Music Video Theory

A music video synchronises (matches) the audio and the visuals - when the cuts in the video matches the beats of the song. Interpretation of the lyrics - What we see on screen very often matches the lyrics either seeing someone singing it or what the lyrics actually are or mean. Can sometimes be surreal - unrealistic, doesn’t feel real 

Examples in Riptide music video:

  • The lady is singing the words on the microphone 
  • Cowboy running from himself
  • The words wrong - subtitles have the wrong lyrics - surreal 
  • Left hand - left hand on microphone, stabbed 
  • Dark side- person being dragged into the dark 
Roy Shuker 2001: 
Promotional devices encouraging record sales and chart action 

Richard Dyer 1975: 
Music videos establish the star persona and performance skills 
Star persona the media representation of a celebrity, makes them marketable and establishes the brand 

Nowadays music videos 
Provide content for artist/bands social media accounts/ music tv channels 

Sven E.Carlsson 1999: 
Types of music videos;
Performance clips (singing and dancing), conceptual (narrative) clips, hybrid (Both singing and dancing and narrative) clips 



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