This document discusses the purpose and development of music videos. It provides several key points: 1. Music videos are primarily used for marketing purposes to increase music sales, but artists may also use them to express themselves artistically or gain awards/publicity. 2. Music videos originated in the 1930s but became more prominent in the 1980s with the launch of MTV. New technologies like YouTube have further increased their popularity and role in promoting artists. 3. Controversial music videos often feature religious, sexual or violent imagery and tackle taboo topics, though this controversy can also boost recognition for the artist. Prodigy's "Smack My Bitch Up" and Marilyn Manson's "(

1. RESEARCH

2. Purpose of Music Video’s - A music video is a short film involving both the song and imagery, generally produced for promotional or artistic purposes. Modern music videos primary use is for marketing, to increase the sales of the music videos - An artist may choose to create a music video to express their feelings through an artistic approach - Synergy across different products. For example, a soundtrack to a film, such as the"Low" by Flo Rida featuring T-Pain, who’s video includes clips from the film - to gain awards, and again therefore more publicity - create controversy and a talking point among the audience - A music video can create a lasting image of the artist, so when the audience thinks of an artist they think of their video and visa versa - music videos can also become iconic pieces of art - for charity or political messages or purposes - helps the song to become popular, as the audience remember the song - they give the audience the chance to see the artist and may take inspiration from their style, such as the clothes they are wearing ect. - mainly of all purposes, music videos are produced for the audience entertainment

3. Development Of Music Video’s - Music videos have been around for many decades and will continue to be developed for many years to come. - Music videos started in the 1930’s with videos such as Elvis Presley’s first TV performance. This was very typical at that time, musicians would sing in live action shows. - This continues until the 1980’s when MTV (Music Television) was launched. The first video that played on the channel was ‘Video Killed The Radio Star’ by the Buggles - after this point videos began to be created where the video would accompany or represent the song and would help to boost sales. For example Madonna's video greatly influenced her career. - also the introduction of other music channels such as VH1, 4Mucis, BET and Box has gained more attractions as a marketing tool, which showcases and promotes new and old artists. Additionally, the growth of YouTube has contributed to this. - MTV has impacted music channels as it is held responsible for bringing music videos internationally, to countries such as china. - In modern day today, the music video is as important as the song itself and can in some cases determine the success of the son. - Michael Jackson create some of the most successful and influential music videos of all time. Examples include Beat It, Billy Jean and Thriller. Debatably, thriller is the most successful video of all time as it is 14mins long (short Film) and consists of Michael himself turning into and dancing with the living dead.

4. New Technologies/Directions the biggest new phenomena in the music video is of course the internet. This has allowed fans of artist to download there new latest song as soon as they are released. Music video’s aids this by being launched prior to the release of the song, therefore increasing popularity ready go download release date, consequently increasing sales. However, the increase in online sales has decreased the profitability available for the artists on their music. This is become online music is relatively cheaper than to buy a CD. Also with illegal downloads become more and more popular as well as easier, it means that artist are instead not receiving any money for their work Since the launch of MTV (Music Television), a channel devoted to music videos, a convergence of video and music has been formed. Similarly, the introduction of YouTube has meant that music videos have become more and more popular and also a part of everyday life as YouTube is available on your mobile phone, so you are able to watch you favourite music videos on the go. Conventions of Music VideosCodes and conventions are the elements that the audience expect to see when they watch music video. They are the elements that make a music video. Different Genres of music will have different conventions for their videos. Different conventions include: - Music - The Artist - Different Settings - Cut to the beat - Lip synching Conventions that depend on the genre of the music are: - Story or narrative - Animation - Artist storyline (X Factor winning video)- choreography (Cheryl Cole – fight for this love)

