Steve Archer is another theorist who I will talk about briefly.
His theory of music videos is that the narrative of the video will be cut in between so the artist can do a performance, which is usually singing. However a choreographed dance could be the performance, being that it fits the narrative, so to enhance the appeal of the song.
Archer also states that the camera work is extremely important when shooting and in the production of the music video, the camera angles, frame, composition, distance all need to be analysed very carefully as this is the main way that an artist is 'sold' and is also how they communicate with their fans. For example, One Direction - What makes you beautiful, this was their debut track therefore they had to sell themselves to the public, this was done through many different ways but mainly through the camera work. Throughout the video there was frequent close-ups of each members face,not only did this allowed the viewer's to familiarize themselves with this upcoming band, it also in a way forced a one-on-one connection with the individual watching so it felt as though the boys were singing directly to them.
His theory of music videos is that the narrative of the video will be cut in between so the artist can do a performance, which is usually singing. However a choreographed dance could be the performance, being that it fits the narrative, so to enhance the appeal of the song.
Archer also states that the camera work is extremely important when shooting and in the production of the music video, the camera angles, frame, composition, distance all need to be analysed very carefully as this is the main way that an artist is 'sold' and is also how they communicate with their fans. For example, One Direction - What makes you beautiful, this was their debut track therefore they had to sell themselves to the public, this was done through many different ways but mainly through the camera work. Throughout the video there was frequent close-ups of each members face,not only did this allowed the viewer's to familiarize themselves with this upcoming band, it also in a way forced a one-on-one connection with the individual watching so it felt as though the boys were singing directly to them.
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