A concept music video may be about anything, it could be with a purpose to strongly publicise a particular belief, an idea or intention or it could be very abstract. An example of a concept music video would be The Black Eyed Peas "Where Is The Love". This video has the concept of making social comment. The singers are concerned about the destruction of our world by discrimination and wars. Therefore in the video they constantly as the question 'Where is the love". Goodwin suggests that the lyrics should relate to the visuals and therefore each time this lyric is sang a motif in the form of a question mark appears on the screen to enforce the social comment concept.
The video voices concerns about terrorism, wars which are effective innocent children, discrimination of races (at one point graffiti is displayed which reads 'we are not a minority'), violence and the loss of faith. Meanwhile suggesting that the government has become vacant.
This concept is still relevant today as the artists felt it was appropriate to re release the video and lyrics in a different form which included many celebrities, in the light of recent tragedies. Therefore the concept of 'saving the world' becomes relevant once again.
The singer says 'would you turn the other cheek again' this lyric is the same as before however the singer adds 'again' implying that the previous concept was not as successful as he'd have liked.
Narrative music video:
A narrative music video has a clear beginning, middle and an end. The video will attempt to incorporate a story into the visuals which relates to the lyrics on screen and will hopefully help the viewer understand the meaning of the lyrics as the artist intended them.
For example Macklemore's 'Same Love' music video follows a man from birth through his life until he is an elderly man. He is gay and struggles with expectations from his family and peers that he should conform to 'normality' and have a relationship with a girl. This is obvious through the lyrics as Macklemore raps about 'conservatives think its a decision and you can be cured with some treatment and religion' because people believe that being gay is not acceptable. These lyrics relate to the visuals as the boy is seen struggling to fit in and not being able to openly admit his sexuality. The video shows discrimination slowly fading as he enters into a relationship with a man and gets married, however it has not completely disappeared. The star is portrayed as being likeable and therefore the audience highly anticipate his happy ending and rejoice when they finally find acceptance.
Performance music video:
This type of music video is often used perhaps when artists are on a lower budget however it is still extremely effective as it allows the artist to broadcast that they have a large fan base and also showcases the energy and amazing atmosphere that they bring to a crowd with their music.
An example of a performance video that I also love would be 'Fearless' by Taylor Swift. This video documents her fearless tour in 2008. The beginning of the video perfectly captures behind the scenes emotional but exciting moments as the tour comes to an end and the cast hug while Taylor says 'This tour has been the best experience of my entire life'. It is important that the fans know that the artist enjoys what they do, as the audience only has fun if the artist does. The video also shows fan meet and greets which therefore portrays the artist as someone who cares and appreciates their fans.
This shows the atmosphere in the crowd who are excitedly waving their arms in time to the music.
How this research has influenced my planning:
- We have chosen to do narrative video as we believe that the creation of a story will allow us to be creative.
- We will also include the concept of love.
- Similar to 'The Black Eyed Peas' music video our video will include elements of social comment.
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