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VIDEO KILLED THE RADIO STAR
AN INTRODUCTION TO MUSIC VIDEO
A2 INDUCTION 2014
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FOR YOUR A2COURSEWORK YOU WILL PRODUCE:
A MEDIA PORTFOLIO,COMPROMISING A MAINAND TWOANCILLARY TEXTS 60MARKS
RESEARCH AND PLANNING 20MARKS EVALUATION 20MARKS
MAIN TASK
APROMOTION PACKAGE FOR THE RELEASE OF AN ALBUM,TO INCLUDE:
A MUSIC PROMO VIDEO40MARKS
PLUS:
ADIGIPAKCONSISTINGOFATLEASTSIX PANELS (CD PACKAGE)10MARKS
AMAGAZINE ADVERTFORTHE DIGIPAK(CD PACKAGE)10MARKS
YOU WILL THEN BE REQUIRED TO ANSWER TWO QUESTIONS IN YOUR 2015EXAM ON YOUR
COURSEWORK.
QUESTION 1A (25MARKS)WILL FOCUS ON YOUR SKILLS DEVELOPMENT FROM AS TO A2.YOU HAVE
ALREADY BEGUN PREPARATION FOR THIS DURING YOUR A2INDUCTION LESSONS
QUESTION 1B(25MARKS)WILL ASK YOU TO ANALYSE ONE OF YOUR PRODUCTS IN RELATION TO ONE
OF THE FOLLOWING KEY CONCEPTS
NARRATIVE
AUDIENCE
GENRE
REPRESENTATION
MEDIA LANGUAGE
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THE PURPOSE OF A MUSIC VIDEO
A music videois a short film or video that accompanies a complete piece of music/song. Modern
music videos are primarily made and used as a [marketing] device intended to promote the sale ofmusic recordings. Although the origins of music videos go back much further, they came into their
own in the 1980s, when MTV based their format around the medium, and later with the launch of
VH1. The term "music video" first came into popular usage in the early 1980s. Prior to that time,
these works were described by various terms including "filmed insert", "promotional (promo) film",
"promotional (promo) clip" or "film clip" (Wikipedia)
TASK 1
1.WHAT DO YOU THINK ARE THE MAJOR ELEMENTS OF AN ALBUM MARKETING CAMPAIGN (THE DIFFERENT
WAYS IN WHICH A BAND/ARTISTS IDENTITY IS MEDIATED TO AN AUDIENCE)?
ADVERTS ON YOUTUBE,THE RADIO AND TVOR SOCIAL NETWORKING SITES SUCH AS FACEBOOK AND TWITTER
2.WHERE HAVE YOU ENCOUNTERED THESE ELEMENTS IN YOUR DAILY LIFE?
Listening to the radio, watching TV or going on the internet
3.WHAT FACTORS MAKE YOU LIKEA BAND AND THEREFORE DOWNLOAD THEIR MUSIC,BUY THEIR ALBUMS OR
ATTEND THEIR CONCERTS?HOW DO YOU DECIDE WHICH BAND IS COOLAND WHICH IS NOT?
The singers voice, their style e.g. what they wear and personalities
WHAT MAKES THE MUSIC VIDEO UNIQUE?
THE MUSIC VIDEO IS DESIGNED FOR MULTIPLE VIEWINGS;IT HAS TO BE INSTANTLY MEMORABLE YET
INTERESTING ENOUGH TO WARRANT WATCHING AGAIN AND AGAIN.UNLIKE THE FILM TRAILER IT IS NOT
DESIGNED TO BE VIEWED ON A LARGE SCREEN NOR IS ITS AUDIENCE CAPTIVE.
1.WHERE AND WHEN DO YOU WATCH MUSIC VIDEOS?
ON YOUTUBE OR ON MUSIC TELEVISION
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2. The Narrative Video Codes and the Performance Video Codes:
Narrative Video:
Narratives are rarely complex for two reasons:
1. They need to market or advertise the band/artist and song so must feature repeatability
In other words the narrative code must be loose or simply suggestiverather than
realistic or detailed. This is because music video audiences need to be able to watch
videos repeatedly and a tight realist narrative would prove too boring after the first couple
of viewings. Musical Synaesthesia only requires the musical or lyrical mood to latch onto to
develop a narrative concept.
2. Musical Synaesthesiathe two elements of the song which determine the visual subject
matter or overall concept
a)
Roland Barthes theory of the grain of voice whereby the vocal sounds can beunderstood as music in themselves eg Michael Jacksons yelp or Fantasias yeh,
yeh, yeh.. or the tone of voice of the words which are the song title themselves e.g
Bjorks Its Oh So Quiet
b) The dominant musical arrangement that dictates the overall mood. This could be a
key guitar sound(the bassline in Sabotage The Beastie Boys) or a particular beat
(Weapon of Choice Fatboy Slim)
Once the director has identified what he/she thinks is the key vocal or musical element then
this may be used to tap into the audiences sense of shared cultural history or intertextualitye.g.
