Functions of a music video

FUNCTIONS OF A MUSIC VIDEO

Music videos follow a regimental series of characteristics that really make a music video a music video. The first of which being close ups - this possibly being the most important characteristic in the list for new artists especially as it is a way to promote and establish themselves amongst their fans. Also really constructing a bond between the viewer as they look directly into the camera giving the impression that they are performing for the viewer personally.As illustrated from the screen grab below we see artist Nicki Minaj make direct eye contact with the camera, as previously mentioned communicating with the viewers at a more personal level.

The second characteristic and the one I feel that is very important on a professional level is the fluent editing, this including - discontinuity editing, the video being in sync with the music and great executed transitions which all account for the professionalism in a music video. The discontinuity editing accompanied with the transitions create back to back realistic scenarios and keep the viewers in tune with the music video. It is also great for picking up the pace at the climax of a music video. It is mandatory that the music is synced with the video, otherwise it does not look authentic and becomes evident it was not edited well. Base tracks also act as a major contribution in the hope to identify their artist, you will often see music video breaking from the narrative to return to the artist singing the chorus.

In the music video for Dizzee Rascal's "Dance Wiv Me" we see him accomplish all of the above characteristics ranging from looking into the camera and ticking off all of the editing necessities. In this illustrative style music video Dizzee Rascal and featured artist are in a club singing/rapping about dancing. Delivered with the transitions and discontinuity editing it picks up the pace and gives the viewer the effect that they are in the club with the artist - this is where looking into the camera compliments their motive. In this music video, Calvin Harris sings the chorus and as stated, this is the base track in which the camera draws focus to the chorus singer and or band/group varying on the genre - We see Calvin Harris fluctuate throughout the video at the bar of the club. It is no surprise as to the fact that the music is synced with the video, otherwise it would look poorly dubbed; 

In my personal opinion I feel that music videos in the past was a necessity regardless of genre as music was not as easily accessible to viewer demand so many would rely on music channels such as MTV to exhibit them. In this day and age it is not rocket science to produce a fairly decent music video with the correct equipment and video streaming sites such as youtube alongside social networking websites making music easily accessible and allowing them to perhaps even go viral. We can also note the increase in the level of technology, increasing the quality of the finished product