GENRE
The genre and style choice for what the music promotion package constitutes was an arduous one. Especially taking into account the music video, given that it sets the fundamnetal base which will guide the creation of the other aspects. After analyzing various music video styles present, their corresponding conventions and techniques I decided upon following an Interpretative and Conceptual style, creating a hybrid.
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This choice was mainly motivated by the idea of creating a media text that would match the artist's characteristics and demands. As well as create a connection with the specific audience by allowing them to create their own conclusions and interpretation of the production. Without the necessity of being overtly influenced by the lyrics but rather based on the conceptual audio-visual narrative.
​ILLUSTRATIVE
INTERPRETATIVE
PERFORMANCE
NARRATIVE
CONCEPTUAL
ANIMATION
CONCEPTUAL
Conceptual music videos are characterized by the lack of relation between the visuals and the lyrical content meaning that it doesn not follow a clear storyline.
There are two main types of conceptual video :
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T h e m a t i c :
based around a specific theme
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S y m b o l i c :
various symbols are present, used in order to create meaning. These are often reffered to as "artsy" videos, known for their creativity and uniqueness. Altough if not done carefully they can seem randombly assembled and "messy" which can turn out to be a disadvantage for the promotion of the artists work.
INTERPRETATIVE
The main characteristic of such videos is their ability to attract the audience and stimulate them to find their own understanding upon the meaning of the video and its song. Allowing them to be the opinion leaders through concluding their own interpretation of the narrative of the video , which doesn not necessarely have a clear link with the lyrics.
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examples