1. Intro into music videos
L/O:
-to define a music video, it’s role and purpose
-consider history of music video
-introduce some theory including ‘visual pleasure’
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2. Task 1: What is a music video?
• 1. Why & when were music videos first produced?
• 2. How is a music video different to a TV programme?
• TV drama for example, what do we expect from music videos?
• 3. What is a music video for? What’s it’s purpose?
• 4. How do you access music videos? (where do you watch them?)
5. Task 2: Video and questions
• 1. What is MTV?
• 2. When did it launch?
• 3. What opportunity did it offer audiences?
• 4. How did it help artists who wanted to make a name for
themselves?
• 5. What did the MTV VJs help to usher in?
• 6. The last VJ in the clip says “you’ll never look at music in the same
way again.” What does this mean?
6. Video and questions
• 1. What is MTV?
• Music Television – 24/7
• 2. When did it launch?
• 1 August 1981, 12:01am
• 3. What opportunity did it offer audiences?
• A visual engagement with the artist (prior = only radio or photos in newspapers/magazines etc)
• 4. How did it help artists who wanted to make a name for themselves?
• Helped them showcase videos, as well as their songs
• 5. What did the MTV VJs help to usher in?
• A pop culture phenomenon
• 6. The last VJ in the clip says “you’ll never look at music in the same way again.” What
does this mean?
• Music TV changes the way we consume music, can now listen to and watch videos simultaneously, rather than just listening to it on
the radio
7. 1st video on MTV
• Biggles: video killed the radio star
• Cost 50,000 dollars, shot in a day
• People complained it was too violent because a TV was blown up
• https://www.youtube.com/watch?v=W8r-tXRLazs
8. How music videos evolved….
• https://www.youtube.com/watch?v=sOnqjkJTMaA
• Released Dec 1983
• £500,000 budget
• 14 mins long
• 1st MV to have world premiere on MTV
• Played twice an hour on MTV when first released
• Considered to be best MV of all time
•
9. Continued to evolve…
• https://www.youtube.com/watch?v=EVBsypHzF3U
• Jan 2010
• 9 mins
• Over £500,000 budget
• Extensive product placement financed the production
• Over 30 million views in first 5 days of release
• Sold 7.4 million digital copies – one of her most successful
•
10. Newer ways of watching MV’s…
• Social networking platforms have changed the way
we watch music videos and how we listen to music
• Websites such as Vevo enable the artist and record label to have their
own MV channels rather than MTV VJ’s being in control of what’s
being played
• Youtube allows audiences to actively access MV’s of artists they want
to see, rather than what they VJ selects
11. Task 3: questions
• 1. How have MV’s developed?
• 2. What have they enabled artists to do?
• 3. What are the different ways we have viewed MV’s since the
1980’s?
• 4. How have websites like YouTube and Vevo changed the way we
interact with and view MV’s?
• 5. Why are ‘thriller’ and ‘telephone’ and youtube sensations like
‘gangnam style’ good examples of the ‘power’ of the MV?
12. Theory: MV and visual pleasure
• Andrew Goodwin:
• “Sometimes music videos provide a visual pleasure for an audience that
encourage repeated viewing – we become familiar with the genre and
therefore have expectations.”
13. Task 4:
• What do you think Goodwin means? Rewrite his quote in your own
words
14. You could also write this down…
• Audiences enjoy the way a music video repeats images, shot types,
locations, choreography and certain edits.
• Audiences enjoy references to other music videos or media texts
(intertextuality) that lead to repeated viewing
• We also have certain expectations from different genres of MV’s and
different artists and will expect certain things from their MV’s
• We enjoy watching MV’s repeatedly to see how our expectations of the
video and the artist change
15. Task 5: videos that offer ‘visual pleasure’
• 1. make a list of a few music videos you can think of that you have
watched more than once because you enjoyed watching them
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• 2. pick 2 videos from your list. What is it about them you enjoyed?
• 3. Which artist’s MV’s are the most watched globally? Why?
16. What do you think are the most watched
MV’s on youtube?
http://youtube.wikia.com/wiki/Most_viewed_videos_of_all_time
20. So…….
• Consider the different target audiences and different types of social
media…these factors will affect views/engagement.
21. Task 6: visual pleasures in a music video
• Blank Space
• Taylor Swift
• 2, 165,416,019 views
• 1. what ‘visual pleasure’ does this video have for the audience?
• Camera, editing, MES, the genre, use of creativity…
• 2. why might the MV want to make a viewer watch it again?
• Extension: Compare the visual pleasures in another music video to Blank
Space….
22. Homework – complete by end of week
• Create a presentation to show understanding of what you learned in
this lesson. Include visuals from music videos.
If you don’t want to re-type info, at minimum (not recommended), it is
probably a good idea to include a pic of the worksheet
• You decide on level of detail, you now the levels by now!
