Introduction to Music Video - A2 Media studies OCR

1. Music Video
Lesson 1

2. Lesson objectives
• Understand some key attributes and the
purpose of music videos

3. What is a Music Video?
Complete the sentence
• “A music video is……………………..”
• Discuss
• Brain storm

4. A music video is not
• A 3 part text
• No Todorov

5. What is the purpose of a music
video?
• Brainstorm
• Promote
 Artist
 Music
• Financial
• Artistic?

6. Watch a MV
• Rock DJ - Robbie Williams
• Analyse
• Shot count

7. Music Video
Lesson 2
History of MV’s

8. Lesson objectives
• To understand the history of the evolution
of the MV
• To reinforce lesson 1 especially relating to
the purpose of MV

9. How it all started
• 1900 Gramophone invented
• 1920 Fischinger sound/vision
synchronisation
• 1927 1st sound film
• 1940’s Hollywood musicals
• 1939+ Panarom
• 1963 Ready Steady Go (ITV)
• 1964 TOTP (BBC) + Beatles

10. How it all started
• 1981 MTV +Pop clips on Nickelodeon
• 1983 CMTV + Thriller
• 1984 Music Box in Europe
• 1985 VH1 begins + MTV take over
• 1987 MTV Europe to 1.6 million homes

11. MTV Europe

12. MTV UK weekly reach %
12
10
8
6
4
2
0

13. MTV UK weekly reach %
12
10
8
6
4
2
0
Factors for decline
• Proliferation of pop
channels
• Proliferation of cable TV
• YouTube

14. MTV Europe subscribers 2001
• MTV Central 33, 208, 517
• MTV Italia 15, 866, 816
• MTV European 10, 547, 850
• MTV UK & Ireland 10, 149, 761
• MTV Spain 8,029,854
• MTV NL 5,385,120
• MTV Nordic 5, 279, 559
• MTV France 5,261, 625
• MTV Poland 1,620, 325
• Hotel Room 218,235
• Total Free To Air 4,580,000
• Total 100, 147, 662

15. MTV in decline?

16. MTV channels today

17. MUZU via Facebook

18. Viva streaming

20. Artist channels on line
Note
Link To social media

21. View and discuss

22. Music Video
Lesson 3
Analysing Music Videos

23. Essay title
The evolution and changing role of the Music
Video from 1900, and it’s likely development in
the future.
• 800 - 1000 words
• Word processed
• Illustrations allowed
• Referenced
• Copy on blog + Paper copy for feedback
• Deadline Friday 4th July
• Details on blog

24. Lesson Objectives
• To understand the key characteristics of
an MV
• To begin to apply formal analytical
techniques to MVs

25. Background
• Are there styles of MV?
• Discuss

26. Content
• What are some of the typical elements of a
MV?
• Discuss

27. Andrew Goodwins Analysis
• Andrew Goodwin
• Dancing in the Distraction
Factory
• Published 1992
• Suggests 7 characteristics
of MVs
• Not all MVs show all 7 -
but many do

28. 1 Lyrics and visuals
Relationship between lyrics and what is
shown on screen
• Illustrating
• Amplifying
• Contradicting
Eg - Showing an image of a dead dog when
the lyric “dead dog” is sung.

29. 2 Music and visuals
Relationship between music and what is shown on
screen
• Illustrating
• Amplifying e.g. pace
• Contradicting
• Cutting visuals in time to music
• Shot-count v bpm is relevant

30. 3 Genres exists
There are MV genres
• They are often associated with specific musical
genres
Examples of genre include
• Stadium performance
• Studio performance
• Location
• Narrative based
• Others?

31. 4 Artist close ups
Record companies require that the main
artist is strongly featured (in close up?)
• Artistic branding
• Celebrity making
• Artistic portrayal
• Implications on
looking good

32. 5 Star iconography
Artist may develop their own star
iconography
• Branding
• Style
• Brand values/USP
e.g. Spice Girls

33. 6 Voyeurism
(esp in treatment of women)
Concept of seeing something you
should/would not usually see
• Nudity/near nudity/revealing clothes
• Exhibitionism
• An intimate location e.g. bedroom
• Screen within screen
 Mirror shot
 Door/window framing
 Cameras or binoculars

35. Voyeurism
• What is acceptable?
• Too much - limits audience
• Too little - uninteresting

36. Voyeurism -
Frame within a frame
• Not overtly “sexual”
• Image surrounded by something acting as
a frame eg. Doorway, window etc

37. Frame within a frame

38. Voyeurism
Mirror shot
+
Scanty clothing
+
Private setting

39. Voyeurism
Subject framed by
•door
•window or
•other frame

40. 7 Intertextuality
There are often intertextual references to
• Other MV
• Movies
• TV texts
• etc

41. In addition
Normal conventions apply
• Camera angles
• Camera movements
• Editing
• etc

42. Examples
• Watch the examples and identify the 7
factors

43. Summary
Further activities
• Practice applying Goodwins to a MV of
your choice
• Visit Blog link to see detailed Goodwins
analysis of a Rihanna video

44. Music Video
Lesson 4
Analysis of MV

45. Essay title
The evolution and changing role of the
Music Video from 1900, and it’s likely
development in the future.
• 800 - 1000 words
• Word processed
• Illustrations allowed
• Referenced
• DeadlineFriday 4th July

46. Aims
• Understand the practical application of
Goodwins Analysis
• Try the application

47. Review sheet

48. Example for analysis
• It’s Raining Men Geri Halliwell

49. Activity
• Plan an essay - bullet point the following
paragraphs
• Intro
• 1 para for each Goodwin point
• Conclusion

52. Music Video
Lesson 5
Analysis of MV 2

53. Aims
• To gain further experience of the analysis
of MVs using Goodwins as a framework
• Understand that some MV’s exhibit some
aspects even at the expense of others

54. Aims
• To gain further experience of the analysis
of MVs using Goodwins as a framework
• Understand that some MV’s exhibit some
aspects even at the expense of others

55. Preparation
• Rule up “goodwins sheet”

57. Examples for analysis
• Jennifer Lopez
• Discuss

58. Examples for analysis
• George Michael
• What are the main characteristics and
creative elements of this?