MUSIC VIDEOS

ANDREW GOODWINS THEORETICAL FRAMEWORK

According to Andrew Godwin theory there are five key aspects to music videos:

Synaesthesia - Seeing the sound Narrative and Performance The Star Image Relation of Visuals to Song Technical Aspects of Music Video

SYNAESTHESIA - SEEING THE SOUND

Godwin says that there are three steps to Synaesthesia all as important as each other:

Step one: looking at the structure and melodic pattern of the

actual song, for example a very common structure is ABABCB (verse, chorus, verse, chorus, middle eight, chorus) using a techniques such as cutting to the beat and the tempo alone with this is good

Step two: is listening to the artist voice, the voice can be very
unique and can be used to create there image. If not just using a trademark that works well with the artist images can work well.

Step three: last is the way the artist delivers there vocals. Its
believed that the song can be seen as a story and the artist as the story teller. Therefore the music video can be a visual representation of this story.

NARRATIVE AND PERFORMANCE

Songs tend not to give us the full narrative or the meaning of the song . This means you make up your own meaning, therefore people are more likely to re-listen to songs as they feel more personal. Godwin believes that music videos shouldnt follow common narrative as it is better for advertisement Having narrative and performance is the best combination because is interesting and entertaining, resulting in the audience re-watching it over and over again

The lip sinning and instrument miming is the root of the video, the audience need to believe its real as its a representation of the bands live performances

THE STAR IMAGE

Star Image is any important part of any artist and there music video. The record company will expects to see close ups of there artist to show the artist and it feels more personal to the audience.

The narrative or persona of the artist will be shown and used in the video to help reinforce it.
A lot of artists image is a lie, but it sells and that's what the record companies look for, it makes money.

TECHNICAL ASPECTS OF MUSIC VIDEO

The technical aspects of a music video are very important to create a sense of realism, it does this through the use of camera work, movement, angle, mise- en scene, editing, sound and special effects. Lighting and colour are used to visual set and show the mood of scenes and highlight important moments. Mise-en-scene is one of the most important technical aspects because its is usually important it look realistic and professional

Beats music videos cut on the beat to add emphasis to the audio track. When music videos are cut on the beat it is more appealing to the viewers eye and flows nicer with the audio

RELATION OF VISUALS TO SONG

There are three was in witch the visuals respond to the music, these are:

ILLUSTRATE: by using a series of images that reflect and relate to the lyrics you create a literally meaning to the song in a visual form AMPLIFY: is similar disjuncture but its just the enhancement of a concept and its theoretical meaning, while still retaining a link to, it for example

DISJUNCTURE: is basically completely ignoring the meaning of the song, so the music video doesnt relate to the song at all

THE PURPOSE OF A MUSIC VIDEO

THE BEGINNING OF MUSIC VIDEOS

Music videos were originally used to promote an artist and there song, they still fundamentally are but there now used for a lot more then just this. They were originally called Promos and were very basic. Toney Bennett's is believed to have made the first music video with 'Stranger in Paradise' It shows Bennett walking in Hyde Park miming his song. The Beatles 'Hard day and night' in 1964, arguably set out the basic visual vocabulary of todays music video. http://www.youtube.com/watch?v=70QfHtKdh_0

PROMOTE THE ARTIST AND EXTEND INCOME

When you brake everything down the main purpose of a music video is the promote and gain income. The music video will most likely be for the song that is most popular from the artists latest album witch will increase sales of the song and increase income. Intern it will also increase sales of the album therefore increase income again. While doing this you are also promoting the image of the artist themselves witch will create for income in the future. The overall purpose is to make a profit for the record company and they use all of these techniques to do so

PSY - GANGNAM STYLE

A good example of how using a music video to promote an artist can increase income massively would be PSY with his song Gangnam style: It caused the share price of the record company to increase by 568.8%

Its was the first online video to have 1 billion hits

And it won best video award at the MTV Europe music awards All because of the music video and its unique style They also took advantage of social media massively to promote and share the video

OUTLETS
In the past Music and chart channels such as MTV have work with music labels to help promote videos to a wider audince. This means MTV would be in control of witch artist and genres are getting promoted the most. The audience can now actively go out of there way to watch specific music videos they want to watch, instead of having to watch ones they dont. Word of mouth is one of the most successful ways to increase sales and views of a song.

A good way to get people talking about you video is to mae it, Controversial

CONTROVERSY
Many artist through the years have had very controversial music videos and most of the time it has worked I there favour. The first pop video to be banned by the bbc was "Dead End Street" by the Kinks. Is the last year some controversial videos have been: Robin Thicke with his song -Blurred Lines Miley Cyrus - Wrecking Ball Rihanna - Pour It Up But some of the most controversial music videos of all time has to be: Nas - Hate Me Now M.I.A Born Free Nirvana Heart-shaped box Motrhead - Killed by Death

SYNERGY
Songs have often been used to promote new films and films to promote songs. New songs are usually used on adverts to help promote the product audience will recognise the song and be more interested in the advert. Also if the advert is memorable there is usually an increase in sales of the song. Its the same with films artist will be asked to write a song for a film, it will be used most probably in the advert and at the end of the film. Parts of the film will most likely e used in the music video for the song. So the song and the film both gain more interest and reach a wider audience. Bryan Adams Everything I Do I Do It For You is probably the most successful of all