A music video shows the artists interpretation of the lyrics and intended meaning of the song in a visual form. A music video allows the audience to not only build a relationship with the artist but also with the feeling and emotion of the song. Narratives help explain the song through a story while a performance based video fosuses solely on the artist and a concept video shows a clear message about the song from the artist to the audience. A music video is also to help promote, advertise and market the artist as an individual in the industry.
Beyonce's 'If I Were A Boy' captures a lot of feelings and emotions through the lyrics which have been expressed well through visuals. The first noticeable thing about the video is that its in black and white which has connotations of memories or past times, however in this video is shows theoretically how she would treat a girl if she was a boy. The video is narrative based with only one close-up shot of Beyonce singing into the camera. Throughout the video she speaks in character of a man, stereotyping how men treat women 'put myself first and make the rules as I go'. As a man she feels as though they can do what they want therefore is how she portrays herself in the video towards her boyfriend. Clothing throughout the whole of the video isnt important or highlighted, only the earrings of which he buys Beyonce shine brightly showing possibly how he loves her. He is sad and unhappy which is actually the emotion Beyonce is singing about the whole way through the song so when the roles are switched at the end and the audience realises that she has just been acting like him to make the viewer understand her pain through him. There are a lot of close-ups throughout the video to express emotion through expression.
Beyonce's target audience is mainly of young independant women but being so powerful and so high in the industry she appeals to an extremely wide audience. As it is a common stereotype from a womans point of view that a man does do what they like and they are unaware of the females feelings in the relationship and expect them to be around all the time, it talks to an audience in relationships or that have been in relationships however because it is from a womans angle, it would appeal more to an audience of women than men.
Music video's can be split into 3 different categories; performance, concept and narrative:
Performance (singing/dancing):
A performance based music video have specific purposes the main of which is to promote the artist. Modern music videos are made and used as a marketing tool with the intention of promoting the sale of music recordings.
Concept (selling the audience an idea):
A concept based music video is when there is a message in the video that the artist is singing about or wants to show the audience through their music video.
Narrative (telling the audience a story):
A narrative based music video is when the video tells a story mainly from the lyrics. This can also be combined with a performance running alongside the narrative from the artist. An example of a narrative music video would be Taylor Swift's 'You Belong With Me'.
In Christina Aguilera's 'Beautiful' music video shes uses the element of performance, narrative and concept to convey the message she is trying to get across to the audience, that it doesnt matter how different you are, but to believe that you are beautiful. It is a performance because we see Christina Aguilera singing to the camera but also a narrative because of the images we see of people who consider themselves imperfect.
Concept (selling the audience an idea):
A concept based music video is when there is a message in the video that the artist is singing about or wants to show the audience through their music video.
Narrative (telling the audience a story):
A narrative based music video is when the video tells a story mainly from the lyrics. This can also be combined with a performance running alongside the narrative from the artist. An example of a narrative music video would be Taylor Swift's 'You Belong With Me'.
In Christina Aguilera's 'Beautiful' music video shes uses the element of performance, narrative and concept to convey the message she is trying to get across to the audience, that it doesnt matter how different you are, but to believe that you are beautiful. It is a performance because we see Christina Aguilera singing to the camera but also a narrative because of the images we see of people who consider themselves imperfect.
Beyonce's target audience is mainly of young independant women but being so powerful and so high in the industry she appeals to an extremely wide audience. As it is a common stereotype from a womans point of view that a man does do what they like and they are unaware of the females feelings in the relationship and expect them to be around all the time, it talks to an audience in relationships or that have been in relationships however because it is from a womans angle, it would appeal more to an audience of women than men.
