JT: “Music videos are simply a tool for promoting an artist” With reference to two music videos, how far do you agree with this statement?

“Music videos are simply a tool for promoting an artist” With reference to two music videos, how far do you agree with this statement?

• A music video is defined as integrating a song and imagery, produced for promotional or artistic purposes. However many argue that modern music videos are primarily made and used for promoting the artist and a marketing device to sell more records. I will deconstruct two music videos, Phoenix – Trying to be cool and Britney Spears – Toxic.

• The first video Toxic by Britney Spears supports the statement in the title through multiple theories. Firstly regarding Goodwin’s theory we are able to tell the song has a clear pop genre and the video is conventional of the genre as it has performance displayed from the artist. For example in the video multiple close ups are used of the artist singing into the camera towards the audience breaking the 4^th wall, creating a feel of Para social intimacy and creating a connection with them, encouraging them to get increasingly closer to the artist and wanting more

• Furthermore in this video there is no clear narrative or story to the video, however it is not easy to categorise weather like Barthes argued if the imagery is anchoring or disjunctive to the song. For example although the video has no reference to toxic, it has a deeper meaning of her being toxic and overpowering or dominating male. This theme is then amplified through the different narratives in the video and the 3 stories or characters that follow it. This shows that Britney is displaying herself as a powerful woman, contradicting the male dominance in society and therefore making she stand out and giving herself a star appeal.

• Moreover Richard Dyer’s theory of star image is also supported in this commercial video. A star image is constructed by making the star simultaneously ordinary and extraordinary. This is done in the video, for example as Spears plays the part of an ordinary fetishist roles like an air-hostess or a biker girl, this creates the normal feel. An extraordinary creating is then done through many techniques to make her hyper real through lighting costume and post production methods to make her unique compared to others in the video. Therefore selling and promoting the artist.

• Spears and women are comodified in the video. The artist is portrayed as hyper real compared to others around her and promotes an artificial look tanned, slim and no wrinkles which can all be enhanced through post production techniques. Some close up camera techniques almost gives the video a soft porn feel, displaying the artist’s feminine body and curves.

 

• The second video ‘Trying To Be Cool’ by Phoenix challenges the statement in the title and could be seen more as displaying the band through a function of art. Firstly regarding Goodwin’s theory we are able to tell that the song comes under the indie category and the theme is amplified through the band. It contradicts the idea that the video promotes the artist as it is not a performance singing directly into the camera, the visuals are illustrative of the lyrics and a clear relationship is displayed. The record label does not use lots of close ups as they are not mainstream and iconic like Britney Spears who sings and performs to the camera, its more about the music and its unconventional. There is performance in terms the band playing their instruments including iconography, like backstage behind the scene of production, there is a link between the song and visuals but there is also narrative fuzz like when the finger plays chess.

• There is also no clear narrative to this video; however Barthes would argue that there is narrative fuzz as the visuals do run conjunctively with the lyrics at some points. Furthermore the visuals and editing of the video follow the beat and tempo of the song. For example when there is a countdown on the screen and the drummer plays following it.

• Richard Dyers theory of star image is not supported in ‘Trying To Be Cool’ video and does not therefore follow the same pattern as the commercial videos. In this more challenging video it is more about the band and the music then the way the artist looks and presents his or her self’s image. For example throughout the video the band use iconography such as their instruments and performance to promote this and very few close up camera techniques are used of the singer, singing into the camera like in Toxic.

• In conclusion music videos are all not simply a tool for promoting an artist as Phoenix prove with their video. However the majority of the mainstream pop music industry, these videos will be for marketing of the artist, with the main goal of selling records.