SIMON FRITH’S THEORY

Simon Frith created the theory that there are three types of music videos.

1. Performance

2. Narrative

3. Conceptual

3 MAIN TYPES

At the time in which the theory was conducted; 1988, he discovered that Performance videos were the most common type. This type of video features the singer or band, performing to enthusiastic fans. The main goal of these types of

video, was to create the atmosphere of a live concert. These videos also leave the focus on the song, rather than a heavily constructed video.

Nowadays, performance’s are often shown in a studio, or are incorporated into a narrative video, combining the two.

PERFORMANCE

Good examples of these types of video’s, typically come from bands, such as Bring me the Horizon or Pierce the Veil, however, artists such as Rihanna, Beyoncé, Jay Z,

and Kanye West have also made performance based video’s.

‘Narrative’ videos are videos that present a sequence of events creating any kind of story. The most common type of stories appear to be love stories, a typical structure for example is; boy meets/has girl, boy loses girl, boy get girl back, however there is a wide

variety. Nowadays, some artists have begun to create short films out of their music videos, resulting in 7 – 10 minute long films.

A good example of this type of video, and one that follows the typical love story structure, is Drake’s ‘Hold on, We’re going home’, however, in not such a simple way, whereby, his

girlfriend gets kidnapped, and he and his ‘gang’ go to rescue her, whilst showing lots of big houses, and flash cars.

NARRATIVE VIDEO’S

‘Conceptual’ music videos all rely on a poetic form, most commonly a metaphor. Instead of telling a story in linear, narrative form, a conceptual music video is

created to evoke an emotion and an opinion. Every viewer may interpret the video in different ways, subsequently, the video will be unique to every viewer.

A good example of this type of video, is Sia’s Chandelier. The entire video is shot in one take, and shows an 11 year old performing a dance, and the artist is not

included in the video. The video is said to be about the artist’s history with an alcohol addiction, and some interpret it as the child representing the artists

vulnerability, others say it portrays her ‘inner child acting out’.

CONCEPTUAL