Music Video Theory

Music Videos are comprised of three types of image:

  • Performance Clips - simple and direct
  • Conceptual Clips - further broken down into narrative and artistic.
In a majority of music videos they are combined.


Performance Clips - A video that shows the vocalist(s) in one or more settings, such as the recording studio or on-stage at a concert.
Narrative Clips - Have a visual story that is easy to follow. A pure narrative clip contain no synchronised singing. The story idea is a concept. The narrative usually relates to the song in someway, albeit subtle at times.
Artistic Clips - Music videos use artistic elements to enhance the overall piece. Some videos are purely artistic since they show sequences with no obvious narrative or singing. They can be described as artistic since they purposefully manipulate images but don't tell any sort of story. Purely artistic videos are more common in electronic or experimental videos.
Artistic Performance - A performance video which is heavily artistic.

Analysis of Apesh*t:
  • heavily artistic as it was different 
  • some performance clips
  • used artistic elements
  • singers portrayed as wealthy and rich by surrounding with expensive items 
  • it is reflected in the lyrics about their wealthiness
  • them standing at the top on the stairs in the music video shows their power
  • very serious





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