Research: Purpose of a music video

Purpose of a music video:
A music video is a visual representation of lyrics. It also provides the audience with a visual memory of the song.
The purpose of a music video is to tell the story of the lyrics which gives the audience a better understanding of what the song is about and makes the message more effective by providing images to the lyrics.  A music video entertains a loyal audience and a new audience, represents an artist and can influence an audience.











Case study:
Eminem ft Rihanna - Love the way you lie

Eminem - Love The Way You Lie ft. Rihanna [HD] from Venom on Vimeo.









This is an alternative video  that is very controversial as the theme of domestic violence is included in the narrative and it may promote the idea of a violent relationship. It also promotes alcohol usage and extreme levels of violence when the male character  beats another man up in a pub. As well as scenes of sexual behaviour; all which may be unsuitable for Eminem's young fans but mainly Rihanna's.
The video also contains a lot of classical conventions such as, artist performance when Eminem is rapping in the field and with Rihanna when they are surrounded by fire.




classic conventions:

conventions of a music video are:
editing matching pace of the song
dancing
setting matches lyrics
has a narrative
theme



Examples of synergy:
Radio interviews and song airtime
Tv appearances
Film soundtracks
Internet (e.g adverts)



Audience impact:
Music videos can have a different impact on different groups of audiences. For example; how a young people view a video may be different to how an older person might view it. A younger person may view 'Rihanna - pour it up' as a normal because of the type of things they are usually exposed to, whereas someone of an older age may see it as inappropriate.






Rihanna - Pour It Up (Explicit) from AMCK on Vimeo.


conclusion