LIIAR of a music video

Language

The language of a music video will depend on the genre of the music specifically. For example, a young pop band will usually sing about happy cheery things and produce a music video to match, but say if an indie acoustic band produced a music video, they usually focus on the musical instruments rather than the band itself as they may feel that the music instruments such as the guitars are more important and beneifical then the band itself.

Ideology

The idea about music videos is to promote the song to the public. Music videos can cause consumers to remember the song better. Some people may use their music videos to produce controversy such as when Micheal Jackson created the worlds most expensive video for around $3 million. If people know about the music video costing this much, they will want to view it and see for themselves how the money was spent. This creates more viewings for the music video and therefore gets the song out to the public.

Institution
This is about who controls the production process. In media videos, this would be the record labels of the artist. The record labels want the music to sell, so they will produce a really good music video to match it and for it to appeal to the consumers. Again, the record company will match the music video to the artists genre so it appeals to the consumer. Occasionally they will introduce some form of shock tacktic to the consumer, like make it contraversal in a way of the cost or the videos content so that the video gets talking by word of mouth and people know about it.

Audience
The producers of these music videos need to meet the requirements of the consumers. Again this is all about genre as that is what seperates music so widely. To be aimed at a younger audience, the video may be more of a party atmosphere style which suggests that this song is about good times. To be aimed at a more classical audience, the music video may just focus directly on the musical instruments being played and not include a story in the video.

Representation

Representation of a music video usually depends on the lyrics or the band/artist singing them. Usually artists like to represent the music video to the song so it matches. Some artists however like to represent there videos through their genre, like a rock band may include guitars and the band in their video more than a story. Representation in a music video is about how the band or artist is portrayed, more than likely they will want to be portrayed in a glamorous good light so that the music video looks amazing for the consumer. If an artist isnt represented well by the music video, then the song may not get the airtime it hoped for.