why an institution would use this style of music videos is because they can take very iconic music videos and make them their own taking a lot of inspiration from them. Certain artist can even take them from their own idols, by doing a tribute video or just a dedicated video. The impact this would have on a certain audience would be that when watching a music video there would be some things that they recognize and they then would be able to link the two videos together. If I were to use this type of video I would choose something very well known and successful to recreate.

As-live

https://www.youtube.com/watch?v=YoMHTQvLPN8

An as-live music video shows the artist performing live. Why an institution would choose to use this style would firstly be it shows everyone how popular an artist is, showing that people actually pay money to see an  artist. Also it gives them a chance to show a concert experience and also show some of the crowds reaction to show what a good time the audience is having and also what a good performer the artist is. For example in this music video we see pink do some theatrical stunts and also her live upbeat performance shows that she doesn't slack while performing and also shows how much she is enjoying it. The impact this has on the audience is that it makes you wish that you were actually there in the crowd at the show. I would use this type of style if I had a song that someone could really get into and a song that is rally catchy that would draw people in.

Narrative 

Narrative in a music video, is when the music video tells the story of the lyrics from start to finish. Why an institution would choose to use this style is to show the story that the lyrics create, a deep meaningful song with a narrative music video helps get the point of the music video across, it is almost like a short movie having the lyrics narrate the action in the video. The impact this has on the audience is that it allows the audience to engage in the video having them follow a story which they may or may not be able to relate to. I would use this style of music video if I was using a song about relationships because they tend to use narrative most and best in relationship themed songs.