Task Three - Understand the techniques of music videos

The aim of this project was to be given a song and a few clips, in which to edit together to form a short music video. This gives me practice in editing together images to a beat before making my own music video. This allows me to practice my timing and getting the images to work in time with the music. It was also an opportunity to learn to use different effects in future videos, some of the effects the task helped me be confident in using was  chroma key, split screen and cutting the clip with the beat.

Task Two – Understand the styles and conventions of music videos

Andrew Goodwin has six key conventions when it comes to music videos, these were identified in 'Dancing in the distraction factory' in 1992 which featured the following conventions of music videos.

Convention 1

 The first convention he states is that different genres of music videos use different key conventions and characteristics. For example if the music video is for a rock single, the band will more than likely have a band sequence, someone playing drums, someone playing guitar and a lead singer etc. An example of this is You Me At Six, even though their music video 'Underdog' has a storyline, it also flicks in between the story footage and band scenes. This is a common thing for rock genres.

However, if you look at a completely opposite genre of pop, for example girl bands they have completely different characteristics. Girl bands usually have 3-5 members, also they tend to have the members in colour co-ordination and in a standing formation (usually triangular shape). A clear example of this is Girls Aloud's music video for their song Biology, from this video you can see that the typical conventions for a pop girl band genre is shown in this video. You see the black and pink colour co-ordinated outfits, matching the background setting, they are also in the triangular formation that is common. Other characteristics of this genre that this video shows are synchronised dance routines and are very colourful. 

Convention 2

The second convention is the relationship between the lyrics and the visuals, Andrew Goodwin's belief that in every music video there is always a link between the two. He says this is shown in three different ways, the first is illustration. 

With illustration, the music video uses a set of images to illustrate the meaning of the lyrics and matches the genre of the song, this is the most common type of link between the lyrics and visuals. An example of this is 'Riptide' by Vance Joy. This is because most words of the lyrics they show a picture of what they are saying, e.g. everytime the lyrics say 'Left' in every chorus, they show the left side of some thing. Also whenever they sing 'Riptide', they show a picture of the water.

The second method of linking the lyrics with the visual is amplifying, this is when the visuals add something more than just the lyrics alone, like an additional meaning. The visuals can also give you information that isn't always obvious from just the lyrics on their own. This means the imagery is amplifying the song's meaning.
An example of this is 'Who's Laughing Now' by Jessie J, the lyrics are describing a time in Jessie J's life when she was bullied and how she came out better when she became famous. However, just to reinforce the meaning you see all this happening on screen. It adds meaning that you perhaps would not understand completely without the video.

The third method of the linking of audio with visual is Contradicting, this is where the meaning of the song is not involved at all when creating the music video. An example of this is Call on me, by Eric Prydz. The lyrics are repetitive, 'Call on me, call on me', however the music video is of a groups of women dancers in leotards performing a routine. This is with no link to lyrics, but the director obviously thought this is the most appropriate visual to go alongside this song.





Convention 3

Convention 3 is the Relation of Music to the Visuals, for example that the visuals in a music video, will almost always have a link to the pace in which the soundtrack is. This convention is also shown in the three different ways, illustrate, amplify and contradict.

The first example I will give is illustrates, this is the most common as it the editing keeps pace with the soundtrack, the video that shows this is David Guetta and Nicki Minaj's 'Hey Mama', this editing reflects the beats in the soundtrack. At slower points in the song you see the shots at a slower pace however, just  before the chorus there are three quick beats in which the shots are edited so fast in time with this. This helps the audience understand the video and soundtrack better.



The example I will include of amplify is of Skrillex - Bangarang feat. Sirah, the pace of the editing helps give meaning to the soundtrack, the editing is very fast at every beat in the song continuously, however at the beginning where the music is building up it is slower. This amplify's the meaning of the soundtrack, and helps give a deeper understanding to it. Which helps the audience understand the point of the soundtrack.

The final link is Contradictory, the pace of editing, does not match the speed of the song. The example of this Rudimental's 'Waiting All Night', which the editing doesn't match the pace of the audio. This makes it harder for the audience to make a connection with the audio and visuals. However some directors use it to their advantage in order to have more freedom in what they can create. In 'Waiting all night' it is used appropriately to explain the meaning.



Convention 4: Developing a style

The fourth convention is the recording company creating a motif, or a symbol for an artist in order to develop a style throughout the artists work. This style is usually highlighted through their videos. This gives the artist a distinct look that the audience can recognise instantly and easily. This  gives the artist a brand identity. An example of this is Katy Perry, in one of her first major successful single/video is California Gurls, giving her an original image of bright colours, sweetness and colourful hair. This was reflected again in a later video 'Roar' even though the video is completely different, it still has that element of bright colours and sweet look. This continues through images and even her logo, and fanbase the 'Katykats', even in a new video 'This is how we do'  which even though it has more of a rebellious and attitude aura, it is still brightly coloured and cutsy.

