Steve's theory on deciding whether a music video is very good is based upon 5 things that should be looked at. So, here are the 5 top things..
Number 1 // 'Thought Beats' or 'Seeing sounds in your head'
The physcological process called 'synaesthesia' is the basis for visualising images from picturing sounds in your 'minds eye'. This shows when a music video is built on the soundtracks visual assossications, instead of based on the audience needs, which portrays true art and creation from the production of the music video.
Also Steve believed the lyrics should create a general mood or feel on which the music video should be based around. He also believes if a song is a story they stand out due to the first person mode of address.
Visuals can also arise from personal aspects. If personal to the artist, it can create intimacy with the viewer that gets emotionally involved in the video whether it's empathy, excitement, anxiety etc. Sometimes even the location are tied in with an aspect of the persons life, the specific details of a life story and emotions.
Number 2 // 'Narrative and Performance'
The Music Videos with narrative in should contain a certain repeatibility factor to encourage repeat watching. Also the music video should match the theme of the song which shows a story with a hint or big development of a drama unfolding.
The video should cut between the performance and narrative, often cuts between the performer and choreagraphed dancers within the artists performance. This is an additon to the video to create an aspect to aid visual needs and add the repeatablilty factor.
Number 3 // 'The Star Image'
The industry relies on a few big names to fund their activity, as about 1 out of 10 put out by the industry to the public makes real money, as most artists fail to connect with popular audiences. Therefor what we can describe as the meta-narrative of the star image (the development of the image over time) will have an important part to play in the music video production process.
Music videos are commonly reffered to as the key aspect to 'manage' a stars image in the way the label wants.
Number 4 // 'Three ways in which music videos relate visuals to the song.'
The first way a music video can relate to the song is by illustrating the meaning of the lyrics over literal set of images. It is the most straight forward technique, by visualising all sourced from the songs lyrics, theme and meaning.
Another way of relating the visuals to a song is through a technique called amplification. Amplification retains a link with the song and works with it to enhance or develop the meaning and ideas, instead of fundamentally chaning them. This technique works very well as the theme is the foundation, allowing the director and producers to be creative and are not limited.
The last way to relate visuals to the song is called disjuncture. This technique is completely seperated to the original song and creating completely new ideas and a new set of meanings. This is intentional and is usually used on more arty bands to develop creativity and individuality. Sometimes these video's do not make sense and sometimes based on abstract imagery. But without planning this technique carefully they can be bad, ill-conceived and self-indulgent mistakes.
Number 5 // 'Techniqual Aspects of a Music Video'
Speed - Fast camera movement, motivated by dancers, actors and movement from performers.
- Fast cutting and montage editing, cuts so quick, hard to understand which encourages a second viewing.
- Post Production Editing, including digital effects.
Meat - The meat of most music videos are close ups of the singers face, as the voice is seen as the most important aspect of a music video.
Beats - Most music videos cut to the beat or rhythm of the song.
Lighting and Colour - Is used to emphasise key moments in the song, using methods from lighting live performances for dramatic effect.
Mis en Scene - This is used for the authencity and to emphasise the realness of a music video.
IS YOUR MUSIC VIDEO AN ADVERT OR AN ART? That's The Real Question.
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