Music videos can be seen as a form of post-cinema, even though music videos are a form of advertising for the song, artist and record label etc, it is still an art-form where post cinema can be experimented in. However this introduces new ideas of post-cinema as its not just based on the new digital technology such as the visual effects but for the new sound -image relationship.

What i mean by a new sound-image relationship is before music videos sound was used in both classical and modern cinema to ” add value” to the image. Chinos describers this added value as part of a stable ‘ audiovisual contract’ in which the added value ” is what gives the impression that sound is unnecessary, that sound merely duplicates a meaning which reality brings about” ( S.Shaviro 2016). Nevertheless music videos completing changed this relationship with sound and moving image as it reverses Chinos theory completely as the visual images ‘add value’ to the sound in music videos. The sound itself comes before the visuals, the visuals are made compliment or illustrate the music. This allows listeners to now listen to music by looking at it and adding this layer has ‘” allowed artists to add new nuance, new depth and new ways to convey their messages” ( G. Arnold 2017 pp5)

Some people may disagree with these ideas of music video adding new depths and nuances to the music as in some cases music videos ‘ desensitise some listeners to music as a, purely aural pleasure’ ( G. Arnold 2017) . For example Kanye Wests music video for Welcome to heartbreak is congested with special effects such as glitching morphing alongside intensified continuity. In this case the intense and overwhelming visuals to some extent take away the value of the sound as its hard to focus and appreciate the lyrics and sound with such intense and overwhelming visuals alongside it.

References

S.Shaviro 2016. Audiovisual futures. University of Michigan Library

G.Arnold, D.Cookney, K.Fairclough-isaacs, M.Goddard. Music/Video histories, aesthetics, media. New York: Bloomsbury Academic

Lois Reilly