Convention 5: Frequent notion of looking

The fifth convention, he stated that within most music videos there is a focus of watching and looking. This is shown in a watching form especially this focus' on women, and their body. This is easily done by the shots of women in music videos, and used to increase audience interest in watching women dressed provocatively and dancing, especially for a male audience. Whether it be a female artist acting like this with her dancers, or a male artist featuring women dancing, most videos contain this to keep an interest. A very good example of this is Lady Marmalade by four female artists including Christine Aguilera, and Pink. This video shows all four of the women dressed in very little clothing and corsets, and dancing around being very provocative. The main focus of the video is of the women, having low angle shots and close ups to enhance the sexual allure.

Convention 6: Intertexual Refrences

Andrew Goodwin's final convention, is that music videos use intertexual references to other medias for example movie and television. This can be seen though the plot and the storyline of the music video using digital effects and props. This done to increase audience interest as they can see a link to something else they like already, something they are familiar with from other types of medias. An example of this is Jennifer Lopez's I'm Glad, which reflects quite strongly the dancer and routine from Footloose even in the way the actor looks. This gives the audience a familiarity already so they have a connection to the video before even watching it. 

AS1: Task 1 - The purpose of the music videos

Music videos are a popular way of musicians to accompany their music including new singles. They have become almost a necessity for released singles for many reasons. The music videos exist for a number of purposes.

Availability of the artist was the first purpose of a music video, The Beatles were the first example of this, in 1964 they first released a feature length film, 'A Hard Day's Night' of a typical day in their life, which included many of their songs. In 1965, they started releasing small clips to promote their music, this meant that instead of having to be everywhere at once to announce new records, they did not have to make in person appearances, they just had to distribute the clip to other countries and organisations. This was the first step in the making of music videos however they still weren't as we know they were more informative than entertaining.

The first music video came about as Queen released 'Bohemian Rhapsody', it wasn't until after the success of this promotional video that everyone started making them. The main idea was for them to be sent to Top of the Pops every week, so thats the artist would not have to appear every time on the show.  This is because 'Bohemian Rhapsody' was so complex that it couldn't be performed every week. Also it meant they would not have to be on the show every week and if they were unavailable, which it was number 1 for 9 weeks, they would not have Pans People representing them.

Before the use of promotional  videos, if the band were not performing live themselves,  their track would be played - accompanied by dancers like Pan's People. They were a British TV dancing troupe, however they were mostly associated with Top of the Pops. They were used before promotion music videos were used, to perform accompanying the musicians track if they were unavaliable. By the early 70's they were a almost weekly feature. They also featured with Eric Morecambe and Ernie Wise, a popular sketch show called Morcambe and Wise for a Christmas special, they also made an appearance with the two Ronnies.

Very quickly music video's became a promotional tool for the artists, a way for them to promote their new music and for a long time this was their main purpose. Music videos were basically being used as advertisements.  It was a way to illustrate the track and draw attention to the music, but was a good way to appeal to more visual audience.
A good example of a promotion video appealing to the audience is Psy's 'Gangnam Style', a south Korean artist that wouldn't have made it over in England, considering no one actually understands the Korean lyrics, however the funny, promenant dance move was the main appeal, it would of not reached as many people if not for the dance move.

Artists often are sold to their audience as a  brand and the music video is a product of this brand, this is with hoping the audience will buy into the brand. This is done through the mis-en-scene of the video, and a consistent image throughout things like posters, cd covers and websites for example. For a lot of the artists that fall under this category, the 'image' of their brand is more important than their actual music produced. An example of this artist branding is the Spice Girls, each Spice Girl has their own identity which appealed to young girls, who would buy the dolls all the various merchandise for the particular Spice Girl they liked. In the image above you can identify them to who they are, e.g. Posh wearing something black and elegant, Sporty Spice wearing sportswear.

There are artists however that their image has nothing or little to do with their music,  and it is the actual song and the meaning of the song that is sold, an example of this is Ed Sheeran, most of his songs have a meaning behind them, and they do not involve any fancy costumes related to him, typically he is just in plain casual clothes. In a few music video's, you do not even see him, let alone an image for him.

Two artists I could use to compare this idea of marketing an artists image is Lady Gaga and Adele. Lady Gaga has an image you can describe as extreme and intense, she has built this image up through her music videos, where you see her in a number of different obscure costumes, mostly with a lot of skin showing. This gives the audience the impression that her image is very unique and strange. In her music videos this is demonstrated a lot through her video's, it is the way in which Lady Gaga is marketed around this that we see her in that perspective. If you was to watch her promotional video's without knowing it was her in it, you could guess it was a video of hers due to the obscure nature.

However Adele has the opposite image, Adele is presented in her videos as relaxed and just a typical women. This is due to the fact the music videos are not that complex, she is dressed normally, and not in any fancy outfits. Also rather than outrageous dance routines and obscene behaviour, you see her calmly walking, sitting or standing singing. The filming of her video 'Someone like you' represents this as it is almost one continuous shot of her walking. This is also reflected in 'Rolling In The Deep', although the video is more complicated and interesting than the other, the images of Adele are still just her sitting and singing.

