Steve Archer : Narrative and Performance

Steve Archer said, 
             “Often, music videos will cut between a narrative and a performance of the song by the band. Additionally, a carefully choreographed dance might be part of the artist’s performance or an extra aspect of the video designed to aid visualisation and the ‘repeatability’ factor. Sometimes, the artist  (especially the singer) will be part of the story , acting as narrator and participant at the same time. But it is the lip sync close-up and the miming of playing instrument s that remains at the heart of music videos, as if to assure us that the band really can kick it.”

Steve Archer had particular ideas between each section of the production work that he thought was appropriate for music videos...

Camera Work

• Camerawork is massively significant so it is integral to the production.
• Movement, distance and shot all need to be analysed
• Movement can accompany the movement of the performer, or it can be used to create a dynamic feel to the location, such as a band performing in a field and the camera circling them

Close-ups

• As in most TV, this is partly because of the size of the screen and 
• Also because of the desire to create a sense of intimacy for the viewer. 
• It also emphasises half of the commodity on sale (not just the song, but the artist, and particularly the voice).
• Eye contact and facial gestures via the close up, role playing through the narrative and mise-en-scene will present the artist in a number of ways which would not be possible in a live concert.

Editing

• Pace of the transitions.
• Pace creates a mood for the video and often the pace comes with the genre. I.e. fast cuts for a fast pace song such as Boom Boom Pow

Voyeurism

• This suggests that there is a voyeuristic view towards woman and the female body in music videos to please the male viewers.

Technical Aspects

• Speed: create by the camera and editing
• “meat”: close ups and voice
• Beats: rhythm of music will match the editing.
• Light and colour: emphasises key moments creating a dramatic effect and often comes with the genre. Colour is an easy way of telling what genre the song is.
• Mise-en-scene: setting adds to the realness of the video.