Ruby Elgram, Sadie Brace, Maisie McCarthy, Jade Cook.

Music video’s often have a typically fragmented narrative; meaning that the video will have a contrast between shots of the artist performing the song in the music video (lip syncing the lyrics) and also shots of the story behind the song.

An example of this would be ‘Sweet Nothing – Calvin Harris’ which shows Florence in performing the song but also shows the story as well.

However, some music act as short films linked to the lyrics and meaning of the song which puts more emphasis of the particular message the artists wish to

convey. An example of this would be ‘Time – Chase and Status ft Delilah’ Which does

not have any shots for the artist, just purely a story based around the meaning of the song and the lyrics.

There is a huge about of editing styles for editors to use, however I feel a commonly used one for music video’s is a fast cut because within a music video

there is so much to convey within the space of 3-4 minutes (generally). A fast cut also allows the story to be told at the pace of the music with various images/shots

to keep the audience engaged.

On the other hand not all songs are fast paced and using rapid editing and fast cuts would not work with the slower paced songs.

Most Likely Ballads and sad songs use slower editing techniques and softer transitions from each shot.

A variety of editing techniques can be used by directors and editors to convey a particular effect such as:

• Lip syncing• Split screen• Cut away

• Rapid editing• Parallel editing

• Computer generated imagery• Cross cutting

Mise en scene is an important aspect of every music video. As a certain look can engage a variety of audience members. This can be achieved through costume,

props, location lighting and performance.

Product placement is also evident in a lot of modern day music video’s because it creates an extra source of funding for the record label and the artist and also a form of advertisement associated with popular brands. An example of this is the

use of Apple’s iphone in the Justin Bieber – Boyfriend music video.

Iconography is also used in music videos to establish the genre or image of the artist. For example a rock music video would include shots of rock concerts and a

band playing guitars, drums and shots of mosh pits in crowds.

Voyeurism is a theory that humans get erotic pleasure from looking at something of a sexual nature. This theory is applied to music videos and it is evident to see that there is obviously sexualisation of women which is also suggested by Laura

Mulvey’s theory of ‘the male gaze’. Due to a majority of directors being male they are producing a manipulating presentation of women for the arousal of a male

audience.

The theory that we have a desire to be a voyeur is vital in a music video as it shows aspiration, the audience dreams and aspires to live the glamorous lifestyle

shown by the artist at hand.