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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
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.
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)
9.
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
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.
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!