5. Controversial Music Video’s There are lots of music videos out there that people regard as being wrong. I was able to find plenty. To begin with, one of the most controversial music videos is Madonna’s – Like a Prayer. This video is seen as controversial because it challenges three of America biggest unthinkable topics, which are sex, religion and race. The other video which is as equally controversial is Closer – Nine Inch Nails, which is seen to be controversial because of the links to religion, sexuality, animal cruelty, politics and terror. The video appears to be a 19th century-style mad scientist laboratory. This is controversial because of its imagery which includes a nude woman with a crucifix mask, a monkey tied to a cross, a pig head spinning on a machine, a diagram of culva and Reznor wearing an S&M mask swinging in shackles. Despite it controversial content, the video is still considered to be a work of art ad has been added to the Museum of Modern Art permanent collection, which goes to show that sometime creating a controversial video can sometimes be effective because it can get recognition and therefore, increase the popularity of the song/band/artist. Prodigy’s ‘Smack My Bitch Up’ is also considered highly controversial because the video is shot in a first person perspective and exposes the assault of a woman, out of control violence, cocaine use, drinking and driving, vandalism, nudity and sex. The unedited version also includes a scene of heroin use and a hit and run accident. The character in the video also takes a stripper home and has sex with her. As the stripper leaves, the character looks in the mirror and it is revealed to be a women and they pass out on the bed. Despite the video being banned universally, MTV eventually showed the video on their channel, but only after midnight after an MTV News warning, due to high demand levels. Also in 2002, the unedited version aired on MTV” as part of ‘the most controversial video’s’ programme countdown. Again this programme was also shown late. The video was at number one in this countdown. Also, despite the controversial it was nominated and won MTV Video Music Award for Best Dance Video and Breakthrough Video.

6. Marilyn Manson ‘(S)anint’ is another video considered to be controversial for its imagery showing self mutilation, cocaine snorting, blood smearing and bondage. This video was then banned in America and Manson made another version of the video appropriate for television. He also then released an album ;Lest We Forget’ which also included a DVD with the uncut, unbanned, original video. However the only way to buy this DVD was from Manson’s official website. The explicit version of the DVD was released with the (s)AINT video in Australia and Europe. More recent controversial videos include Eric Prydz ‘Call on Me’ which was released in 2004. The video contains an aerobics style class of women wearing 1980’s styled aerobics costumes performing sexy gym routines. There are two videos, and the edited one and uncut version. Because the song and the video became so popular and high in demand an aerobics DVD was later released which featured the dancers from the ‘Call on Me’ Video performing aerobics routines to various popular dance songs. Britney Spears ‘Baby One More Time’ also cause controversy because it shows Catholic schools girls in rolled up kilts dancing in the video. Those with high religious moral may take offense to this. However, if this video was released not the majority f people perhaps would think twice about it, but when it was released in 1998 sex appeal was viewed differently. Erykah Badu’s ‘window Seat’ is also considered to be controversial because the audience witness her stripping naked and running thought the streets of Texas. Because of the controversy she caused with this video she was order to pay a fine. Lastly, Nas’s ‘Hate Me Now’ shows him carrying a cross and wearing a crown of thorns. Again people with strong religious views may take offence to this as it is reacting the way that Jesus was punished. Also people of other religions may not believe in this and may think it is unfair to show this when it does not coincide with what they believe.

7. Theoretical Approaches Sven E CarlssonSven believed that music videos generally fall into two main groups Performance Clips (the video mostly shows the artist) and Conceptual Clips (the video shows something else during the music) - Standard Clip The music video more or less contains a filmed singer along with images. It is meant to be dynamic and has many variation. The artist may participate with the story as well as standing outside of the video and may be a cartoon character. - Performance Clip the idea contains mostly filmed performance, for example the artist in more than one location. It can fit into three types: Song Performance, Dance Performance and Instrumental Performance. - Narrative Clip a music video which is a silent movie to a musical background is a narrative clip and contains a story that is easy to follow and may not contain any lip-synchronisation - Art Clip a music video which contains visual narratives and no lip synchronisation. They are usually associated with modern experimental music. Michael Shore He Argues that music videos are recycled styles surface without substance, information overload and immediate gratification. Style over content helps sell music singles. Andrew Goodwin He identifies five aspects that audience should watch out for when watching music videos, which are Thoughts Beats (Seeing the Sound), Narrative and Performance, The Star Image, The relation of visual songs, and technical aspects of Music Video’s.