Contemporary
music videos are merely elaborate adverts with little artistic, social, or
moral integrity. Discuss with reference to music videos and theorists you have
studied.
Music video’s change over time hence contemporary ones
showing evolution from original music videos. However Music videos can be seen
as elaborate adverts as they were originally used to promote albums and make
the producer money which in turn causes the music video’s to, lesson or lose
their moral and social integrity, if they had any to begin with. There is other
intentions for a music video rather than just advertisement, although not the
most popular now a days, music videos could be used to enhance the lyrics from
a visual aspect, helping make the narrative clear to the audience, this type of
narrative encouraged and inspired me to do produce similar work in my project.
This method of music video construction can be seen in contemporary music
videos such as ‘The A team’ by Ed Sheeran.
Contemporary music video’s now focus more on the genre of
the music and the star image that is being portrayed rather than the actual
meaning behind the lyrics. This is as they want to advertise themselves to a
certain target audience to achieve greatest possible profits. Some say this is
as a result of commercial manufacturing constructing media such as magazines,
websites, and picture to help promote a singer’s star image.
In videos such as Macklemore’s thrift shop he promotes
his star image as a wealthy care free millionaire who can still represent
working class through his mise en scen, yet originally he came from a troubled
Irish background. Sven E Carlsson states in video’s such as Rihanna’s Esquire
and in numerous Rick Ross songs/music video’s they have relation to fast and
expensive cars such as the Aston martin. This is to portray a glamorous
lifestyle for people to aspire to full of fast cars, pretty women money and
criminalised lifestyle being deemed acceptable. The lyrical prospect of this
song has some form of relation to the actual content within the footage, yet
much like most mainstream
contemporary music they focus more on the image than
they do on the actual substance of the song. This can be seen showing no moral
integrity trying to present the ideal lifestyle for people to try and achieve.
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