UNIT 29: MUSIC VIDEO

Welcome!

UNIT OVERVIEWAim and purposeIn this unit you will explore the purpose,

styles and conventions of music video.

You will then develop, plan and produce a music video.

LEARNING OUTCOMESOn completion of this unit a learner

should:1 Understand the purpose of music

videos

2 Understand the styles, conventions, and techniques of music videos

3 Be able to originate and plan a music video production for a specific music track

4 Be able to work to complete production of a music video.

ASSESSMENT CRITERIA 1(WEEKS 1,2,3)

PRODUCT:You work for a music video production company who are looking for new clients. Individually, plan and deliver a 5 minute presentation aimed at encouraging bands and music industry professionals to hire you. In your presentation, you will comprehensively explain the purpose of music videos, providing detailed examples of how music videos can increase the popularity and sales of an artist.

CRITERIA 2 (WEEKS 3,4,5)

PRODUCT:Having wowed your potential clients with a stunning

presentation on the purpose of music video, you now need to convince them that you are knowledgeable about the conventions of music video, and can create a video that suits their musical style and reaches their target audience.

Individually, you will select a variety of music videos from different genres and record a voiceover that comprehensively explains the styles, conventions and techniques of music videos.

CRITERIA 3 (WEEKS 6,7,8)

PRODUCTHot dog! You got the job! The band are

desperate to hear your music video ideas for their new song. You will mindmap a variety of ideas, choosing an appropriate one and developing it in pre-production. Your client will want to see your preparation so you must complete all pre-production paperwork to a professional standard.

CRITERIA 4 (WEEKS 9-14)

PRODUCTYou are now on a roll. Having planned your video

to perfection, you are able to shoot and edit it with immense creativity and flair. You require little input from anyone else and work with motivation and focus. Your final video is a masterpiece and easily measures up to those on rotation on MTV.

MUSIC VIDEO - A QUICK HISTORY 1929 - Bessie Smith, St.Louis Blues

1940s – Panoram visual juke box1942 - Cab Calloway, Minnie the Moocher

Panorams were popular in clubs, cafes and bars in the 1940s, but lost popularity after WWII. Why do you think this happened?

1950s – Musical Films1953 - Marilyn Monroe, Diamonds are a girl's best friend

1959 – The Big Bopper coins the term

Music VideoBaby!

Late 1950s - Scopitones, Cine-boxes and Color-Sonics

1957 - Elvis Presley, Jailhouse Rock

Don’t show them kids his snaky hips!

1964 - The Animals, House of the Rising Sun

1950s, 1960s – ‘Live’ performance footage is standard.

1964 - The Beatles, A Hard Days Night

Bands as actors

1967 - The Beatles, Strawberry Fields Forever

Location clips, hand-held camera work, rhythmic editing, slow motion shots and reversed film

1967 - Bob Dylan, Suterranean Homesick Blues

The first concept video?

1967 - Procul Harum, A Whiter Shade of Pale

The first political music video?The first to use stock footage?

The first animated music video?

1969 - The Archies, Sugar Sugar

1976 - The Residents, Hello Skinny

The first avant-garde music video?

1972 - David Bowie, John I'm only dancing

The first banned music video

TOTP – 1970s - Played music videos when bands

couldn’t appear live- Notable impact on sales figures of

singles- Viewers would tune in with hoping of

seeing videos again the next week

1981 - Buggles, Video Killed the Radio Star

What is notable about this video?

1984 - Madonna, Like a Virgin

Would Madonna have been as popular without music videos? Why?

Madonna

1983 - Michael Jackson, Thriller

1985 – VH1 launches

1986 - Peter Gabriel, Sledgehammer

100s of hours in production

1985 - Robert Palmer, Addicted to Love

A simple idea can go a long way

1988 – Yo!MTV Raps launches

1988 - Public Enemy, Night of the Living Baseheads

Music videos representing sub cultures

1992 – Directors are listed along with the artist and song title

The start of the auteur music video directors

Michel Gondry

Spike Jonze

Everyone wants in on the act, including Martin Scorsese (Michael Jackson – Bad) and John Landis (Michael Jackson – Thriller, Black or White).

2002 – Music Videos formatted onto DVD for the first time. 33% growth for music videos worldwide

2005 – iTunes opens online video store. Within 20 days of music videos being released on iTunes, 1 million songs had been downloaded

YouTube creates stars:

2006 - OK Go, Here it Comes Again

Viewed by over 1 million people within 6 days of being uploaded.

The phenomenon continues:

2011 - Rebecca Black, Friday

- Intertextuality- Parody

Words of the era?

2011 - Rebecca Black parody

WHY MUSIC VIDEO? “A picture paints a thousand words” –

highly visual culture

Music television – set precedent, all singles now need a video

Increase artist’s presence – can see them ‘live’ when they are not performing (started on TOTP)

VISUAL APPEAL Engage target audience through use of

familiar generic conventions (e.g. Rap Videos)

Exploit the physical attributes and visual image of the artist (e.g. Madonna, Lady Gaga, Beyonce)

RELATIONSHIP WITH AUDIENCE Enhance the experiential power of a

song Fans feel more connected to the artist

CREATIVITY AND MEMORABILITY Expands the creative process, collaboration,

mutually beneficial (directors like Michel Gondry)

Innovative and original videos (e.g. OK Go) create greater interest in a song and a wider audience through word of mouth (LINK: advertising).

Videos using groundbreaking or unusual special effects can get attention (e.g. Sledgehammer)

Original ideas for an average song can lead to the video gaining cult status and gaining ‘classic’ status and lasting appeal (e.g. Addicted to Love)

All of the above can lead to increased playability on music TV channels, radio, and therefore, more…

Dollar

Wonga

Readies

Cash

£

£