Narrative theorists

Narrative theorists

Andrew Goodwin

Goodwin developed a list of seven characteristics of music videos. 

Music videos demonstrate genre characteristics.  (e.g. stage performance in metal videos, dance routine for boy/girl band, aspiration in Hip Hop).

There is a relationship between lyrics and visuals.  The lyrics are represented with images.  (either illustrative, amplifying, contradicting).

There is a relationship between music and visuals.  The tone and atmosphere of the visual reflects that of the music.  (either illustrative, amplifying, contradicting).

The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work (a visual style).

There is frequently reference to notion of looking (screens within screens, mirrors, stages, etc) and particularly voyeuristic treatment of the female body.

The artist may develop motifs or iconography that recur across their work (a visual style).

There are often intertextual reference (to films, TV programmes, other music videos etc).

Sven E Carlsson 

Sven E Carlsson theorised two distinct music video types 

Performance, the artist or band is featured playing/dancing throughout the video

Conceptual, the audience is viewing something behind the artist.

He also developed two types of performance in music videos.

Commercial Exhibitionist, the artist sells themselves as an exhibition 

Televised Bard, where a singing storyteller tells a narrative through on screen images.

Electronic Shaman, this is used when the artist doesn't have the desired image

Steve Archer 

Archer developed his own theory, stating that there should be a strong correlation between performance and the narrative seen during the video. The video should cut between the band performing and a narrative throughout the music video to enhance audience participation and engagement. A possible inclusion of a dance sequence may also enhance the video. A famous example of this would be Micheal Jackson's 'Smooth Criminal' music video.