Concept videos tend to have no story line and/or relation to the lyrical content of the song. The imagery exhibited is usually surrounded by one idea, but the audience have no idea what is going on.
There are two types of concept video:
Thematic - based around a theme (dependent on genre) for example if it was rap there would be images and videos of streets.
Symbolic - montages of clips, images, videos etc which have meaning that connects. These suggest mood, emotion and feeling, which tend to contradict lyrical meaning.
Advantages of concept video:
- They can be very creative
- They are unique/memorable
Disadvantages of concept video:
- Can come across as strange, misleading or weird
- If the artist isn't present in the video then it will not promote their identity
Narrative
Within this type of video, there are different types of narrative.
Amplification - The narrative may be slightly influenced by the lyrical content it uses
Illustration - This is where the narrative links directly to the lyrics
Disjuncture - This is where the narrative holds very little relationship with the song, and holds a random meaning.
Advantages of a narrative video:
- They can empathise with the artists emotion, which tress to create a relationship between the artist and the audience.
- A simple plot makes a video more interesting to the audience.
Disadvantages of a narrative video:
- They can be expensive for the record label to produce
- If the narrative is unclear it can leave the audience confused wondering what the message was
Performance
Performance videos are centered around the artist. They are used as a platform to sell the artist in the market, and are common in pop and rock genres.
Advantages of performance video:
- Cheaper to make
- Not much thought
- Self promotion
Disadvantages of performance video:
- Generic and boring
- Lack of creativity
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