Harrison

Caitlin Harrison
Professor Olivia Rines
UWRT 1101-002
4 Feb 2015
Genre Analysis: Music Videos
In todays society, one of the most important, valued, and anticipated aspects of a new
album or song being released would be the music video that accompanies it. Music videos bring
these songs and lyrics to life and have a way of connecting these famous characters and
performers to the general population. The fans are able to explore first hand the artists ideas and
imagination behind the creation of these songs. With the inexhaustible amounts of mediums that
artists can use to promote their songs today, the popularity and importance of music videos have
been on a rise since the early 1980s. Over the years, the content and composition of said music
videos have been evolving to fit the ever-changing values and appeals of society. In this paper, I
will compare and contrast the current top 3 trending music videos as of February 4th, 2015 on
YouTube and their content in order to analyze the genre of music videos.
The overall purpose of music videos is to promote the artists newly released album or

Daniel Machon 2/10/2015 6:01 PM

Comment [1]: This introduction was
excellent. It sets up the background for the
entire paper. Very well written!

song. In addition to this, they oftentimes stand as the deciding factor as to whether or not these
new albums will be successful. They are worlds first glance at these albums and provide a
bridge to bringing these lyrics and songs to life. Although music videos contrast greatly
depending on the genre of music they are promoting, most music videos have many similar
aspects. When analyzing the mode of discourse used, the music video as well as the lyrics of the
song itself should both be examined. The discourse modes most commonly used in both of these

Daniel Machon 2/10/2015 6:02 PM

Comment [2]: Maybe explain how they
can change. Explain what would be
different in the music videos from different
genres of music?

Harrison 2

are narration, however, depending on the content of the song or video, may vary. Most writers
agree with the assertion that music videos are primarily narratives, however, some argue that
they are fundamentally antinarrative. This means that they believe it is a type of almost
postmodern physique that gains energy from defying narrative conventions. (Vernallis, I. XI)
The director and artists main goal is to entertain the viewer. In order to do so, they must be able
to appeal to their audiences desires as consumers. As was stated before, the overall concepts that
are significant to certain audiences are very dynamic. What is ultimately valued and iconized by
some groups, may not be very valued by others. Because of this, these artists must take into
consideration their audiences views. They must understand what things to include in their music
videos to make them more appealing and in some cases, what not to include.
Within music videos, there are certain features that help artists and directors to obtain
these goals. The main and most critical elements include the lyrics themselves, the visual images,

Daniel Machon 2/10/2015 6:04 PM

Comment [3]: Maybe it would be a good
idea to add an example of how certain
things should be included in some music
videos and not in others based on the style
of music?

and the music, such as the beat and rhythm. Music, image, and lyrics seem both interdependent
and independent in music video: while each exerts a shaping force upon the other, each also
possessed its own arc or teleology (Vernallis, 153). The lyrics can be analyzed as a different
genre altogether. However, they are still play an important role in the success of a music video.
They are the basis for which the music video is built upon and are the artists main source of
expression. In Seuras article, it is mentioned that when presented well, the concurrence of
lyrics and text opens a dimension that create a poetic experience (Seura, 1999). These lyrics are
normally narratives that build to a climax and most of the time to a conclusion as well. The lyrics
are most commonly in first person, present tense, include a repetitive syntax, and use simple,
non-complex sentences. The second and arguably the most significant element in music videos is
the visual imagery itself. It is stated, the lyrics and the images interact to create meaning.

Daniel Machon 2/10/2015 5:46 PM

Comment [4]: This is an excellent point,
because the lyrics are a totally different
genre, but it is one of the features of the
music video. Helps people see the
combination of genres.

Harrison 3

(Seura, 1999) Oftentimes the visual content gives meaning (or adds a different meaning) to the
songs and (most) evaluate the visual dimension extremely positively (Zillman, 179). The visual
images often include the artist or special characters that play out certain roles that create
meaning. Certain visual aspects are used to gain audiences approval as well. Depending on the
content of the video, certain colors or backlighting may be used significantly. The 3rd most
important feature in music videos is the actual music. As stated in Zillmans Experiencing Music
Video, first (and perhaps foremost), the music is pleasurable to the body, as well as the mind

Daniel Machon 2/10/2015 6:12 PM

Comment [5]: What other visual aspects?
What colors in and in what setting for
lighting? Does lighting have a meaning
behind it?

(Zillman, 176).
#1 Top Trending Music Video: Blank Space by Taylor Swift
Taylor Swifts newly released music video of her song Blank Space is currently the
number one top trending music video on YouTube. With this video quickly approaching
400,000,000 views since being released a little over 2 months ago, it has already ranked the #1
song on the Billboard Hot 100 chart and will surely be referred to as one of Swifts most popular
music videos of all time (TaylorSwiftVEVO). This video takes place in and around a fairytale
like mansion with Taylor Swift, a popular icon, living a life of luxury with what appears to be
her dream man. The audience is shown multiple scenes where the relationship between the two
young lovers is nothing short of pure bliss. The climax of the video, however, is reached when
Taylor realizes that her dream man is putting on a faade and is actually involved with another
girl. Taylor is shown seeking revenge in numerous ways in order to overcome this betrayal. With
the many symbolic elements of the video, Swift is using her tongue-in-cheek humor to create a
bit of a self-parody when it comes to seeking revenge towards ex-lovers.

Daniel Machon 2/10/2015 6:13 PM

Comment [6]: Some people may not have
seen the video, what symbolic elements?
How do they contribute to the overall genre
of music videos?

