The Importance of Research

Before the production process can occur, copious research must be done in order to create the finest product possible. Today I will begin my research on music videos, including their purpose, and production styles.  


What is the Purpose of a Music Video? Music videos are a way of promoting a certain artist or band in various ways using different styles and techniques to make them interesting and original. The goal of these videos is to increase the popularity of an artist and to further establish their brand. Music videos are also another source of income for these artists. A music video can also be used to reach larger audiences, such as the hit Korean Pop song Gangnam Style, well known for the popular dance, and for being the most viewed video on YouTube.
Popular Music Video Styles
The style of music videos depend greatly on the genre they are created for.
Narrative music videos follow a story line that is usually conveyed through the lyrics of a song or illustrated as an extended metaphor for the song’s underlying message. A linear narrative illustrate a story with a distinct begin, middle and end. Some artists choose a fragmented story line, which does not possess these elements, but depicts the lyrics of the song. Synergy is where a music video is made alongside another product, such as a film. Adele singing the theme song for the film Skyfall is an example of synergy.
Producer strategies allow a music producer wants to change the image of an artist. Miley Cyrus surprised her audience with her music video "Wrecking Ball", changing her image from a sweet, innocent young girl to a promiscuous independent woman.

Performance videos focus mainly on the artist or band performing either on their own or in front of an audience. The video is dependent on a collection of camera angles and movements of the band members rather than following a story line. Performance style music videos are common among the pop and rock genres. The music video for "That's What I Like" by Bruno Mars shows the artist continuously performing the song from primarily one shot as he sings and dances. The graphics bring movement to the video and even some narrative elements too.

A music video can also incorporate a combination of elements. Many artists choose to include both performance and narrative within their productions. Radiohead's music video for "Just" includes both of these elements.

Parody music videos work to mock other productions, usually including comical and absurd elements. Blink 182’s “All the Small Things” music video parodies many of the cliche boy band groups of the time, such as NSYNC and the Backstreet Boys.

Artistic expansion allows an artist to get creative with their video, and add an aesthetic to their piece. For example, Gotye’s music video for  “Somebody That I Use To Know” is well known for its unique design.