Type 1: PERFORMANCE

This type of video would focus on the bland/artist perfoming the song. A common filming location for this type of video is on a stage or in a studio, so that the audience focus on the performance of the artist, their music and their characters when performing, linking to Andrew Goodwin's point about "the star image of the artist" being a key concentration in the production of music videos, putting across the desired image of the artist and keeping their reputation where they want it.

This kind of video is usually used by rock bands as it is a successful way to show the whole band together as a team in their different roles and on their own instruments as these are an important convention of rock music, instead of focussing just on the singer like pop singers or single artists usually do in their videos.


For example, "Greenday - American Idiot" focuses on all 3 of the artists in the band, one playing the guitar, one on the drums and the lead singer, also on the guitar. By seeing them play their instruments individually, it makes it easier to pick out the sound of them in the song and allows you to appreciate how much talent, effort and passion is being used to generate the music. Close ups are used of each instrument so express the importance of them in rock music, and also of their faces to show how into their music they are getting.

"Kanye ft Jay-Z - In Paris" is a performance video which contradicts the usual kind, being rap music instead of rock. They are shown on stage at one of their concerts but is clearly, by making the figures darkened and showing flashing colourful lights, in a club atmosphere to keep to the rap/hip hop conventions at the same time as this would usually be the kind of music played there. This is a good effect because you can see the reaction of the crowd to their music, making them look like everyone loves them and associating a lively, dance image with the song.

Mumford and Sons - I Will Wait