The document outlines the schedule and activities for a music video analysis workshop. The day begins with an introduction to music video language and techniques. Participants will analyze shot types, narrative structure, representation, and more in sample music videos. After a short break, the workshop will discuss the historical context and evolution of music videos. Lunch will include a Q&A with music video professionals. The afternoon session focuses on audience theory, including passive vs. active viewing and uses and gratifications theory. Participants are assigned take-away tasks to complete the workshop.

1. 10.30am Start
Session 1: Music Video Language
11.30-11.45am SHORT BREAK
Session 2 : Music Video in Context
12.30- 1.15pm – LUNCH
Q & A : with MATHY & FRAN
Session 3: Understanding Audiences
FINISH

2. projectmusicvideo.blogspot.co.uk

3. Session 1
Music Video Language

4. Task A)
• Work in a pair/three
• Pick one case study each person
• Identify 9 shot types
The language of music video

6. Check your answers with your partner
Do you agree with each other?
What effect do these shots have on you?
What did you notice about mis-en-scene?

7. Extreme Close Up (ECU)

8. Close Up (CU)

9. Medium Close Up (MCU)

10. Medium Shot (MS)

11. Medium Long Shot (MLS)

12. Two Shot

13. Long Shot (LS)

14. Extreme Long Shot (ELS)

15. High Angle

16. Low Angle

17. Camera
• Numerous angles are essential (pace)
• Standard shot distances apply
• More freedom in framing
• Expressive angles provide style & variety

18. Mise en scene
• Costume/props help identify the star/s
• Settings create space, drama and appeal
• Lighting compliments the genre of music
• Colour provides continuity and style

19. Task B)
• Write the narrative for each of the video
• BEGINNING – MIDDLE – END
• Use three sentences or 9 bullet points.

22. Analysis
Task C)

23. Representation
• Would you expect to see this kind of shot in other music videos?
• Who are the most important people in the video? How can you tell?
• What do the shots say about the person/people in the video? Is ‘star
power’ being created?
• Are there elements that are specific to this kind (genre) of music?
• Does the video reinforce or challenge any stereotypes? (race, gender,
sexuality, class, ethnicity)

34. Analysis
• Extras help the star/s look popular
• Multiple images can be presented
• Expectation of star performance
• Musical genre is reflected

35. • Use your notes from one of the images to
answer the question in the study pack.
• 6 mark available

36. Mark you nieghbour
• use of detailed examples (2)
• use of terminology (2)
• have you answered the question (2)

37. WELL DONE!
SHORT BREAK
Back in 15 minutes

38. Session 2
Music Video In Context

39. Timeline

40. Try to match statements a - k with the empty dates boxes.

41. 1975
The first recognised ‘music video’ is released.
BONUS: What song?

42. Queen, Bohemian Rhapsody (Bruce Gower, 1975)

43. The ‘Pop Promo’ is born and becomes
desirable for getting TV play!
#BORHapchangedeverything

44. 1981
MTV (USA) is first 24 hour TV
channel dedicated to music video.

45. Music Video becomes mandatory
for getting TV play!
#MTVchangedeverything

46. 1983
• Duran Duran release an entire album of
music videos.
• Their videos become synonymous with the
1980’s aesthetic

47. The first video by a black artist to receive
heavy rotation on MTV.
.
1983
BONUS: Which artist/song

48. Michael Jackson, Billie Jean (Steve Barron, 1983)
• MTV claimed not to play more
black artists because it was a
‘rock channel’
• CBS record threatened to
withdraw all it’s other videos
before MTV aired Billie Jean

49. • The album Thriller sold 66 million copies in
the first year
• Billie Jean broadened MTV’s appeal with
mainstream audiences
• led to the ‘cross over’ to MTV of other black
artist like Whitney Houston
#MJchangedeverything

50. 80’s - 90’s
The demand to sell records and CDs pushed
music video budgets out of control!

