Theorists of Music Videos

Sven E Carlsson
Sven E Carlsson said that One of the most
common methods of analysis is to break up the
music video into black and white boxes. Almost
everything is then perceived as opposites trash
or art, commerce or creativity, male or female,
naturalism or antirealism, etc.
What is being said is the common approach to
music videos in the sense that binary opposites
drive the narration of the video forward.

Sven E Carlsson
Sven E Carlsson believes that there are two
categories that music videos are able to fall into:
1. Performance
2. Conceptual

Sven E Carlsson
Performance Videos

Performance videos are when the audience are

able to see the artist(s) singing and dancing
throughout the video.
Here is a small list of performance videos:
Lady Gaga Bad Romance
Rihanna - Rude Boy
Michael Jackson - Black Or White

Sven E Carlsson
Conceptual Videos

Conceptual videos are when the audience watch

something other than the artist throughout the
video.
Here is a list of conceptual videos:
Lil Wayne - Lollipop ft. Static
MIKA - Lollipop

Sven E Carlsson
"modern mythic embodiment"

Sven E Carlsson created the theory that most performance

movies make the performer not a performer any more.
he or she is a materialization ofthe commercial exhibitionist. He or she is a
monger of their own body image, selling everything to be in the spotlight
selling voice, face, lifestyle, records, and so on

This is saying that performers are restricted in the way that

they can perform as they are being used to sell their
voice, face, lifestyle etc. Sven E Carlsson says that this is
down to the artist being a seller of their body image.

Michael Shore
Michael Shore concludes that music video are
recycled styles that contains an information
overload and therefore contains views of
adolescent male fantasies. Most videos contain
elements of speed, power, girls and wealth. All
this conveys into soft-core pornography with
clichd imagery.

Andrew Goodwin
Andrew Goodwin says that these theoretical conclusions
are the basis of understanding music videos.
Cinematic genre
Advertising
New forms of television
Visual art
Electronic Wallpaper
Dreams
Post-Modern Poetry
Metaphysical Poetry
Semiotic Pornography