Music Video as Communication: Popular Formulas and Emerging Genres.

This article illustrates common types of audiovisual techniques that videomakers have used to engage viewers. What sets music video form apart from form as it appears in other media is the primacy of a musical soundtrack. In a motion picture or television program, music often contributes to the form of the work after a written script has been acted out, photographed and edited. In other words, the music is added to the work to become part of a form that is rooted in dialogue and visuals. This process moves in the reverse direction in the production of a music video. The unique character of music video form gives rise to general styles of videos which are named in accordance with the nature of the visual images utilized to enhance their musical soundtracks. As a song and its execution are so central to video form, directors often rely on visuals which show the music being performed. By using shots of singers or bands lip-synching to the music on the soundtrack they create a form which works directly to accomplish the goals of the record companies who underwrite their work. Performance oriented visuals cue viewers that, indeed, the recording of the music is the most significant element.