Sven. E. Carlssons

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  From doing research into music videos I decided to investigate Sven E. Carlssons.

He thinks that music videos today are a form of art with its own traditions.
The videos fall into three rough groups--

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  perfomance clips,


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  conceptual clips,


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  art clips.

When a music video mostly shows an artist singing or dancing it is a perfomance clip.  If a music video contains no perceptible visual narrative and contains no lip-synchronized singing then it is a pure art clip. While music videos use popular music the artistic videos use more experimental music.  When the clip shows something else during the video, it is a conceptual clip.

He says:

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  "music videos communicate through TV screen and TV speakers"


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  "music videos are a form of low brow popular culture"


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  "the reception of music videos depends on the beholder".
  

 

Carlsson says music videos are a form of audio-visual communication in which the meaning is created via carriers of information such as; the music, the lyrics and the moving images.  He says that music videos are composed by adding images to music, and that lyrics and images interact to creating meaning. He also believes that the audience is the decider in how a music video is perceived. Sometimes the musical elements shape the moving pictures. Moments like footsteps are often synchronized with the beat, so that people in the music video seem to walk in sync to the music.

My music video is going to be mainly a performance clip, with the main character doing alot of dancing and singing. This suits the genre of the song and people of this genre enjoy seeing things like this in the music videos. If it was just an art clip then people would be likely to stop watching it as they would get bored and not interested.