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Music videos: A concise history and analysis
1. Intro into music videos
L/O:
-to define a music video, it’s role and purpose
-consider history of music video
-introduce some theory including ‘visual pleasure’
-
3. Task 1: What is a music video?
• 1. Why & when were music videos first produced?
• 2. How is a music video different to a TV programme?
• TV drama for example, what do we expect from music videos?
• 3. What is a music video for? What’s it’s purpose?
• 4. How do you access music videos? (where do you watch them?)
6. Task 2: Video and questions
• 1. What is MTV?
• 2. When did it launch?
• 3. What opportunity did it offer audiences?
• 4. How did it help artists who wanted to make a name for
themselves?
• 5. What did the MTV VJs help to usher in?
• 6. The last VJ in the clip says “you’ll never look at music in the same
way again.” What does this mean?
7. Video and questions
• 1. What is MTV?
• Music Television – 24/7
• 2. When did it launch?
• 1 August 1981, 12:01am
• 3. What opportunity did it offer audiences?
• Helped them showcase videos, as well as their songs
• 4. How did it help artists who wanted to make a name for themselves?
• Helped them showcase videos, as well as their songs
• 5. What did the MTV VJs help to usher in?
• A pop culture phenomenon
• 6. The last VJ in the clip says “you’ll never look at music in the same way again.” What
does this mean?
• Music TV changes the way we consume music, can now listen to and watch videos simultaneously, rather than just listening to it on
the radio
8. 1st video on MTV
• Biggles: video killed the radio star
• Cost 50,000 dollars, shot in a day
• People complained it was too violent because a TV was blown up
• https://www.youtube.com/watch?v=W8r-tXRLazs
9. How music videos evolved….
• https://www.youtube.com/watch?v=sOnqjkJTMaA
• Released Dec 1983
• £500,000 budget
• 14 mins long
• 1st MV to have world premiere on MTV
• Played twice an hour on MTV when first released
• Considered to be best MV of all time
•
10. Continued to evolve…
• https://www.youtube.com/watch?v=EVBsypHzF3U
• Jan 2010
• 9 mins
• Over £500,000 budget
• Extensive product placement financed the production
• Over 30 million views in first 5 days of release
• Sold 7.4 million digital copies – one of her most successful
•
11. Newer ways of watching MV’s…
• Social networking platforms have changed the way
we watch music videos and how we listen to music
• Websites such as Vevo enable the artist and record label to have their
own MV channels rather than MTV VJ’s being in control of what’s
being played
• Youtube allows audiences to actively access MV’s of artists they want
to see, rather than what they VJ selects
12. Task 3: questions
• 1. How have MV’s developed?
• 2. What have they enabled artists to do?
• 3. What are the different ways we have viewed MV’s since the
1980’s?
• 4. How have websites like YouTube and Vevo changed the way we
interact with and view MV’s?
• 5. Why are ‘thriller’ and ‘telephone’ and youtube sensations like
‘gangnam style’ good examples of the ‘power’ of the MV?
13. Theory: MV and visual pleasure
• Andrew Goodwin:
• “Sometimes music videos provide a visual pleasure for an audience that
encourage repeated viewing – we become familiar with the genre and
therefore have expectations.”
14. Task 4:
• What do you think Goodwin means? Rewrite his quote in your own
words
15. You could also write this down…
• Audiences enjoy the way a music video repeats images, shot types,
locations, choreography and certain edits.
• Audiences enjoy references to other music videos or media texts
(intertextuality) that lead to repeated viewing
• We also have certain expectations from different genres of MV’s and
different artists and will expect certain things from their MV’s
• We enjoy watching MV’s repeatedly to see how our expectations of the
video and the artist change
16. Task 5: videos that offer ‘visual pleasure’
• 1. make a list of as many videos you can think of that you have
watched more than once because you enjoyed watching them
• 2. pick 2 videos from your list. What is it about them you enjoyed?
• 3. which artist’s MV’s are the most watched globally? Why?
22. Task 6: 4th most watched video
• Blank Space
• Taylor Swift
• 1,634,063,730 views
• 1. what ‘visual pleasure’ does this video have for the audience?
• Camera, editing, MES, the genre, use of creativity…
• 2. why might the MV want to make a viewer watch it again?
• 3. was this video on your list from before?
• 4. Extension: How does this compare to the 3rd most watched video Bruno
Mars ‘Uptown Funk’?
23. Further extension task
• https://www.youtube.com/watch?v=176XwCtcfrk
• Most 100 watched video on vevo (may 2015)
24. Homework
• Create a presentation (in a diff format) to sum up what you did today
(of all the 6 tasks)
