2b.2&3 Post modern styles

PERFORMANCE
One of Godwin's major theories is that music videos in general include or have different genre characteristic that appeals to each genre's target audience in their own way, for example, the conventions that will be used in a rock music video will be different from that of a pop music video as they have different target audience and different genre conventions, But within all these conventions they are very common ones that are present in most if not all music videos and that is performance.
Most music videos are performance based and this is when the artist is performing in front of the camera either lip syncing to the song that is been played or dancing in a choreography or it might even be them acting and one of the main reason  these have been done is to give the artist a certain image to sell them advertising them to their fans that they can actually perform very well and if they come to one of their concert that is what they are going to expect and the fans buy into this and pay money to see this artist perform ;live which is the only way artist and recording labels make money these days as music is no longer valued; people now torrent music and don't pay for them anymore, In the music video I have chosen above most of it is performance as we see the two artists Justin and Niki both lip sync to the song and also we can see Niki doing the same as well; we also see Justin in a choreography later on in  the video and the whole music video is basically him performing.
Later that year Justin featured the dance that was in the music video on all his tours and also when he presented at the victoria secret fashion show, just by him performing that dance in his music video it grabs a lot of attention of his fans that it soon became his signature, That is how much performance is important to a music video.






NARRATIVE
Most post music videos tend to have narratives in them in the sense that they have a story that is attached ton the music itself which makes the music more of a soundtrack to the short film or narrative that they are watching, the reason they do this is to entertain the viewers as they watch the music video and the more the watch it when they remember the video the song pops up in their head because that's the song that accompanied or acted as a soundtrack to the short film; the stories can be either narrative or non-narrative and most of the time they tend to go viral,
In the music video above we can say it could be a non-narrative story going on as there are a lot of flashbacks and flash forwards and also there are some form of performance in there as we can also see the artist lip syncing to the song and also there is a choreography in the music present as well, Also in the music video we can see that the artist isn't just been an artist he has also picked up an acting role as well.



CONCEPTUAL
Conceptual music videos are usually based on a single idea or a concept and most times they are unusual or obscure. The unusual content is an attraction to many consumers which is meant to draw them in. Conceptual music videos challenges conventions as they do not have the basic or normal music video conventions such as lip syncing or instruments playing or the artist actually performing; a conceptual music video is usually based around an idea either to support the idea or most times it contradicts or exaggerates the idea trying to send out some sort of message to the viewers and most times the conceptual music videos are viral. In the music video that  I have chosen above we do not see the artist performing or any instruments been played rather we are been forced to follow a certain character who is lonely and his home has been destroyed. In my opinion, I think this music video is exaggerating the theme loneliness and ho no one knows he is lonely and we can relate to the lyrics as in the song the artist makes a lot of references to Atlantis which is a lost lonely city under the sea which is probably a fairy tale but most people still believing in it and at the end where he finds someone who is on the same quest as him shows or amplifies the fact that a lot of people still believe in what they cannot see.

Homage



Homage is when the artist shows respect and dedication to a specific artist or any inspirations which helped the artist make their music. An example of a music video with a homage style is Thirty Seconds to Mars-The Kill because the hotel which was the location used for this music video is a reference to the horror movie called The Shining, meaning that they are paying respects to Stephen King who wrote the novel of The Shining and Stanley Kubrick who directed the film based on Stephen King's novel. The reason why homage is used in music videos is because it shows the audience the artist's role model, their inspirations which lead them to becoming what the artist is now.

Parody



A parody is a imitative work that celebrates or mocks the original work of the artist for comedy and satirical purposes. Parody music videos are also known as viral videos because there artist is being deliberately exaggerated for views on YouTube. This music video is an example of a parody because is a track which deliberately exaggerates Michael Jackson's Beat It. The location and the costume that the artist was wearing in this video resembles Michael Jackson's Beat It. The reason as to why they chose the costume and location similar to the original track is because they are trying to trivialise Michael Jackson. In other words if someone was to watch this viral video, then they would consider Michael Jackson to be a sellout rather than the King Of Pop.

Pastiche

 
Pastiche is an artist's work that respectfully imitates the style of another artist's work. Pastiche and Homage are very similar since they involve the same thing. This music video is an example of a pastiche music video because the whole video was shot in one take. This was already done before by Lucas Secon in his song Lucas with the lid off in 1994. This however can also be seen as reference to Lucas who was the first one to shoot a one take music video. Therefore, the audience can remember the first artist to shoot a one take music video.

Surrealism

 
If something you see is surreal in a music video, then it is something so abstract that it's unreal. All animated music videos incorporate surrealism. An example of surreal music videos would be Coldplay because this video uses real locations but however the actual surrealism comes from the apes lip-syncing to the lyrics and dancing instead of swing from tree to tree. In other words, the apes are being given humanistic actions such as the choreographing and the lip-syncing used in this music video. This music video was effective in entertaining the audience as if it was an animated film. Surrealism is also used because the audience wants to be removed from modern-day society and placed in a different world.

Animation

Animated music videos involve drawings or plasticine models to act as an illusion in the music video. Animated music videos are more of a cartoon based approach to music videos. Their sole purpose is to make the video look more abstract and unique so that it interests the targeted audience so that they can be entertained by a short animation film.