What is a music video?
A music video is an audiovisual work that illustrates and promotes a song or album. It can be created using various techniques such as animation, live action, motion graphics, stop motion, rotoscoping, and more. Music videos are often used to promote and advertise songs but also for artistic expression, social commentary, narrative storytelling, political activism, and personal statements. They have become an essential part of popular culture since their emergence in the late 1960s.
How do visual strategies in music videos negotiate queer subversion, mainstream appeal, and cultural interpretation simultaneously?
Visual strategies in music videos refer to the creative decisions made during the production process regarding what will be shown and how it will be portrayed. These include lighting, camera angles, editing, composition, color, costume, makeup, hairstyle, setting, props, and so on. The goal is to create a visual world that aligns with the message of the song while also being visually appealing to the viewer. Visual strategies can be used to challenge norms and stereotypes, to provoke thought and emotion, to express ideas and feelings, and to engage audiences.
One way visual strategies negotiate queer subversion, mainstream appeal, and cultural interpretation simultaneously is by presenting alternative identities and relationships.
In the video "Boyfriend" by Justin Bieber, he plays a gay character who is attracted to his male best friend. This challenges traditional gender roles and sexuality, which can be seen as progressive and rebellious.
The video was criticized for its lack of subtlety and its perpetuation of harmful stereotypes about homosexuality. Another example is the video "I Kissed A Girl" by Katy Perry, where she kisses another woman in a club. This portrayal of bisexuality has been both praised and condemned for its celebration of diversity but also its potential to reinforce heteronormativity.
Another strategy is using symbolism and imagery that has multiple interpretations. In the video "Stranger in Moscow" by Michael Jackson, he wears a military uniform and dances provocatively with men and women dressed like soldiers. This could be interpreted as an allegory for the Cold War or a commentary on masculinity.
It could also be read as support for LGBTQ+ rights or a critique of militarism. Similarly, the use of animals or animal-like characters in music videos can represent human qualities or behaviors while also being suggestive or ambiguous.
Visual strategies can also be used to create a sense of mystery or suspense, such as in the video "Bad Romance" by Lady Gaga, where she appears as a robotic doll in a dark room. This creates an intriguing atmosphere that invites interpretation and discussion. It may challenge mainstream narratives while still appealing to audiences who enjoy dramatic visuals and enigmatic storytelling.
Visual strategies can negotiate queer subversion, mainstream appeal, and cultural interpretation simultaneously by presenting complex relationships between people from different social groups.
In the video "Happier Than Ever" by Billie Eilish, she sings about her relationship with her ex-boyfriend, portraying their breakup and his subsequent infidelity. The video features various scenes of romantic longing and emotional pain, but also raises questions about gender roles, power dynamics, and mental health issues. This approach allows viewers to relate to the song's themes and understand its underlying messages without feeling preached at or attacked.
Visual strategies in music videos can be used to promote progressive ideas while still maintaining a mainstream appeal. They can create thought-provoking content that challenges norms and stereotypes, presents alternative identities and relationships, uses symbolism and imagery for multiple interpretations, and explores complex relationships between individuals from different backgrounds.
These strategies must balance creative vision with societal expectations to ensure their success and impact.
How do visual strategies in music videos negotiate queer subversion, mainstream appeal, and cultural interpretation simultaneously?
Visual strategies in music videos often utilize various techniques such as costumes, makeup, props, settings, and editing to create an environment that can be read by viewers in multiple ways, allowing for diverse interpretations of gender, sexuality, race, class, and culture.