Functions Of A Music Video

The FunctionsSome of the functions of a music video include:

- Promoting artists- Making money (for both the artist and the production crew)- Creating a fan base

Things that make a music video different from generic narratives

● A video typically lasts 3.5 minutes on average● Generic music videos contain a condensed/short

message● Fast-paced editing is used● Artists typically convey lifestyle and image rather than a

narrative (A$AP Rocky’s Peso is a perfect example of this; check it out)

● Artists has huge screen time● Artists look at the camera, breaking the fourth wall -

trying to encourage the engage with the video

Other things in music video narratives ● Not continued drama - complete entity don’t

always have a narrative - can just be a performance.

● The kind of video depends on the pace of the editing. Some of the following edits are used often:-Jump Cuts-Slow Motion-Close-up (Probably the most popular shot type as this is used to promote the artist)

Rebranding Artist ● This is used to make money; make people buy songs

and merchandising establishing a fan base and encouraging them to buy merchandise.

● Take Jessie J for example. She cut her hair off for charity, and featured in a track with Big Sean and Dizzee Rascal shortly after; her short hair being the focal point of the video not only raised her profile but more people watched her video because of this