The Music Video Industry Lesson

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The Music Video Industry Lesson

  1. 1. • In your own words, explain what you think the “Music Video Industry” is.
  2. 2. • Going Strong: Evaluate the music video industry, citing and analysing significant contributors to the field.• Accelerating: Apply knowledge of the music video industry and infer causal relationship to your own production (inspiration/influence).• Revving up: Be able to show knowledge and understanding of the music video industry and its workings.
  3. 3. • History of music videos• How are music videos generally made?• What is the production process?• What is the purpose of a music video for the companies / artists that make them?• Who are some famous music video directors and why are their videos so well known / successful?
  4. 4. • Born on 22 June 1920 (same day as my Birthday! – you best remember it).• He experimented with sound and visual synchronisation (mostly animation based). http://www.youtube.com/watch?v=DrHEKQN243o
  5. 5. http://www.youtube.com/watch?v=xovmaG9S0s Q• Early form of music videos in 1940‟s.• The films were usually displayed on a coin- operated film jukebox (called a “Panoram”) in bars and clubs. The last productions of “Soundies” on the Panoram were released in March 1947.• The “Scopitones” jukebox became the forerunner in music videos in the late 50‟s. They advanced the music
  6. 6. • In 1964, The Beatles starred in their first feature film A Hard Days Night, directed by Richard Lester.• It was a loosely structured musical fantasia interspersing comedic and dialogue sequences with musical ones.
  7. 7. • Oskar Fischinger.• Soundies (Panoram and, later, the Scopitone).• The Beatles.• MTV.
  8. 8. The production process usually happens in this order. Seethe hand-out for more details about each section.1. Writing Music Video Treatments2. Storyboards3. Casting4. Location Scouting5. Broadcast quality digital video6. Editing and colouring7. Production Insurance8. Mastering
  9. 9. Some people argue that the end result still hasto serve one purpose: promotion. The musicvideo is a promotional tool for the artist. Itsometimes serves as a conduit to attention froma label, but more often it is a catalyst for CDsales or artist song downloads.
  10. 10. Other (more generous opinions) might argue that there are a variety of reasons for producing a music video:1. Sell the song, and invoke a reaction so it leaves you remembering the song2. To give the listener a better understanding of the song. (If the video is narrative)3. To entertain (to show off other talents the musician may have, for example dancing or acting)4. To sell CDs and DVDs to viewers. Creating a memorable visual for the song increases its chances to sell5. Marketing for the purposes of exposure and expansion of the artists profile
  11. 11. • This video is so odd, so ‟80s, so David Byrne, you can‟t look away. It is considered an iconic video for a band that was never commercially successful or had huge radio hits. But when MTV debuted a year after its 1980 release, “Once in a Lifetime” became one of its most rotated and popular clips, giving many music fans their first look at Byrne‟s brilliant bizarreness. http://www.youtube.com/watch?v=I1wg1DNHbNU
  12. 12. Another example of a successful music video… Michael Jacksons Thriller was listed by Guinness World Records in 2006 as the "most successful music video", selling over 9 million. In 2009, the video was inducted into the National Film Registry of the Library of Congress, the first music video to ever receive this honour. This was for being “culturally, historically or aesthetically” significant.http://www.youtube.com/watch?v=sOnqjkJTMaA
  13. 13. Here’s an interesting Concept Based VideoThis is a style of music video that is based around a single concept or idea. Thesetypes of videos tend to be fairly unusual or utilize a particular editing or filmingtechnique. It‟s not often you get a purely conceptual music video as thecommercial world demands things to be a bit more accessible.Example is „Monkey Drummer‟ by AphexTwin http://www.youtube.com/watch?v=u1ZGIrNf71Q What do you think the conceptual idea in this video
  14. 14. 8-bit trip (Rymdreglage – 1500 Hours of Lego Building!)• http://www.youtube.com/watch?v=4qsWFFuYZYIScream (Michael and Janet Jackson – most expensivevideo)• http://www.youtube.com/watch?v=0P4A1K4lXDoSinners (Hypernova)• http://www.youtube.com/watch?v=cAwH9eu0gdY
  15. 15. 1) Spike Jonze. Beastie Boys‟ “Don‟t Play No Game That I Can‟t Win” was a sandbox revelation.2) George Ant. is a leading Greek music video director in the Greek musical industry.3) Philip Andelman.4) Jonathan Dayton and Valerie Faris.5) David Fincher.Why not find a forum and lurk around, or even join in the debate.
  16. 16. Philip Andelman • Philip Anderson is an American music video director. • In the summer of 2007, Philip started directing commercials, beginning with a spot for American Express, and last year shot the entire Kohl’s Back To School Campaign. His work as a stills photographer has appeared in Rolling Stone, Nylon, and Black Book. Philip has been nominated for numerous MVPA awards including Director of the Year in 2007. • He worked on John Mayer’s video for “Waiting on the world to change” in 2006 and on Colbie Caillat’s video for “Realize” in 2007. • These two videos both use performance shots which are very effective alongside the video.
  17. 17. Jonathan Daytonand Valerie Faris • Jonathan Dayton and Valerie Faris are a team of American music video directors and also a married couple, known for their critically acclaimed film directional debut, “Little Miss Sunshine.” • They have received international fame for their music videos for bands such as Oasis, Red Hot Chili Peppers, Beastie Boys, and REM (all bands of the indie genre, such as the one we are using for our product). They won six MTV Video Music Awards for the video ”Tonight Tonight” by The Smashing Pumpkins. In 1998 they established a production company, "Bob Industries". Through this company the pair directed commercials for companies such as Volkswagen, Sony, GAP, Target, Ikea, Apple computer and ESPN. • They worked on the video for “The Zephyr Song” by Red Hot Chili Peppers in 2002 and the video for “Side”
  18. 18. David Fincher • David Fincher is an American filmmaker and music video director. • He has been nominated for academy awards and is known for the dark and stylish nature of his works. • Fincher has directed big-budget music videos for artists such as Madonna (including “Express Yourself”, “Vogue” and “Oh Father”. • He also directed the music video for The Rolling Stones’ “Love is strong” and Michael Jackson’s “Who Is It?”, both very popular artists/bands. Are there any directors in theindustry that mightinspire or influence your work?
  19. 19. • How are music videos generally made?• Have any been made very cheaply or are there any that have had huge budgets?• How much money is usually spent on the average music video?• How do audiences access music videos and where can they be seen?
  20. 20. • Now go and find a creative way of doing a blog entry based on the Music Video Industry.• Remember to try and include things under the following questions/headings:• History of music videos• How are music videos generally made?• What is the production process?• What is the purpose of a music video for the companies / artists that make them?• Who are some famous music video directors and why are their videos so well known / successful?

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