MUSIC VIDEOS

INTRODUCTION
When were Music videos Established
Music videos came about in the 1980s
In the 1920s, the arrival of talkies came about. These were musical short films and they were
produced.
Vitaphone shorts produced by Warner Bros. featured many bands, vocalists and dancers.
merely a filmed version of the song's live performance.

19261959: Talkies, soundies, and shorts

1950s: Early music clips
19601973: Promotional clips and others
19741980 Beginnings of music television
19811991: Music videos go mainstream
19922004: Rise of the directors
2005present: The Internet becomes video-friendly

INTRODUCTION
How have music videos changed over time:
Over the last two decades music videos have changed In many ways. In the 1960s
there was a famous program called top of the pops where that would act as a
music video for any of the bands that were good enough to make it onto the show,
for anyone that didnt quite make the cut, there would be a short clip of their song
at the end. 20 years later music videos became much more popular for example
Video killed the radio star was the top one at this time. Back then music videos
were very basic, they would have the band just stood on the stage playing their
instruments trying to look interesting as the song played in the background. A Beatles
song called Strawberry field became rather famous as they used many more
effects, it was more narrative than singing.
https://www.youtube.com/watch?v=J3jrWVp2L7U Strawberry fields forever
This information came from
http://www.slideshare.net/search/slideshow?searchfrom=header&q=music+videos+

WHY ARE MUSIC VIDEOS

IMPORTANT
Why are music videos important
Music videos are important for two main reasons with many sub reasons, the
two being publicity and expression. Publicity is the most important of the two
as without the publicity the band would never make it further in their career.
Publicity can be achieved through the record label associated with them. It
can also be achieved through synergy and convergence and the internet.

Gangnam Style: The first video to

hit 1,000,000,000 views. Now it
has over 2,000,000,000 views.
Beating every other music video
by around 1B views.
https://www.youtube.com/watc
h?v=9bZkp7q19f0

POPULAR MUSIC VIDEOS

Paradise: The Coldplay song
paradise, Coldplay being such
a famous band, can sacrifice
any sense in a music video for
an elephant on a unicycle.
https://www.youtube.com/wat
ch?v=1G4isv_Fylg

Thriller: The world famous

Michael Jacksons thriller
is still ironically alive and
kicking now. Still used in
adverts/TV shows and
Movies this has a solid
222M views
https://www.youtube.co
m/watch?v=sOnqjkJTMa
A

PUBLICITY
Publicity: Music videos are important as they are a way of getting your
band/song out there where it can be viewed. If its on video there are more
formats for it to be seen and heard on along with the production company
youre usually with for a music video.
EMI is a 4,000,000,000 company. EMI was acquired by Terra Firma Capital
Partners in August 2007 which purchased it for 4.2 billion.
EMI is a famous record label for big
mainstream artists for example David
Guetta and Coldplay.
Information was gathered from
http://en.wikipedia.org/wiki/EMI as well.

EXPRESSION
Expression: Music videos are a good opportunity to express what the song is
about and provide understanding narration and background description
through movement. They can explain what the song is about, or just be
entertaining which then will draw the audience back to watch it and listen if
they enjoy the music video.
Dig by Mudvayne This video shows the
bands expressions and feelings its away of
showing what image they would like to
portray.
https://www.youtube.com/watch?v=YIqb
dnaPcT8

THE PURPOSE OF THE MUSIC VIDEO

The purpose of a music video
Promotion: The main purpose is obviously too sell the song and invoke a
reaction so that the audience remembers it. Then it will attract more
attention and make the audience want to see it so it will therefore promote
the song.
The Purpose is also too clearly class the type of music and show the artists
image, for example Miley Cyrus decided to change her image completely
from sweet normal girl to a naughty mad pop idol.

IMAGE
Image: A music video is a good way for a new artist to show what kind of
music/song/image they would like to portray and therefore that classes
them. AS you cant tell what the person is like by listening sometimes. You
need to see a music video to gain a clearer idea.
https://www.youtube.com/watch?v=N9qYF9DZPdw

Weird Al Yankovic tries to be different and show a weird image to gain

publicity. Like the fact he is wearing tinfoil on his head.

OUTLETS/DOWNLOADS
Outlets/Downloads: You can have promotional websites that provide dates
of tours and information on the band and albums. This is a great source of
publicity that contains your music videos as well.
As for downloads, the song can be bought off of famous websites like ITunes
or could be downloaded off their own personal website/record label for a
certain charge. Or as a promotional purpose the song could be
downloaded for free to get the band out there. This is usually what is done
first by new bands. With links to downloads in the music videos.

