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

1. BTEC Broadcast Media Level 3
Youtube Playlist: Intro to/history of/purposen of music videos
https://www.youtube.com/playlist?list=PLUPxDOG-YGRDrFJUKSsi8n1fEKx25kR4c

2.  LO1 Understand the purpose of music videos
 LO2 Understand the styles, conventions, and techniques of music videos
 LO3 Be able to originate and plan a music video production for a specific music track
 LO4 Be able to work to complete production of a music video

3. Learning Objectiive Assignment/evidence
LO1 Understand the purpose of music videos Online blog
explaining purpose of music videos, with examples
LO2 Understand the styles, conventions, and
techniques of music videos
Annotated video presentation
explaining conventions, styles and techniques of
music videos
LO3 Be able to originate and plan a music
production for a specific music track
Pre-production Folder
(Individual ideas, research and development, group
planning and pre-production documents)
LO4 Be able to work to complete production of
music video
Music Video Production
Group production (filming/recording)
Individual edit for submission

4. UNDERSTAND THE PURPOSE
OF MUSIC VIDEOS
 What is the purpose of music videos?
 What are they for? Why are they made? What do they do?
 In groups, come up with some suggestions. Be prepared to share with class.

5. Music videos promote a song. They are "adverts". They raise awareness of a song and
encourage people to buy/listen to the song.
However, music videos are unusual in that they give the audience access to the same
thing that they are promoting (the song) instantly.
What else might they promote?
 The artist themselves
 An album (and concerts/tour, merchandise, etc)
 A fashion/clothing
 A dance routine/craze
 A film
 Commercial goods/Products ('product placement')
 Lifestyles, values, views of people and the world ('ideology')
LO1 UNDERSTAND THE PURPOSE OF MUSIC
VIDEOS

6. Examples of film and video set to music can be found back as early as
1920s. (silent movie live accompaniments, musicals, etc).
During 1960s, a number of music shows began on TV, such as Ready
Steady Go! (ITV, 1963-1966) Top of The Pops (BBC, 1964-2006)
These shows featured bands/artists performing their song in the
studio.
Record companies quickly realised that appearing on these shows was
important for single sales.
If a band was away on tour or unable to make it for other reasons,
their song would not get played, losing sales.
Alternatively, if the song needed to be played without the artist, the
show may arrange a dance routine by the likes of The Go-Jos, Pan's
People or Legs & Co.
LO1 UNDERSTAND THE PURPOSE OF MUSIC
VIDEOS

7. At the same time, 1960s saw bands begin experimenting with
video, creating what were then known as promotional clips or
'promos'.
Early examples include:
 Bob Dylan "Subterranean Blues" (1965)
 The Kinks "Dead End Street" (1966)
 The Beatles "Strawberry Fields Forever" (1967)
 Procol Harum "Whiter Shade of Pale" (1967)
LO1 UNDERSTAND THE PURPOSE OF MUSIC
VIDEOS

8. MUSIC VIDEO
AS
PERFORMAN
CE
SUBSTITUTE
In 1975
Queen released "Bohemian
Rhapsody", which has a
complex section that was
heavily layered in the
studio and not possible to
faithfully replicate live.
According to guitarist Brian
May, the video was produced so
that the band could avoid
miming on Top of the Pops,
since they would have
looked off miming to such a
complex song.
LO1 UNDERSTAND THE
PURPOSE OF MUSIC
VIDEOS
Queen's video for Bohemian Rhapsody, with its mixture of live
performance, abstract visuals and editing
heavily synchronised with the sound is often hailed as the first
"modern day music video".

9. MUSIC VIDEO
AS
ENTERTAINM
ENT
Broadcast on Warner's "spare
transmitter", originally had
little commercial boundaries
and restrictions, so was quite
experimental.
Limited by number of music
videos available (not all bands
did as they were expensive).
Number of repeats and gaps in
programming led to nickname
"empty TV".
Predominance of British music
videos led to "British Invasion"
of artists to America during
1980s.
LO1 UNDERSTAND THE
PURPOSE OF MUSIC
VIDEOS
.MTV launched by Mike Nesmith (The Monkees) in 1981 as first all-music
tv channel.
Initially rejected by TV execs who said that "music just didn't work on
TV".
First video played was Video Killed the Radio Star by Buggles.

