1. Initial Research
A music video is primarily produced for the artist to promote the sale of music recordings, as well as
for artistic purposes. It allows the artist to sharetheir interpretation of their song to the audiencewhilst
engaging themwith various styles of techniques. Its importance in contemporary society has increased
over the couple of decades asthe video is now on the same level of significance of the track itself.
The forms and conventions of a typical music video are camera shots, movement and editing. Mise-
en-scene refers to the visual aspect of a production, such as set, props, lighting, costume and the
people featured. In 1940’s, Soundies were created; an early version of a music video. Theywere three
minute black and white films with a soundtrack and included swing, big bands, jazz, blues and
country and western. The use of films in a music video meant that there narratives were developed
which have continued and evolved throughout the years, becoming more experimental and
entertaining. Dorothy Dandridge - Zoot Suit, a Soundie created in 1942, relied on melodramatic and
exaggerated gestures and actions to illustrate the story. The singers started to look at camera in order
to connect and associate with the audience. The use of black and white created a classic look, and
sepia was also an effect commonly applied to produce a vintage look. In order to entertain the
audience, dance routines became popular, and started using basic chorography; however their editing
technique was not as experimental as it could be as the transactions were very simple and
straightforward.
A music video usually consists of a performance, narrative and concept, however, the content is all
depending on the genre of the song. Pop music videos usually consist of a narrative and can
beliteralas theyinterpret images from the song's lyrics,whereas Dubstep videos are more likely to be
abstract using animations for a visual effect. Rock music videos are usually quite dark and havethe
artist/s performing the track, for example the music video by Nirvana for their song ‘Smells Like
Teen Spirit’. They also use a slow motion effect at various moments, predominantly of the crowd to
enhance the enjoymentof the bands’ performance.