History of music videos

History of music videos

TV music videos – chart based, live or mimed performances, short films filled bands appearance (‘Ready Steady Go’ and ‘Top of the Pops’

Audience – 17-18 or younger

Channel – BBC 1

The development on the music promo

Conventions:

Camera shot/shot type:

Editing:

Mise-en-scene:

Genre:

Representation:

Narrative:

Bob Dylan – only one continuous shot throughout the whole song - mid shot of Bob Dylan for the whole time. No editing at all. The song has no meaning- instead of having a video which created meaning; he wanted it to focus on the meaning of the words.

The Beatles – blue editing (use of filters) – mixed message through the song – breaking things and trying to fix them for example, using a tree.

Mike Nesmith – idea for promo based cable TV programme, fill in an entire network with music promos, 24 hours a day, channel – MTV

Queen’s ‘Bohemian Rhapsody’ – considered to be the first ever pop promo, non-linear, stage performance, matching costumes, smoke, lighting (idea of being at a live gig), made out to be a huge audience there but there isn’t – diegetic audience

Rise of MTV – established in 1981, grew rapidly in US, potential of medium quickly realised by artists, early audience demographics led to dominance of white acts/male rock

1980’s – production budgets soared

Self-reflexivity – research into

Diversity – MTV became more lifestyle orientated – covered popular culture in general for example, film, TV etc.

The present – convergence: availability of music videos on YouTube (copyright) iTunes, mobiles etc.

Controversy – as with the rest of cinema there will always be music promos that riffle a few feathers. For example, ‘Call On Me’ – Eric Prydz, ‘Like a Prayer’ – Madonna

Key Questions

What is a music promo?

A music promo is a cinematic form of advertising by the band and their music.

What purpose does it serve?

The purpose it serves is creating a meaning to the music and the lyrics being used throughout the promo.

Who are the audience for promos?

The audience to promos would vary depending on the genre of the music and artist – they would reach out to a specific audience.

All female artists aimed their promo at men – they flaunt what they’ve got – a selling technique

Same for male artists – they attract more female audiences to sale their music

Where is it exhibited (viewed) by the audience?

It can be viewed by the audience on the popular choice of platforms such as computers (Online -YouTube) or the TV (popular music channels – 4Music, Viva etc.)

What are the conventions of a music promo (lesson 2)?

How have these conventions developed over time (lesson 2)?

 

Advanced production – 14^th September 2012

Conventions of a music promo

Band shots, whole band shots and performance clips

Shadows, mise-en-scene, equal division of shots upon band members or focus on key members

High lighting – highlight the features of the band member/members

Bright lighting – emotional expression

High angle/low angle – special lighting effects

Close ups/extreme close ups

Animation and video special effects (e.g. CGI, Green Screen, etc.)

Colour effects – black and white/often monochrome

Montage – main features of a story/narrative

Narrative – how is it used? Does it amplify the lyrics? Does it contradict the lyrics?

Intertextuality – this refers to the process where one media text may take ideas from another exiting text – it may be a carbon copy, a pastiche, a parody or homage for example, a music video may borrow elements from a well-known film. (‘Thriller’ By Michael Jackson)

This ‘borrowing’ of images, narratives, etc. and reconstructing them can be seen as ‘post-modern’

Effects – draw the audience into the text – they recognise elements

Representations

Pop – glamour, playing out ‘pop star’, mean and moody men, seductive pose from female artists, anti-establishment activity, deserted locations and straight forward narratives, guitar solos, playing to the audience, short skirts, cleavage, urban locations, dancing, crowd shots.