Type 4: ANIMATION

Animation is used in videos to give a source of entertainment to the viewer whilst listening to the song. It also helps to give the message or tone of song that the artist wants to put across. There is not a particular style of music associated with animated videos but due to the artistic element that has to go into them, I think they are more suited to alternative songs; quirky, unique and often hard to understand with a discrete, hidden message.
The animation in music videos is often based on or similar to an existing animation, in reference to Andrew Goodwin's point about Intertextuality.

"Red Hot Chili Peppers - Love Rollercoaster" is an example of this where the band are draw up as cartoon characters in the style of the existing programme "Beavis and Butt-head", an adults cartoon TV programme. The video is based on this programme because the song is used in the soundtrack to the film, "Beavis and Butt-head Do America". This works well because people that already love the film or those characters will enjoy the video too, attracting an existing group of people as an audience.

The band members, like their real characteristics, are shown as very rocky. All are shown covered in tattoos, with long hair, revealing their muscles and headbanging; stereotypical traits of a rock band exaggerated through the drawings.
The rollercoaster in this video amplifies the lyrics, representhing the theme of relationships and the theoretical ups and downs of them, reflected in the ups and downs of the ride and including alot of images of hearts and other love related shapes and objects throughout.



Another completely animated video is to Junior Senior's song "Move Your Feet". In this video, the animation is used to enage the viewer, including random cartoon images that dance and move in time to the music, as from the point in Andrew Goodwin's theory that the music and visuals link, at somepoints it also links to the point about the relationship between the lyrics and visuals as the charactes are seen "moving their feet" as the song is about.
Being a dance song, the bold colours and shapes are in the appropriate style as if symbolising movement, disco and fun, (genre characteristics) similarly to the themes that dance music is associated with.

 

 

Peter, Bjorn & John - Young Folks