This document summarizes Jamie Charter's assignment on music videos. It discusses the origins of music videos in the 1980s as promotional tools for artists. It outlines the launch of MTV in 1981 as a visual platform for music. Modern music videos now have more freedom in terms of technology, length, and ability to reach audiences on social media. Iconic videos like Thriller and Telephone are memorable to watch. Audiences enjoy specific shot types, editing, and choreography that encourage repeated viewing. The document also analyzes Taylor Swift's music video for its use of setting, cinematography, and sexuality to appeal to audiences and promote the artist.

1. ASSIGNMENT 10
Jamie Charters

2. TASK 1
 The first music video ‘video killed the radio star’ was first produced in
198.
 It differentiates from TV programmes by numerous of ways, such as
length, the style of editing and type of shots used.
 Music videos were created for promotion of the artists, single and
album in hope to create more revenue.
 These videos could be accessed on different platforms, such as TV and
social media.

3. TASK 2
 MTV (music television) was first launched on the 1st of August, 1981, to
offer audiences a visual experience of music.
 This helped artists showcase what they have to offer and they can
produce. MTV VJs helped usher in creating a pop culture phenomenon.
 The last VJ conveyed the idea that audiences now have more ways to
consume music and listen to music and watch videos simultaneously.

4. TASK 3
 Music videos have developed in a number of ways, including the
different technology used, performance, hybridity, length and now
contain intertextuality.
 They enable artists to have more freedom and reach larger audiences.
 Audiences can now stream videos on social media, such as YouTube,
which allows artists to have more control.
 Music videos, such as Thriller and Telephone are iconic videos that are
memorable and entertaining to watch.

5. TASK 4
 Andrew Godwin's theory conveys the idea that audiences enjoy certain
shot types, editing techniques and choreography. This will encourage
them to view the video repeatedly. It also gives them expectations of
the genre and what to expect when a new music video comes out.

6. TASK 5
 Videos I have watched more than once:
 Duke Demont – I got you – Shows what travelling is like
 PSY – Gangnam style – Showing friends the dance move
 Stormzy – Big for your Boots – The rap movements are memorable.
 Daddy Yankee – Despiceto – Shows life in Spain
My 2 favorite were, Duke Demont – I got you and Gangnam Style. I liked Duke Demonts
video because I’ve always wanted to travel and this video showed what it was like. I
liked Gangnam style because of the dance, and at the time it was released it was really
popular.
2 most popular videos are – Despiceto and See you Again

7. TASK 6
Taylor swift uses herself as an
own form of promotion – her
fans will be intrigued to see
her feature in her own video.
The setting is grand and
signifies wealth. It shows the
audience this luxury lifestyle
rich people live. The slow
motion helps emphasise this
(showing the house behind)
Depth of field shows the long
entrance to the house. Allows
audience to focus on horses.
May appeal to audiences who
are fans of animals (horses and
dogs)
Many women may be able to
relate to the concept of the
film, and experience
schadenfreude.
Cinematography shows Taylors
superiority over men – counter
stereotypical representation.
Taylor uses her sexiness as her
USP to attract a larger
audience. Red lipstick signifies
sex/love.

8. TASK 6 CONTINUED
 MV want to make audiences repeatedly watch music videos so it gains
publicity for the artist. If the music video is memorable then audiences
are likely to pass it on through word of mouth which will increase total
viewings. A music video with a large number of views also brings in a
large revenue from YouTube, which can be used to develop the artist.
 It contrasts to Bruno Mars ‘Uptown Funk’. Uptown funk is more focused
upon dancing and creating a memorable dance that involves both men
and women. It doesn’t have a narrative and every shot shows the star
dancing in different locations. It has put more effort into its costumes,
as less money has been spent during production .