The function of a music video is
to promote the artist, the song and the album from where the single is from. As
the single is a popular song the video is made to attract the audience making
it memorable for them. Also giving them a better understanding of the song as
the video provides visuals that can be experimental and stylised. They engage
with the performance audibly and visually as the artist would be singing,
dancing, or telling a story whilst their physical appearance and the contextual
setting in the video also looks appealing which all entertains the viewer. It’s
a way of marketing to help sell their music, brand and products.
A music video which I think is a
great example of the music video form is LMFAO -
Party Rock Anthem ft. Lauren Bennett, GoonRock. It tells a story and it is like a
short film as its also contextualised in the beginning, with the use of
intertexuality and references to the movie ’28 Days Later’ as the two main
singers wake up in hospital and everywhere and everyone has deserted. However everyone gets infected by a dance called ‘shuffling’.
This music video is a continuation from
a previous video called ‘Sorry For Party Rocking’.
Then after this song ‘Party Rock Anthem’, another song call ‘Champaign Showers’ was
released with a video leading on from this situation. So it is all one story when the music
videos are linked. Dancing is consistent throughout the video, entertaining the
audience as well as it being choreography that the audience can replicate;
‘Shuffling’, which therefore promotes the video, song and artists as everyone
starts doing replicating. Dancing entertains the audience by highlighting the talents of the artists and performers.
Everyone Joining In Dancing
Showing Off With Dance Tricks
The audience remember the video from the catchy single, the
entertainment of everyone dancing and the fact that everyone is in costumes for
e.g the gold shuffling robot. Everyone is colourful and in zebra neon stripes
and everything is visually appealing.I think this is a great example of a music
video as it has different elements that attract the audience gets them
interacted.
Leopard Print & Colourful Clothing
Dancing Gold Robot
Female Construction Worker
Dancing Jesus
Singer 'Shuffling' With Nurse
There is also product advertisement with the video. It was obvious, as the product was directly placed into the singers hand and a jump cut was used for the audience to see and focus on the product. The product relates to the video as it is headphones, therefore promoting sound and their music.
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