Research into the

Construction of

Music Videos

MUSIC VIDEOSThe Purpose

What are Music Videos?

• A Music video is a Visual that consists of a short film/video.• They accompany a artists or bands music.

What is the Purpose?

• The main purpose of a music video is to market and advertise the song release or the artist/band.

• Music videos allow the audience to recognise and remember a song.

• They can portray what an artist/band wanted to illustrate from this song and show this it the audience.

MUSIC VIDEOSMusic videos are promoted to the public to showcase artists, they were manly

shown through TV on music channels and programs, however the internet allows people to watch them when ever they want and for free eg. ‘YouTube’

therefore this method of watching them now grows.

Music Videos can be marketed in different ways artists may allow adverts to use their videos, this means their song and release is being endorsed to a wider audience allowing it to be more recognised, this method is called celebrity endorsement. For example Jennifer Lopez released ‘Papi’ which featured a Fiat 500 and has parts of her video in the commercial advertising this new car (celebrity endorsement and product placement techniques).

Another way of promoting artist’s music videos are through films, artist can be signed with a film meaning they produce a song and then the music video shows sections of the film. This is beneficial to the artist as well as the film. For example recently Christian Perri released ‘A Thousand Years’ this song was featured on the new Twilight Saga ‘Breaking Dawn’ and the music video shown clips for the new film as well as Christian preforming. This advertised the film as well as Christian increasing are audience and awareness.

MUSIC LABELS

What is a Music label? This is a company that distribute records and create a brand and

trademark for new releases, achieved with marketing, production, manufacturing and releasing. A record/music label will allow artist to have successful releases as they can offer the

right promotion and investment that artist need.

There are always major labels which change over time, however there are also smaller independent record label companies.

Major Labels since 1988-

And many more.

MUSIC LABELSUniversal Music Group

Universal Music Group is one of the Major Labels of 2011. It was founded in 1934, and now has headquarters in Santa Monica, California United States.

UMG is a huge company with a wide range of different artist signed to the label from different genres including;Akon Miley CyrusTaylor SwiftDuffyRolling StonesAs well as being the main classical music market.

The recorded music business discovers and develops recording artists and then markets and promotes their music across a wide array of formats and platforms.

MUSIC LABELSWarner Music Group

Warner Music Group is one of the Major Labels of 2011. It started in 1958 and the headquarters are located in New York.

‘WMG comprises an array of businesses aimed at helping artists achieve long-term creative and financial success while providing consumers with the highest-quality music content

available. ‘Warner Music Inc

Some big names are signed with WMG and new artist are signed including; Kings of LeonBruno MarsFlo RidaJason MrazDido And many more

MUSIC DIRECTORSTwo Huge Names

Jake Nava

&

Anthony Mandler

JAKE NAVABasic Information

English Music and film directorAlso directed commercials for huge company's including;

and many more.

Although he was brought up in London he moves to US where he was

signed with a big Production company called FM Rocks

JAKE NAVA

Jake has worked with big female names over the years including;

Spice Girls in 2000 ‘Holler’ Kylie Minogue in 2003 ‘Red Blooded Women’ Destiny’s Child in 2004 ‘Cater 2 U’Pink in 2006 ‘Nobody Knows’ Beyonce and Shakira in 2007 ‘Beautiful Liar’ Adele in 2011 ’Someone Like You’

Jake has worked with Beyonce in many occasions on her big hits including; Baby BoyNaughty GirlIf I were a BoySingle Ladies All these videos are showing Beyonce and showcasing her as a artist with close-ups and making her the main focus throughout the video.

Her Hit ‘Single Ladies (put a ring on it)’ was a huge global success it became an iconic

video which influence her next few hits as it uses the same idea of her with two backing

dancers. This video used techniques like;

• Strong relationship between visuals and lyrics eg. Ring

• Beyonce shown voyeuristically• Strong dance routine throughout• Black and white effect allowing the

focus to be on the visuals and not the colours of location as well as making it appear classy.

JAKE NAVAInspiration and Style

• At the start of his career worked with girl groups but now he seems to work with solo artist instead.

• Recently works with more female artist than males.• Some videos could be seen in the way of exploitation

women • Men shown to be more dominate• Although the female artist are portrayed in a provocative

and sexual way, in terms of;CostumesClose-ups and camera anglesRoutine and choreographers

ANTHONY MANDLERBasic Information

Music video and commercial director, advertising companies including;

and many more. Born in Los AngelesEarlier career he was a photographer which help him develop skills needed for music director. Studied at USC Film School

ANTHONY MANDLER

Who he has worked with;Black Eyed Peas in 2001 ‘Get Original’Eminem in 2005 ‘When I'm Gone’ Nelly Furtado in 2006 ‘Maneater’Jay-Z, Usher, Beyonce and Rihanna

on many video hits over their careers.

Anthony has worked with Rihanna a lot on many of her big hits including; UnfaithfulWe RideTake A BowDisturbiaRussian RouletteWait Your TurnOnly GirlCalifornia King Bed

All these videos have a few similarities including lots of close-ups this might be a demand from the record company but it

also allows Rihanna to be showcased to the audience. The videos all have her

performing and most contain a narrative matching the meaning of the song.

ANTHONY MANDLERInspiration and Style

• Anthony seems to have a personal signature as he mainly directs R&B and Pop genres.

• His work is always mainstream • He has directed Many videos for Rihanna and repeats to

collaborator with her. • Uses narrative to add interest in the videos.• Shows emotions clearly within videos, using his photography skills.

After this Research

After completing this section of research into the construction and purpose of music videos I

have a better understanding of this industry.I have taken inspiration from the directors I

have looked at including Jake and Anthony, as well as knowing which companies could and I

would want to distribute my music video if released.