The steel guitar=the American Deep South and desert plains
A rnb beat or bass line=an urban environment
A group of choral voices=a place of religious significance e.g.: church or graveside etc.
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Performance Video:
1. Conventions of the band performance: a degree of authenticity of the performance
is sought by the band and the director so we find lip-sync close-up, mimed playing of
instruments, repetition of chorus shots to enhance repeatability, unusual camera
shots and angles e.g. the micro camera shots attached to the neck of a guitar,
sweeping crane shots to film audience reaction to the band playing etc (see number
4)
2. Conventions of solo artist performance: many of the above plus choreographed
dance routines to enhance repeatability, a first person mode of address directly
engaging the viewer through the camera which involves many close up shots of eyes
rolling and gesturing (see how these conventions have been adopted by Pop Idol
contestants in a bid to appear professional and authentic)and if the video is a hybrid
form cutting between performance and narrative then the solo artist or band lead
singer often becomes part of the narrative story, acting as narrator and participant
at the same time (see Jarvis Cocker in Pulpsvideo for Babies)
3. Star Imageonly 1 in 10 artists promoted by a major record company will actually
make that company any substantial profit. This is why certain select profit making
stars are manufactured, manipulated and marketed by the record labels artist andrepertoire (A&R) division so aggressively. The star image of individuals such as
Michael Jackson and Madonna through their videos is a vital component of this
process. This is why we can identify the meta-narrative of stars through their videos
whereby the record label manipulates and changes the artists image with each new
video release to increase sales, consolidate target audiences and broaden appeal to
new fan bases. The best case studies are Madonna and Michael Jackson. Trace
their image manipulation through videos over the past 30 years.
3. Audio-Visual Technical Codes Needed for Analyzing a Music Video:
Speed is the Essence:
Camera Shots: jumping directly between long shots, close ups and extreme close ups.
Primarily the close up on the singers face is the main generic convention for music videos.
Also the extreme close up on the lips for lip synching.
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Camera Movement: whip pans, fast dolly track shots and fast overhead crane shots to
follow the running, walking or dancing of performers. Also fast vertical tilts and horizontal
pans.
Editing: various terms: jump cutting, MTV style editing or montage editing. Creating the
visually de-centred experience of jumping from location to person to instrument without
any normal narrative continuity. Instead it is often the beat or the rhythm of the track which
provides the organising principle for editing movement. The editing moves so fast it creates
the need for viewing repeatedly. There are exceptions though. Some continuity editing
used such as atmospheric dissolve shotssuch as in Sinead OConnors Nothing Compare to
You
Post-production digital effects: see i-movie for split screens(see Michel Gondrys video
for Kylie Minogues Come Into My World for split screens seamlessly bled into each other)
colourisation slow motion etc These are now conventional for music videos. Please look
out for other innovative effects.
Lighting: Expressive lighting a key feature of music videos. Extreme artificial light to create
the bleaching effect on pop stars faces (making them seemageless). Also the use ofswitching from colour to black & white or sepia to indicate a shift from chorus to verse. Also
lighting effects such as strobes or flashing needs to be identified. This obviously links into
the use of CGI in dance music videos to enhance the atmosphere.
Mise-en-scene: look for the overall artistic concept in a video. Is there a theme such as the
historical period e.g. the sixties (Madonnas Beautiful Stranger with its intertextual link to
the Austin Powers film) or the seventies (The Beastie Boys Sabotage video which parodies
the Starsky & Hutch 70s TV Cop genre...also an intertextual link). Does the videos mise en
scene follow the need for authenticity in performance videos by using the concert hall or
rehearsal studio setting. Or is there an intentional parodic setting to exaggerate star image
as in many rap and r&b videos with a focus on glamorous icons such as exotic locations,
beautiful cocktail bars and stunning beachside houses with infinity pools (see Rick Ross
Here I Am).
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TASK 3
TEXTUALANALYSISOFMUSICVIDEOS
FEATURES OBSERVATIONS EXAMPLES
GENRE
CHARACTERISTICS
ALL BLACK AND WHITE
THROUGHOUT THE VIDEO
RELATIONSHIP
BETWEEN LYRICS
AND VISUALS?
WOMEN SMOKING
CIGARETTES AND DRINKING
AS THE LYRICS SAY
CIGARETTES AND
ALCOHOL
RELATIONSHIP
BETWEEN MUSIC AND
VISUALS?
