1. Music Video Research
Initial Research

2. What is a Music Video for?
Different music videos hold different
purposes in what they aim to achieve, with
possibilities of achieving entertainment,
promotion or following a narrative.
The purpose of a music video may differ
depending on the genre of the music, for
example, a rock/indie music video may be
focused more on the entertainment value,
whereas an R‟n‟B music video may deviate
towards the promotion of „big-name‟ brands,

3. Frith’s 3 Typologies
Frith (1998) stated that “music videos can be
categorized by three different typologies”.
These were defined as:
• Performance: The act of performing as
part of a live show, staged event or other
form.
• Narrative: A series of events that
complete the arc of a story being told.
• Conceptual: A completely abstract idea
that bares no relationship to the song or

4. Performance Example
An example of a performance music video would
be “Teddy Picker” by Artic Monkeys, as this video
consists essentially of the band performing live in
the studio, with some footage of the band‟s leisure
time. Therefore this music video upholds the
criteria of a performance music video.

5. Narrative Example
An example of a narrative music video would be
“Stan” by Eminem, as this video consists of the
protagonist constantly writing to his role model,
with the accidental loss of a letter leads to a
domestic tragedy; altogether creating a video
narrative that captures the audience‟s attention
thus adhering to the narrative music video criteria.

6. Conceptual Example
An example of a conceptual music video would be
“Deceptacon” by Le Tigre, as the official music
video for this song consists of a single take of two
costumed men that act out a simple dance routine.
There is no performance from the band, nor any
narrative to follow; therefore this music video
conforms to the style of conceptual music videos.

7. Goodwin’s 7 Conventions
• There is a demand on the
part of the record
company for lots of close-
ups of the main
artist/vocalist.
• The artist may develop
their own star
iconography.
• There is likely to be
reference to voyeurism,
• There is a relationship
between the lyrics and
the visuals.
• There is a relationship
between the music and
the visuals.
• Particular music
genres may have their
own music video style
and iconography.
Andrew Goodwin stated that all music videos conform to at least one of
seven music video conventions; these are:

8. Examples of Goodwin’s
Conventions