51. The most expensive music video is released
costing $7 million.
.
1995
BONUS: Which artist/song

52. Michael Janet Jackson, Scream (Mark Romanek, 1995)

53. Global music industry revenue peaks at $25 billion.
.
1999

54. 1999
Napster launches file sharing
site for downloading music

55. #NAPSTERchangedeverything

56. 2004

57. Arctic Monkeys, I Bet You Look Good On The Dancefloor
(Huse Monferadi, 2005)
• Established underground
following through file sharing
demos
• Refused to sign with a major
label
• recording live using old TV
cameras to give authenticity

58. #IBYLGOTDF changed everything
• Single Album went straight in at UK No1
• Changed the way major labels use on line to
build a following
• Still only sold on CD Vinyl (hard copy)

59. 2005
Youtube starts, making video
upload available on the www

60. 2009

61. Spotify becomes first wed app
to stream music commercially
2008

62. K-POP artists has the first music video to reach
1 billion views on You Tube.
.
2012

63. Gangnam Style, Psy (Choo Soo-hyun, 2012)

64. #factcheck
• 2015 - views from 18-49 year-olds went up 74%
www.brandwatch.com

65. First music video to hit 5 billion views on You
Tube is released - becoming by far the most
watched MV of all time.
2017

66. Luis Fonsi ft Daddy Yankee, Despacito (Carlos Perez, 2017)
“Working with a platform like
YouTube has allowed our
song to reach audiences all
over the world, something
that just a decade ago was
nearly impossible.”
Luis Fonsi

67. artists.youtube.com

69. #factcheck
• In 2018 95% of most watched videos were
music videos
www.brandwatch.com

70. artists.youtube.com

71. Music streaming revenue overtakes physical
sales.
2018

73. Lunch Activity

74. Lunch Activity

75. LISTEN TO THE TRACK
What are your ideas?

76. Back in your seats by
1.15pm
Please!

77. Session 3
Understanding audiences

78. We are all theorists!
• A theory is just some ideas somebody has
written down.

79. PASSIVE v ACTIVE
AUDIENCES

80. PASSIVE
• Transition Belt
• Hypodermic Needle
• Silver Bullet

81. Do you believe :
• Everything you see at the movies?
• Everything you hear in the news?
• Everything Donald Trump tweets?
• Everything in a music video?

82. ACTIVE
AUDIENCE
• Informed
• Questioning
• Challenges
• Forming own opinion
• Interactive
PASSIVE
AUDIENCE
• Ill-informed
• Un-questioning
• Directly affected
• Accepting opinion
• inactive

83. Be honest with yourself:
Do you sometimes:
• get swept away in the plot of a move?
• Unquestioningly take a news item on its word?
• Idolize the star/s of a music video?
• Believe one of Donald Trump’s tweets?

84. Do we have to be either
PASSIVE or ACTIVE?

85. • Preferred reading
• Negotiated reading
• Oppositional reading
Stuart Hall

86. • Download the album
• Add artist to their play list
• Buy tour tickets and merchandise
• Follow social media accounts
• Be the first on the dance floor
PREFERRED READING
Audience responds in the way the media
producer wants.

87. • Don’t usually like this genre of music
• Like an aspect of the video but not all its messages
• Share video but with critical comments
• Not buy any of the artist products
• Have a cheeky dance to it at a party?
NEGOTIATED READING
Audience responds by choosing to accept
or rejecting different element .

88. • Dislike the song
• Dislike the videos message
• Object to the videos message
• Leave critical/negative comments about video
• Vacate the disco!
OPPOSITIONAL READING
Audience responds by choosing to accept
or rejecting different element .

89. USES AND GRATIFICATION THEORY
Blumler Katz, 1974

90. • Media use is goal orientated (active)
• Gratification is sought out by the audience
• Audiences can tell us why they consume texts
• Media theorists shouldn’t make assumptions
without asking
USES AND GRATIFICATION THEORY

92. GOALS
• Entertainment diversion
• Information education
• Social interaction
• Personal identity

93. TASK
• What is your go to media or product for
each of these gratification goals?
• Where would you put music video?

94. GOALS
• We might have many goal from one media
• We might seek one goal but gain other (active)

96. If I Were a Boy, Beyonce (Jake Nava, 2008)

97. If I Were a Boy, Beyonce (Jake Nava, 2008)

98. Bad Blood, Taylor Swift (Joseph Kahn, 2014)

99. History, One Direction ( Ben Winston, 2016)

100. Take-away Tasks

101. Take-away Tasks