UNIT 29: Music Video Production LO1- Understanding the purpose and importance of a music video- Why Videos ?

The world of music has dramatically changed, it used to be solely about the music and the band/singer but as technology changed its focus is to be in the top 10 or just to wow the audience with the video. In 1894, sheet music publishers Edward B. Marks and Joe Stern hired electrician George Thomas and various performers to promote sales of their song "The Little Lost Child". Using a magic lantern, Thomas projected a series of still images on a screen simultaneous to live performances. This would become a popular form of entertainment known as the illustrated song, the first step toward music video, so this is where the first idea of a music video aroused from that point forward the music industry has dramatically changed. Big corporate companies like MTV have thrived at this. MTV The channel is headquartered in New York City, New York. Launched on August 1, 1981 the original purpose of the channel was to play music videos. The music industry or music business consists of the companies and individuals that make money by creating and selling music. Among the many individuals and organizations that operate within the industry are: the musicians who compose and perform the music; the companies and professionals who create and sell recorded music. From my own experience and many others we all find our music from YouTube, YouTube is the most commonly used way to find music, the music labels and artists love this way of showing what they and their company can do, its also great way of income for the companys.

Andrew Goodwins Theoretical Framework Andrew Goodwin has identified 5 key aspects of music videos. 1. Synesthesia- Seeing the sound. 2. Narrative and Performance 3. The Star Image 4. Relation of visuals to song 5. The technical aspects of a music video. With these 5 points of interest in a music video we can analyses them a lot better and break them down to see what they do or do not symbolize. He explains 3 conventions of music videos; Literal, amplifying and disjunctive. Synesthesia- The first step of this identification is to look and listen to the music alone, and we recognize the structure of the song which may be cut into verses/chorus. Next the voice of the song, Artists voices vary so that they are very unique so these can form separate identities and trademarks that work for the Star Image they uphold. Roland Bathes theory says that a singing voice is an expressional musical instrument because it can depict your feelings, moods, or life itself. Goodwin also explains that some songs can be seen a stories and the artist as the storyteller, this can be an important communication device. Narrative and Performance- Some songs fail to give us the complete narrative? We only tend to get the meaning of the song and then tend to make up our own idea of what is being told. Goodwin explains that music videos should ignore the common narrative, and should be focused as a form of advertising. The Narrative and Performance together makes it easier for the viewer to repeat the video and not get bored. The artist who is the main actor

in the video, also as the narrator helps to raise the authencity; however they have to lip-sing and mime other reactions. So the audience needs to believe that its real. Star Image- The star image is another vital aspect of music videos and the major labels will except close up of their star. The video forms part of a broader narrative of the star persona. Relation of visuals to song- Illustrate, Amplify, Disjuncture. There are 3 ways in which the visuals respond to music. Illustrate: Music videos can use a set of images to illustrate the meaning of lyrics & genre. This used to be very common. Amplify: The meanings of the song are added to by the visuals. The visual aspects add an extra layer of meaning. This is very common and often the best type of video to create for this course. This is where the meaning of the song is completely ignored. Technical Aspects- Technical aspects hold the music video together through the use of camera work, movement, angle, sound and special effects. Lighting and colour help change or set a mood and can also be used for dramactic effects. Mise-en-scence, the setting of the music video is vital, it need to look authentic and professional. Beats, music videos cut on the beat to add a feel of emphasis to the audio track (50 cuts per minute). Music conventions of Indie/Rock. Tends to be black and white The artist/band are usually shown throughout Use of Extreme LS and WS are popular

 Dark Locations Fast Paced Some use of special effects Foster the people Pumped up kicks : http://www.youtube.com/watch?v=SDTZ7iX4vTQ&list=PL633BED 8890B76B76 Music conventions in rap videos/ hip hop Locations tend to be in a club or at a party Use of alcohol Recognised brands and clothing Supercars and Big Houses/apartments Camera use is usually establishing shots, close ups of jewerry and artists assets. Attractive females Dont follow a storyline. 50 cent ft. Kendrick Lemar we up : http://www.youtube.com/watch?v=6jhuhsG-7w The purpose of a music video The purpose of a music video varies, there are many reasons why people and music labels produce videos and here is why: To sell the song and invoke a reaction so that it leaves you remembering the song. To give the listener a better understanding of the song (narrative). To entertain the audience by the artist dancing or acting. To sell CDS and/or DVDS, this is where the majority of income comes from. Marketing and selling the artist, these videos help expose the artist to

the world. CD sells are no longer a big thing many artists make there money of apples ITUNES. A example of a successful music video is Gangnam Style which has over a billion youtube views or Michael Jacksons Thriller Music video selling over 9 million. Links: http://www.youtube.com/watch?v=9bZkp7q19f0 Links: http://www.youtube.com/watch?v=sOnqjkJTMaA