Binary opposites drive the narration e.g. black and white
theme. His main theory is that there are
two main concepts that music videos fall into performance and conceptual. However
he then splits performance into three different classifications:
Commercial exhibitionist:
This is where the video is made into a promotional video and
a selling item. Also making the artist into someone the fans what to aspire to
become. So therefore the artist will be the main focus and the shots where
he/she is will be high quality and very clear.
Televised Bard:
A televised bard is a singing storyteller who focusing on
using image on the video instead of himself as much.
A televised bard concentrates on the story more than on the
video.
Electronic shaman
For the majority of
these type videos there will only be the singer’s voice and no shots of them.
This will help enhance the idea of focusing on the music. This is less common with rock and indie because they need to be advertised.
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