RESEARCH STAGE
MUSIC VIDEO OR SHORT FILM?!
Both of these briefs sound interesting and appealing to use, as they are new and different from last year. Therefore, allowing us to experience and try new things and develop our skills.
To me, the music video sounds the most interesting, since as well as film, I am also a massive fan of music and particularly enjoy watching creative, narrative music videos.
HISTORY OF MUSIC VIDEOS //
What is a music video?
A music video is "a short film integrating a song and imagery, produced for promotional or artistic purposes. Modern music videos are primarily made and used as a marketing device intended to promote the sale of music recordings." [Wikipedia]
Music videos have been made for decades, however it wasn't until the likes of the opening of MTV Channels in 1981, that they began to be successful. Before MTV, music videos were rarely made unless it was accompanied by short films or animations, not to promote the song. However in the 1950s-60s bands such as The Beatles began redefining music videos to promote their music to their fans, This was also done with the help of the advancement in technology for TV live shows, channels and equipment. The Beatles then carried on to make films with their songs. By the mid-1980s releasing a music video to accompany a new single had become standard, and acts like The Jackson's sought to gain a commercial edge by creating grand music videos with million dollar budgets.
THRILLER//
MICHAEL JACKSON
"Thriller" set a new benchmark for blockbusters that changed how the music business promoted and marketed superstar releases. It also changed MTV, breaking down the cable network's racial barriers and raising the bar for video quality. My mum explained that she stayed up until midnight to see the premiere of this on Channel 4 "The Tube".
CONVENTIONS: The music video, unlike others, is cinematic and reveals a storyline with characters. There is dialogue between the characters, as well as lip-syncing to each other. Mise-en-scene reveals the characters and costume, which also offer representations to the audience - as in the beginning it shows the high school teenagers, as they're wearing young clothing and Michael is wearing a 'Jock" coat. Camera shots focus significantly on the singer, as he is the pivotal figure in the story and this reveals his lip-syncing to the song. The story is high budget, therefore there is a much higher quality in production, for example: special effects makeup, screenwriting, set design, costumes and theatrical smoke etc.
REPRESENTATION/AUDIENCE:From the mise-en-scene, it can clearly be inferred that the music is being promoted to teenagers and young adults. This is, because the characters are wearing stereotypical
teenage clothing, since it is high school based at the start, with 'jock coats' and women's outfits similar to Grease. They are also young themselves and on a date at the cinema, a pastime young couples still do today. It has also been classed as a "coming of age" story.
INDUSTRY: From analysing the music video, it is clear that this is obviously a high budget production, as it has directors (John Landis), producers (Quincy Jones, George Folsey jr, John and MJ), editors, art directors, photographers, choreographers etc. Therefore they aimed to target a mass audience to promote the single. At the time, this was the most expensive music video created - costing half a million dollars. Also, since MJ used to be apart of The Jackson 5, he was already famous and had a large fan base with previous singles in the band and solo, therefore this gave him a bigger platform to perform to. This video also influenced successful directors like Spike Jonze.
SLEDGEHAMMER //
PETER GABRIEL
The video was revolutionary in its time, since it incorporated stop motion animation, claymation and pixilation within a music video with special effects. This created a quirky, illustrative and original video, becoming the most watched MTV Video ever.
CONVENTIONS:The camera shots are closeups the majority of the time, apart from the ending where there are long and wide shots. These close ups allow the audience to establish the artist's role in the video and show his main importance as he lip syncs - the soloist singer. The lighting is rather dark, especially the background, however the overlays and animation are bright and stand out, putting illustrative emphasis on some of the narrative parts of the video - e.g. the roller coaster.
REPRESENTATION/AUDIENCE: Since there is so much animation and creativity it can be inferred that this was aimed at unique individuals and creatives, as well as his growing fan base. The first two shots are microscopic visuals of sperm and eggs, which implies a strong sense of sexuality and sex within the upcoming song. This theme is often found in genres of Pop and Rock as well, initially representing the genre to the audience at the start of the song.
INDUSTRY: It was produced by Limelight/Realworld Productions. Also, the famous Aardman animations supervised and directed the claymation scenes, the same company who animated Wallace and Gromit. This therefore indicates the high position he and his company have in the music industry and the world. Therefore giving them a larger platform to promote upon.
After the analysis of these 2 revolutionary videos, it has given me further inspiration into what I could include into my own production. I particularly enjoy the narrative style within the video of Thriller - how a story is still being told despite the lip syncing and music. This I would like to incorporate into my own work, after more research into how it is successfully created.
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The purpose of a music video is to sell and promote its products. ie the song.
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They allow the audience full access to the the product they are selling.
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The development of new media technologies meant that music videos are now more widely available - rather than just being played at certain times on TV or MTV. There is now platforms such as YouTube, VEVO and the internet to be able to watch instantly and internationally.
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Disadvantages of this technological advancement is that copyright infringement is a major issue - attempted prosecutions have been made as a result. However most record companies now allow their artists' videos to be online but under controlled conditions.
INTERTEXTUALITY
The play with conventions by making references to the genre in general and to other music videos. For example: Blink 182 - All the Small Things, references artists, like Backstreet Boys and Christina Aguilera, by copying scenes directly.
References can also be more obscure though, allowing the audience to reminisce and enjoy the feeling of the recognition of the reference.
MOVEMENT
The essential to music video and usually complements the rhythm.
Achieved by physically moving the camera, the people or the speed of editing.
MUSIC VIDEO
Conventions
NARRATIVE
The storyline may relate to the song's lyrics and therefore illustrate what is being said or sometimes be independent and tell a different story to the lyrics - juxtapose.
BAND/ARTIST
These are often featured in the video, as they themselves are also 'products' to be sold.
They're usually featured by:
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Performing
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Lip-syncing
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Playing instruments
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Acting
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Animation
ANDREW GOODWIN //
MUSIC VIDEO THEORY
Goodwin's theory states that there are 5 steps/aspects to a music video:
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Thought through beat (what you think go the lyrics as a viewer)
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Relationship between visuals and the song
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Narrative and performance of the song
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Technical aspect of the song
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Star Image, centre of attention
Click image to open Prezi Powerpoint