Most music videos have or use clips of the artist or the band performing for example in the screen grab below we can see the band performing the song this shot becomes the dominant shot. These has been done in this in order to actually advertise the artist so therefore in concert or live footage music videos usually sell or advertise the artist so that the fans can buy their concert tickets to come and see them because that is the only way that they make money as this generation doesn't pay for music anymore or buy albums rather they torrent music and download them illegally and therefore the only way these artist can make money is through their concerts and world tours. Performance videos were where music videos were derived from. Perfromance music videos often contain shots of the artist perfoming, either to a big crowd or in a room like the screen grab below, other times it can be the artist in real life situations for example; them walking on the street while lip syncing to their song. Often includes lots of close ups pf the artist which is required by major record labels because the artist is the product that they are trying to sell or advertise to the public or the fans. Most times in a perfomance music video there can be a particular visual style that goes with the artist; it could be the way the artist is dressed, the actions they are carrying out and the type of images that are displayed on the scree, most times the artist can appear to perfom in an unusual place for example on a field or on a roof top.
Most music videos ten to mix up perfomace with narrative or conceptual; for example in the music video above is a narrative mixed with performance there is a story there that the viwers have to follow and at the same time the story is broken at certain intervals to bring or show us short clips of the artist presenting making it look like we are watching an actual film and the part of the artist prsenting are just adverts before going back to the film again. Most perfomance videos ten to be viral but the one above hasnt really beeen viral a perfect example of a viral performance music video is "dont you worry child" by sweedish house mafia. Every inch of this music video is performance based starting from the begging of it till the end the music video is basically based on them perfoming througout the whole song using live concert video aand also it shows that they have a big fan baseas we can see in the music video that a very large crowd came to their concert there by advertising them as well.
INTERPRETIVE (MUSIC AND VISUALS)
In the music video above we can see as we lsiten to the music that the music adn the visuals relate; for example the song starts on a very calm random beat and so those the music video as well, but as the tempo and intestity of the song increases so does the tempo and intensity of the music video increase as well, we can also hear the noise made by certain object in the music video for example the sound of the handcuffs are in the track and aslo the base track or base beat is in sync with the punches and the song as well cuts to the beat of the track as well. This music video has been done in a way that the the song is a soundtrack to the music video it self and its alos reaching out to a lot of diffrent people form action movie lovers and to her own huge fan base and also the stars that starred in the video as well. Thereby the music it self has been used here to tell a story as the story is determined by the high and low beats of the song which shows the relationship between the music and the visulas. also the music video is amplifying the fact that men see women as objects that they can use as the man (the villan ) use the two women for his own enetertainment and there is intertextuality going on as the man is watching a show down between them two and laughing about it alos i think it draws the attention that men also see women as a sexual object just slimply the way the starts are dressed wear very tight clothes which shows off certain aspects of their body. Also in the music video we see come type of perfromace as the main character who happens to be the artist is lip syncing to the sing as she acts there by turning her into an action film movie star and not just an artist and also the stars in the music video are famous action film stars she has done this in order to draw more fan base to her self as the main aim of a music video is to advertise the artist and the song that they produce as usual there are a lot of close up of the artist which is recommended by major record labels as they are trying to sell or showoff their product which in this case is the artist.
IMPRESSIONIST (CONCEPTUAL)
Conceptual music videos are based upon a single idea or a theme, for example the music video above has been made in the form of an animated video game which actually intrigies a specific target auidence but it also emphasises the technological advancements and paractices that mordern music videos are now accustomed to. Also we can see some sort of performance in this music video as well where we see the artist lip synicing to the song and also the music video is hyper real because of the way it has been made it is trying to refer to live as a video game and no one can surf on a shark. also there is voyerousim peresemt in the music video as women dressed in bikins are present in the music video also there is a relationship between lyrics and visulas as where the lyrics talks a bout a pregant woman we actually see an animated version of a pregant woman,
INTERTEXTUALITY
Intertextuality is the way in which one media text is referenced in another.
An example of this is Lady gagas ‘paparazzi’ video features newspaper headlines and articles throughout making this a form of intertextuality in her video.This video features the artist being taken to an ‘Alice in wonderland’ style setting with Robbie William's dressed up as the rabbit from the film. This creates intertextuality between the film and his music video.
Also at the end of the video there is a shot of the artist in the Metro-Goldwyn –Mayer trademark lion replaced with the rabbit character.Katy Perry’s ‘last Friday night’ video includes intertextual references with there being credits in the start and end of the video and out takes. Creating a film like effect.•The characters are all wearing clothes that were typically worn in the 80’s.
The artist looks on a social networking site called ‘friendplace’ this is acting as a ‘facebook’ in the video.
The lyrics of this song talk about Romeo and Juliette. This video is made to look like a modernised version of the story, relating more to the lyrics of the song.
In music videos made especially for pop music, we find out that the the lyrics interprets the mise en scene as the mise en scene are usually shows the good side of life, having fun and how colorful life actually is, what this actually does is that it actually creates an extremely hyper real reality for the audience which even though they know that it is fake they still believe in it and they kind of enjoy the moment and also it brands the artist; fans will see the artist as a more fun person that loves to enjoy life and enjoys life to the fullest maybe due to the massive wealth which is sometimes shown in pop music where we see artist wearing expensive things and most cases its just an example of product placement. For example the music video above is very colorful and it gives the party feeling which most pop fans are looking for.
