Performance
Performance music videos, are ones that include a performance from the artist, with an audience. Sometimes it can be part of the performance from a live concert of theirs combined with other things going on in the video. For the video Suit and Tie by Justin Timberlake, there is a huge performance element. I think that the institution chose this style as this song was Justin's first single after a few years of having some time off. I think having a performance allows the audience to see Justin just how they would see him if they were at a concert. It gets the audience more involved with the artist as you could see his facial expressions and what the words of the song mean to him naturally with no act on top of it. This song is also a love song and it came out at around valentines day so the audience connected with the song immediately.
If i was to use this I would use it in a similar way as I like the technique used as I think it's important to connect with your audience. I would have someone confident play this role so that it comes out perfectly.
Narrative
A narrative music video, is one that tells a story throughout it. In the song As Long As You Love Me, by Justin Bieber, there is a very clear and good narrative which gets the audience gripped to the song and makes them want to watch it. I think the institution chose to do this as Justin Bieber hasn't done a video like this before so they thought they would give him something new. This was the second single released on the Believe album and in this album there were many changes made from the previous ones, as he has gotten older and now produces music to target a range of audiences, rather than just teenage girls. This video shows how he has matured and has a lot of emotion within it. This is because the narrative is very emotional and very much like what people of his age would potentially be going through in order to make a relationship work. The audience would like this style as it gets to know the artist a bit better, and it spreads over a variety of different people.
I think that it would be difficult to come up with a gripping narrative, as some can get boring within the first 20 seconds so you don't end up watching it. However I would like to successfully produce one just like this.
Interpretative
An interpretative music video, is one where the images match exactly what is happening within the lyrics. In the video Price Tag by Jessie J there are examples of this, especially in the first verse where everything she says is shown with actions linking with the words she is saying. I think that the institution chose to do this as this video is made using basic equipment and effects, which make the audience pay more attention to her hand gestures and other actions that link with the lyrics. I think that her video works very well, as sometimes it can make a song look cheap and tacky making everything seem less serious. If I was to use this style I would use it in only part of the song like this one as I think it would look good once it is all completed instead of looking cheesy.
Impressionist
Impressionist music videos are ones where the imagery matches the mood and pace of the song but actually doesn't match the actual song, meaning the video is just a narrative played over the top of a song. In this song Waiting All Night by Rudimental, the video is different to the actual song, but cuts at the corrects point which match the song completely. This is very obvious and done very well at 4:02, which gives a great affect to the audience when watching it. I think the institution chose to do this as there isn't really many words in the song so there isn't really anywhere to go with the actual song. Therefore I think that is why they made the choice that they made as it was too difficult to do anything else. I would really like to use this style as I think it would make a song of this kind look much better than trying to make it match the actual lyrics.
Animation
This video by Gorillaz ft Shaun Ryder has all animation apart from Shauns head in the music video. Many of Gorillaz videos are animation as they are interesting and in these videos its the characters telling the story instead of people just acting the part. It makes the music video a lot more interesting as I think that if the characters where humans then the video would get boring after a while. Having it as an animation also allows it to be quite abnormal as at the beginning of this video the character opens huge doors that reveal his head and you wouldn't really be able to get away with that if it was a human playing that role. The institution have definitely done this for the audiences reaction to the song and to make it very original to everyone else. If I was to use this style I would only use a slight input of animation as I think it would be extremely difficult to do but would still make a big difference, for example in Bruno Mars, Just the Way You Are, there is only a slight input of animation but it still gives a good affect and makes it less boring than if he was just there singing the whole time.
Intertexuality
Intertexuality is when one text refers to another. In the music video La La La by Naughty Boy, there are links to the film Wizard of Oz. The narrative shows many links such as Dorothy and her dog To To, scarecrow and tin man. These are shown differently in the song, but the characters are still there. I think the institution chose to resemble the film as it is an absolute classic and they know that anyone would know the film and be able to link it with the music video. I myself had to watch it a couple of times to understand fully what they were trying to get across and I think that is a good thing as that is probably what they aimed to do. I think that the audience definitely enjoyed this video because of the connection with the Wizard of Oz as its a classic.
I think that if I was to do this type of thing it would be slightly difficult as if you try doing something referring to something else, it tends to become too much like the original thing, so I would try to put my own twist on it.
Pastiche/Homage
Pastiche/Homage, is the imitation of a text feature by another text. This can be from the same text or something completely different. It can also be something that copies the style from a period of time. My example here is, 'Uptown Girl.' Originally this was done by Billy Joel in 1983. This was then done by Westlife in 2001. This had more of a modern twist on it, and was very successful as people already knew and enjoyed the song. This braught in a wider audience, as Westlife were at the time more for teenage girls, but this song was attracting older people who already knew the song. I think that this is a good way to do it, and I would do this as it would be successful.
Referencing
