From MTV to Youtube

Outline of the Session

• history of music promo: from early origins

• How to analyse a music promo

• Ten Tips for making your own music promo

• Task over lunch

• later: Liz Kessler (Producer) on the industry now

• Corin Hardy (Director) - show his work and talk about it

What is a Music Video?

• lasts the length of the song (but sometimes longer)

• features the artist (but not always)

• can tell a story (but doesn’t have to)

• needs to be visually memorable and worth repeat viewings

1930s experimentation

Soundies

Scopitones

scopitones

1960s

1960s

1970s

MTV1981

Madonna

Michael Jackson

50 Cent

Jay-Z

Method of analysis(from Andrew Goodwin)

• Genre characteristics

• Visuals relationship with Lyrics and Music

• Need to sell artist as star

• Voyeurism/looking

• Intertextuality

Genre

Visuals relationship with lyrics and music

Star image

Voyeurism- the ‘look’

Voyeurism- the ‘look’

Intertextuality

Intertextuality

Mashup

Machinima

Lego

Prisoners

WorldWideWebCam

recent low budget: ‘Cellophane Sky’ by The Turnback

iPhone video

summing up

• a long history

• roles of technology and money

• conventions and characteristics

• viewing contexts- where and how we watch

From MTV to Youtube