COSTUME
Even what the artist is wearing has to be colourful to appeal to the pop gener, we can see in this music video above the artist and her back up dancers are dressed in very expliict clothing which reveals all lot of their feminine features which therefore can be seen as voyeurism as it actually now objectifies these women as sexual objects. As the first music video the costume both used in the music videos are very colorful but the second one has the artist wearing a more revealing clothing. The reason why the costumes are these way is to appeal to theri target audience and also to sell the artist and give them a particular star image and in this music video above that image is titled sexy.
LOCATIONS
Pop tends to use a varierty of very popular city locations, and also clubs and party houses because if they want to representa sign of having fun and good living a well to do that is to be at these locations and the viewers know these locations and how expensive or how popular they are and for an artist to be able to shoot their music video there or be seen there is a huge plus for the artist as the fans will want to associate with that artist cause been seen at that expensive location or club in turn makes them more popular and also most times pop music videos are shot behind a green screen.
COLOURS
Pop uses a lot of very bright lively colours thats really what the genere is about. As we can see in the music above there are alot of bright light going around lightning up the scene with sweet and lively lights which most times is in tune with the beat of the song or the song it self as we can see in the music video above and most times these colours ten to relate to the lyrics of the song or the artist
themselves. In most pop muasic videos we tend to find most yellow and blue, these two colurs can be present either in the form of lights or the way the artist dress or what they are wearing and these can be seen in the two music videos that i have used as an example so far.
Choreography
In pop music Choreography is not always constant but its there, there is some form of dance present, and most times the dance doesn't last for too long, in the two music videos above we can see that there is choreography present only that in the first music video by briteny spears its always short or the artist is dancing by themselves and we see this present as well in the other music video by rihanna. These might have been done to incoprate some sore of new dance to set a particular trend for example the dab.
PERFORMANCE
In this music video, there are lens flares, and colorful flashing lights from the effects used for this. There is a party atmosphere with the crowds partying and dancing and in the parties there would be alcohol that connotes a fun atmosphere. And the music video is trying to advertise the artist as she is the only one that we see on screen throughout the whole music video.
CAMERA & LIGHTING
Most music videos have a range of shot types such as close ups, extreme close ups and mid shots. This is to create the innocence of the artist and also their personality from their music. Close ups are also used for the use of lip syncing, to show the emotion in the artist's face. In Britney Spears' Piece of Me, there is high key lighting and also lens flares.
Editing Pace, lip syncing, cutting, transitions, rhythmic montage, tonal montage The tone and pace of pop music videos are quite fast, as they cut to the beat, which is also rhythmic montage. There is also transitions such as wipes, which wipe from one scene to another. Also, fade in and outs are frequently used in music videos as they represent the many different effects used rather than just cutting (and also using jump cuts).
TO SELL THE SONG & Promotion for music and Album
The purpose of a music videos in general is to be able to sell the song; originally music videos were adverts for the song itself which will challenge the listeners to go and buy an artist song thereby promoting it, in this present age and time its is still the same thing but the music video has be very good at visualizing in order for it catch the viewer's attention rather than selling the music to them which them makes the music a soundtrack to the video making people buy or download music because of the video which still does the job of promoting the song the disadvantage of this is that as the years progressed the value of music has dropped drastically, its not what it used to be back in the 80's where people will actually buy an album of their favorite artist what we get now are just playlist or a collection of different singles from different artist. Most times after the music video of a song there is an advert that shows viewers where to buy the track either on apple music or they could stream it from Spotify.
PROMOTING THE ARTIST
Another purpose of a music video is to sell the artist, that's why in music videos we see artist present performing in some sort of hyper-reality which is totally far from what they are actually are because they are trying to build an image which we the listeners or their target audience will buy into, for example in most RNB or hip hop songs the artist are branded with luxurious things and women but if we follow their day to day living their lives aren't actually like that we find out that their lives in the music video has been exaggerated to sell or portray a particular image to the listeners or their target audience and this image that they create is what people actually buy into, if Beyonce isn't as glamorised in her music videos as much as she is no one would want to pay and come and see her at any of her shows, so music video brands the artist and promotes them and also creates a public image which the public actually buy into sometimes rather than their music.
For example in the msuic video above we can see that usher has a very large house ith a big swiming pool which is so glamors but in reality his house isn't that big. This promotes the artist as they want to associate with him.
Exposure and Expansion of the Artist
Exposure for any new artist is very important, music videos also serve the purpose of helping the artist to expand their skills and also their audience for example demi lavato rel a song with an action movie sort of music video to it, she has successfully been able to expand her audience to those that like action movies and also she has been exposed to new skills, which will help her in the future, also music video gives artist the exposure that they need once they get into the market.
