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Music Video Production - Styles Narrative/Performance/Impressionist/Concept/Surreal

1st section of Music video production map - 2 x 3 hour sessions or 4 x 1.5 hours. Week 1 & 2.
by

James Shenton

on 22 November 2016

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Transcript of Music Video Production - Styles Narrative/Performance/Impressionist/Concept/Surreal

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

awareness
of other merchandise
Raises audience
awareness
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
Downloads
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
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.
Lighting
Fast paced editing
Storyline
Soundtrack
Lip Synching
Close Ups
Genre
Choreography
Special Effects
Mise en Scene
Instruments
Costumes
Performance
Interpretive
Surrealist
Intertextuality
Concept
Cameo
Notion of Looking
Bands/Artist
Celebrities
Music Video Production
Representation
genre
mulvey
location/meaning
star image
audience theory
simple/effective videos

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


Illustrative
- Provide literal

representation of song
Amplifying
- repetition of key meanings and add new layers of meaning
Disjuncture
- 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
Genre specific codes and convention
What conventions do you think are in the following music genre videos?

Rap
Metal
Pop
Rock
Dance
List as many music genres as possible.
What is "Intertextuality?"
Using something with which the audience may be familiar to
generate
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
homage
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
imitates
the style of other artist's work by using borrowed
motifs
or
techniques
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
simple
but effective and provide the viewer with a more intimate viewing experience
Location Location Location
Landscapes
Studio
Concert - "as live"
Variety of sets
Green Screen
Having a disorientating, dreamlike or hallucinatory quality.
Montage
Collage
Improvisation
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
juxtaposing
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???!!



Understand the conventions of genre music videos
Understand and explain Andrew Goodwin's music video theory
Identify and Analyse the conventions and purposes of 'Narrative' and 'Performance' music videos
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.

Directors
Artists
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.
Bursting with plot, character development cinematic ambition
The only thing separating narrative driven music videos from the feature film counterparts is their length
They maybe shorter but that doesn't stop them from delivering big screen impact!!
They can have the confidence, style and excitement of a Hollywood blockbuster
One thing they can also have more of than feature films the 'repeatability factor'
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