music video research,what is a music video?

What is a music video?A music video is used to promote an artist or song. This helps the

artist to gain new fans and create a buzz for the singers upcoming albums, tours or gigs. Music videos help artist/bands spread

awareness through fan bases or being able to send their music videos through YouTube, Facebook and twitter.

Different purposes of a music video:

To add meanings to lyrical content: visually To show an artist or bands talent: dancing, singing To promote an artist Synergy: To promote merchandise, clothing brands,cars,jewellery To engage the audience

Goodwin’s conventions of music videos The theorist Goodwin states that, ”A music video is not primarily a

commodity form, but a promotional one.” He also listed that in music videos there is:1. A relationship between the lyrics and visuals (with visuals either

illustrating, amplifying or contradicting the lyrics)2. A range of close ups of the main artist/vocalist.3. Use voyeurism ,most likely in the treatment of women4. A different music video style for each musical genre, for example ,

Raunchily dressed women dancers dancing in a club using a green screen room .

Friths 3 typologies'

The theorist Frith placed music videos into 3 different categories :

Performance- It shows the audience a sense of “authenticity” by using live performances or behind the scene footage of the band or artist recording the single.

Narrative- The video is linear (Beginning, middle and end) .This is most common in songs about love.

Conceptual-Metaphors are used to create a mood and gives a range of different meanings.

Music video conventions of a pop video

Mise en scene:

Music video conventions of a pop video

• shows off the party lifestyle in clubs, house party's or on the beach•Women are dressed raunchy to appeal to the male audience•Bright lights and colours-neon paint •Dancers and choreography are in the video to enhance the performance concept of most pop videos •Eccentric costumes and hairstyles to give an artist a modern and trendy look

http://www.youtube.com/watch?v=KlyXNRrsk4A

http://www.youtube.com/watch?v=4m1EFMoRFvY

Katy Perry:

Beyonce:

Conventions of a Rock Video

•Most rock videos include the band or performer playing on their instruments to give an “authentic” feel .•Close up on the main performer and instrument•Shots of band performing•Dark make up and costumes

Conventions of a Hip hop video

•Females used in videos as sex objects dancing and dressing raunchily.•Male rapper surrounded by his entourage and females to show off his manliness and womanising ways .•Use of expensive cars, jewellery,beverages and houses to flaunt their riches and glamorous lifestyle so the audience want to aspire to this. •Videos mostly set in a club or in a neighbourhood to show off their street credibility.

Dancers in pink flamingo costume- shows fun, embracing youth and individuality.

Artist in middle of camera; audience can focus on her. Her bright blonde hair also can relate to the well used saying that ,”Blondes have more fun”

An array of bright colours in clothing represents a lively atmosphere and links to the theme of the upbeat song

The artist is wearing bright red lipstick which makes the audience look at her lips as a female’s lips in a sexual manner .

The mise en scene is set in a house rave .It makes the audience feel like they are present in what’s happening.

Artist:Rita OraSong:Party

Performa-nce video

Performance video

This close up and beauty shot allows the audience to admire the singers beauty and creates a “physical" connection breaking the TV bond. This follows Goodwin’s conventions of the male gaze.

The use of eye contact and lip synching builds a connection between the singer and audience.

Showing bare legs partly closed makes reference to the idea of sex.

Bright coloured clothing in contrast to the dark background helps her stand out. I like the use of this and could use it in my music video .

Costume changes

The artist is promoting different clothing brands which is a use of synergy within a music video

The different costume changes follows the conventions of a pop video.

The use of showing the artist torso in minimal clothing gives a sexual and voyeuristic appeal to the artist.

Conceptual video: Nicki Minaj-Pills and potions

The use of the rabbit ears connotes with being sexually promiscuous.

The use of her being topless shows her vulnerability in the relationship in the song.

voyeurism

The use of the artist being topless with just fur and knickers covering her shows her as a sex icon and to be viewed as a sexual image. This allows the male audience to gain sexual pleasure from these images.

The use of the mans head in her arms follows the lyrics , “Pills and potionsWe're overdosingI'm angry but I still love you” I like the use of editing in this video and the use of the green room.

The visual use of pills follows Goodwin’s theory of illustration.

I like the use of pills in replace of eyes which could connote she’s addicted to drugs.

I love the editing used in the video .I find it very engaging.

Nicki Minaj is using this music video to self-promote her perfume brand which is another purpose of a music video known as synergy to promote merchandise or brands.

Narrative video: Adele-Someone Like you

Use of tracking shot to follow the artist’s story.

Set in Paris which has connotations to love; the artist is walking alone which hints that she has no love interest.

The use of black and white editing gives an “Old” feel.

The editing technique of superimposition of Adele’s eyes behind the background adds to the idea that she id=s reflecting on her past.

The use of Adele looking at the camera establishes a connection with the audience.

The silhouette of the man in the background suggest to the audience that this is Adele’s ex- boyfriend and this concludes the ending of him walking away and the end of the song.

Performance Music Video: Artic monkey’s –Teddy Picker

Use of close up on the band playing their instrument reinforces their talent.

Follows typical conventions of a rock video as most video’s emphasise their musical talent .

Use of close up on the main singer.

Can be applied to Simon Frith’s theory of “Authenticity” by showing the singer rehearsing in the studio.

Again, this gives their fan base an insight into the process of rehearsing which gives the audience a connection.

Music performance video: Green Day-American idiot

The use of the camera in this shot gives the message to the audience that media is an illusion.It breaks the conventions of the perfomance being “Authentic” but gives the band a rebellious identification.

I like the use of close up on the lead singer which emphasises the issues addressed in the song.

The use of the band on stage gives it an authentic feel and creates an energetic mood.

I like the use of mise en scene and the use of props and the performance all in one place . This can be used in my video to save set-up time.

The flooding of green water adds to build up in crescendo in the song to emphasise the frustration in the lyrics at America.

I like the varied use of wide shots and close up’s used in the video.

I like the use of lightning in the music video on the drummers face.