Music Video Theories

 

Michael Shore

Michael Shore criticised music promos for the following:

• Use of recycled styles.
• Having surface without substance.
• Containing an information overload.
• Image and style scavenging.
• Decadence.
• Immediate gratification.
• Portraying adolescent male fantasies.
• Using speed, power, girls and wealth.
• Clichéd imagery.
• Soft-core pornography. 

Most of these criticisms do not really apply to the video as they are more focused on pop promos. The only point that could apply is the clichéd imagery, as the use of dollar bills and US flags give the video a rebellious nature. Although this is not extremely common in promos, it has been seen on multiple occasions before.  

Steve Archer

Steve Archer's theory indicated that there needs to be a strong relationship between the narrative and performance in a music promo. Promos should cut between a narrative and a performance from the
band. The video does not follow this theory, as it is solely performance based.

Tzvetan Todorov (Narrative Theory)

Todorov's theory suggests that the conventional narrative follows 5 stages:

1. A state of Equilibrium (stability).
2. A disruption of the Equilibrium (Disequilibrium).
3. A recognition of the Disequilibrium. 
4. An attempt to repair the disruption.
5. A resolution in which the Equilibrium is reinstated (New Equilibrium). 

As there is no clear narrative in the video, this theory cannot be applied either. 

Andrew Goodwin

• Music videos demonstrate genre characteristics (E.g. Stage performance in rock videos, dance routines for boy/girl bands).
• Lots of close ups of the artist who may develop motifs that recur across their work (visual style).
• Frequent reference to the notion of looking (screens, telescopes, etc.) and particularly voyeuristic treatment of the female body.
• Intertextual references often used. 

This theory, on the other hand, can be partially applied. For example, the urban setting and anti-government inferences are quite characteristic of the Hip/Hop genre. There are also lots of close ups of the artists, but no real references to the notion of looking or intertextuality, however.

John Stewart

John Stewart's theory proposed that music videos have the aesthetics of TV commercials, with lots of close-ups used to focus on the performers face. There are indeed lots of close ups of the performers faces in the video, so it could be said that this theory also applies.

Sigmund Freud

Sigmund Freud's theory refers to the notion of looking upon someone without them knowing for erotic pleasure and sexual gratification. As aforementioned, there are no real references to the notion of looking upon anything, so this is another theory that does not apply.