Styles of Music Videos

What are the styles of music videos?

The different styles of music videos can be summed up using Andrew Goodwin's theory suggests that music promos can interpret or use meaning created in song lyrics in different ways:

• Illustration: illustrates the idea of narrative in song lyrics e.g. Eminem - 'Stan'

• Amplification: Uses a key idea/image from lyrics and develops into a concepts within the promo. A link remains between the lyric and the promo e.g. Beyonce - 'Grown Woman'

• Disjuncture: The promo bears no resemblance to the lyric or it's meaning; abstract, often seen as unconventional/ 'arty' videos; creates a new range of meaning for the song e.g. Franz Ferdinand - 'Can't Stop Feeling'

However there are three other ways a music video can be 'styled':

Performance - This can be when an artist is shown on stage performing their song with a band or it could be when an artist is 'acting' but miming the lyrics to the song. A good example of performance without a band or instruments is Jordin Sparks & Chris Brown - 'No Air'

Narrative - This is very similar to illustration as the music video uses a narrative, usually conforming to Todorov's theory of narrative to express the meaning behind the songs lyrics and feeling. A good example of a music video using narrative is Goldfrapp - Jo which is from the murderers point of view as they stalk and kill a woman named Jo

Concept - This is similar to disjuncture as it is based around a single idea which is unusual or obscure. It will also attract a wide audience and the video will make the audience constantly look at the unusual images on the screen. A good example of a conceptual video is Red Hot Chilli Peppers - 'Otherside'