Music video
Music Video: Introduction
Our next topic is Music Video - with two contrasting Close-Study Products.
Music video is a targeted CSP which means we need to focus on media language and representation - Paper 1 Section A. The CSPs are Old Town Road by Lil Nas X, featuring Billy Ray Cyrus, and Ghost Town by The Specials. We'll be looking at a range of representations across the videos including race, ethnicity, social class and also incorporating post-colonial theory.
An introduction to Music Video: notes
Music videos typically feature movement – often fast paced either in terms of actors, camerawork or editing. Many contain a performance element or narrative. Music videos can also feature visual effects and intertextuality.
Music videos were originally designed as a promotional device to sell the band or artist’s music but have developed over time to become a recognised artform or product in their own right. Modern music videos no longer have the huge budgets of the 1980s and 1990s but digital media means they are now more accessible than ever. Videos such as Psy’s Gangnam Style have received over 3 billion views on YouTube.
Intertextuality is when one media text references another media text – through genre, conventions, mise-en-scene or specific cultural references.
Music videos often use intertextual references – often to classic films but also to television, popular culture, news, videogames or even other music videos.
This week's work requires Media Factsheet #69: Music Video. You'll need to log in to Google using your Greenford Google account to access this. Read the factsheet and answer the following 10 questions:
1) What is the purpose of a music video?
Music video is a targeted CSP which means we need to focus on media language and representation - Paper 1 Section A. The CSPs are Old Town Road by Lil Nas X, featuring Billy Ray Cyrus, and Ghost Town by The Specials. We'll be looking at a range of representations across the videos including race, ethnicity, social class and also incorporating post-colonial theory.
An introduction to Music Video: notes
Music videos typically feature movement – often fast paced either in terms of actors, camerawork or editing. Many contain a performance element or narrative. Music videos can also feature visual effects and intertextuality.
Music videos were originally designed as a promotional device to sell the band or artist’s music but have developed over time to become a recognised artform or product in their own right. Modern music videos no longer have the huge budgets of the 1980s and 1990s but digital media means they are now more accessible than ever. Videos such as Psy’s Gangnam Style have received over 3 billion views on YouTube.
Andrew Goodwin's conventions of music video
Andrew Goodwin's theory of music video is a useful one to learn when analysing music videos. His theory states that music videos contain some or all of the following elements:
- A link between the visuals & lyrics (complement, contradict or amplify)
- Genre characteristics (heavy metal in industrialised settings; rap music in urban street contexts etc.)
- Contain intertextual references (references to popular culture)
- Contain notions of looking (e.g. screens within screens)
- Include objectification of females (e.g. male gaze)
- Include demands of the record label (close ups of lead singer, symbols or motifs associated with the band / performer etc.)
- Video will be performance, narrative or concept based.
Intertextuality
Music videos often use intertextual references – often to classic films but also to television, popular culture, news, videogames or even other music videos.
Notable examples of intertextual music videos:
Music Video introduction blog task
This week's work requires Media Factsheet #69: Music Video. You'll need to log in to Google using your Greenford Google account to access this. Read the factsheet and answer the following 10 questions:
1) What is the purpose of a music video?
to sell products and promote a song.
2) How has the digital age changed the production and distribution of music videos?
music videos are easier to view and are widely available as you can view them on websites like youtube.
3) Which three major record labels are behind VEVO? What is VEVO and why was it created?
4) What are the key conventions of a music video?
movement, narrative, artist feature, intertextuality,
5) How can narrative be used in music video? Give an example of a music video that uses a narrative.
6) What examples are provided in the factsheet for intertextuality in music videos?
7) Why do audiences enjoy intertextual references in media products?
Sony Music
Entertainment, Universal Music
Group and Abu Dhabi Media
4) What are the key conventions of a music video?
movement, narrative, artist feature, intertextuality,
5) How can narrative be used in music video? Give an example of a music video that uses a narrative.
A music video may have a narrative. The storyline may relate to the song’s lyrics and illustrate what is being said or be independent from the song and tell a different story.
6) What examples are provided in the factsheet for intertextuality in music videos?
Blink 182 video for All the Small Things makes references to videos by pop artists such as Back Street Boys (I Want it That Way) and Christina Aguilera (Genie in a Bottle) by directly copying scenes.
7) Why do audiences enjoy intertextual references in media products?
references can also be more esoteric and obscure, allowing the audience to feel pleasure when they recognize the reference.
8) Read the music video example analysis on page 3 of the factsheet. Select a music video of your own choice for each of the following headings and explain how each one links to the heading:
I chose the shades of cool music video by Lana Del Rey (best artist in the world btw)
https://prezi.com/jniguze8ic8e/analysing-lana-del-rey-shades-of-cool-music-video/
- Conventions (movement/narrative/artist) - This music video shows the narrative by representing the lyrics, singing about the man who is shown in the video. An example of 'The male gaze', a common feature of Lana's videos.
- Intertextuality - The American flag is a reoccurring symbol throughout Lana Del Rey's videos as her lyrics often depict her living the American dream.
- Representation - Lana is represented as a young, beautiful women and serving the male gaze.
- Audience - Audience pleasures may include personal identity, where viewers relate to the narrative or they ,may like looking at lana.
The narrative is portrayed as dangerous and risky as police and guns are involved.
Costumes are baggy street wear.
Audience for young adults and teens.
10) How important do you think music videos are in the marketing and promotion of music artists today? Are music videos still essential to a band or artist's success? You need to form your own opinion here.
Music videos are very important when trying to gauge what the artist wants to convey with their music and how they want their lyrics to be represented ad portrayed. Music videos are also very pleasing to watch .
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