Theorist No. 2 - SIMON FRITH

The second Music theorist I looked at is called SIMON FRITH. He believed that music videos are characterized in 3 main typologies: Performance, Narrative and Conceptual. I will go through each typology and with it will list two music videos for each.

                                                       1. PERFORMANCE

Performance videos display the artist in the studio recording the song for example Kirko Bangz - Drank in my cup, this reminds the viewer that the soundtrack and album are still important. This video has two parts to it, one where the artist is in the studio recording the song (and this is shown throughout), and two the artist and his friends are at a party.

The second type of performance video is one where it is shot at the artists concert, so there is no formality to the video rather it has the artist performing on stage, usually to their fans, this kind of video wants to make the viewer experience the concert. For example Dappy - IOU.

                                                         2. NARRATIVE

This kind of music video usually has a storyline/plot to it, takes place in a cause-and-effect sequence.  Action in the story is usually dominated by males who do things and females who react or wait for something negaive to happen. Like in the video Beyonce - If I was a boy, the male and female have switched roles, Beyonce is playing a 'man' who is cheating on her other half and  in the video it shows their relationship breaking down over time.

 

This is another example, again by Beyonce. The songs lyrics are again about the breakdown of a relationship with an unfaithful man, and it gives a message of woman empowerment. 

                                         

 3. CONCEPTUAL

Conceptual videos rely on a poetic form, usually metaphysical poetry articulated through visual and verbal elements. 'Conceptual videos do not tell a linear story, rather they create a mood and excitement.' - Simon Frith. The concept of the video Lala - Naught Boy is a remake of The Wizard Of Oz, it's a quirky video which takes time for one to understand.

The second example is McFly - Love is easy, it shows the members of the band acting on a stage and being humorous, I personally think it's a cute video, makes me happy when I watch it.