(c) Craig Davis
Three Types of Music Video
Illustration – either a straightforward performance video or a simple narrative video (or mixture of the two) that illustrates the meaning of the lyrics and visualizes the music in a straightforward way. It could be called music video ‘denotation’.
Amplification – the conventions demonstrated by the music video creative director. They may use both performance and narrative, however, rather than simply illustrate the lyrics or sounds this director will ‘amplify’ both with creative interpretation, unusual ideas and surrealistic approaches. There is still a direct link to the song, whether it be the beat, sound or ‘connotative’ link to part of the lyrics or song title.
Disjuncture – also created by directors these videos are completely abstract and have no obvious link to the music, lyrics, song title or artist. In this sense they are a point of ‘disjuncture’ from the song.
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