Functions of a Music Video

By Amirul Islam

What’s in a Music Video?A music video is a sort of short film which consists of a

specific song playing over it.There are many types of it, such as narrative and non

narrative, stylised or just live performances however they are all different depending on the genre.

The video will have a range of shots, angles, movements and edits. There are generally close ups of the artist

whilst it is being edited to the beat. The artist in the video usually has the most screen time

so it becomes clear they are the artist.

Also, in most music videos, the artists tend to break the fourth wall by looking straight at

the camera which create a sort of monologue for the audience which is what differs music

videos to movies and TV dramas. Breaking the fourth wall(Demi Lovato - Heart attack)

Close up(Gabrielle Aplin – Power of Love)

Stylised(Labrinth – Earthquake)

Why are they made?

A music video’s main function is toPROMOTE & SELL THE ARTIST

In the video, the artist has an image that is unique to them. It makes people remember

who they are which may also helps create a fan base if they are likeable.

Also a music video is a good source of revenue as it also promotes the song features which is

usually sold as a single.

Exhibit A - Miley CyrusMiley Cyrus, who was initially known for her role

as Hannah Montana became her image, a Disney Star. Only until recently, she went

from innocent to this person who is edgy and rebellious. Having her image from her role in

the Disney show, she may have wanted to create a new image for her upcoming music

as promotion.Her new image consisted of short hair, red lipstick, a tongue out and twerking. This image was carried into her music video “We Can’t Stop”. Naturally, this music video

caused an uproar online due to it’s controversial content which evidently brought it a lot of attention, mainly negative. This is a great example of an artist who changed their

image so they could to stand out and be noticed for the change.

Analysis of “We Can’t Stop”Miley’s red lips are constantly on show. The colour red is frequent as her new image revolves around her red lips which she applies through the product

placement.

Miley also seems to twerk or shake her bum in her

video throughout the video. This is how she

gains so much attention as it is a bit of a sex appeal

but also her new motif for her new image.

Exhibit B – Justin Bieber Justin Bieber got his image from his hairstyle, the

swept fringe. His image became known to people as the hairstyle was called something like

the Bieber hair. This demonstrated the impact that a persons image can have as it was

ingrained into peoples mind that the particular hairstyle was created from Justin Bieber.

However, like other artists, Justin began to change his image which was accompanied by his music and behaviour. He went from swept hair to a high textured quiff whilst also being thrown out of clubs. His music became seemed more mature as his music

videos went from bowling alleys to expensive cars and attractive girls.

“Baby” (2010) “Boyfriend” (2012)

Analysis of “Boyfriend”Justin becomes a lot more intimate with the girls in the close up in the video suggest he

wants to smooch with them which reinforces his change in character.

His new image also includes him turning into this cool, urban

man who drives fancy cars as his video features some classy

cars.

As part of his new image, Justin may have wanted to be taken as a serious artist which is why he demonstrates his “guitar” and

“dancing” skills.