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Gcse mv 2019 handout
- 1. Produce this booklet at the BFI shop to receive a 10% discount. Music Video: A GCSE Level Study Day BFI Southbank Wednesday 6th March 2019 Teacher / Student Pack Guest Speakers: Mathy Tremewan and Fran Broadhurst Presenter: Tom Woodcock
- 2. NOTES:
- 3. Produce this booklet at the BFI shop to receive a 10% discount. Music Video: a GCSE Study Day Wednesday 6th March 2019 NFT 1, BFI Southbank, 10:30am – 3:30pm PROGRAMME 10:30 Welcome and introduction to BFI Southbank (Nikki Parchment) 10:35 Introduction to the Study Day (Tom Woodcock) 10:40 Session 1: Music Video Language (Tom Woodcock) 11:30 Short break 11:45 Session 2: Music Video in Context (Tom Woodcock) 13.30 Lunch (45 mins) 13.15 Intro to the afternoon and Q&A guest speakers (Tom Woodcock) 14:30 Session 3: Understanding Audiences 15:20 Summary 15:30 End of Study Day Biographies: Tom Woodcock: Tom has taught for the last 18 years and is currently at Long Road Sixth Form, Cambridge. He writes and tutors for the National Film and Television Schools online courses and delivers professional development course for the English and Media Centre. Tom is also a principal moderator on the CIE Media Studies A Level. Mathy Tremewan and Fran Broadhurst are a directing and writing duo based in London. Their projects span commercials, music videos, narrative and documentary. Fascinated by color, Mathy & Fran produce work with a meticulous eye for detail and a glorious sense of the absurd.
- 4. CASESTUDY1: MarkRonson-UptownFunkft.BrunoMars(Dir.CameronDuddy,2014) TaskA)MediaLanguage:Matchupthefollowingshottypetermswiththeninescreenshotsbelow: • ExtremeCloseUp(ECU) • CloseUp(CU) • MediumCloseUp(MCU) • MediumShot(MS) • TwoShot • MediumLongShot(MLS) • LongShot(LS) • LowAngle • Canted/DutchAngle Whatdoyounotice about: Costume Props Setting Lighting Colour Camera
- 5. CASESTUDY2: AvrilLavigne-Sk8erBoi(Dir.FrancisLawrence,2002) TaskA)MediaLanguage:Matchuptheshottypetermswiththeninescreenshotsbelow: • ExtremeCloseUp(ECU) • CloseUp(CU) • MediumCloseUp(MCU) • MediumShot(MS) • MediumLongShot(MLS) • LongShot(LS) • ExtremeLongShot(ELS) • LowAngle • HighAngle Whatdoyounotice about: Costume Props Setting Lighting Colour Camera
- 6. Task B) Try to imagine you are a music video producer/director. Can you pitch the video concept and story idea in three sentences or 9 bullet points? What happens in the video? Is there a beginning middle and end? Be as positive about the artist/star that you are trying to promote. Think about how you are going to make the video sound good! Beginning (set the scene?) - Equilibrium Middle (is there any conflict? ) Disruption End ( has anything changed?) - Resolution CASE STUDY 1: Mark Ronson - Uptown Funk ft. Bruno Mars (Dir. Cameron Duddy, 2014) Beginning (set the scene?) - Equilibrium Middle (is there any conflict?) Disruption End ( has anything changed?) - Resolution CASE STUDY 2: Avril Lavigne - Sk8er Boi (Dir. Francis Lawrence, 2002)
- 7. framing extreme close up close up medium close up medium shot medium long shot long shot extreme long shot low angle high angle camera movement ‘Music videos reinforce gender stereotypes’ How far is this true in the music videos you have studied? In your response, you must: • explore representations of gender in the music videos you have studied • use detailed examples • consider whether you agree or disagree with the statement. (6) mise en scene costume props setting lighting colour composition editing juxtopostion representation gender male female non binary sexuality hetrosexual ethnicity race class age lifestyle genre convention stereotype vocabulary and terminology typecast narrative performance equilibrium disruption conflict resolution liniear non-liniear hero/heroine star (power?)
