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Music Video Production All

Master of whole map

James Shenton

on 25 November 2013

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Transcript of Music Video Production All

Styles of Music video
Codes and Conventions
Purpose of Music Video
Extension of Income
Extension of Outlets
Reminds audience to buy track/album
Provides visual experience so fans feel closer to the artist
Promotes tour, album, single, record label
Possibilities of

of other merchandise
Raises audience
of artist to gain new fans
Product placement/Sponsorship
Demonstrates artist,bands talent
Creates memorable visual experience linked to song
To invoke and audience reaction
Music Videos are made for a variety of reasons
Write them down
Keeps the artist band "current" the more memorable the video
Music video channels continuously churn through videos and songs may get forgotten
Some channels play old and new music i.e. kerrang, VH1, MTV Rocks
Music Channel
DVD and CD Sales
Website Hits
This is when different companies work together to promote a range of related products. e.g. Glee. The shows creators and studio will enable spin-offs like clothing, Easter Eggs, bedlinen, toy characters, games etc and the distributor will agree licensing deals for companies to make and sell this merchandising. A % of the profits will go back to the distributor
Walt Disney pioneered symbiosis marketing techniques in the 1930s by granting dozens of firms the right to use his Mickey Mouse character in products and ads, and continued to market Disney media through licensing arrangements.
Convergence is the process by which a range of media platforms are integrated within a single piece of media technology.

Media institutions recognise that audiences enjoy using converged technology, want to consume media in a variety of different ways (including ‘on the go’) and provide short form content for downloading e.g. video clips, trailers, music videos, jingles, wallpapers, music tracks etc
For example the new X Box 360 is a games console, a DVD player, an internet modem.
The iphone is a phone, a camera, a video camera, an mp3 player, an FM radio, a games console, a web browser, a palmtop computer.
This demonstrates ‘convergence’ of a wide range of technologies.
Fast paced editing
Lip Synching
Close Ups
Special Effects
Mise en Scene
Notion of Looking
Music Video Production


audience theory

Often cut between artist performance and story
Sometimes the artist, usually the singer, will be a part of the narrative. They may either be the narrator or the main protagonist
Andrew Goodwin - "the star in text" - the essential component of the narrative music video is found in it ability to frame the star. A variation of shots.
Types of narrative in music videos

- Provide literal

representation of song
- repetition of key meanings
- Meaning of the song is completely ignored
1. Music videos demonstrate genre characteristics
(e.g. stage performance in metal video, dance routine for boy/girl band).
Linear - in order

Non Linear - Fragmented visual story reflects narrative of the song. Viewer will want to watch again as parts can be missed.
Genre specific codes and convention
What conventions do you think are in the following music genres' videos?

List as many music genres as possible.
What is "Intertextuality?"
Using something with which the audience may be familiar to
both potentially nostalgic associations and
new meanings
The relationship between texts
When a text
references another
e.g. in popular culture such as music, films, TV and music videos
Shaping of the
text meaning
by using and transforming another text
Helps audiences
interpret the meaning
of the text
Why do it?
It is perhaps more
explicitly evident in the music video
than in any other media form, with the possible exception of advertising.
To pay
to another text
In Music Videos
Pastiche - A work of visual art, music or literature that imitates the stylistic elements of other artist's work by using borrowed motifs or techniques to pay tribute
Parody - A work of visual art, music or literature that
the style of other artist's work by using borrowed
for comic effect or ridicule
Focus on the artist or band
purely performing
the track usually in front of a crowd or on their own
No narrative
whatsoever and would have a
wide variety
of camera angles and shot with regular repeats and fast paced editing
We will see
all members
of the band but majority of video will
focus on the singer
or "star in text"
Can be very
but effective and provide the viewer with a more intimate viewing experience
Location Location Location
Concert - "as live"
Variety of sets
Having a disorientating, dreamlike or hallucinatory quality.
Various images in the video create meaning and represent various emotions or ideologies, and not always the same meanings or themes within the songs lyrics
Images may help us relate to what the artist is feeling within the narrative of the video or performance of the song in the video
Images maybe representative of the song and its lyrics to give us a better understanding of what the song is about
We can also look at the actions of the artist e.g body language, actions and facial expressions, the symbolic codes
We can also understand meaning through the camerawork, lighting and focus, the technical codes
Concept videos are based around a single idea or concept and are usually unusual and obscure, even surreal for the audience.
Concept videos usually are combined with one of the other two styles as the market demands for greater accessibility rather than the somewhat niche that is pure concept art
A successful concept video will keep the audience entertained and constantly looking at what or who is on the screen.
No particular genre or type of music is more likely to use concept videos, in fact a range of artists covering all genres have used concept/ art based videos.
A concept based music video, is a music video which has no structured narrative, and were the lyrics do not match what is happening in the music video at all.
Rather than having a fixed storyline, this type of music video would instead be centered around the random concept of the video, which would be very unique in some way compared to other music videos.
For example a concept music video may use a selection of visual effects in a particular style, so that this music video would stand out amongst other kinds of music videos
2. There is a relationship between lyrics and visuals
(either illustrative, amplifying, contradicting).
3. There is a relationship between music and visuals
(either illustrative, amplifying, contradicting)
4. The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work (a visual style)
5. There is frequently reference to notion of looking (screens within screens, telescopes, etc) and particularly voyeuristic treatment of the female body
6. There is often intertextual reference (to films, tv programmes, other music videos etc)
A technique in film editing in which a series of short shots are edited into a sequence to condense space, time, and information
A style of film created by
found footage from disparate sources.
A practice of reacting in the moment and in response to the stimulus of one's immediate environment and inner feelings
Videos that make the viewer think and reflect on what they have just seen. What did it all mean???!!