10. MUSIC VIDEO
AS ART
The lack of videos by major
established US artists allowed
room for more experimental
videos by the likes of Laurie
Anderson ("O Superman") and
Devo ("Whip It"), a group of Art
School students with no
musical experience more
interested in visuals than
music.
Toni Basil (Hey Mickey) was
also signed for a "music video
album"
LO1 UNDERSTAND THE
PURPOSE OF MUSIC
VIDEOS

11. MUSIC VIDEO
AS FILM
In 1982, Michael Jackson
released Thriller, a 14 minute
mini-movie tribute to horror
films.
The video was directed by John
landis (American Werewolf in
London).
The budget of $500K was the
most ever spent on a music
video and the record company
refused to finance it. Instead it
was funded by selling the
rights to a "Making of Thriller"
documentary which was then
sold to TV channels and later
released on VHS.
LO1 UNDERSTAND THE
PURPOSE OF MUSIC
VIDEOS

12. MUSIC VIDEO
AS
SALES PRODU
CT
Soon though, record execs
recognised the power of MTV to
sell records, and all artists
were making videos to promote
their singles.
Bands with multiple videos
then went a step further and
began selling collections of
their videos (on 1980s VHS of
course!)
Later, Compact discs and CD-
roms allowed videos to
be included as extras with
albums and singles.
LO1 UNDERSTAND THE
PURPOSE OF MUSIC
VIDEOS

13. MUSIC VIDEO
AS
SUPERFICIAL
Many traditional artists were
critical of music videos though.
Some saw it as
superficial/vacuous/shallow.
Others saw it as a distraction
from 'real' music.
They felt music should be about
what you hear, not what you
see.
One of the 1980s most famous
music videos, 'Money For
Nothing' by Dire Straits, was
for a song criticising music
video culture.
LO1 UNDERSTAND THE
PURPOSE OF MUSIC
VIDEOS

14. MUSIC VIDEO AND THE
INTERNETWhat year did Youtube launch?
2005
Free to use, people uploading videos can make money from advertising if enough people watch
their videos.
This new platform allowed people to upload and share any video, including music videos that
they didn't necessarily own the rights to.
Initially, record companies fought against and tried to prosecute people uploading unlicensed
music videos to youtube, but this proved too expensive, time consuming and futile.
Ultimately, the major record companies had to embrace music-video sharing. In 2009 VEVO
watch launched by a partnership between SONY, Universal Music, EMI and Warner Music.
Vevo hosts the artists'' "official" videos which it syndicates and distributes via Youtube.
In return for Youtube directing searches to Vevo listings, Youtube receive a share of the videos
advertising revenue.
This means that money lost from falling sales is replaced by money from advertising.
LO1 UNDERSTAND THE
PURPOSE OF MUSIC
VIDEOS

15. MUSIC VIDEO AS
PROMOTION
(OF OTHER THINGS)
 Today, music videos are no longer just adverts for artists and their music.
They are media products within their own right, which people watch
adverts in order to be able to watch.
 As well as pre-roll "in-stream" advertising at the beginning of videos
(skippable and non-skippable,) "in display" adverts may also appear
overlaid the videos.
 Advertising revenue is then decided by the number of views/clicks.
 But besides Youtube's ads, what other advertising appears in music
videos?
 Product Placement.
 How many products can you spot being advertised in the next video?
LO1 UNDERSTAND THE
PURPOSE OF MUSIC
VIDEOS

17. MUSIC VIDEO AS
PROMOTION
(OF OTHER MEDIA)
Media companies often use synergy between the music and
Film/TV/Game industries to cross promote products. Music videos for songs
featured in films often feature scenes from, or references to the film they are
in.
 e.g. Bond Films (Adele Skyfall, Madonna Die Another Day), Paramore's
Decode (Twilight), Ray Parker Jr's Ghostbusters, Berlin's Take My Breath
Away, Celine Dion's My Heart Will Go On
LO1 UNDERSTAND THE
PURPOSE OF MUSIC
VIDEOS

18. MUSIC VIDEO AS
PROMOTION
(OF OTHER THINGS)
Besides things to buy, what else can be promoted by music videos?
 On the next slide – a video "27 dances we learnt from music videos"
– which ones do you think might be included?
LO1 UNDERSTAND THE
PURPOSE OF MUSIC
VIDEOS

20. MUSIC VIDEO AS
PROMOTION
(OF OTHER THINGS)
Besides things to buy, what else can be promoted by music videos?
 Dance crazes (Gangnam Style, Macarena)
 Political statements, social commentary/cause awareness
(e.g. Beyonce Formation, Childish Gambino's This Is America, MIA's
Born Free)
 Lifestyle, fashion, identity – role models
 Beliefs and values – Diversity? Misogyny? (Blurred Lines,
Satisfaction)
LO1 UNDERSTAND THE
PURPOSE OF MUSIC
VIDEOS

21. AND FINALLY...
MUSIC VIDEO AS
CONTROVERSY?
 Sex, violence, blasphemy, anti-social behaviour, criminal activities.
 Pop culture and pop music has a long history of controversy and
upsetting the establishment. Music videos are no different. In the
past, getting a video banned meant it was hard for anyone to see it.
But in the age of the Internet, a little controversy can help publicise
your video.
 https://www.nme.com/list/20-of-the-most-controversial-music-videos-
ever-1301
LO1 UNDERSTAND THE
PURPOSE OF MUSIC
VIDEOS