Music Video Conventions Case Studies

David Bowie- Life on Mars?

Style of Video:

• Slow transitions between shots.
• As the song intensifies the shots quicken and more close-ups are used. 
• Performance is establishing an image of Bowie.

Image of Artist represented:

• Reflective expression as expressed through the close-ups used.
• Bright hair and makeup.
• Portrayed identity of him as a performer.
• Not represented as mainstream but alternative and indie. 
• Breaking away from the 'norm'.

WOW moment:

• First shot showing hair and makeup etc.

Queen- I Want to Break Free.

Style of Video:

• Conforming to stereotypes (wives stay in the house to work).
• Starts in every-day house and continues through the door to an imaginary 'lit-up' world.
• Conceptual/ Thematic.
• This music video is largely abstract with no distinct narrative of which it focuses on.
• Partially performance based however does not include instruments all the way through so evidently is not solely based on the performance of Queen but more on the message they are trying to convey.
• Breaks away from the stereotypical 'rock n roll' music video as it does not include a performance on a stage.

Image of Artist represented:

• Transitions with effects overlapping.
• Freddie sings about how he wishes he were free; in this instance about coming out about his sexuality. It is also evident that this music video distances itself from the misogynistic views of the 1950s by expressing the view that women can be free from the domestic environment.
• Dancing with professional dancers- performers are centre of attention.
• Represents Queen as breaking away from the 'norm' and providing a counter typical voice for women.
• Metaphorical: dreams hiding in the closet.

WOW moment:

• Head turn of Freddie Mercury at the start revealing the apparent woman as a man.
• A shot within a shot in the music video whereby the cupboard door opens.

Bon Jovi- Always.

Style of Video:

• Narrative shows the main character losing her partner, continuing with him full of regret.
• Ballad type music video.
• Explains the difficulties of letting go of someone you have loved through the use of a faded image of his previous partner which dissolves to leave him reminiscing the past.

Image of Artist represented:

• Mixture between band and storyline.
• Rock-style conventional band set-up e.g. drummer, guitar etc.
• Emotive- singer clearly believes what he is saying.

WOW moment:

• Explosion from building with main character walking away from scene, followed by a cut to the band.