- 8. Task C) Form & Representation Using the other images below make notes on the meanings being created? • Would expect to see this type of shot in other music videos? • Who are the most important people in the shot? How can you tell? • What does the shot say about the person/people in it? Is ‘star power’ being created? • Are there elements in the shot that are specific to this kind (genre) of music? What are they? • Does the image reinforce or challenge any stereotypes (Gender, Sexuality, Race, Ethnicity, Class)
- 10. 1948 LP Records 1949 7” Singles (45s) 1968 Audio Cassette 1970 1976 VHS 1965 Super 8 Home movies 1/2 Network Primetime to be broadcast in colour Black and White Analogue TV First home satalite TV 1958 Scopitone Film Jukebox The most expensive music video is released costing $7 million. Music streaming revenue overtakes physical sales (CDs) Global music industry revenue peaks at $25 billion. K-POP artist has first music video to hit 1 billion Youtube views. What is now recognised as the first music video is released. The first video by a black artist to receive heavy rotation on MTV. MUSIC VIDEO TECHNOLOGY DISTRIBUTION & EXHIBITION Can you fit the facts to the empty date boxes on the timeline ? 1975 First music video to hit 5 billion views on You Tube is released - becoming by far the most watched MV of all time. The Baby Boomers (born 1946-1964) Generation X (born 1965-1981) MTV (USA) is first 24 hour TV channel dedicated to music video. Spotify becomes first web app to stream music commercially. Youtube starts, making video upload available on the WWW. Napster launches file sharing site for downloading music. 19601950
- 11. 1982 Compact Disc 1980 1990 2000 2010 1995 MP3/Download 1996 DVD Digital Broadcast BeginsSKY TV launch in UK Smart TV 2001 iPod Launch 2007 I Phone Launch 1987 MTV Europe On Demand Age 1999 DVR 1998 WiFi 1991 World Wide Web goes public 2009 Age of TV Music Video Age 2004 I Tunes 1995 1999 2012 2018 1983 2017 The late 20th and early 21st century have seen rapid technological advancements and increasing media convergence. Millennials (born 1982-1995) Generation Z (born 1996-2016) 1981 2005 2008 1999
- 12. PITCHING FOR A VIDEO
- 13. Lyrics (solo artist) Pitch iconic images from your video Every now and then I fall Every now and then I lose control In your eyes I see your thoughts surrounding me And I've a little bit of thought for you 'Cause every now and then I fall a bit behind Every time I stare into your eyes Your thrills I find It's not hard to be left behind So I'll run, you'll hide We know better than to stay outside You're cold and your awake You said I should have never of stayed But there's no better place for me 'Cause every now and then I fall a bit behind Every time I stare into your eyes Beginning (set the scene?) - Equilibrium Middle (is there any conflict?) Disruption End ( has anything changed?) - Resolution
- 14. APPLYING AUDIENCE THEORY Uses and Gratification Theory - Blumler & Katz Jay Blumler and Elihu Katz argue that media audiences are active. They say that consumers of media are goal orientated. In other words,audiences know what they like and seek out specific pleasures from media consumption. They argue that only the audience can really tell us what they experience from media consumption. They grouped audience goals into areas. Reason Description Media you use to meet this this goal Entertainment and diversion Audiences consume media texts to escape from their everyday lives. They choose entertaining texts that allow them to divert their attention from the real world. Information and education Some media texts are consumed by audiences when they want to be informed and educated. They help the audience to find out what is happening in the world. Social interaction Some media texts are consumed together in a social way or provide topics for conversation with others. Other media and texts allow audiences interaction or participaton. Personal identity Some audiences like to engage with media texts because they can compare their life experiences with those represented in it. Audience pleasure comes from empathising and identifying with characters or content represented in them. Criticism of ‘Use and Gratification’ theory. Some media use may have nothing to do with the pursuit of gratification - it may be forced upon us for example. The theory is too concerned with audiences choices at the cost of understanding the meanings they actually get out of their media use.
- 16. NOTES:
- 17. RESEARCHING YOUR OWN CASE STUDY 10 things you must find out about your own case studies When was the video made? Who is the director? What else have they made? The artist, the track and the label. The budget for the video. The number of You Tube/Vevo views & the speed reached them. Intertextual & cultural references. Audience response, fan art and answer videos. Criticism and controversy Technology used to distribute the video (Vynal, CD, Download) Look at the timeline - what is happening in the industry? Information on artist web presence (website and social media)
- 18. Across 3. Analytical term concerned with how media depicts thing (14). 4. Company who popularised peer to peer file sharing of music (7). 5. Record label not owned by a media conglomerate (11). 6. Person who introduces music videos on TV (6). 7. Audience consuming popular media, with broad appeal (10). 8. Media theorists concerned with active audiences and their consumption goal (7, 3, 4). 10. Music industry platform for publishing online video content (4). 13. Korean pop star with billions of You Tube views (3). 14. Fan base that reaches many national territories (6, 8). 16. Media in which audiences generate content and interact with other users (13). 19. French term for ‘putting on stage’, used to describe sets, costumes, props and lighting (4, 2, 5). 20. By far the most viewed Youtube video (9). 21. 24 hour pop channel launched in 1981 (3). 22. Video editing style in which images or shots are paces in quick succession (7). 23. Framing the camera to view a subject in detail (5, 2). Down 1. Media theory that believes audience actively seek their consumption goals (4, 3, 13). 2. Format for distributing or selling music without a physical product (8). 9. Industry term for music video (3, 5). 11. fizzy drink, mainstream music (3). 12. Web application in which users interact with each other and generate the content (6, 5). 15. Describing look or visual appeal (9). 17. Video sharing website (7) 18. Person calling the shots on a music video (8). CROSSWORD For the way home!