To sell the song, invoke a reaction from the audience
In some cases, music videos serve the purpose or allows artist to re-brand themselves in order to appeal to a different target audience or expand their target audiences at the same time selling their song
to them, for example Miley Cyrus re branded her self in her music video from been that young respectful country girl to a more urban youth with the will of rebelling and sexual appeals she has done this to obviously re-brand her self and target her new audience as her old audience has grown and she had to grow with them and also to invoke reaction from the audience every was shocked and people spoke about her for weeks and months even till this particular moment people still talk about her been shocked she could make such a very sexual music video which was totally different to what she used to do before.
To give the audience a better understanding of the song
Most of the time music videos are trying to explain the,lyrics of the song in order for the audience to have a better understanding make others been able to relate to the music it self, most of the time the music video reflects the lyrics of the song making the song very literal for the audience or the viewers to understand. In order to achieve these most t music videos use a narrative style of making music videos to do relate to the lyrics there by telling the story of the song in a more visualised way which sometimes is the actual reason why some people actually buy, stream or download a particular song or in rare cases albums.
Product Placement
This is used by many to generate revenue, this is simply the music video advertising certain products which could be used in the music video for example the artist could be wearing a levi shirt in a music video and viewers or the fan base of that artist will want to associate with him by going forward to buy the same levi shirt. In other cases sometimes the product is advertised separately this hapens mostly for indie artist, they insert a link in their videos using youtube annotations and viewers click on that link and it takes them to a website where they can either buy the artist product or other stuff.
A very good example of product placement is beaten by dre, we can see Dr dre wearing the headphones in a music video while writing a song which gave the product a lot of publicity.
Another example is in the video above where we see a beat by dre speaker been advertised.
Promotion of film
Sometimes artist writes songs especially for a film for example Adele's sky fall was used in the James bond 007 sky fall which generated a lot of income for the movie and the artist her self another example is demi lavato's let it go it was used in the Disney animated film frozen. Using songs in films doesn't only promote the artist it also sells the song and increase their fan base for example Adele's sky fall will generally be know as a song for spies so anyone that is into that kind of stuff or is a big fan of spy movies will like ti listen to it and so as Demi Lavato as she appealed to younger audience which ended up dragging a slightly bigger audience as well.
Promote festivals
Music videos are used to promote a lot of things an done of them are festivals, in this present age and time, everyone is into festivals and that is one of the major ways in which artist generate revenue because not much people buy their album and in order the appeal to them they use their music videos to do that creating an image that they would like a more fake reality event though fake they still accept it to be real and for this reason they will buy tickets to tours and festivals of this artist and also not only one artist goes on a tour alone they mostly bring along another artist.
Opens up new market
Music Videos open up new markets for the Artists and Record Companies to sell their songs by using music videos on different outlets.
This increase in outlets such as youtube, increases the amount of people who are likely to hear/see the song and buy it, therefore making it more successful.
PSV GANGAMAN STYLE Is an example of a video that opened up an artist to a new market.
SELL IMAGE
One of the biggest purposes of a music video is to sell the image of the artist, because this is what their target audience buy into, if they have a good image or appealing image displayed to the public this is what they will associate with that is why they would want to come see them on tour or at a festival, in this present age and time people do not pay for music anymore so the only way the artist makes money is by going on tour and without a good image sold to the fans there wouldn't be anyone to come and see his/her show.
The video above sells an imagine of the artist as big spenders going around doing competitions but in reality that is not true.
This music video is important because this is one of the earliest music videos as music videos began around the 1930s. It was shown in theatre in 1932. This music video was from a American two-reel short film, St. Louis Blues, which starred Bessie Smith as it is based on her song.
How is it recognizable as a music video?
Even though it's a short film, you can see a live performance of a band which make the music video into a performance-based music video, likely in a restaurant or a bar as you can see waiters walking around and the bartender serving alcoholic beverages at the bar etc. You can see the artist lip-syncing to the lyrics, you could also see the audience lip-syncing as well. No dialogue. As this is one of the earliest music video, it is one of the first music video to do lip-syncing. They used camera shots such as, long shot and medium close up.
What technological or cultural change happened during this time?
At the time, this music video only could be seen in theatre/cinema back in 1932. We are now able to access almost any music almost anywhere now (2016), that shows how much technology has changed. This music video is very different to modern day music videos because it is in black and white, you can tell it is old.
What I wrote
Music videos began in the 1930's, this music video is one of the earliest singer to date.
Bessie Smith was an American blue singer, who was nicknamed' the empress of the blues and was one of the most popular female blues singer of the 1920s and 1930.
A music video at this time was different to a modern day music video ,because it is in black and white. The conventions are similar to the post 2003's era,for example it has an live performance of a band with a cafe or restaurant which could imply that she is hosting the evening.The video is panning and around the room to show what the atmosphere is, which could imply that her song is attracting a certain audience. however it could be using multi camera and cuts as it keeps going from a wide shot of the location or a mid shot of her singing.
St Louis Blue is 1929 american two reel short film starring Bessie Smith, the early sound featured.
