Mv session 2 export

Session 1
History & Theory
Wednesday, 25 November 15

projectmusicvideo.blogspot.co.uk

The Day
• history & theory of the promo
• making a music video
• talk with music video director

What is a MusicVideo
• lasts the length of the song (sometimes longer)
• features the artist (but not always)
• can tell a story (dosn’t have to)
• visually memorable/worth repeated viewing

How did we get here?

1930’s

Music and Image

1940’s

Soundies

1950’s

Film

1960’s

The Beatles join Elvis in
constructing artist image through ﬁlm.

Scopitones

1970’s

The birth of the pop promo?

1980’s

Pop promo becomes manditory
for to getting TV play!

‘I Wanna Dance With Somebody’

TASK

• How many different
shots/framings?
• How much screen
time is taken?
• Can you spot any
music video
conventions?
TASK

• 16 out of 21 shots are different
• 21 seconds of screen time (1 cut a second)

Conventions?

Framework for Analysis
Andrew Goodwin (Dancing in the distraction factory )
• Genre characteristics
• Relationship between lyrics & image
• Relationship between sound & image
• Sells artist as a star
• Voyeurism/notion of looking
• Intertextuality (references other media)

Genre characteristics
• Females solo artist
• Performance expected
• Dance music has
dancing
• Pop palette/bright
colours

Relationship between lyrics & image
• Simple narrative ‘I want
to dance with some
body’
• multiple potential dance
partners
• Night time?
• Don’t you want to
dance?
• Consistent themes!

Relationship between sound & image
• Visuals change with the
tone of the music
• Colour, light and motion
change with pace & key
• Editing on the beat and
paced with tempo

Sells artist as a star
• Potentially a lonley heart
song turns star into object
of desire
• Lots of romantic attention
• Obsessive close ups
• Plays role of ‘actor’ with
multipe costume changes

Voyeurism/notion of looking
• Frames within frames
• Looking over wall
• Looking through
windows
• Fragmented and
objectiﬁed bodies

Intertextuality (references other media)
• Film Strip
• Echos of ‘West Side
Story’ & other classic
ﬁlm looks
• Multiple dance genre eg.
ﬂamenco, street, disco
• Numerous costume/set
changes

You can do it too!

1990’s

massive budgets

• Only 40 music video have ever cost above $1m
• Scream, Michael Jackson ,1995 ($10,870,714)
• 27 of them made between 1987-2002
• 5 of the others Ayumi Hamasaki (Japan) & one
isT-ara (Korea)
• Kanye West, Janet Jackson, Madonna & Britney,
are only others who have made $1m + videos
since 2002

Others were doing things differently
and trying new things!

2015

What now?

Adele’s Hello gets
485 million youtube views

• 27.7 million views within a 24-hour period
• fastest video to reach 100 million views (5 days) -
beating Miley Cyrus
• over 1 million views per hour during the ﬁrst two
days, peaking at 1.6 million - beating Star Wars
trailer

"[The video] is highly unoriginal. The lyrics
are 'Hello, it's me' and then you see someone
picking up a phone.
I'm not good at imagining super conceptual
videos. I just thought it would be nice to have
her walk around the house and make phone
calls and end up in a forest, with maybe some
ﬂashbacks in it."
Xavier Dolan, (behind the concept of the music video)

The look beats the idea!

Themes are developed fully!

Detail is vital!

It’s still about looking!

10 minute break!

Mv session 2 export

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