.
Language
The language of a music video will depend on the genre of the music specifically. For example, a young pop band will usually sing about happy cheery things and produce a music video to match, such as McFly's 'Five Colours In Her Hair,' but say if an alternative or indie band produced a music video, they usually focus on the overall tone of the song or the meaning of the lyrics when constructing their music video. An alternative artist may also use a narrative more often than a pop band/artist to get the meaning of the song across to the audience, however such videos do usually include some scenes of the artist performing the song as well, such as Laura Marling's 'Rambling Man.'
Ideology
The purpose of music videos is to promote the song to the public and to give the audience an image of the artist/band. Music videos also make a song a lot more memorable to a consumer, some people may watch a music video purely because they enjoy the video rather than the song, but since they have to listen to the song too, it is still being heard and promoted to the consumer. Some people may use their music videos to produce controversy such as M.I.A.'s 'Born Free', which depicted ginger people being rounded up by an army and persecuted- the ginger people being metaphors for anyone who belongs to a minority. This video caused such controversy over the internet that YouTube pulled the video on the grounds that it was too violent, however it did get reuploaded a week later. At the time this video made M.I.A. one of the most blogged about artists on the internet which drew more and more views to the video simply because "everyone" was talking about it, which increases the song and M.I.A.'s exposure. Another music video that was very controversial was The Strokes' 'Juicebox' which was refused to be aired on MTV until they had made significant cuts to the sexual content featured, as a result the director, Michael Palmieri took his name out of the televised version of the video.
Institution
This is about who controls the production process. In music videos, this would be the record labels of the artist. The record labels want the music to sell, so they will produce a promotional music video to get the song exposure on the internet and music television channels. The record company will match the music video to the artists genre so it appeals to the band's key demographic. Occasionally they will include a unique selling point for the audience such as including well established actors in music videos such as The Ruskins' 'Old Isleworth' which features popular British actors Elliot Tittensor and Kaya Scodelario and Elton John's 'I Want Love' which featured Robert Downey Jr. This is an especially effective tactic as the song's music video will not only attract fans of the artist but fans of the actors featured.
Audience
The producers of these music videos need to meet the requirements of the consumers, their key demographic. Again this is all about genre as that is what separates music so greatly. When aimed at a 'young adult' audience, the video may be more of a party atmosphere style which suggests that this song is about going out and partying with friends, something young adults can relate to such as in Nelly Furtado's 'Promiscuous.' To be aimed at a more classical audience, the music video may just be aesthetically pleasing visual effects such as Olafur Arnalds' 'Ljósið.'
Representation
Representation of an artist is usually based on their music videos, how they act in the video is how they want to be perceived by their audience regardless of what they're really like. For example most artists will be represented as more aesthetically pleasing than they may be in real life, an example being Christina Aguilera's 'You Lost Me,' although it really is present in almost any video you can find.
Language
The language of a music video will depend on the genre of the music specifically. For example, a young pop band will usually sing about happy cheery things and produce a music video to match, such as McFly's 'Five Colours In Her Hair,' but say if an alternative or indie band produced a music video, they usually focus on the overall tone of the song or the meaning of the lyrics when constructing their music video. An alternative artist may also use a narrative more often than a pop band/artist to get the meaning of the song across to the audience, however such videos do usually include some scenes of the artist performing the song as well, such as Laura Marling's 'Rambling Man.'
Ideology
The purpose of music videos is to promote the song to the public and to give the audience an image of the artist/band. Music videos also make a song a lot more memorable to a consumer, some people may watch a music video purely because they enjoy the video rather than the song, but since they have to listen to the song too, it is still being heard and promoted to the consumer. Some people may use their music videos to produce controversy such as M.I.A.'s 'Born Free', which depicted ginger people being rounded up by an army and persecuted- the ginger people being metaphors for anyone who belongs to a minority. This video caused such controversy over the internet that YouTube pulled the video on the grounds that it was too violent, however it did get reuploaded a week later. At the time this video made M.I.A. one of the most blogged about artists on the internet which drew more and more views to the video simply because "everyone" was talking about it, which increases the song and M.I.A.'s exposure. Another music video that was very controversial was The Strokes' 'Juicebox' which was refused to be aired on MTV until they had made significant cuts to the sexual content featured, as a result the director, Michael Palmieri took his name out of the televised version of the video.
Institution
This is about who controls the production process. In music videos, this would be the record labels of the artist. The record labels want the music to sell, so they will produce a promotional music video to get the song exposure on the internet and music television channels. The record company will match the music video to the artists genre so it appeals to the band's key demographic. Occasionally they will include a unique selling point for the audience such as including well established actors in music videos such as The Ruskins' 'Old Isleworth' which features popular British actors Elliot Tittensor and Kaya Scodelario and Elton John's 'I Want Love' which featured Robert Downey Jr. This is an especially effective tactic as the song's music video will not only attract fans of the artist but fans of the actors featured.
Audience
The producers of these music videos need to meet the requirements of the consumers, their key demographic. Again this is all about genre as that is what separates music so greatly. When aimed at a 'young adult' audience, the video may be more of a party atmosphere style which suggests that this song is about going out and partying with friends, something young adults can relate to such as in Nelly Furtado's 'Promiscuous.' To be aimed at a more classical audience, the music video may just be aesthetically pleasing visual effects such as Olafur Arnalds' 'Ljósið.'
Representation
Representation of an artist is usually based on their music videos, how they act in the video is how they want to be perceived by their audience regardless of what they're really like. For example most artists will be represented as more aesthetically pleasing than they may be in real life, an example being Christina Aguilera's 'You Lost Me,' although it really is present in almost any video you can find.