The document discusses different purposes and types of music videos. It describes that music videos can aim to entertain, promote, or tell a narrative. The document also summarizes Frith's three typologies of music videos: performance videos focus on performing, narrative videos tell a story, and conceptual videos have an abstract idea. Examples are given of each type, such as the Arctic Monkeys' "Teddy Picker" exemplifying a performance video through its footage of the band. The document further outlines Goodwin's seven conventions that most music videos conform to, such as relating the lyrics or music to the visuals.

1. Music Video Research
Initial Research

2. What is a Music Video for?
Different music videos hold different purposes in what
they aim to achieve, with possibilities of achieving
entertainment, promotion or following a narrative.
The purpose of a music video may differ depending on
the genre of the music, for example, a rock/indie music
video may be focused more on the entertainment
value, whereas an R’n’B music video may deviate
towards the promotion of ‘big-name’ brands, such as
clothing and jewelry.

3. Frith’s 3 Typologies
Frith (1998) stated that “music videos can be
categorized by three different typologies”. These
were defined as:
• Performance: The act of performing as part of
a live show, staged event or other form.
• Narrative: A series of events that complete
the arc of a story being told.
• Conceptual: A completely abstract idea that
bares no relationship to the song or lyrics.

4. Performance Example
An example of a performance music video would be “Teddy
Picker” by Artic Monkeys, as this video consists essentially of the
band performing live in the studio, with some footage of the
band’s leisure time. Therefore this music video upholds the
criteria of a performance music video.

5. Narrative Example
An example of a narrative music video would be “Stan” by
Eminem, as this video consists of the protagonist constantly
writing to his role model, with the accidental loss of a letter
leads to a domestic tragedy; altogether creating a video
narrative that captures the audience’s attention thus adhering to
the narrative music video criteria.

6. Conceptual Example
An example of a conceptual music video would be “Deceptacon”
by Le Tigre, as the official music video for this song consists of a
single take of two costumed men that act out a simple dance
routine. There is no performance from the band, nor any
narrative to follow; therefore this music video conforms to the
style of conceptual music videos.

7. Goodwin’s 7 Conventions
Andrew Goodwin stated that all music videos conform to at least one of
seven music video conventions; these are:
• There is a relationship
between the lyrics and the
visuals.
•
There is a demand on the part of
the record company for lots of
close-ups of the main
artist/vocalist.
• There is a relationship
between the music and the
visuals.
•
The artist may develop their own
star iconography.
• Particular music genres may
have their own music video
style and iconography.
•
There is likely to be reference to
voyeurism, particularly in the
treatment of women.
• There is likely to be
intertextual references, either
to other music videos or to
films and TV texts.

8. Examples of Goodwin’s
Conventions