This article's broad aim is to demonstrate how to analyze a music video. I'll consider several videos by BeyoncĂŠ as well as a number from music video's history. I'll show how BeyoncĂŠ stands as the genre's fulcrum, both formal innovator and historical guardian. Iâll propose a working definition for the genre, and discuss music video's technological and socio-economic influences. Iâll highlight some of the genreâs specificities, as well as show how audiovisual relations have changed, and the ways analysis might attend to technology, platform, and musical style.
Why should we care about music video? Four reasons, I think. The first is its cultural centrality today. Itâs one of our most popular forms of moving media. PSYâs âGangnam Styleâ has 2 billion hits and Justin Bieberâs âBabyâ has 1 billion, numbers approaching a mathematical sublime. Itâs also the most viewed content on YouTube, with studies showing that music videos are the most common way for audiences to consume popular music, more than through cds, radio, iTunes, or blogs.[1] Second, its aesthetics have seeped into nearly everything moving and visual, from Transformers and Hunger Games to Bollywood, and television shows like Game of Thrones. Third, itâs a genre with its own conventions, ways of carrying a narrative, eliciting emotions, deploying performers, settings and props, and conveying space and time. Iâve written that YouTube can be thought of as a whoopee cushion, and post-classical cinema as a form that puzzles and pummels the viewer.[2] Music videoâs specialty lies in conveying a brief state of bliss. Itâs dependent on ephemeralities of color, movement, and sound. Like popular music, music video possesses motifs, rhythms, grain, and fine details that carry weight. It resides somewhere between advertising and art. Fourth, itâs a genre to think with. Music video, as delimited by MTVâs initial launch, is but 35 years old, but it has shape-shifted in response to dramatic technological, aesthetic, institutional, and audience pressures.