BRANDING
Branding: branding is usually done in music videos as a form of synergy for
another company that may be linked with the band or song. This is known as
synergy and therefore the other side will do the same and brand for the song
and its promotional purpose. For example games like call of duty use songs
by Eminem which therefore promotes the song and then Eminem will use
material from call of duty in his music videos (logo).
https://www.youtube.com/watch?v=vbeXKrmDv9o
Eminem Call Of Duty Ghost.

SYNERGY
Synergy: In Films like Skyfall they used Adeles song Skyfall as the theme tune to it
which became widely known and popular, therefore they worked with Adele to
promote her song and she showed clips of Skyfall in her music video and a bond
theme was given to it.
This is synergy because both bond films and Adele are working together so that they
can be publicised.

https://www.youtube.com/watch?v=StJLvbPIvTw
http://adele.wikia.com/wiki/Skyfall_(song)
information gained from here.

SYNERGY
Link between songs and music
videos. PSY Gangnam style Is
widely known for being a hilarious
and entertaining music video.
Just like Justin Biebers Baby.
LMFAO Party Rock Anthem Is
recognised for the music videos
being outrageous and weird.

SYNERGY
TV Adverts such as the John Lewis Christmas ad with the bear and the hare,
a song by Lilly Allen was used which had the exact same effect as skyfall
and then Lily Allen used clips from the John Lewis add In her music video.

https://www.youtube.com/watch?v=XqWig2WARb0

PRODUCER STRATEGIES
Producer Strategies: There are three types of Producers
Self Produced Artist: Some artists decide to make their music videos
themselves, These artists are usually unsigned, It can be used as some form of
promotional tool to gain publicity, a chance to get fans and exposure show
who they are and their image they would like to portray. It could easily lead
to being signed by a label. Its usually due to budget limits that artists will
make their own music videos. It provides complete control of the artistic
music side. Cost effective equipment makes it easier to distribute music.
Some information gathered from
http://www.answers.com/Q/What_is_a_self-produced_artist

INDEPENDENT RECORD LABEL

Independent Record Label: Independent record labels tend to specify in a
certain genre of music and music video (Shady records/Worp records) This is
a smaller independent record label, They have a smaller budget than that of
a Major record label such as (EMI) Niche market for music genre
Dance/Indie/Folk etc. Since they have target audiences their music videos
usually try to fit these categories. Usually have less experienced lower budget
music producers. For example Aphex Twin is signed to Worp records.
http://en.wikipedia.org/wiki/Independent_record_label

MAJOR RECORD LABEL

Major Record Label: A major label will usually be for a mainstream artist (Katy
Perry) Generally charts high and makes a substantial amount of money,
usually provides tours and merchandise. Major record labels usually have a
large budget for production and music videos. There is instant recognition
when youre singed to a major record label as you can be found easily. For
example Rhianna is signed to Roc Nation.
http://www.universalmusic.com/

PRODUCER STRATEGIES
Major record labels

Independent record labels

Electro-pop self
produced Artist

STYLES
In concert and as live: Allusion is a way of connecting the band with the
audience. This can be done in a number of ways using scenes close to our
hearts in music videos or exciting us or even just impressing us. For example if
a bands music video was them playing live. For example Nickelback Burn it
to the ground
https://www.youtube.com/watch?v=iSf_cs4-E-I

ANIMATION
Green Screen: In music videos a lot of animation is used, some taken
seriously to seem magical or exciting, green screens are used to set the
screen and have a background. Its all a part of the experience. It makes it
more real.
For example weird al yankovic uses a green screen in his music video
Gump
The effect of using the green screen so badly makes the
clip more funny.
https://www.youtube.com/watch?v=hQwWaWFjd0Y

INTERPRETIVE
An example of an Interpretive music video would be the song Elastic Heart
by Sia, This interpretive music video is supposed to reflect the emotions of her
and show that she feels trapped shown by the cage that they are in.
https://www.youtube.com/watch?v=KWZGAExj-es

http://www.christiantoday.com/article/maddie.ziegler.working.with.sia.on.tril
ogy.talks.about.elastic.heart.music.video.dancing.with.actor.shia.lebeouf/48
776.htm

NARRATIVE
An example of Narrative is Eminem's music video Not Afraid in this video it
tells a story of Eminems life in other word it creates a narrative for the viewers
to see, understand and that way they enjoy it more.

Eminem acts out every seen and expresses how he feels through his
surroundings.
http://en.wikipedia.org/wiki/Not_Afraid

https://www.youtube.com/watch?v=j5-yKhDd64s

IMPRESSIONIST
An example of an Impressionist music video is Adeles song Rolling in the
Deep For example the Drummers Represent Adeles anger and represent
her passion for what shes saying.

