From this definition you can immediately see narrative is extremely important in any media product whether it be a film, TV programme or a music video, as without a storyline there is ultimately no purpose for the product.
A narrative needs to be gripping, enticing and interesting to the audience, otherwise they will certainly not watch it never mind enjoy it. I personally think creativity and originality is key when deciding on a narrative, people like to see something new, not another version of something they have seen many times before
In relation to a music video, narrative most often works to portray a message to the audience, this can either be directly, or metaphorically through hidden meanings. This can be done by using the actors body language, performance and dialogue, it can even be done using words popping up on the screen or being written by characters. The way this is done is incredibly important as that in itself can be a part of the hidden meaning...
...For example, in Emile Sande's music video for 'Clown', words flash up on the screen to show the dialogue, this is to emphasise the fact in this video Emeli does not have a voice, no one is listening to her - therefore no noise is coming out of her mouth, just words on the screen of what she really thinks and wants to say, showing her lack of importance in this video.
Below are different music videos from different genres with their narratives written next to them, in another blog post I shall write the conventions of narratives in each genre.
a) Comedy -> Gangham Style, Psy ---> This music video doesn't really have much of a narrative, Psy appears to be taking this famous dance to different places teaching people it and following different people around with it before performing it right at the end with a very big crowd. The narrative is centred around the dance as in almost every scene he is doing it. There is also a theme of him being attracted to girls who are doing it and that the girls are attracted to him doing it, perhaps portraying the message that this dance is attractive to the opposite sex and even the same no matter who you are. Unfortunately the words are not in english meaning the mass audience will not understand it which is why its important the narrative is simple and enticing, which it is, hence why it is viral at over 2 and a half BILLION views.
b) Horror -> Thriller, Michael Jackson ---> The narrative here appears to have multiple dimensions. It begins with a scene where MJ + his girlfriend are actually characters in a film they are watching where he turns into a werewolf, MJ is enjoying the film, however the girl is not. He begins to tease her as they walk through the graveyard, however they soon become surrounded by zombies, when MJ then becomes one. The girl is terrified and as she falls to the floor screaming, she wakes up from her dream where MJ is laughing. He calms her down, but when he turns around he has the eyes he had as the werewolf. I like the dimensions in this narrative as it keeps the 13 minute long music video interesting and enticing.
c) Drama -> Irreplaceable, Beyonce ---> The narrative in this video shows a girl breaking up with her boyfriend as he moves out, it is a female empowerment anthem as you begin to get to the end of the music video and see that beyonce is singing the song with many other single women of whom seem to strongly agree with the lyrics. The narrative is ultimately a girl breaking up with her cheating boyfriend and her putting her foot down showing him he can't have her back and she will find someone much better than him.
d) Romance -> You belong with me, Taylor Swift ---> The narrative here is apparently directed to the teenage audience. It's about the popular 'soccer' boy being stuck in a relationship he isn't happy in, the girl desperately wants him to notice her and see her in a light other than being 'just friends'. Eventually him and his girlfriend break up and Taylor turns up to prom, transformed from nerdy to pretty, and the two of them end up together.
e) Family -> Bad Blood, Taylor Swift ---> This narrative is playful and to be taken light heartedly but had an underlying message of someone who had broken ones trust creating 'bad blood'. Catastrophe and Arsyn are fighting the bad, then Arsyn ends up fighting Catastrophe. This leads to bad blood between the two former friends and Catastrophe building an army to fight Arsyn's. Its a simple but effective narrative conforming to the conventions of a family genre music video and is also enjoyable to watch with its all star cast.
f) Documentary -> A Moment Like This, Leona Lewis ---> This music video fits the documentary genre perfectly. The narrative is about Leona Lewis' journey from auditioning for the x factor to winning it. It shows her audition and other flashbacks in black and white and occasionally cuts to present day with Leona as the winner singing into a microphone in a grand venue. I really enjoy the simple narrative behind this as it is emotional and reflective of an incredible story to success.
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