g324 music video induction

8/9/2019 G324 Music Video Induction

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Mr Smith A2 Induction Music Videos

VIDEO KILLED THE RADIO STARAN

INTRODUCTION TO MUSIC VIDEO

A2INDUCTION WORK


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FOR YOUR A2COURSEWORK YOU WILL P RODUCE:

y A MEDIA PORTFOLIO, COMPROMISING A MAIN AND TWO ANCILLARY TEXTS 60 MARKSy A BLOG DETAILING ALL RESEARCH AND PLANNING 20 MARKSy AN ELECTRONIC BLOG 20 MARKS

MAIN TASK

A PROMOTION PACKAGE FOR THE RELEASE OF AN ALBUM, TO INCLUDE:

A MUSIC PROMO VIDEO40 MARKS

PLUS TWO OF THE FOLLOWING THREE OPTIONS:

y A WEBSITE HOMEPAGE FOR THE BAND;10 MARKSy A COVER FOR ITS RELEASE AS PART OF A DIGIPAK (CD/DVD PACKAGE);10 MARKSy A MAGAZINE ADVERTISEMENT FOR THE DIGIPAK (CD/DVD PACKAGE).10 MARKS

YOU WILL THEN BE REQUIRED TO ANSWER TO QUESTIONS IN YOUR 2011 EXAM ON YOUR COURSEWORK.

QUESTION A (25 MARKS) WILL FOCUS ON YOUR S KILLS DEVELOPMENT FROM AS TO A2.YOU HAVE ALREADY

BEGUN PREPERATION FOR THIS DURING YOUR A2 INDUCTION LESSONS

QUESTION B(25MARKS) WILL ASK YOU TO ANALYSE ONE OF YOUR PRODUCTS IN RELATION TO ONE OF T HE

FOLLOWING KEY CONCEPTS

NARRATIVE

AUDIENCE

GENRE

REPRESENTATION

MEDIA LANGUAGE


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THE PURPOSE OF A MUSIC VIDEO

A music video is a short film or video that accompanies a complete piece of music/song. Modern

music videos are primarily made and used as a [marketing/promotional device] device intended to

promote the sale of music 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".

TAS K 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)?

Where have you encountered these elements in your daily life?

What factors make you like a band and therefore download their music, buy their albums or

attend their concerts? How do you decide which band is cool and which is not?

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.

Where and when do you watch Music Videos?


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TAS K 2

In the space below list as many features/conventions of Music Videos that you can think of.


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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 extremeclose up on the lips for LIP SYNCHING.

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 shots such 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 seem ageless). Also the use of switching 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.

MIS-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 expensive locations, beautiful cocktail bars, luxury cars, beautiful women

and stunning houses with infinity pools (see Rick Ross Here I Am).


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TAS K 3

TEXTUALANALYSISOFMUSICVIDEOS

FEATURES OBSERVATIONS EXAMPLES

GENRE

CHARACTERISTICS

RELATIONSHIPBETWEEN LYRICS

AND VISUALS?

RELATIONSHIP

BETWEEN MUSIC AND

VISUALS?

ARE THERE CLOSE-

UPS OF THE ARTIST

AND STAR IMAGE

MOTIFS?

IS THERE REFERENCE

TO THE NOTION OF

LOOKING?

ARE THERE

INTERTEXTUAL

REFERENCES?

ALICE IN WONDERLAND,

CHARLIE AND THE

CHOCOLATE FACTORY

IS THE VIDEO

PERFORMANCE,

NARRATIVE OR

CONCEPT BASED?

HOW MUCH OF

EACH?

NAME OF TRACK:CALIFORNIA GURLS

ARTIST:KATY PERRY FT SNOOP DOGG


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TAS K 4SELECT YOUR FAVOURITE MUSIC VIDEO AND COMPLETE THE GRID BELOW

TEXTUALANALYSISOFMUSICVIDEOS

FEATURES OBSERVATIONS EXAMPLES

GENRE

CHARACTERISTICS

RELATIONSHIPBETWEEN LYRICS

AND VISUALS?

RELATIONSHIP

BETWEEN MUSIC AND

VISUALS?

ARE THERE CLOSE-

UPS OF THE ARTIST

AND STAR IMAGE

MOTIFS?

IS THERE REFERENCE

TO THE NOTION OF

LOOKING?

ARE THERE

INTERTEXTUAL

REFERENCES?

IS THE VIDEO

PERFORMANCE,

NARRATIVE OR

CONCEPT BASED?

HOW MUCH OF

EACH?

NAME OF TRACK:

ARTIST:


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TAS K 5ANSWER ALL THE QUESTIONS BELOWTHIS IS EXACTLY THE SORT OF THING YOULL NEED TO DO

WHEN EVALUATING YOUR OWN COURSEWORK.

Why did you choose the text you are analysing?

In what context did you encounter it?What influence do you think this context might have had on your interpretation of the text?

Which conventions of the genre do you recognize in the text?

To what extent does this text stretch the conventions of its genre?

Where and why does the text depart from the conventions of the genre?

What sort of audience did you feel that the video was aimed at (and how typical was this of the

genre/style of music)?

What sort of person does it assume you are?

What assumptions seem to be made about your class, age, gender and ethnicity?

What interests does it assume you have?

What relevance does the text actually have for you?

What knowledge does it take for granted?

To what extent do you resemble the 'ideal reader' that the video seeks to position you as?

Are there any notable shifts in the video's style (and if so, what do they involve)?

What responses does the video seem to expect from you?

How open to negotiation is your response (are you invited, instructed or coerced to respond in

particular ways)?

Is there any penalty for not responding in the expected ways?

To what extent do you find yourself 'reading against the grain' of the text and the genre?

How typical do you think this video is of Music Videos


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Mark /25

GRADE BOUNDARIES 0-5 E/U 6-10 D 11-15 C 16-20 B 21-25 A

g324 music video induction

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