Harrison 4

It is obvious with her symbolism and the proposed situation she is acting out that the
intended audience of this music video is ultimately teen girls. However, with the rising
popularity of this young star, the audience reaches a wide range of ages and well as both genders.
The video has a very classy and yet humorous feel to it, which makes it quite enjoyable to a wide
variety of audiences. This video perfectly corresponds with the overall genre of music videos.
The visual imagery corresponds and yet doesnt perfectly relate to the lyrics, and yet the video as
a whole leaves viewers with a feeling of completeness, without the knowing of how this
happened. This is a very common theme found among music videos. (Vernallis, 155)
#2 Top Trending YouTube Music Video: Elastic Heart by Sia

Daniel Machon 2/10/2015 6:14 PM

Comment [7]: Why is this a very common
theme? Do they want you to imagine?

Sias new music video Elastic Heart has brought about a great amount of controversy
from viewers since being released on January 7th, 2015. However, the video is currently the 2rd
top trending music video on YouTube with approximately 75,000,000 views (SiaVEVO). The
popularity of this video is probably in part due to the intense amount of criticism said about it but
it is also due to the complexity and beauty of this piece of art. The video begins with two people,
12-year-old Maddie Zieglar and 28-year-old Shia LeBouf, dressed in nude colored leotards
covered in dirt, on opposite sides of what appears to be a giant bird cage. The setting is very
neutral toned with emphasis on the differences between the two characters. The opposing
characters seem to symbolize two fighting parts of the soul. Maddie represents more the childish,
naive, irrational and yet optimistic part of the soul. She still has the ability to leave the cage. On
the other hand, LeBouf seems to represent the older, more tortured and rational side. He does not
have the ability to escape the cage. This man vs. self battles continues throughout the video,

Daniel Machon 2/10/2015 6:16 PM

Comment [8]: What is the importance of
the setting? Does it put emphasis on some
other aspect of the video?

Harrison 5

only to end with the little girl trying her hardest to help the older, tortured man escape the cage,
but ultimately failing.
This music video seems to have the intended audience of young people at the ages of
around 16-24. This being said, the maturity of the content exhibited seems to have such complex
meaning that it can be interpreted to fit many different walks of life. Because of this, as well as
the amount of controversy about the video, it seems as though this music video has reached a
variety of audiences.
#3 Top Trending YouTube Music Video: Sugar by Maroon 5
Maroon 5s music video Sugar is gaining a lot of attention from the public. This music
video is currently the 3nd highest trending music video on YouTube with over 64,000,000 views
(Maroon5VEVO). This video begins with the band and lead singer, Adam Levine, dressed in
tuxes hurrying into the car with their instruments. Before the song begins, Adam speaks directly
to the audience preparing them for what will be happening. He begins to explain that they will be
trying to hit as many weddings as they can in Los Angeles in one day. While the audience
quickly becomes aware of the plan for them to crash a few weddings, those whose weddings are
actually being crashed by this band have no idea. The audience is taken on a journey to surprise
multiple newly wed couples at their weddings with one of the most popular bands in America.
The couples, along with their friends and family, are all very confused as a group of people enter
into their private receptions and begin setting up a temporary stage. However, when the music
begins playing, the curtain drops to show Maroon 5 performing right in front of them. The
concept of this music video is greatly contrasted from most other popular music videos. There

Daniel Machon 2/10/2015 6:19 PM

Comment [9]: The breakdown of this
song and music video is great.

Harrison 6

are no paid actors or staged performances but rather a real look at a surprise journey this band
embarks upon.
The intended audience for the music video was quite obvious in the fact that their
performances were to a distinct group of people in the video. However, the music video has
gained popularity from many ages not only because of the song itself but also the unexpected
experience shared in this video. This video is quite informal and steers a bit away from the
typical genre of music videos.
Conclusion

Daniel Machon 2/10/2015 6:18 PM

Comment [10]: How does it steer away
from the typical genre. What are key
features of the typical music video genre
that this one does not have?

From the research that I have done, I would conclude that this genre is evolving rapidly.
This is in part due to constant enhancements in technology allowing artists and directors to
approach this art form in a completely new way. However, it is also because of societys ever
changing social influences. The most critical element of music videos, in my opinion, is the
content. I believe that since these music videos directly reflect societys interests, we should be
very concerned with what we, as the audiences, are promoting.
Throughout the last few weeks, the term genre has taken on several new meaningssome quite clear and understandable and others rather complex. After the research I have done
on genre analysis, I have come to a conclusion on my own personal definition of genre. Genre
refers to a classification of related publications that reflect back to a similar prototype. We must
use our intertextual knowledge in order to understand the various genres in the world and to be
able to classify what each of them include.

Daniel Machon 2/10/2015 6:22 PM

Comment [11]: This conclusion is also
very well written. Overall I think that your
paper is very well written, despite the fact
that you think it isnt. You should be
confident in your writing, because this is
great. I think that you could break down
certain areas into more detail and you can
see that in the comments. But again overall
this paper, to me, is excellent. Great job!

Harrison 7

Sources
TaylorSwiftVEVO, Blank Space Online Music Video. YouTube. YouTube, 10 Nov. 2014.
Web. 24 Jan. 2015.
SiaVEVO, Elastic Heart Online Music Video. YouTube. YouTube, 7 Jan. 2015. Web. 24 Jan.
2015.
Maroon5VEVO, Sugar Online Music Video. YouTube. YouTube, 14 Jan. 2015. Web. 24 Jan.
2015.
Vernallis, Carol. Experiencing Music Video: Aesthetics and Cultural Context. New York:
Columbia University Press. June 2004. Print.
Zillman, Dolf and Vorderer, Peter. Media Entertainment: The psychology of its appeal.
Lawrence Erlbaum Associates Publishers, 2000. Print.
Seura, Suomen. Musiikin Suunta: Special issue in English on music videos Musiikin Suunta
1999: Print.