Theorists- Archer

How to Study Music Videos

Archer suggests that 'sounds are the basis of a process of visualisation that serve to enhance, not restrict, the original pop sound effect'. Steve Archer suggests a step by step 5 pointer checklist that must be completed in order to study a music video effectively, based on Goodwin's book 'Dancing in the Distraction Factory'.  

• 'Thought Beats'

This refers to 'synaesthesia', where a person pictures sounds in their mind.  To begin with, lyrics don't need to be analysed, just the beat and the different layers of sound to introduce a general feeling to the music.  

• Narrative and Performance

The entire narrative is rarely given to the audience through the song, so the audience is left guessing.  Music videos need to have repeatability in them, so that the audience wants to watch it over and over.  This will get the video more views, plays and hits and in the end, makes more money for the company releasing the material.  If the music gives away the whole narrative, people will be less likely to want to watch it again and again.  

• The Star Image

The music industry relies on a small number of big names to make money.  When an artist has developed their own star image it is easy to sell their work and make money off of them as everyone already knows who they are, they have a large fan base and they all want to hear their new material, whenever it is released.  Using the artist in their own music video is more likely to be a hit because people want to see the artist that they look up to.  If an artist wants to appear to their audience in a certain way, they will do so through their music videos.  This is why music videos are important when it comes to maintaining, adapting and changing an artist's star image.

• The 3 ways Music Videos Relate Visuals to the Song

1. Illustration- The most straight forward technique, physically putting things into the video that represent the lyrics
2. Amplification- Used to retain a link with the song and enhance the ideas that the lyrics may already give about the song
3. Disjuncture- This creates a whole new meaning to the song by creating new ones.  This has to be done well and creatively otherwise it isn't effective. 

• Technical Aspects

This relates to the camera angles, editing, mise-en-scene and sound in the video.  Speed is often adapted depending on what the song is about eg. slow movement for sad songs, fast pace movement for happier music.  This is the same with fast-cutting, fades and blackouts. Lighting and colour are both used in music videos to create meanings.