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Session 1 History & Theory

Wednesday, 25 November 15

projectmusicvideo.blogspot.co.uk


The Day

• history & theory of the promo

• making a music video

• talk with music video director


What is a Music Video

• lasts the length of the song (sometimes longer)

• features the artist (but not always)

• can tell a story (dosn’t have to)

• visually memorable/worth repeated viewing


How did we get here?


1930’s


Music and Image


1940’s


Soundies


1950’s


TV


Film


1960’s


The Beatles join Elvis in constructing artist image through film.


Scopitones


ScopitonesWednesday, 25 November 15

1970’s


The birth of the pop promo?


1980’s


MTV


Pop promo becomes manditory for to getting TV play!


‘I Wanna Dance With Somebody’


TASK


• How many different shots/framings?

• How much screen time is taken?

• Can you spot any music video conventions?

TASK


• 16 out of 21 shots are different

• 21 seconds of screen time (1 cut a second)


Conventions?


Framework for Analysis Andrew Goodwin (Dancing in the distraction factory )

• Genre characteristics

• Relationship between lyrics & image

• Relationship between sound & image

• Sells artist as a star

• Voyeurism/notion of looking

• Intertextuality (references other media)


Genre characteristics

• Females solo artist

• Performance expected

• Dance music has dancing

• Pop palette/bright colours


Relationship between lyrics & image

• Simple narrative ‘I want to dance with some body’

• multiple potential dance partners

• Night time?

• Don’t you want to dance?

• Consistent themes!


Relationship between sound & image

• Visuals change with the tone of the music

• Colour, light and motion change with pace & key

• Editing on the beat and paced with tempo


Sells artist as a star

• Potentially a lonley heart song turns star into object of desire

• Lots of romantic attention

• Obsessive close ups

• Plays role of ‘actor’ with multipe costume changes


Voyeurism/notion of looking

• Frames within frames

• Looking over wall

• Looking through windows

• Fragmented and objectified bodies


Intertextuality (references other media)

• Film Strip

• Echos of ‘West Side Story’ & other classic film looks

• Multiple dance genre eg. flamenco, street, disco

• Numerous costume/set changes


You can do it too!


1990’s


massive budgets


• Only 40 music video have ever cost above $1m

• Scream, Michael Jackson ,1995 ($10,870,714)

• 27 of them made between 1987-2002

• 5 of the others Ayumi Hamasaki (Japan) & one isT-ara (Korea)

• Kanye West, Janet Jackson, Madonna & Britney, are only others who have made $1m + videos since 2002


Others were doing things differentlyand trying new things!


2015


What now?


Adele’s Hello gets 485 million youtube views


• 27.7 million views within a 24-hour period

• fastest video to reach 100 million views (5 days) - beating Miley Cyrus

• over 1 million views per hour during the first two days, peaking at 1.6 million - beating Star Wars trailer


"[The video] is highly unoriginal. The lyrics are 'Hello, it's me' and then you see someone picking up a phone.

I'm not good at imagining super conceptual videos. I just thought it would be nice to have her walk around the house and make phone calls and end up in a forest, with maybe some flashbacks in it."

Xavier Dolan, (behind the concept of the music video)


The look beats the idea!


Themes are developed fully!


Detail is vital!


It’s still about looking!


10 minute break!


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