Marilyn Monroe - Diamonds is a girls
best-friend
Batcat- Jetpack 1932
What was innovation/ important about this music video
Batcat was band that recorded instruments such electric guitars - jetpack 1932 was innovation because it was the first video ever made where television was invented in the 1925. Also the video was famous for their experiment with electromagnetism. Also the batcat-jetpack music video was animation and was first aircraft. This was recorded produced by gramophone.
Jetpack composes, records, and performs the guitar dominated instrumental music known as surf or surf rock, that was a music industry phenomenon of the early 1960s. Although it had retained a following, especially in Southern California, surf experienced a world-wide revival in the 1990s. This means that they perform live as was also known surf rock. In that time surf rock was quite popular. In the music video you see you see footage from out of space but however the band which was shown few time throughout the music video.
How is this recognisable as a music video?
This is recognisable as a music video because it was relatable to a genre which is surf rock even though there was no lip syncing there was story behind it which is space and aircrafts. It shows footage of different shots relating to the music also the music video has effects and uses close ups. It shows that it is a music video has no dialog and shows animation and music stick over it. During the video at 2:15 it has some text which is advertising space making young ages see this and what to experience it.
What technological or cultural change happened during this time?
There were various changes happen during this period of time for example in the 1932 they were more music video being made. Also lip synicing is being is being more occurred and live performces are being as a music video. However, music we develop over time as we go down the 1930-1960s music videos were in colour.
Marilyn Monroe- diamonds are a girl's best friend
This video incorporates colour and settings.
They use a piece from the film and turn it into a music video, this is done to highlight her performing the song. 20 years later we can see that this has inspired Madona as she made her own music called Material Girl. This is very significant as it was inter-textual for future music videos. Also there are performers dancing, this also means it is a music video because it incorporates choreography. one thing i find really interesting is that, they took out it out from a film and made it seem like it was a brand new music video, it was almost as if they were experimenting. They also used different types of shots, we can see that close up is used here multiple times to state the fact that the music video all evolves arounds Marilyn.
Nancy Sinatra- these boots are made foe walkin'
Music videos have been around for as long as the 1930s they are specifically used to describe or depict a narrative of story essentially a short film which advertises the music itself. Firstly starting off with 1930s music changed featuring different music videos for songs.
As I was researching songs from the 1960s I researched the track Nancy Sinatra called these boots are made for walking this title was released in the late 1960s this song was released 1966 and it was one of the first music videos to actually feature colour. There are many ways this video is different, it uses sexualisation a lot more as it focuses on their legs and all the other women in the background. This also has a very good dance and rhythm to the video. This is one of the first music videos to actually spark an era of female sexualised themes.
It has a very interesting video as it is set in a studio with just a group of girls dancing but follows a genre specific theme it uses Mise en scene to its effect and it also uses a wide range of dance themes and expressions. This dance sequence is known as a Choreography which really translates to a dance sequence that draws in the viewer in fact Choreography is probably one of the most effective uses in music videos as it allows the artist to get publicly noticed due to the dance.
Mise En Scene is not recognized on the set but the costume design for the girls is much sexualized in other words Voyeurism. Voyeurism is how people are sexually themed and presented in front of the audience.
One huge costume design in this is the boots, the boots are the main theme of this music video this is what made it successful in the first place. They use this to give off a not only sexy but a cool vibe which gives the audience something to enjoy as they view the music video.
1970s
Videos are started to be considered too salacious. this is because music video makes were under the impression that sex sells, this was favourable as these videos were not expensive to producer but could generate a lot of attention. This was the case for Prince - I Wanna Be Your Lover. This music video still follows conventions, with used of of lips synching , the artist performing the song with their band.
David Bowie- life on mars? This video is effective due to the fact that it is a basic lip sync but the shots and effective props can create conventions for example, his appearance is associated with his stage persona called "Ziggy Stardust" which was Bowie's way of showing Iconography towards his fans so they could act like him and dress like him.
How is it recognisable as a music video?
This is recognizable as a music video because it includes the convention of the 1970's which was the era of experimental video which change the way that people view videos.
Mise en scene is used in this music video because it shows how you can experiment with different costumes and being edgy or weird with your image to sell and promote yourself through visualisation.
visualisation is where the music video is important than the track,this is used to convey meaning
Cultural change in the 1980s.
The style and form of music video had changed as artists were re branding themselves ton suit the new era and how being more creative with their video and using multi camera set up to shoot from different angles and using more narrative to show the story easier. This music video was the first ever music video to be played on MTV. The name of the song is self explanatory in the sense that music videos actually ruined the radio star, Artists werent being credited for the way their music sounded but for the way there music video looked. for example Radio was dying out and the only way to gain popularity was to create a music video and become a Movie star for your music.
In 1983, Michael Jackson, Epic Records and Vestron Video, released the music video for thriller. The video itself, had a running time of 13 mins and was loosely based on the horror film "An American Werewolf in London". Micheal Jackson's Thriller video was unprecedented. This was because it was the first ever music video (By a mainstream artist) to create and use the concept of a short film.
What was important about the 1980s? In the 1980’s, MTV was launched. MTV was the first music channel to broadcast many different artist’s music videos. The first ever music video which was played on MTV was The Buggles’: Video Killed the Radio Star. The 1980’s was also the era of where short films were introduced in music videos. Michael Jackson was the first artist to have a short film music video, Thriller, which was 13 minutes.
