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Ramel Carpenter
Ms. Olivia Rines
UWRT 1101-002
23 February 2015
Genre Analysis-Music Videos
Music videos have been with us for decades, entertaining and in some cases, persuading
the public. Music videos are considered works of art and forms of expression that can elevate the
impact song lyrics may have by adding visual affects. These videos are made to spread a
message, be it to a target audience or otherwise. Every aspect of the video, the acting, setting,
storyline, clothing, mood, and little details are meant to spread a message to the viewer.
Music Videos have forever changed the way we, as a population and listener, perceive
music. There have been award shows, critiques, and even advertisements that center around the
making of a music video. Music videos are just another way for artists to get their songs out to
the population; to sell the song. The director and song artist want a reaction that comes with
viewing the video, leaving the listener and viewer to remember the song. They also want the
reaction from the audience to be positive and have superb reviews. Music is also known to be a
way for artists to express themselves. The music video can be another way to get their main
message across to the audience or give the listener a better understanding of the song. There is
also the common obvious purpose; to entertain. The artist wants to show off just how artistic
and talented they can be to their audience. This is a way to create exposure and expansion of the
artists profile.

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But, despite all of these being factors in why a music video is important, some people
argue that the end result still has to serve one purpose; promotion. The music video is a
promotional tool for the artist. It sometimes serves as a conduit to attention from a a label, but
more often it is a catalyst for CD sales and song downloads.
In music videos the artist and director collaborate to convey the best product possible to
the viewer or listener. The best product possible would be to get positive feedback from the
audience as well as to make as much money in the process. This involves several modes of
discourse, including, description, narration, and argument. A music video has the power to be
informative, impressionistic, organizational, and contain figurative language. The artists main
purpose is to convey a message to the audience. This may include persuasive and even
informative material. And, because a music video brings a visual aspect to the sing, many
organizational techniques may be used to further engage the audience. Music videos can often
tell a story that the artist is trying to tell in their song. This can be connected to narration. In the
video, the artist can tell or retell a sequence of events within a particular timeframe for a specific
purpose and from a specific point of view. The artist can also inform from a specific position as
well. In argumentative modes, the artist may present their certain position in hopes that the
audience will accept by viewing the video. In the video there can be a clear assertion qualifying
or opposing anothers view and perhaps persuading the audience to change its own view.
A music video can have many purposes that affect both the media and the audience. As
mentioned before, music videos all have the qualifications to be a corrupt way to gain money,
fans, and promotional gains. These music videos are available to purchase, and spread quickly
across the web. The artist may want to share their own stories but the big reward would be the

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money that the music video can create. Music videos can be a way to further promote the artists
skills and promote the sale of recordings or downloads. The can and have created a new
innovation of competition amongst bands and record labels. There is also an extension of income
and outlets. Music videos can be shown over the internet, television, downloads, and even CD
sales. This type of outlet can create a steady income to all those involved in the making of the
music video. The main purpose though, is to promote a song, which promotes an album, which
all in all, promotes the image an artist wants to create of him/herself while also generating a
steady flow of money.
A lot of money, time, and effort is put into creating the promotional value in every music
video. To achieve this type of promotional purpose, the artist must collaborate with a recording
company, producers, and directors to create the perfect music video to center around their song
and to appeal to audiences. Efforts included in the music video involve many artistic and
calculated or staged, aspects. This includes, setting, actors, message, and point of view. All of
these factors and efforts put towards creating a music video can lead back to both the purposes of
entertainment and promotion. A music artist, relating to their career as an entertainer, is always
looking to expand their fan-base and further increase their income by promoting themselves by
any means possible. A music artist, relating to their interest as an artist, chose this career to
spread stories, messages, and their love of music. Music videos just act as a catalyst in helping
the artist both promote and entertain.
Every music artist has a different reason for releasing certain music to an audience. Some
reasons may be to inspire people, to get information out, or some may even be to express the

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artists feelings at that particular moment. In the texts chosen, every example is very different
from the other, converting different purposes, meaning, and settings.
Blurred Lines by Robin Thicke has been one of the most controversial songs of the last
few years. The songs lyrics I know you want it and I hate these blurred lines are commonly
construed as references to rape. The video itself is also very controversial being the setting and
content of the video. The setting of the video is very simple including a white backdrop and
several simple props, which shows the simplicity of this video. The content of the video suggest
the degradation of women and the superiority of men. Of course, the artist, Robin Thicke
contrary to popular belief, defends his video as having a purpose of entertainment.With this type
of controversy, it is easy to see just how impactful music videos can be on the main stream
culture. This music video will attract people from many different cultures because of how
controversial it is and its impact on throughout the web. With this type of message being
portrayed the likely purpose would be to create publicity for his career and abilities as an artist.
In the music video I Love College by Asher Roth, lyrics perfectly match with what the
music video conveys. The stereotypes and bias portrayed about college, drinking, drugs, and
partying can all appeal to todays youth. The stereotypical frat house setting and content is
meant to entertain and appeal to the set target audience. This video is meant to entertain as it
pokes fun at what college is really about. The main objective of the music video was strictly
reach out to their target audience and have fun with the lyrics being perfectly portrayed in the
music video creating a fun and entertaining experience.
Hopeless Wanderer by Mumford & Sons is a video in particular that did not relate to the
actual song being depicted. The band Mumford & Sons consists of four different members,

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and in the video, four famous comedians act as the members of the band as a parody. The band
who sings the song has a very distinct style to their music as well as their music videos. The
comedians make fun of the bands style by creating a stereotypical video for this particular
band. The song, which may tell a story or have artistic value in the lyrics, has no kind of make in
the actual video. This may have caused the video to attract certain audience members that do not
normally partake in associating themselves with the band. The comedy conducted in the video
may have been an act for publicity but also could be strictly for entertainment purposes.
When choosing different music videos, each video has different purposes, settings, and
artistic value. A music videos purpose proves that it can hinder many different purposes no
matter what the lyrics of the depicted song may mean, or how the artist portrays themselves.
Most artists want their videos to affect the audience in a positive way. A positive effect would be
an inspiration. But, in the end, the artist chooses what content to put in a music video and control
what affect they want to have on the audience.

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Works Cited
What Is Music Video? Audiovisual Poetry or Commercial Salad of Images? N.p., n.d. Web. 25
Jan. 2015. http://filmsound.org/what_is_music_video/
Music through the Decades. Timetoast. N.p., n.d. Web. 26 Jan. 2015.
https://www.timetoast.com/timelines/music-through-the-decades
Robin Thicke. Blurred Lines. Blurred Lines. Star Trak, LLC, 2013. Music Video. Dir. Diane
Martel. Vevo. Web. 26 January 2015.
Asher Roth. I Love College. Asleep In the Bread Aisle. Universal Records, 2009. Music Video.
Dir. Jonathan Lia/Scooter Braun. Vevo. Web. 26 January 2015.
Mumford & Sons. Hopeless Wanderer. Babel. Universal Island Records, 2012. Music Video.
Dir. Sam Jones. Vevo. Web. 26 January 2015.