With the town scene and the fire comes in we can see that the town reflects
Adeles pain.
http://www.slideshare.net/charliegrover/impressionist-music-videos

https://www.youtube.com/watch?v=rYEDA3JcQqw

SURREAL
Ed Sheerans I See Fire is an example of a surreal music video, This song was
created for the famous films The Hobbit as a form of synergy, this would
promote Ed Sheeran and Ed Sheeran would promote the films . This song is
surreal because the fact it is all animated including the main theme, the
dragon.

https://www.youtube.com/watch?v=2fngvQS_PmQ
http://www.bbc.co.uk/newsbeat/24815412

PASTICHE
Pastiche is when they imitate a style of work and they can choose what to
base theirs on, An example of Pastiche would be Weird Al Yankovics song
Smells Like Nirvana AS this song is a spoof copy of Nirvanas song Smells
Like Teen Spirit.
https://www.youtube.com/watch?v=hTWKbfoikeg
https://www.youtube.com/watch?v=FklUAoZ6KxY
Weird Al Yankovic

PARODY
An example of a Parody would be Weird Al Yankovics Fat. This is a parody
of Michael Jacksons Bad. This is a parody because they have changed
the lyrics to be humorous, they are trying to make a very clear replica of the
set of Michael's music video.
https://www.youtube.com/watch?v=dsUXAEzaC3Q
https://www.youtube.com/watch?v=t2mU6USTBRE

HOMAGE
This music video pays homage to the Georges Melies early silent film The
Voyage to the Moon. It pays homage as the set is supposed to look exactly
like the one used in the original
https://www.youtube.com/watch?v=NOG3eus4ZSo
http://ilovethatfilm.blogspot.co.uk/2013/04/homage-music-videos.html

INFLUENCE OF COMMERCIALS
An example of an influence of an ad would be beats headphones that are
sold by Dr Dre.

https://www.youtube.com/watch?v=thtPhtMcdlY

TECHNIQUES:
An example of cutting to the beat in music videos would be Adeles Rolling in the
deep Each drum beat brings a new scene which would take a long time to film but
makes it more dramatic and makes the backbeat much more noticeable.

https://www.youtube.com/watch?v=rYEDA3JcQqw

http://www.slideboom.com/presentations/504293/CUTTING-TO-THE-BEAT

EFFECTS
An example of effects in music videos would be the song Magic by
Coldplay. This is an example because at the end of the video they use an
effect to make a character seem like theyre magically flying away.

https://www.youtube.com/watch?v=Qtb11P1FWnc

MIMING AND LIP SYNC

An example of Lip Syncing in Music would be Lip Sync Battle with Joseph
Gordon Levitt, Stephen.
http://www.bing.com/videos/search?q=lip+syncing&qs=n&form=QBVR&pq=
lip+syncing&sc=8-8&sp=1&sk=#view=detail&mid=399A86EF4061ACDB4017399A86EF4061ACDB4017

MULTI-IMAGE
This is an example of Multi-Image because it shows multiple camera
perspectives so we can see from different sides, it shows us what is going on
more clearly.
http://www.bing.com/videos/search?q=multiimage+music+video&FORM=HDRSC3#view=detail&mid=D3AA281CECE9E8D
AF45ED3AA281CECE9E8DAF45E

CAMERA MOVEMENT

An example of camera movement would be two door cinema

clubs What you know. This is because the camera pans around
the room as the song progresses and the band move about. The
backing dancers do their thing and they lead us to the next scene.
https://www.youtube.com/watch?v=YXwYJyrKK5A

ANGLES
An example of camera angles in a music video would be Eminem's Not
Afraid The camera angles in this reflect Eminem's feelings about what hes
saying. For example when were looking down on Eminem its because he
feels small. When were below him its because he feels strong and when
were at eye level hes trying to relate to us.
http://en.wikipedia.org/wiki/Not_Afraid
https://www.youtube.com/watch?v=j5-yKhDd64s

QUESTIONNAIRE

QUESTIONNAIRE

FOCUS GROUP
Questions:
1.) How does a music video promote a band?
2.) How do people use music videos to change their image?
3.) What is the purpose of a music video?

FOCUS GROUP
I used a group of three people to ask
three questions each, I gained that most
of the responces are the same.
1.) How does a music video promote a
band? The general answer was that Its
about image and showing yourself.
2.) How do people use music videos to
promote image? The answer was that
people can change how the look to
become more known and respected.
3.) What is the purpose of a music video?
People said that it was about expressing
yourself and gaining income.