How is it recognisable as a music video? This music video was released in 1983, which has a total of 299 million views. As the lyrics sound romantic, the song is somewhat disturbing. “Every breath you take I’ll be watching you”. This song is about a hooking stalker. It is always interpreted because of the way it sounds but people do not choose to listen to the lyrics properly. The main artist in the band, Sting wrote this song after divorcing his wife. He personally things the song is “a nasty little song”, “evil” and “about jealousy and surveillance and ownership”. P Diddy sampled this song and named it as I’ll Be Missing You. He wrote this song for the late The Notorious B.I.G Wallace, who was murdered in 1997. In the music video for The Police, it is hyper-reality because the music lives within the ash tray. There are effects such as fade ins, and outs and it is in black and white. There is also lip-syncing, for the majority of the video because it is a live performance where you see the band playing instruments and one of the members, Sting singing the song. Cultural change in the 1980s. The 1980’s was the beginning of globalization, the AIDS epidemic killed 39 million people and the United Kingdom and United States moved closer to the laissez faire. However, this track hit US's Number One and was there consecutive for 8 weeks.
1990s to 2000 timeline
This music video was released in 1994 close to the mid 90's. What was innovative about the music video is that it is the first music video that was shot in one take you could tell that it was shot in one take because he ran out of breath in some scenes. This is recognizable as a music video because it has hyper reality to create a fake representation to give the audience the impression that he can travel through time. Intertextuality was included in the music video since you can see the lip-syncing artist through the television. The technological change in the 1990's is when music videos were becoming more and more expensive and this is when rock, and the use of abstract art and intertextuality in order to cater to the audience. Multi-channels also came into existence so that music videos can also be played from it. What was innovative/ Important? this was a ground breaking music video which was released in the year 1994, they were faking the opening sequence of a TV show which was popular at the time called sabotage which is actually related to the title of the song, Also we do not see the artist throughout the whole video either lip syncing or performing to the song. What was innovative about this music video was that it was the first of its kind to have this sort of inter textuallity where the music video is actually paying homage to the actually TV show.
How was it recognized as a music video? It can be seen as a music video because it conveys the conventions of a music video such as using inter textuallity as it makes reference to a TV show and also there is a a bit of hyper reality going on as usually a cops day life wont really be like what was in the music video and to some extent the music video cut to the beat of the song.
What Technological/ cultural Change happened in this time? Music videos at this time started to use more artist form of making their videos bending more towards the use of abstract art in their videos while others used things such as TV shows and movies that were already famous in other to appeal not only to their target audience but also to the movies target audience. Music videos were first invented in the early years 1930’s. Visuals were not a new thing for people as there were many films realized by this time. A music video is a short film or a video that can sometimes have a narrative, a music video is used to go with the song. One of the very first music videos that were invented featured singer Bessie Smith in a two- reel short film. This mainly a performance with the artist and a live band. Which has then been used in the post modern era(1980's till now). Another music video that involves a performance is Nat King Cole Frim Fram sauce. This also involes sexuliation of women due to the fact in the video it focuses on the ladies legs. Compared to today this is a mild version of what we see in music videos. This is reflected into the music videos that were made in the 1990's to the 2000's. For instance in this video of Britney Spears in her biggest hit 'Baby hit me one more time' it is a young girl wearing clothes that would be deemed as being overly sexualized at the time would make this music video very controversial due to the fact that you would not see young girls dressed in provocative clothing in the hallways dancing. This also gives us a sense of Hyper- reality as this is something that typically happens in a school.
The boy is mind is a composition between Brandy and Monica that was release in 1998. I't an innovative by its unique use of mise en scene. It features two different girls fighting over a guy and uses a wall in the middle of the scene to divide them. This symbolises their two houses and helps the person watching to see the two different lives of these girls that share the same man. It also helps to create realism by showing things in real time. This, therefore, make the video more reliable to us at home. This is furthered by the fact that the girls are having a conversation with each other and at one point it even shows them having a telephone conversation that coheres with the lyrics.
It is considered a typical music video because although it features a story, this story only progresses slightly and is more leaned towards the performance of the girls who are singing in their houses. They also use other conventions of music videos. For example, the two singers are lip syncing which is commonly used. However, to make a change the lyrics at some point turn into diegetic when they begin to talk on the phone.
Despite the video being quite contemporary, music videos have still changed hugely since then. In terms of the camera work, this consists mostly one shots which, although cut to the beat, goes at a slower pace to what would have been these days. Another thing changed is the mise en scene and the clothing. The props in the scene have clearly been updated as technology had updated with time. In terms of the clothing. The girls are wearing a lot less revealing clothes in comparison to music videos now days which aim to sexualise the characters in order to sell the music. They have made a lot of progress from earlier on. There are some transitions such as wipes and fades which help create excitement in the video. Also, about half way through the video, there features a lot of canted angles which haven't been done a lot.
