You wouldn’t imagine One Direction having an artistic concept video, this is an approach more akin to non-mainstream or non-pop music. Now I’m not saying every type of video has a place, but most do.
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A series of shots depicting different people’s expressions? Absolutely! Interpreting a song and then bringing it to life in a way that only you (or the director) could like the hauntingly spectacular Feathers Falling by Amani. It’s a limitless playground where anything is possible. Now these can be quite fun because where narrative videos can have less rules concept videos have none. There’s an idea behind it or theme that drives the visuals like Childish Gambino’s Sweatpants. Great name right? But what would be considered a concept? What is a concept music video? The best description I can give is that it is an artistic expression. The interesting thing here is that the story can be the song rolled out for you to see, sometimes the story is an alternative interpretation and other times the story seems to have nothing to do with the song at all but what works works like Alt-J’s Breezeblocks.ĭoes the story of your song require visuals to match? Then maybe a narrative music video is the way to go and just remember there are different ways to do it. Songs for the most part are already stories, even if the song doesn’t have lyrics, they all tell stories.
This is where the film maker can really shine because they can tell a story in the genre and cinematography of their choosing, sometimes without adhering to the rules of storytelling. You can tell a story from start to finish like Drake’s Hold On, We’re Going Home, show parts of what seems like a bigger story like The 1975’s Robbers or even an alternative narrative like our very own Remedyby The New Citizen Kane where the audience makes up their own mind on the story. This allows directors to tell the stories they want, how they want and even in the genres they want. In case you can’t tell from the incredibly accurate name narrative music videos are music videos with a story they have a beginning, middle and end.
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Here's a performance video we produced for Effie: Narrative Music VideosĮventually people got tired of filming performances and putting them on TV like The Jackson 5’s Rockin’ Robinand realised they could use their music videos to tell stories… just like in films. So a performance music video is just that, a performance, or more specifically – your performance. Take a look at these examples Beyoncé’s Single Ladiesis a very stylish dance based performance video, The Pretender by Foo Fighters is a straight up band performance in a huge space and Sinead O’Connor’s Nothing Compares To Youis mostly her face to the camera – okay that’s actually combined with other reflective shots but I couldn’t miss that one out. It can be simple and dressed down focusing on really good lighting or it could be something huge and spectacular, it can focus on a massive dance routine or the artist’s sole performance. How? Simple you shoot in the style that suits the artist or song. The good thing about a performance video or even performance elements in a video is that it can fit anywhere and with any artist. How it’s shot, where it’s shot and how it’s lit are important decisions to make because it will influence the outcome of the video. Where are they performing? It could be in front of an audience which would make it a live stage performance, it could be at a location that matches the feel of a song like the grounds of a country house or how about in a recording studio with acoustic instruments making it a live lounge video. Performance music videos are exactly that, the artist(s) performing the song – but it doesn’t have to be that simple.
This is the staple, it is the oldest type of music video and most videos consist of this.
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