Intro to music video


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Intro to music video

  1. 1. Introduction to Music Industry <ul><li>Musical taste can be a controversial topic- almost to the point of tribalism. </li></ul><ul><li>It is contentious because it defines and often signifies personality and lifestyle. Musical taste is about the way you dress, speak and sometimes act. </li></ul><ul><li>However, all commentators agree that Music and its trends - sit at the epicentre of popular culture. </li></ul><ul><li>Not only to the extent that an individual can derive a sense of identity but to the extent the global community can be changed by Musical Trends </li></ul>
  2. 2. Inspiration or Perspiration? <ul><li>Some critics believe that Music and Industry are in many ways incompatible terms. </li></ul><ul><li>Why? </li></ul>
  3. 3. Key Tensions <ul><li>It is this ‘dynamic tension’ that exists between the artistic and commercial forces of underpins the success of this vast media business. </li></ul><ul><li>A tension between the organic and synthetic </li></ul><ul><li>Another feature to consider is the music industry ‘synergetic connections’ with other media forms – this codependence with other media means that a ‘mutual reliance’ can be productive and but also risky. </li></ul>
  4. 4. The Place of the Pop Video <ul><li>You must understand that the pop video is only one strand of a an often multimedia campaign . </li></ul><ul><li>The overview is a diagram of the contributing and sometimes, conflicting forces behind music/media creation. </li></ul><ul><li>Examine the overview of the UK Music Industry – how significant is the pop video as a text or product within this scheme? </li></ul>
  5. 5. The Music Industry <ul><li>Dominated by 4 transnational corporations </li></ul><ul><ul><li>Universal </li></ul></ul><ul><ul><li>SonyBMG </li></ul></ul><ul><ul><li>Warner Bros </li></ul></ul><ul><ul><li>EMI </li></ul></ul><ul><li>Known as ‘The Majors’ </li></ul>
  6. 6. The Music Industry <ul><li>Most majors also own, or licence, a string of smaller subsidiary companies in order to reach different kinds of audiences in different kinds of genre </li></ul><ul><li>These companies are known as ‘major-independents’ </li></ul>
  7. 7. The Music Industry <ul><li>Finally, there are a huge number of small companies with little or no financial connection to the majors </li></ul><ul><li>These companies often concentrate on a small number of artists, within specialised niches in the industry </li></ul><ul><li>Known as ‘independents’ </li></ul><ul><li>What do you think is the relationship between Majors and Independents? </li></ul>
  8. 8. The Music Industry <ul><li>It is misleading to see the industry simply as a ‘hierarchy’, dominated by the majors </li></ul><ul><li>A better description is a ‘web’ of companies, whose connections allow: </li></ul><ul><ul><li>smaller companies to gain access to bigger markets </li></ul></ul><ul><ul><li>bigger companies to gain access to new artists and movements in popular music </li></ul></ul>
  9. 9. The Music Industry <ul><li>In turn, most record companies organise themselves internally into several key areas: </li></ul><ul><ul><li>Artists and Repertoire (A&R) </li></ul></ul><ul><ul><li>Marketing/Artist Development </li></ul></ul><ul><ul><li>Promotions </li></ul></ul><ul><ul><li>Legal </li></ul></ul><ul><ul><li>Financial </li></ul></ul>
  10. 10. The Music Industry <ul><li>The industry as a whole has a complex relationship with a number of different media and puposes </li></ul><ul><li>Radio, TV, Print media, Film, New Media </li></ul><ul><li>Synergy and symbiosis </li></ul>
  11. 11. The purpose of the Music Video <ul><li>Music video serves a number of different functions: </li></ul><ul><ul><li>Promotes a specific single and, normally, an album </li></ul></ul><ul><ul><li>Promotes a specific artist or band </li></ul></ul><ul><ul><li>Creates, adapts or feeds into a ‘star image’ </li></ul></ul><ul><ul><li>Entertains as product in its own right </li></ul></ul><ul><ul><li>Reinforces, adapts or undermines the ‘meanings’ of a song </li></ul></ul>
  12. 12. Music Video <ul><li>Often contains a number of different elements: </li></ul><ul><ul><li>Performance </li></ul></ul><ul><ul><li>Narrative </li></ul></ul><ul><ul><li>Thematic </li></ul></ul><ul><ul><li>Symbolic </li></ul></ul>
  13. 13. Music Video <ul><li>Visually stylish – ‘artistic’ mise-en-scene </li></ul><ul><li>‘ Rhythmic’ montage, fragmented style </li></ul><ul><li>Intercutting </li></ul><ul><li>Experimental use of camera/editing </li></ul><ul><li>Fast pace </li></ul><ul><li>Conspicuous lighting and cinematography </li></ul><ul><li>Often break the rules of continuity editing </li></ul>
  14. 14. Music Video <ul><li>A visual equivalent to music </li></ul><ul><li>Encourages repeated consumption </li></ul><ul><li>Encourages identification or desire for the artist </li></ul><ul><li>Provides an open, polysemic experience for the viewer </li></ul>
  15. 15. Current ‘threats’ to the Music Video <ul><li>In many respects the pop video is becoming defunct and irrelevant </li></ul><ul><li>Internet – downloading </li></ul><ul><li>Manufactured programmes with live feeds </li></ul><ul><li>The vidvert or i video (Robbie Williams) </li></ul><ul><li>Music television becoming more mainstream – MTV? </li></ul><ul><li>Can you think of any other threats to the pop video? </li></ul><ul><li>What is the future of the Pop Video? </li></ul>