Aim and purposeIn this unit you will explore the purpose, styles and conventions of music video.You will then develop, plan and produce a music video.
On completion of this unit a learner should:1 Understand the purpose of music videos2 Understand the styles, conventions, and techniques of music videos3 Be able to originate and plan a music video production for a specific music track4 Be able to work to complete production of a music video.
PRODUCT:You work for a music video production company who arelooking for new clients. Individually, plan and deliver a 5minute presentation aimed at encouraging bands and musicindustry professionals to hire you. In your presentation, youwill comprehensively explain the purpose of musicvideos, providing detailed examples of how music videos canincrease the popularity and sales of an artist.
PRODUCT:Having wowed your potential clients with a stunning presentation on the purpose of music video, you now need to convince them that you are knowledgeable about the conventions of music video, and can create a video that suits their musical style and reaches their target audience. Individually, you will select a variety of music videos from different genres and record a voiceover that comprehensively explains the styles, conventions and techniques of music videos.
PRODUCTHot dog! You got the job! The band are desperate to hear your music video ideas for their new song. You will mindmap a variety of ideas, choosing an appropriate one and developing it in pre-production. Your client will want to see your preparation so you must complete all pre-production paperwork to a professional standard.
PRODUCTYou are now on a roll. Having planned your video to perfection, you are able to shoot and edit it with immense creativity and flair. You require little input from anyone else and work with motivation and focus. Your final video is a masterpiece and easily measures up to those on rotation on MTV.
1929 - Bessie Smith, St.Louis Blues 1940s– Panoram visual juke box1942 - Cab Calloway, Minnie the Moocher Panorams were popular in clubs, cafes and bars in the 1940s, but lost popularity after WWII. Why do you think this happened?
1950s – Musical Films1953 - Marilyn Monroe, Diamonds are a girls best friend1959 – The Big Bopper coins the term Music Video Baby!
Late 1950s - Scopitones, Cine-boxes and Color-Sonics 1957 - Elvis Presley, Jailhouse Rock Don‟t show them kids his snaky hips!
1964 - The Animals, House of the Rising Sun1950s, 1960s – „Live‟ performance footage is standard.1964 - The Beatles, A Hard Days NightBands as actors1967 - The Beatles, Strawberry Fields ForeverLocation clips, hand-held camera work, rhythmic editing, slow motion shots and reversed film
1967 - Bob Dylan, Suterranean Homesick BluesThe first concept video?1967 - Procul Harum, A Whiter Shade of PaleThe first political music video?The first to use stock footage?
The first animated music video?1969 - The Archies, Sugar Sugar
1976 - The Residents, Hello SkinnyThe first avant-garde music video?1972 - David Bowie, John Im only dancingThe first banned music video
TOTP – 1970s- Played music videos when bands couldn‟t appear live- Notable impact on sales figures of singles- Viewers would tune in with hoping of seeing videos again the next week
1981 - Buggles, Video Killed the Radio StarWhat is notable about this video?1984 - Madonna, Like a VirginWould Madonna have been as popular without music videos? Why?Madonna
1983 - Michael Jackson, Thriller1985 – VH1 launches 1986 - Peter Gabriel, Sledgehammer100s of hours in production 1985 - Robert Palmer, Addicted to LoveA simple idea can go a long way1988 – Yo!MTV Raps launches 1988 - Public Enemy, Night of the Living BaseheadsMusic videos representing sub cultures
1992 – Directors are listed along with the artist and song titleThe start of the auteur music video directorsMichel GondrySpike JonzeEveryone wants in on the act, including Martin Scorsese (Michael Jackson – Bad) and John Landis (Michael Jackson – Thriller, Black or White).
2002 – Music Videos formatted onto DVD for the first time. 33% growth for music videos worldwide2005 – iTunes opens online video store. Within 20 days of music videos being released on iTunes, 1 million songs had been downloaded
YouTube creates stars:2006 - OK Go, Here it Comes AgainViewed by over 1 million people within 6 days of being uploaded.The phenomenon continues:2011 - Rebecca Black, Friday
- Intertextuality- ParodyWords of the era?2011 - Rebecca Black parody
“Apicture paints a thousand words” – highly visual culture Music television – set precedent, all singles now need a video Increase artist‟s presence – can see them „live‟ when they are not performing (started on TOTP)
Engage target audience through use of familiar generic conventions (e.g. Rap Videos) Exploit the physical attributes and visual image of the artist (e.g. Madonna, Lady Gaga, Beyonce)
Enhance the experiential power of a song Fans feel more connected to the artist
Expands the creative process, collaboration, mutually beneficial (directors like Michel Gondry) Innovative and original videos (e.g. OK Go) create greater interest in a song and a wider audience through word of mouth (LINK: advertising). Videos using groundbreaking or unusual special effects can get attention (e.g. Sledgehammer) Original ideas for an average song can lead to the video gaining cult status and gaining „classic‟ status and lasting appeal (e.g. Addicted to Love) All of the above can lead to increased playability on music TV channels, radio, and therefore, more…