Sven E Carlsson

Sven E Carlsson

Sven E Carlsson's theory is that he believes that everything is perceived as opposites e.g male or female, art or trash, hero or villain. This links into Claude Levi-Strauss' theory of binary opposites. He also believes that there are two music videos:

-Performance
-Conceptual

Performance:

He believes the performer is made into a materialization 'commercial exhibitionist'. Tgis means that the the performer in the video is almost made into selling an item. This is done by using someone that fans aspire to be and look at and the scenes are made extremely high quality and usually have a gloss to them.

Another type is the televised bard, which is a singing storyteller who uses on screen images instead of inner, personal images.

The third type is the electronic shaman, sometimes the shaman is invisible and only their voice can be heard.

A good example of this is singer Rihanna's music video Rude Boy.



This video includes and consists of shots of the singer dancing and singing only. There is no narration. Rihanna is made to appear as a sexual object which is obvious through the choice of moves and her choice of clothing in the video. The constant close up shots, give the impression that the aim is to put all focus on her so that her fans interact with the video and enjoy it.


Conceptual:

The aim of this is to out focus on something else artistic, not the performer. 

Lil Wayne's music video for 'Lollipop' captures confectionery sweets and the art of it. This is achieved by the amount of sweets spread everywhere behind the women in the video. The video also uses big, extravagant props like swimming pools to narrate the video. The camera pans on and off of Lil Wayne frequently throughout and this emphasises the fact that he lacks significance compared to the sweets in the video. He is not the most important part of the music video.