Sven E Carlsson discusses several theories of analyzing music videos. He identifies two main categories that music videos fall into: performance videos that show the artist singing and dancing, and conceptual videos that show something other than the artist. Carlsson also created a theory that performers in performance videos are restricted and used to sell their image. Michael Shore concludes that many music videos contain recycled styles, information overload, and depict adolescent male fantasies through imagery of speed, power, women and wealth, conveying a soft-core pornography.

1. MusicVideoTheorists

2. Sven E Carlsson
 Sven E Carlsson said that ‘One of the most common methods
of analysis is to break up the music video into black and white
boxes. Almost everything is then perceived as opposites –
trash or art, commerce or creativity, male or female,
naturalism or antirealism, etc’

3. Sven E Carlsson
 Sven E Carlsson believes that there are two categories that
music videos are able to fall into:
1. Performance
2. Conceptual

4. Sven E Carlsson
PerformanceVideos
 Performance videos are when the audience are able to see the artist
singing and dancing throughout the video.
 Our video will most likely be partly a performance video as I believe its
very beneficial to show the artist singing as it would help get across
the emotion of the song really emphasis the lyrics and their meaning.
 Here is a list of performance videos:
1. Lady Gaga – Bad Romance
2. Rihanna – Rude Boy
3. Michael Jackson – Black OrWhite

5. Sven E Carlsson
ConceptualVideos
 ConceptualVideos are when the audience watch something other
than the artist throughout the video.
 We will also include conceptual moments in our film as I believe
whilst showing the artist speaking helps the audience listen and
understand the lyrics, showing something other than this
increasing the impact that the lyrics and beat has on the audience.
 Here is a list of conceptual videos:
1. LilWayne – Lollipop ft. Static
2. MIKA - Lollipop

6. Sven E Carlsson
“Modern Mythic Embodiment”
 Sven E Carlsson created the theory that most
performance movies make the performer not a
performer any more.
“He or she is a materialization of the commercial exhibitionist. He or she is a
monger of their own body image, selling everything to be in the spotlight –
selling voice, face, lifestyle, records, and so on”
 This is saying that performers are restricted in the way that they can
perform as they are being used to sell their voice, face, lifestyle etc.

7. Michael Shore
 Michael shore concludes that music video are recycled styles
that contain an information overload and therefore contains
views of adolescent male fantasies. Most videos contain
elements of speed, power, girls and wealth. All this conveys
into soft-core pornography with clichéd imagery.
 An example of this would be:
o Jason Derulo – Wiggle
o Jason Derulo –Talk Dirty to me