1 Understand the purpose of music videos
2 Understand the styles, conventions, and techniques of music videos
3 Be able to originate and plan a music video production for a specific music track
4 Be able to work to complete production of a music video.

Aims and Objectives
A cameo role or cameo appearance is a brief appearance or voice part of a known person in a work of the performing arts, typically unnamed or appearing as themselves.
These roles are generally small, many of them non-speaking ones, and are commonly either appearances in a work in which they hold some special significance (such as actors from an original movie appearing in its remake), or renowned people making uncredited appearances.
Short appearances by celebrities, film directors, politicians, athletes or musicians are common. A crew member of the show or movie playing a minor role can be referred to as a cameo as Stan Lee in the Marvel films
Iggy Pop, Kanye West, Chris Martin, Kris Kristofferson, Patti Smith, Terrence Howard, Flea, Q-Tip, Adam Levine, Chris Rock, Justin Timberlake, Kate Moss, Sir Peter Blake, Sheryl Crow, Dennis Hopper, Woody Harrelson, Amy Lee, Tommy Lee, the Dixie Chicks, Mick Jones, Sharon Stone, Bono, Shelby Lynne, Anthony Kiedis, Travis Barker, Lisa Marie Presley, Kid Rock, Jay-Z, Keith Richards, Billy Gibbons, Corinne Bailey Rae, Johnny Depp, Graham Nash, Brian Wilson, Rick Rubin Owen Wilson, and Jerry Lee Lewis
The notion of looking gives the audience the feeling that they are involved in the video when the artist looks directly at the camera
The way voyeurism works is how the audience member feels like a part of the artists life by having a window into their world, this window being the music video
The notion of looking can include many techniques and is something that is present in almost every music video. The most common use of it is through direct or indirect address.
The characters or band members will often purposefully look into the camera a lot (direct address), and sing to the audience, or not look at the camera (indirect address) to create a feeling of distance and voyeurism.
The notion of looking can also be demonstrated using props. Shots of the artist or character reflected in a mirror, for example, are part of the notion of looking. Screens, such as televisions, are also a commonly used prop that indicates the notion of looking.

How many famous folk?
Pick a single and try and find out the information above
Synergy is the promotion and sale of a product (and all its versions) throughout the various subsidiaries of a media conglomerate
Disney pioneered synergistic marketing techniques in the 1930s by granting dozens of firms the right to use his Mickey Mouse character in products and ads, and continued to market Disney media through licensing arrangements
These products can help advertise the film itself and thus help to increase the film's sales. For example, the Spider-Man films had toys of webshooters and figures of the characters made, as well as posters and games.
Representation of women in music videos
Laura Mulvey and the 'Male Gaze'
Laura Mulvey and her theory of the Male gaze influenced by the works of Freud, is key to the Feminist Film theory movement and has been of great influence since the mid 1970's.
Mulvey argues that in classic Hollywood films in particular women are merely represented to provide visual pleasure to men , and the audience is constructed in a manner where they are all expected to be men.
This male gaze is both voyeuristic and fetishistic. Her concept of "to-be-looked-at-ness", exemplifies that women were merely shown on screen in classic Hollywood in order to provide men with visual pleasure and have an erotic impact.
Mulvey argued that the typical key protagonist within a classic Hollywood film was male and the audience members where similarly typically expected to be men. The typical male audience member is aligned with the films protagonist, by identification, admiration or aspiration. Therefore the audience member gains narcissistic pleasure from identifying with the films protagonist,placing themselves "in the shoes" of the films hero.
Further the influence of Freud an influential psychoanalytic theorist to Laura Mulvey's theory is the idea of castration anxiety which is what a person unconsciously thinks. For example if a woman was not objectified in the way she was in classic Hollywood or placed in a position of lower authority a male would not feel as powerful. This unconscious idea is that a males power and dominance over a female is his penis, and his dominance is threatened by a woman if she does not arouse this.
Concept of 'the gaze' deals with how the audience views the people that are being presented
For feminists it can be thought of in 3 ways
How men look at women
How women look at themselves
How women look at other women
Audiences view the women in the film from the male heterosexual perspective
The camera focuses on the female body and the events of what takes place in the film are placed in the context of the male's reaction to these events
The female must experience the narrative secondarily, by identification with the male
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