The document provides an overview of music videos, including their purpose, history, and styles. It discusses how music videos originated as promotional tools for The Beatles in the 1960s. The spread of home video technologies in the 1980s helped music videos flourish as an industry. The document also outlines some common visual conventions and representations across different genres of music videos like rock, pop, and hip hop.
Introduction to the history and purposes of music videoKBucket
Introduction to the history and purposes of music video
BTEC L3 Media U29 Music Video Production
Learning Objective 1: Understand The Purposes of Music Videos
Introduction to the history and purposes of music videoKBucket
Introduction to the history and purposes of music video
BTEC L3 Media U29 Music Video Production
Learning Objective 1: Understand The Purposes of Music Videos
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This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
2. Definition
A music video is a short film integrating a song and
imagery, produced for promotional or artistic
purposes. Modern music videos are primarily made
and used as a marketing device intended to promote
the sale of music recordings.
4. Learning Questions
What is the purpose of a music video?
What are the different styles of music video?
What are some of the visual conventions of different
genres of music?
5. Music Videos
The music video is a classic example of a media
industry that flourished on the back of technological
advance.
The spread of home VCR and satellite technology
created an environment in which music video
flourished, eating up the spare capacity in the
schedules. Indeed, when MTV was launched in 1981 it
only had access to a couple of hundred videos; by the
end of the Eighties the industry was producing many
thousands of music videos each year.
6. Music Videos
It was The Beatles who can be credited – as with so many things to do
with pop music - as the real inventors of the music video as a
promotional tool.
By 1965 The Beatles had achieved worldwide fame, and they could not
physically appear on all the television shows throughout the world that
wanted them.. They also found appearing on live TV and live
performances in general, to be repetitive and mundane.
As far back as November, 1965, they made a series of promotional films
specifically designed for television companies throughout the world.
Promotional films were made of the singles We Can Work It Out, Day
Tripper, Help!, Ticket To Ride and I Feel Fine. Some of these short
films emerged in more sophisticated forms in The Beatles’ film Help.
7. "Video Killed the Radio Star” – The
Buggles
The music video for "Video Killed the Radio Star” was
produced on a budget of $50,000. It was filmed in only a
day in South London, and was edited in a couple of days.[
The video was first released in 1979, when it originally aired
on the BBC's Top of the Pops for promotion of the single,
rather than doing live performances. Zimmer recalled in
2001 that the video drew criticism from some viewers who
watched it before it aired on MTV, due to being "too violent
because we blew up a television. The video is best known
as marking the debut of MTV, when the US channel started
broadcasting at 12:01 AM on 1 August 1981
https://www.youtube.com/watch?v=W8r-tXRLazs
8. Purpose of music videos
They are an important promotional tool for marketing
performers and their music.
Helps to create ‘star image’ for a new performer.(E.g. Lana
Del Ray)
Adapts or develops image of a more established artist. (E.g.
Rihanna)
Music video is used to interpret and anchor the meaning
of a song and to entertain the audience.
Iconography indicates the genre of music and the style of
the performer. ( e.g urban setting in Stormzy videos)
9. Different styles
Performance
Narrative
Conceptual; related to the song lyrics
A combination of more than one of the above
10. The most expensive music video
ever…still!
“Scream” (1995)
Michael Jackson & Janet Jackson - HIStory: Past,
Present and Future, Book I
https://www.youtube.com/watch?v=0P4A1K4lXDo
11. Activity How can you tell this is a rock music video?
https://www.youtube.com/watch?v=hTWKbfoikeg
How can you tell this is a pop music video?
https://www.youtube.com/watch?v=bESGLojNYSo
Is this is a conventional hip-hop music video?
https://www.youtube.com/watch?v=MYxAiK6VnXw
If not, why not? What do you normally see?
12. Technical terms check list:
Performance clips and band shots
Fast-pace of editing
Mainly straight cuts
Bright lighting
High angle/low angle
Bright colours against black and white background
Panning
Editing to reflect pace of music
Special lighting effects
High lighting
Equal division of shots upon band members
Whole band shots
No real sound effects
Colour effects – often monochrome
Dubbed sound
Zooming out
Shadows
Mise-en-scène reflects atmosphere
Animation
Does the music video adhere to or subvert these?
Textual Analysis of Pop Music Video
13. Representations
Short skirts
Legs and low cut tops
Voyeurism
Glamour – lifestyle
Seductive poses from female artists
Urban locations
Dancing
Crowd shots
Playing out ‘pop star’ lifestyle within video
Fairly straight forward narrative
Group singing whilst chaos takes place around
Anti-establishment activity
Destroyed environments
Mean and moody men
Deserted locations
Singing whilst acting
Trying to portray a certain image
Self-appreciation
All playing to the audience
Does the music video adhere to or subvert these?
Textual Analysis of Pop Music Video
14. What style of music video are
these?
https://www.youtube.com/watch?v=otCpCn0l4Wo
https://www.youtube.com/watch?v=B1zCN0YhW1s
https://www.youtube.com/watch?v=GXRVX1AKAew