They have made a lot of progress from earlier on. There are some transitions such as wipes and fades which help create excitement in the video. Also, about half way through the video, there features a lot of canted angles which haven't been done a lot. Another thing they have played around with in the beginning of the video is depth of field. One of the girls are positioned in front of the couch but behind the fish bowl and we can see clearly the change from the three different places in the room. This makes it more realistic for the views. Whitney Huston- I will always love you This involves intertextuality and performance, these are the two conventions that are used in music videos. This is a music video that is iconic as this became one of the biggest single in the history, spending 14 weeks at the top of the Billboard charts. There is a base track involved. This is innovative due to the fact that it was around this time that music videos had started to do crossovers with films. This can also be seen as synergy due to the fact that there is a music video about the film.
post 2003's era- hw (timeline)
The lyrically the song reflect moods and emotion that surround anxiety and confusion.
The songs starts with a fade to create suspension as it is like a horror story which creates tension and could create isolation as the location looks abandoned and she is mental hospital because every scene is different in her actions and costume to show that she has split personality disorder.
This can challenge how society see women because she is experimenting with her personality which could she is not her at the times but someone else to show insecurity and issues to make relationships which could it make it hard to trust anyone.
In one of the scenes she is seen imprisoned wearing lenses that make look as if her eyes have rolled into the back of her head. Rihanna stays in the prison with two men watching on her from the both sides. Other scenes include sitting on a throne chair and singing the song, while two strange women are around her.
This could suggest that her safe is at risk and she may self risk if she is not watched at all times.
The beat is uptempo because it suggests that the song is happening so quickly because every seconds she is a different personality; the time signature 4/4 represents it is fast paced which no breaks and every verse is different to show how she lives in the prison.
the genre is electro-pop and dance pop which represents the style of the song but it doesn't suit the video.
improved version:
we notice that Rhianna has had a massive change of appearance. This illustrated the fact that her image had change dramatically and was seen to the audience as a sex symbol.
Promotion of the artist is key in a music video for the future success of both record label and the artist who will gain fame and create an image for the artist.
The lyrics of the song reflect moods and emotion that surround anxiety and confusion.
The songs starts with a fade to create suspension as it is like a horror story which creates tension and could create isolation as the location looks abandoned and she is mental hospital because every scene is different in her actions and costume to show that she has split personality disorder.
Mise en scene is an important convention that is used in this music video because it shows you can create a different personality with a different costumes and make up,which implies that she is feeling in secure with her image and she could be experimenting due to an traumatic issue that may have happened.
This can challenge how society see women because she is experimenting with her personality which could she is not her at the times but someone else to show insecurity and issues to make relationships which could it make it hard to trust anyone.
the genre is electro-pop and dance pop which represents the style of the song but it doesn't suit the video. The visualisation of the video is more more important than the track because different scenes( chorus and verse) shows different personality.
In the later scene, Rihanna is in a very tiny room, with her hands and legs been tied up. The video ends with Rihanna turning around on her chair.
A shot from the music video where Rihanna is seen imprisoned. She is wearing lenses that make her look as if her eyes have rolled into the back of her head.
Other scenes include Rihanna sitting on a throne chair and singing the song, while two strange women are around her. Then, multiple people around her are holding her in front of a gas chamber. As the chorus starts Rihanna is seen tied up in a bed from which she can't get out.
Tamaria
Lady Gaga- Marry the night
There is an 8 minute narrative scene which is hyper reality and the story begins as a brunette Gaga is taken through a clinic on a stretcher, while an inner monologue about her past memories is heard.
During to the post 2003 era, music video are more important than the song because it
is the music video convey the singer's public image ,but also the video is an narrative which can be used to suggest that Lady Gaga is an music video actor who makes video to sell her image.
Lip sync and choreography is used to suggest to express her emotion and show how hard her life was.
In the modern era;2000's music videos are extremely different to music videos in 1945.Lady gaga made a song called 'Marry the night in 2011 and the reason why it is different to other videos is because the narrative is longer than the actual song. The narrative is 8 minutes long talking about her life and the song is 5 minutes 50 seconds. This is very different because a lot of artist tent to not talk about their personal life, they tend to present a fake image to their audience and to give the audience what they want to see. This proves that time has changed because the artist focuses more on their music video. The music video has become more important than the actual song and the song has become the soundtrack of the music video. This video has conventions such as lip-syncing, choreography, abstract and it has hyporeality. The reason why it is hypo reality is because hospitals are not like that in reality. The reason why this music video is abstract and unusual is because it has a lot of unusual scenes that doesn't relate with the song and also at the end she is in red not showing her face, surrounded by fire. This music video is a performance, the artist doesn't want to just present herself as a pop star, she wants to show that she is artistic and an actor.
A music video is a visual representation of the artist in order to promote the track and the artist but it is used to create a fake image of the artist mainly sometimes as performance of narrative.. In music videos they have conventions so people know that it is a music video such as: narrative, choreography, hypo reality, lip-syncing and montage. However some videos in recent era’s challenges conventions, such as a song made by Sia called ‘Elastic Heart’ that was made in 2015 doesn’t have narrative because the music video is a man and a child dancing in a cage using a dance choreography. In this music video there is rhythmic editing because they’re dancing to the beat of the music and they’re dance was telling a story through body language. The reason why this video uses hypo reality is because the girl not actually is there; it could be in the man’s imagination.
