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For my genre, from what I can tell having created a YouTube playlist of music videos and music from the 'Alternative Electronic' genre so far, it is typical to have some form of narrative more than anything. There is little, if any performance in my genre but the videos are much more focused on a deeper meaning than simply showing the artist's 'brand image'. Alternative Electronic artists often don't appear to be vain and are more focused on the music than how they look when (if) they are performing. There is generally a chronological plot line and therefore not of the concept type of video. A narrative video brings the song to life and develops the intended meaning for an audience to follow which is something that I feel intent on doing straight away. As a sub-genre, alternative electronic music videos are difficult to pin-point, but it will be a good challenge for me to address while conforming to conventions and being creative in the process which I look forward to.

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More unusual are concept videos; these are videos that are based around an idea or “concept”. They use unusual images or narratives to enhance the overall piece – sometimes having no connection with lyrics. Some videos are purely artistic since they show sequences with no obvious narrative and no lip-syncing.

Artistic videos are more common in electronic music or experimental videos but sometimes artistic elements can be integrated with performance or narrative elements to make them more accessible. Concept videos can sometimes be controversial or challenging.

Advantages…

Concept videos can be used to make the audience think more deeply about lyrics and meaning or to create a sense of “uniqueness” about the artist. They are memorable therefore create brand awareness for the audience.

Disadvantages…

They can be less memorable in that the audience do not remember the specific artist, like that of a performance video

The artist does not advertise themselves like in a performance video

Genres:

Pop

Indie

Rock

Example: Fall Out Boy - America's Sweethearts

It was difficult for me to find a concept video as an example, but I feel that Fall Out Boy's "America's Sweethearts" works well for this type of video. This is due to its unexplained and non-evident story line, use of colours, symbols and settings that are mismatched and broken. However, there are elements of performance in the video, as we see the band play, but their setting is unclear. They do, however, focus on the overall idea of America, and a children's TV show or fairground. The video is effective as it is particularly memorable for the audience due to its features.

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A narrative video contains a visual story that is easy to follow. A pure narrative video contains no lip-synced singing. The story is an idea and the narrative usually relates to the song in some way, albeit sometimes in a subtle way. A story will be told from start to finish; however, it might be open-ended.

Features:

In a narrative video, time can be altered (flashback/flash-forward, compressed). Sometimes the narrative might mimic a film genre or refer to popular culture. The artist may appear as part of the narrative (a character) or might be an observer.

Advantages...

Can tell a meaningful story

Portray a deeper message from the lyrics into the narrative video

Brings the song to life

Disadvantages...

Can be confusing for the audience

Could be potentially disturbing or upsetting if the narrative is of strong content (i.e. a theft, see example)

Genres:

Rock

House

Dance

Country

Pop

Example: Skrillex – Bangarang Official Video

This narrative video works well because it relates to the song in subtle ways.The lyrics "shouts to all my lost boys" give an intertextuality reference to Peter Pan, and therefore we see the story unfold where the boys steal  from the van, and the tattoo of the crocodile is shown before the man has a hook instead of a hand. Even though this isn't so much an original story, the narrative is effective throughout to display the fast-pace and adrenaline -pumping electronic music of Skrillex.

Performance Narrative: The most common form of video is performance narrative. This is a video that shows performance by the artist but is presented through a narrative.

Broken Narrative: Sometimes performance will be cut with a separate narrative. In this form, the narrative often shows a change in time or parallel action. This is called a broken narrative.

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SKRILLEX - Bangarang feat. Sirah [Official Music Video]

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A performance video is a video that focuses on the artist or band performing the track, on their own or in front of others.

Features:

Uses a wide range of shots and angles as well as repeated sequences. They will either focus on a solo artist (through camerawork) or will show each band member playing instruments.

They can be filmed as a live performance on stage but more often in a studio or particular location.

The performance can take place in a constructed setting or in a location such as a street, field, rooftop etc. The track is then lip-synched.

The performance may involve dancing, multiple locations or costume changes.

They might feature a particular visual style or use of clothing or style that is associated with the artist (this is called a “motif”).

Advantages…

To create a simplistic setting that simply enhances visuals and feeling behind the track

Not be confusing to an audience

Focus on the artist’s appearance as well as hearing the track

Disadvantages...

There is no real meaning to the video

Simply making the artist look good and giving an overview of their personality as maybe being vain

Genres:

Pop

Indie

Rap

Grime

Rock

Example: RAT BOY – LAIDBACK Video

This video is simply a performance video as it shows a range of shots of each band member/instrument and nothing else. It typically shows them in a studio, performing directly to a few cameras and this enhances the audiences view of the song as they play. A performance video for this pop punk/slow tempo song and genre works well because it is not chaotic or too busy, but stays simple for the audience to watch. The title of the song as well "Laidback" reflects in the video as the setting and style is at a slow pace and doesn't rush or get too messy with set, clothes or makeup, the band have their own style.

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RAT BOY - Laid Back (Live) - Stripped (Vevo UK LIFT)