Video Style

3 DIFFERENT FORMS OF VIDEO STYLE ARE:

Concept: A concept-driven style is often more abstract, as it does not clearly tell a story like a narrative style video. It is based around an idea that may not directly relate to the lyrics and is often symbolic of a wider idea or statement.

Eminem's My Name Is is an example of a concept video because it is somewhat parody of a variety of media, reflecting no clear narrative but an underlying theme of light-hearted satire that ties the video together.

Applying Andrew Goodwin's Theory:

In his 1992 book "Dancing in the Distraction Factory", theorist Andrew Goodwin described 7 key characteristics of music videos. Each of them apply to this video.

1. Relationship between lyrics and visuals:

My Name is displays a solid link between the lyrics of the song and the visuals of the video. In just about every shot, the visuals illustrate the lyrics directly. For example, in the opening sequence before the first verse, Eminem says "Excuse me, may I have the attention of the class" while dressed as a science teacher with chemicals around him. Here the lyrics are portraying Eminem as a teacher, as it is a common phrase for a teacher to say, and the visual of him dressed as one directly complements and illustrates the fact.

2. Relationship between music and visuals:

My Name Is has a somewhat slow-paced, light hearted beat that remains mostly consistent throughout the song. Shots often cut in time with the beat, which gives a sense of rhythm and links the music to the visuals. The video itself is also mostly slow-paced, with few quick cuts or fast movement, which reflects the music's slower tempo.

3. Video style and iconography of the genre:

Despite the music itself conforming quite well to most modern hip-hop / rap music, Eminem chooses to explore the popular hip-hop topics in a different light, and this carries through to the video. Instead of showing lots of flashy jewellery, expensive cars and smoking gun barrels, the video has many shots of dingy, dirty lifestyles that are commonly associated with the working class, subverting the style of the genre. The key similarities with the genre, however, are the shots of drug use (mostly cigarettes) and of low-angle shots of the rapper getting up-close and personal to the camera and throwing his hands around in a performative way. 

4. Close-up shots of the artist:

Many record companies want lots of shots of the artist to be included in the music video because it helps to promote the artist and clearly define the music as their work, which helps to build a brand identity. This video seems to conform to that, partly for this reason and partly because of the hip-hop style.

5. Artist's own iconography:

Eminem has developed his own identity that he uses in his music videos. This includes lots of satirical parody content influenced from a wide range of tv, films and a whole manner of other things. This iconography is clearly present in the video as it has a very non-serious, light-hearted theme.

6. Voyeurism (Frame within a frame):

Voyeurism is used heavily in this music video, mostly from the shots of the television with some kind of show on the screen, which is the main focus of the frame. This is used to highlight and encapsulate the intertextual references throughout the video, which parody different tv shows.

7. Intertextual references:

My Name Is includes many direct and indirect intertextual references. These are mostly used as easter eggs or parody and do not serve much meaning to the video by themselves, but combined they create the entire theme and style of the video. For example, there are a few shots, mostly at the beginning, of Eminem emulating a TV presenter and later imitating a presidential speech. Most of these references are direct and are combined with voyeurism to appear as though these references are actual tv broadcasts like a talk show or the news.

S3RL's music video for The Bass And The Melody is an animated concept piece that is very abstract and in many parts chaotic & trippy. It is hard to discern any underlying meaning behind the video, and there may not be one at all.

Slow Dancing In The Dark by Joji is another example of a conceptual music video (although it does have performance and narrative elements). The video is based around what the lyrics suggest; The character depicted in the video seems to be a satyr, a mythical creature representing lust. This character is fighting against his desires for love and affection because he thinks he's not good enough.

Performance: This style is focused on the artist themselves, including shots of the artist performing the song, such as singing or playing an instrument, and the artist in other situations that relate to performing such as warming up or writing the song.

 

Classic rock videos, such as Bon Jovi's Livin' on a prayer, are often performance videos. This is because it effectively conveys the energy of the songs and reflects the importance of the band in rock.

Applying Andrew Goodwin's Theory:

1. Relationship between lyrics and visuals:

The video is not directly linked to the lyrics, as all of the shots are simply performance. However, the energy, vibrance and at times banter of the performance does reflect the positive message behind the lyrics.

2. Relationship between music and visuals:

As with the lyrics, the music itself is also very upbeat and exciting, which is also conveyed in the positive energy of the performance in the video. The music, lyrics and visuals work together to amplify the excitement and positivity of each other. Also, during parts of the song that emphasise certain instruments, such as a guitar solo, that instrument is shown being played to complement the music.

3. Video style and iconography of the genre:

This music video is very clearly classic rock, and as such it adheres to a large number of conventions of rock iconography in the 80s, such as performing on stage and in front of crowds, gestures of male bonding among fans and band members, guitar playing, baggy and casual clothing and close-ups of singing into a microphone. These serve to consolidate the genre's presence, as if it were aiming to be as rock as possible. 

4. Close-up shots of the artist:

The video contains several close-ups of the members of the band, especially Jon himself. This is likely because record companies like to appoint one member of bands, usually the lead singer, as the "poster boy" who is the face of the band and features on most of the promotional work, such as this video.

Gorillaz' songs often incorporate shots of the band (fictional, but still applies) playing their instruments or singing. This song in particular also has shots of the guest artist recording parts of her singing.

 

The Rescue Me Music Video is so clearly a performance that it is even labeled as so in the title. The entire video is focused on the band playing the song in someone's garden. Very straight forward.

Narrative: This style has a story-driven video that may or may not be directly linked to lyrics of the song. The story is usually simple, such as a girl who loves a boy but something is stopping them from being together, but can also be more complex and potentially act more like a short film piece.

Many pop music videos have a narrative style, often also including lots of choreographed dances.

Eminem's Lose Yourself is taken straight from the film 8 Mile, acting as a synergy for the film's and the music's success. This video is not official but it is considered the music video by most people. This video does have a heavy performance element due to the film being about rapping, but it also tells a story about the main character of the film motivating himself to push beyond his comfort zone and gain confidence in himself.

The Music video for Bangarang is definitely narrative because it clearly tells a story, to the extent that it is almost like a short film. It has a somewhat distinct Act I, II and III, with a clear overall plot and conclusion.