This is when the video makes the video seem as if it is a live performance or concert like. An example of this would be Leona Lewis - A moment like this, as it shows her singing on a stage with a mic in a black ball gown giving her an elegant feel but it also makes the audience feel as though the are there with her when she is singing. The video also shows parts of Leona's performances on X Factor and they show it from the audiences point if view so you feel the full experience. The record label may use this style as it might make the audience feel as though they are a part of the music video, and it allows them to fully enjoy the song.
Narrative:
Narrative is where the lyrics tell a story and the music video tries to show the music video. An example of this would be Maroon 5 - One more night as it tells the story of his relationship, him being a boxer and the struggles he faces with trying to be a good dad and working to get money to provide for his family. The record label may use this style as the lyrics would get across to the audience and they would get a better understanding of what is happening, It would also impact the audience as it would allow them to feel the emotions from the song. The audience may also be able to sympathise with him when his girlfriend and baby daughter are gone when he gets back home from a fight after winning.
Interpretative
This is where the video interprets the lyrics of the songs directly into the images used. An example of this would be Beyonce Irreplaceable as the video matches the lyrics of the song as in the video the lyrics are telling him to pack up all his things and to leave and that she can replace him anytime she wants with the end of the video showing her opening the door and a guy standing there. The record label may use this style as it helps the narrative of the song to come across to the audience clearer, it will also impact the audience as it helps them understand what is happening so they can keep up, this also lets the audience see what she really means instead of them trying to think of it in their head.
Impressionist
This is where the images in the video match the mood and pace of the song but do not always match the lyrics of the song. An example of this would be Gorillaz - Clint Eastwood as the lyrics and the music video do not match. The record label may use this style to get across a different messages one from the lyrics and the other from the music video, this will impact the audience as they will either understand it from different views. The record label also uses animation during the song as it makes the audience more intrigued and curious about the video. I could incorporate this into my video by making some parts animation and make the images different to the lyrics to keep the audience hooked.
Surrealism/ Abstract:
Surrealism/ Abstract is when the video is considered artistic, uses the technique element of surprise and unexpected juxtapositions. An example of this would be Katy Perry E.T featuring Kanye West, this is because in the video we Kanye in a spaceship. In the video Katy starts of as a alien who then turns into Katy herself but the video later reveals that she has the legs of a gazelle. The impact that this would have on the audience would be one of shock and surprise as they would not understand what was happening in the video so they would be engaged in the video and keep watching it to see what would happen, the record label may use this style as it keeps the audience intrigued and excited to see what happens. I could use this in my video as it will keep the audience aware of the video so the will not get bored easily and let other people know about the video.
Animation :
Animation in a music video makes it seem more cartoon like, and it is more creative and artistic. An example of this would be Gorillaz - On Melancholy Hill which uses animation throughout the video which also narrates the story. The record label may use this technique as the animation creates a more artistic side to the music video and makes the video more intriguing, this also impacts the audience as they are more likely to watch the music video if it has something different in it. I could use animation in my video in my video as it has an artistic feel to it and makes the video seem more unique.
Intertextuality:
Intertextuality is when one media text refers to another media text, it uses people's understanding of media texts to make new ones. An example of this would be Busted Year 3000 as it refers to Back to the Future with them in the car which is the same in the both media texts. The record label may use this style as it also reminds the audience of the film and puts the film back into the public eye which impacts on the audience as they are going to re-watch the film or want to watch the film. Intertextuality also would be a good style to use as it can have many different meanings tot he video so the audience can interpret it how they would like.
Parody:
Parody is a comical version of the original music video, it often exaggerates the original version of the song. An example of this would be Fly like a Jesus made by the viewer which has the same beat as the original song but the lyrics of the song are different. This style would be used as it entertains the audience and keeps there eyes glued to the screen to watch the whole video and the audience will sometimes enjoy it more than the original video as it is more entertaining.
Homage/Pastiche
Homage/Pastiche is an imitation of one texts features by another text. It could be in the same style or feature similar motifs or even be a copy of the original. Sometimes a pastiche copies the style from a period in time. An example of this would be Labrinth - Express Yourself as it copies the shot from The Fresh Prince of Bel-Air where Will Smith sits in the chair and it spins, it also copies the Simpsons when Bart is writing on the chalk board. The record label may use this as it makes the video seem more intriguing and the audience will recognize the similarities, this would be a good style to use in my video as it will bring back past memories for some people who have watched the show.
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