Another purpose of a music video is the extension of an artists income, this is by using the promotional video to advertise all other irrelative merchandise they might have. This includes wristbands, tours, t-shirts, make-up. An example of this is 'Not myself tonight' by Christina Aguilera, where you see a totally irrelevant shot of her perfume.


Another example of this extension to an artists income through promotional advertising in their music video is Britney Spears, in several videos she uses her own perfumes, or they are shown in shot.  For example, her video Circus, which shows her getting ready, which shows a shot of three of her different perfumes and her actually using one on herself. You then see her put on earrings, clearly showing the case with the brand 'BVLGARI' on it, this is extending her income as that brand has obviously paid to have that shot in the video.

Another video she released is 'Hold it against me', in this video  there are many examples of this happening.

Britney shows her new perfume: close up of the name

Britney endorsing her own perfume by using it

Name of the makeup she is being shown to use

She is shown to use dating website plenty of fish clearly showing the logo

The TV used in the video is Sony make but was there a need to have a shot of the whole logo? 

Music videos also allow artists to be accessible on an extension of outlets for example websites, like Ed Sheeran's website. Having a music video is more reason to go to the persons website.

Before you get on to Ed Sheerans website theres a screen where you can buy his CD's.

Other outlets like smartphones, tablets, music channels and Youtube all expand the artist out, so each of these gives the artist a chance to increase their fanbase by making their website, videos and music available on all platforms. 

Synergy's are also another way artists use music video's to expand. A synergy is a collaboration between two media products to mutually benefit from each other. One example of this is Adele's Skyfall, by the song being used as a soundtrack for movie Skyfall, part of the massive James Bond movies. By Adele using the music video for her song as sections of the film, it is therefore promoting it as well as the song and vice versa when someone watches a trailer for the film and hears the song. 

Both Adele and the directors of Skyfall benefit from the arrangement made, so this is a synergy. 

With all the platforms now available to watch music video's e.g. Youtube, online streaming - the use music channels on television like MTV, has become less of a strong promotional platform than what they used to be. This means the music channel industry is in danger of becoming irrelevant. This means music channels have now started playing reality shows in order to keep an audience an example of this is MTV who play a lot of reality shows like Catfish.


Producers Strategies

There are 3 different types of artists, major label, independent, and self-produced artists. Each of these different artists will have different purposes of music videos and each will use them in different ways.

Major labels are dominated by four main multi national music labels, these are universal, sony music, warner brothers, and EMI. These are the main four, as they are also backed up with other stakes in media such as TV, Film and electronic products.

Most Majors own or license smaller subsidiary companies, this is in order to reach all different audiences through different genres.  These are known as major independents and a few examples of these are Virgin, Columbia, Syco and etc. For major labels the strategy of music videos is clear, make a big online platform and then earn money from advertising. One of these platforms is called Vevo, which is a website owned by Universal, Google, Sony Entertainment and Abu Dubai Media, who make their money by playing advertisements before every video online, and this is how they profit. All music played is under Universal, Sony Music Entertainment, EMI records, and Warner Music Group however they made rival alliance with MTV Networks.

Spinnin' Records logo

Independents are a massive factor with loads of companies with no connection or very little connection to the major companies. These companies tend to concentrate on smaller genres in the market such as dance and electronica. These are called 'independents' a good example of a successful independent is 'Spinnin' Records' and 'Warp records'. Spinnin' records' main focus is house music or electro house, it has forty sub-labels, and has started it's own artist management, managing artists such as Martin Garrix. Independent 'indie' producers tend to see their work as art forms rather than advertising strategies for the music industry, they also use their music videos to sought out ways to step up the career ladder.

Chris Cunningham made his debut with the release of 'Come to daddy' by Aphex Twin in which he directed, the video was banned and criticised by many people in the music business, however many also praised him. Since then he has made a further career in making films and advertising.

Another example of an independent director, producer and screenwriter and also actor, is Spike Jonze. Who works in most media factors such as music videos, film and television. He first rose to fame through videos for Fatboy Slim, such as 'Praise You', and 'Rockafella Skank'. However after he has worked on many feature films which include 'Being John Malkovich' and more recently 'Her' in 2013.

Artist's which are self produced, usually have a small budget, and are trying to create their career, this means that the artists are usually unknown. Music videos are vital for self produced artists in their early career, as this is the first step to getting on video platforms like Youtube, which has the ability to send artists and their videos viral, leading to great success.

 A great example of this is Justin Bieber, who started posting videos of himself on Youtube. The video I have posted shows Justin at a young age singing his local competition, being filmed by a family member and had it posted online. However, going from this to being found by an American talent manager in 2008, after discovering Justin's talent, he became Justins manager, to what he is today Bieber has received numerous industry awards, he also has a global fanbase which is called 'Beliebers', with over 40 million followers on Twitter alone.