LOTS OF FEEDBACK AT
BEGINNING CREATES A
DISTORTED FEEL WHICH IS
EMPHASISED BY BAD
QUALITY CAMERA AND
BLACK AND WHITE
ARE THERE CLOSE-
UPS OF THE ARTIST
AND STAR IMAGE
MOTIFS?
CLOSE UPS OF NOEL AND
LIAM AS THEY ARE THE
MAIN FOCUS IN THE BAND
IS THERE REFERENCE
TO THE NOTION OF
LOOKING?
THERE IS NO REFERENCE
TO THE NOTION OF
LOOKING
ARE THEREINTERTEXTUAL
REFERENCES?
THERE ARE NOINTERTEXTUAL
REFERENCES IN THIS VIDEO
IS THE VIDEOCATEGORY
ILLUSTRATION,
DISJUNCTUREOR
AMPLIFICATION?
HOW MUCH OF
EACH?
THIS VIDEO IS NEARLY ALL
ILLUSTRATION
THE MODELS ARE DOING WHAT THE
LYRICS SAY AND THEIR LIVES ALL
REPRESENT THE MEANING OF THE
LYRICS
NAME OF TRACK:CIGARETTES AND ALCOHOL
ARTIST:OASIS
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TASK3
TEXTUALANALYSISOFMUSICVIDEOS
FEATURES OBSERVATIONS EXAMPLES
GENRE
CHARACTERISTICS
THE BAND ALL WEAR
CLOTHES THAT WOULD BE
SEEN IN AN INDIE VIDEO
THEY WEAR SHIRTS AND HAVE
HAIRCUTS THAT WOULD BE SEEN IN
MOST INDIE BAND VIDEOS
RELATIONSHIP
BETWEEN LYRICS
AND VISUALS?
THE LYRICS ARE ABOUT
SOMEONE NEEDING TO GO
ON HOLIDAY AND ON
SCREEN THEY ARE ON A
SPEEDBOAT IN A HOT
COUNTRY
RELATIONSHIP
BETWEEN MUSIC AND
VISUALS?
IT IS IN A MAJOR KEY AND
BRIGHT,JOLLY CHORDS
ARE USED THEREFORE IT IS
A BRIGHT DAY AND
EVERYONE IS RELAXED AND
HAPPY
ARE THERE CLOSE-
UPS OF THE ARTIST
AND STAR IMAGE
MOTIFS?
CLOSE UPS ON KELLY JONES
THE LEAD SINGER AS HE IS
THE MAIN PERSON IN THE
VIDEO
IS THERE REFERENCE
TO THE NOTION OF
LOOKING?
THE GIRLS ARE ALL
LOOKING AT KELLY JONES
ARE THERE
INTERTEXTUAL
REFERENCES?
THERE ARENT ANY
INTERTEXTUAL
REFERENECES THAT I
COULD FIND
IS THE VIDEO
CATEGORY
ILLUSTRATION,
DISJUNCTURE OR
AMPLIFICATION?
HOW MUCH OF EACH?
THIS VIDEO IS MAINLY
ILLUSTRATION AS THE
LYRICS DESCRIBE WHAT IS
HAPPENING ON SCREEN
THE LYRICS HAVE A NICE DAYARE
BEING SAID WHILST THEY ARE
RELAXING HAVING A GOOD TIME IN A
HOT COUNTRY
NAME OF TRACK:HAVE A NICE DAY
ARTIST:STEREOPHONICS
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TASK3
TEXTUALANALYSISOFMUSICVIDEOS
TEXTUALANALYSISOFMUSICVIDEOS
FEATURES OBSERVATIONS EXAMPLES
GENRE
CHARACTERISTICS
THE VIDEO IS ALL ABOUT
THEM JOKING AROUND AND
WASTING THEIR MONEY ON
THINGS JUST BECAUSE ITS
FUNNY WHICH REPRESENTS
THEIR GENRE OF MUSIC
THEY TAKE A HOMELESS MAN AND GIVE
HIM MONEY FOR A MAKE OVER AND
PUT HIM IN A HOTEL GIVING HIM
SPECIAL TREATMENT,THEY ALSO
SMASH A TV AND A CAR AND GIVE
MONEY TO GIRLS FOR FREE
RELATIONSHIP
BETWEEN LYRICS
AND VISUALS?
THE LYRICS HAVE NOTHING
TO DO WITH THE VISUALS
RELATIONSHIP
BETWEEN MUSIC AND
VISUALS?
THE MUSIC IS VERY FAST
PACE AS IS THE VIDEO
ARE THERE CLOSE-
UPS OF THE ARTIST
AND STAR IMAGE
MOTIFS?
CLOSE UPS ON THE 3
MEMBERS OF THE BAND AS
THEY ALL HAVE AN EQUAL
AMOUNT OF FAME
IS THERE REFERENCE
TO THE NOTION OF
LOOKING?