Daniel s
psy-gangman style
it was going viral through social media and it had spread worldwide mainly due to the dancing that the artist was doing so people would copy the same dance when the song did come on but not only that, it allowed people to get to know the genre of K-Pop more than did because they were little known about it until this video blew up onto the internet.
the genre conventions of the song are k-pop such as lip sync and choreography with the use of bright neon colours, this is used for visual representation and no narrative structure to promote himself and re inventing his image with the use of the young women who are used for sex appeal.
the song is cut to the beat and fast paced editing has been used to make it look hyper reality and vagerism which is gender pleasure.
What was important/innovative?
The thing that was innovative within this modern music video of Gangnam Style by Korean-Pop artist PSY is that he was promoting himself instead of the visuals representation of the video because when this video came out in 2012, it was going viral through social media and it had spread worldwide mainly due to the dancing that the artist was doing so people would copy the same dance when the song did come on but not only that, it allowed people to get to know the genre of Korean-Pop more than did because they were little known about it until this video blew up onto the internet.
How it is recognized as a music video?
This is very recognizable music video because it fits with the genre conventions of the song which is Korean-Pop which there was lip-syncing within this music video but the visual representation is not telling no narrative or story being told at all as he is promoting himself and dancing which it is showing that he is having fun rather than being creative.There is a use of editing and effects where for example: when it was about to go the hook of the song, its use of editing was used which was cutting of the beat around 1.06 to 1.10 and 2.25 to 2.30 minutes within the video.
What technological or cultural change happened during this time?
In the post-2003 era within the history of music videos, the artists would be able to make music videos and able to put on video-sharing website like for example: YouTube. Although the reason why is that the artist does this because it is one of the ways to make more money by promoting the single of the song so they can carry on making money through going on tour or sell merchandise but today, the money that is being devalued by people as they are interested in the visual representation of the video rather than the actual song that was used as a backing track .Dej
'If its lovin that you want'- 2005
Rhianna is portrayed as someone who had a soft and innocent image. In the music video her image at the time is portrayed as herself doing a live performance in a tropical type setting e.g. the beach. This shows that she comes from the Caribbean or a tropical country.
Also,there is no much sex appeal in this video because she is promoting her true self and having to put an act to become someone that is not.However, over time she does re invent herself and loses some of the tradition reggae style and she started to sig with the genre of RnB and hip hop.
This type of styling would appeal to an audience that enjoy listening to up beat tempo songs and instruments that would be played in reggae songs and R&B. This was a type of performance video that shows Rhianna being very expressive.
2006:In 2006, it was said that Rhianna was starting to experiment and play with her image. She was portrayed as a sex symbol and changed up her image e.g. cutting her hair short to a signature pixie cut from the long bouncy hair she had before. This also influenced a change in her music as she started to move away from the reggae and dance hall and move into pop music. This was also the reason to the tittle of her album in 2007 'Good girl gone bad'.
This could also be the reason why Rhianna was making music videos e.g. creating a fake image to appeal to the audience and keep them engaged as times were changing as women are starting to be seen as to being provocative and seen as a sex symbol e.g. voyeurism.
In this music video, we notice that Rhianna has had a massive change of appearance. This illustrated the fact that her image had change dramatically and was seen to the audience as a sex symbol. Her image in this music video shows her to be wearing a lot of dark clothes e.g. black leather. The color black can have connotations to being bad and non pure or a sense of evil. To add to this, the leather clothing that she is wearing in one part of the video can be seen as seductive and appealing to the opposite sex. This also relates to the style of her and the music video as it is very conceptual because there is many artistic conventions included e.g. when she is in silver pain or the lighting effect used which is supposed to symbolize rain.
In other words, the intended audience for this music video is aimed at males. The reason i think this is, is because her image has changed since then as she is becoming more provocative. This adds a sense of voyeurism and why it appeals to that intended audience.
2010: What's my name- Rhianna ft Drake
After the abusive break up with Chris Brown and the Rated R album which changed her style of music, Rhianna came back in 2010 with her breakout album Loud. It was apparent from the name of the album and the image change to red hair that Rhianna was back in full force and was ready to promote her music with the use of pop songs such as 'Whats my name', 'Only girl' etc. In this music video Rhianna has clearly had a dramatic image change from how she last looked. This can also be known because she claimed that the new 'fiery' red hair set a vibrating shade which gave her a crazy image. To add to this her look was also because she wanted something loud and expressive. This represents the meaning and message shown across this music video because she is shown to be expressive within the video and with other men e.g. suggesting she has moved on as Drake is featured in the song as well.
2011- Unapologetic album:
In 2011 Rhianna had again changed her image and made a new album called 'Unapologetic'. The album is clearly about the title and how she is unapologetic. However she had a variety of image changes in many songs of her music video e.g. Diamonds, which is a ballad which shows her depth and growth. It also resonates honesty. However other songs were the opposite e,g. 'Pour it Up' which have a more upbeat and electro-pop style to it.
