![]() ![]() PSY’s “Gangnam Style” has 2 billion hits and Justin Bieber’s “Baby” has 1 billion, numbers approaching a mathematical sublime. It’s one of our most popular forms of moving media. The first is its cultural centrality today. Why should we care about music video? Four reasons, I think. I’ll highlight some of the genre’s specificities, as well as show how audiovisual relations have changed, and the ways analysis might attend to technology, platform, and musical style. I’ll propose a working definition for the genre, and discuss music video's technological and socio-economic influences. I'll show how Beyoncé stands as the genre's fulcrum, both formal innovator and historical guardian. I'll consider several videos by Beyoncé as well as a number from music video's history. This article's broad aim is to demonstrate how to analyze a music video. ![]()
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