THE CROWD ARE ALL
LOOKING AT THE BAND
ARE THEREINTERTEXTUAL
REFERENCES?
IS THE VIDEO
CATEGORY
ILLUSTRATION,
DISJUNCTURE OR
AMPLIFICATION?
HOW MUCH OF EACH?
THE VIDEO IS PRETTY
MUCH ALL DISJUNCTURE AS
THE LYRICS HAVE NOTHING
TO DO WITH WHAT IS
GOING ON ON SCREEN
NAME OF TRACK:THE ROCK SHOW
ARTIST:BLINK 182
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TASK 4ANSWER ALL THE QUESTIONS BELOWTHIS IS EXACTLY THE SORT OF THING YOULL NEED TO DO
WHEN EVALUATING YOUR OWN COURSEWORK.
CIGARETTES AND ALCOHOL -OASIS:
1. Why did you choose the text you are analysing?
Because I like the artists style and their music
2. In what context did you encounter it?
I went on youtube and listened to the bands on itunes
3. What influence do you think this context might have had on your interpretation of
the text?
I dont think it had an influence as I liked the songs before I watched the videos
4.
Which conventions of the genre do you recognize in the text?The clothes they wear all describes the genre of music
5. To what extent does this text stretch the conventions of its genre?
It doesnt really stretch it as it is a typical video of its genre
6. Where and why does the text depart from the conventions of the genre?
It doesnt very much
7. What sort of audience did you feel that the video was aimed at (and how typical
was this of the genre/style of music)?
The audience is mainly people of a working class society
8.
What sort of person does it assume you are?The song assumes that the audience are of a higher society than the people in the
video
9. What assumptions seem to be made about your class, age, gender and ethnicity?
It assumes that our quality of life is better than theirs
10.What interests does it assume you have?
It assumes that we all work too much
11.What relevance does the text actually have for you?
The text doesnt relate to me too much as I have a better quality of life than the
people in the video
12.What knowledge does it take for granted?
13.To what extent do you resemble the 'ideal reader' that the video seeks to position
you as?
The video is reching out to people who are unemployed living in dosgy estates
therefore I dont relate the ideal reader very much
14.Are there any notable shifts in the video's style (and if so, what do they involve)?
There are not any notable shifts
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What responses does the video seem to expect from you?
The video expects me to feel sympathy for the people involved
15.How open to negotiation is your response (are you invited, instructed or coerced to
respond in particular ways)?My response is open to negotiation
16.Is there any penalty for not responding in the expected ways?
Not really
17.To what extent do you find yourself 'reading against the grain' of the text and the
genre?
18.How typical do you think this video is of Music Videos?
This video is fairly typical as it shows a rock band performing with models smoking
and drinking alcohol
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TASK 4ANSWER ALL THE QUESTIONS BELOWTHIS IS EXACTLY THE SORT OF THING
YOULL NEED TO DO WHEN EVALUATING YOUR OWN COURSEWORK.
CIGARETTES AND ALCOHOL - OASIS:
1. Why did you choose the text you are analysing?
I like the song and the video suits it well
2. In what context did you encounter it?
I watched it on youtube and bought the CD which the song is on
3. What influence do you think this context might have had on your interpretation
of the text?
It didnt have an impact as I knew and liked the song before I saw the video
4.
Which conventions of the genre do you recognize in the text?The clothes they wear are relatable to the genre
5. To what extent does this text stretch the conventions of its genre?
I dont think it stretches is very much
6. Where and why does the text depart from the conventions of the genre?
It doesnt
7. What sort of audience did you feel that the video was aimed at (and how typical
was this of the genre/style of music)?
The video is aimed at mainly young adults/adults8. What sort of person does it assume you are?
It assumes you are a person who is stressed out and needs a break
9. What assumptions seem to be made about your class, age, gender and ethnicity?
It assumes that adults who work are fairly stressed out and need a break
10. What interests does it assume you have?
It doesnt assume any interests
11. What relevance does the text actually have for you?
The text relates to me because it relaxes me, its a feel good song
12.
What knowledge does it take for granted?
13. To what extent do you resemble the 'ideal reader' that the video seeks to
position you as?
Id say that the idel reader is a middle aged man/woman who works long hours therefore I
do not fit it very well
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14. Are there any notable shifts in the video's style (and if so, what do they involve)?
The style goes from relaxed to an argument at one point
What responses does the video seem to expect from you?
It expects the viewer to be happy by the end of watching it
14. How open to negotiation is your response (are you invited, instructed or coerced
to respond in particular ways)?
15. Is there any penalty for not responding in the expected ways?
17. To what extent do you find yourself 'reading against the grain' of the text and the
genre?
18. How typical do you think this video is of Music Videos?
I think this isnt an average music video as it looks more like a movie scene
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