Diamonds:
In this music video her image is more innocent and more intense to how she used to look. The reason behind this could be because she is trying to be more truthful. Most of the images used in the music video resonate hyper reality which are things that are not real but to recreate an image to make it seem more appealing to the audience. Furthermore, in this music video she is not seen as a sex symbol or trying to attract any attention. This relates back to her image and how she looks in the music video as she seems lifeless.
In conclusion, it clear to see that Rhianna has gone through many image changes some being drastic in order to keep up and appeal the eye of the audience since in the modern era music focuses more on visuals as well as the music which is why she may have went through her change in 2007 and being seen as more sexual. This could be an example of a post modern trait because most music video conventions include women being sexualised and portrayed in a provocative and seductive way. Furthermore, most of Rhianna's image changes related back to her actual music and the changes she was going through at stages in her life. In other word, we can say that Rhianna is expressive in the way she changes her image and have meaning to most of them.
monitisation of music videos
Method A: Youtube
Method B: Product Placement
Youtube:
There are many ways to monitise a music video, using Youtube is one of them. Youtube is global and world wide, meaning that when a music video is put on there, then anyone can see it. By placing it on Youtube, it immediately makes the video global and when it gains further popularity, it will become viral.
As the video becomes viral, it makes more money, the more views that the video gets, the more money it gains in profit. If the song has an advert before it, this means that the song will make $2 for every thousand views it gets.
For example, when taking a successful viral music video, such as 'Happy' by Pharrell Williams.
This is the amount of views the video gained.
The artist will only receive 10% of the total earning and the remaining 90% will be for the label that funded the song.
This is also the case for Indie music videos. They are owned and funded by a label and therefore must pay them.
This is not the case for Self Producers, as they have made and funded for the video themselves, they will keep 100% of all earning and profits made.
Product Placement:
Product Placement is another way of broadcasting and advertising/ presenting an artists music video via promotional mediums, these are mediums such as Television, billboards in the street, Youtube (As already mentioned) and also apps on tablets and phone ect.
It is also a way of advertising other products within a music video, for instance, using a brand of something, such as headphones, this advertises the brand and the product, the label may be paid by the companay of the product to use their product in the video.
RANGE Of BUDGET
Higher end budgets have a better creative idea for the audiences which will make the music video more interesting and enjoyable for viewers. Higher end budgets consist of complex visual effects and more expensive locations.
The budgets for music videos are there to cover the costs of creating the video such as storyboards,props, location fees and more. The lower the budget the less amount of money is used to create visual effects which help to engage the audience.
100k budget music videos An example music video created on budgets of 100k would be the song stay by the artist Rihanna.The genre of the song is R and B. The genre R and B generally used a higher budget for the productions music videos as the want to create a more powerful visual effects for the audiences.
The video includes both artists, who both take apart in the narrative of the video. In order of this the music video is able to seems more realistic and relatable to viewers,
inferring that they can feel
engage to the artist and get an understanding from the visual effects. The use of the budget enables the music video to be effective to promoting the artist. The editing of the video helps to create a mood including camera shots such as close
ups and mid shots, making the audience get the sense of the video being based on the artist emotions.
Therefore the audience feel more interactive with the artist feelings a connection with them during the video.
200k music videos - Beyoncé single ladies
The higher range for budget on music videos are likely to get more viewers that may repeatably watch the video. The music video for single ladies became popular mostly to the target audience of women mainly cos of the meaning of the song talking about single ladies also the fact the artist was a female. The choreography of the video became very popular to viewers where everyone would copy the dance and doing exactly as the artist did in the video making the video seem more enjoyable to viewing and entertaining as well as a well known dance track which went viral to audiences around the world.
Higher end budgets have a better creative idea for the audiences which will make the music video more interesting and enjoyable for viewers. Higher end budgets consist of complex visual effects and more expensive locations.
The budgets for music videos are there to cover the costs of creating the video such as storyboards,props, location fees and more. The lower the budget the less amount of money is used to create visual effects which help to engage the audience.
100k budget music videos An example music video created on budgets of 100k would be the song stay by the artist Rihanna.The genre of the song is R and B. The genre R and B generally used a higher budget for the productions music videos as the want to create a more powerful visual effects for the audiences.
The video includes both artists, who both take apart in the narrative of the video. In order of this the music video is able to seems more realistic and relatable to viewers,
inferring that they can feel
engage to the artist and get an understanding from the visual effects. The use of the budget enables the music video to be effective to promoting the artist. The editing of the video helps to create a mood including camera shots such as close
ups and mid shots, making the audience get the sense of the video being based on the artist emotions.
Therefore the audience feel more interactive with the artist feelings a connection with them during the video.
200k music videos - Beyoncé single ladies
The higher range for budget on music videos are likely to get more viewers that may repeatably watch the video. The music video for single ladies became popular mostly to the target audience of women mainly cos of the meaning of the song talking about single ladies also the fact the artist was a female. The choreography of the video became very popular to viewers where everyone would copy the dance and doing exactly as the artist did in the video making the video seem more enjoyable to viewing and entertaining as well as a well known dance track which went viral to audiences around the world.
