Purpose of a music video -
- Sell products/ the song.
- Products can be marketed.
- Product desirable.
General Information off the Factsheet -
- Songs used to only available on TV music channels e.g. TOTP.
- Music + videos allowed in a variety of platforms now .
- Videos can be uploaded to sites such as YouTube.
- Viewed on devices such as mobile phones and iPods.
- The availability of this music on YouTube means that people were more inclined to watch the videos for free on YouTube other than paying for the music on iTunes.
- Laws put in place and record companies tried to sue anyone who uploaded a video from their record label.
- The record companies realise now that these sites are really time consuming to stop people uploading music like that.
- Most companies now allow their artists' music videos to be online but under controlled conditions
- Song BMG have a YouTube channel that hosts their artists' music videos from which there are links to iTunes to buy the songs.
- Television shows associated music such as X-Factor, upload performances from their show up to their YouTube channel so fans can view their contestants performances. They also have links so that fans can download the music off of iTunes.
- In America, 3 major record companies have combined to become VEVO. These are Sony Music Entertainment, Universal Music Group and Abu Dhabi Media (along with content licenced by EMI).
- MTV Networld and Warner Music Group have allowed American Internet Users to access music videos via their MTV site.
Conventions of Music Video:
- Movement is essential to music videos and usually compliments the rhythm of the song.
- Movement can be achieved by physically moving the camera, the people moving and dancing or through the speed of editing.
- Narrative - Most music videos have them. The storyline may relate to the song's lyrics and illustrate what is being said or be independent from the song and tell a different story.
- Intertextuality - Music video is such a well established genre that it is possible for producers to play with the conventions by making references to the genre in general and to other music videos.
- Band or Artist - Most music videos feature them altough some might go against this and they are also a product to be sold.
- Lip-syncing - The artist may be featured performing their music in the form of lip-syncing.
Activity 1: Analysis of favourite music video
This video by Naughty Boy called La La La is my favourite music video at the moment because it has a good catchy song, the music video is very well done and there is an imaginative narrative to it. The main narrative is trying to include The Wizard Of Oz, where the man with silver face paint on is meant to be the tinman, the dog is meant to be the lion, the person dressed up as a scarecrow is meant to be the scarecrow and i think this intertextual reference is very creative and pretty easy to actually get because most people have seen the film The Wizard Of Oz so it links in nicely. I think that the camera tracking the little boy is decent because it shows his journey and the clothing is especially creative because it is appropriate to the narrative and follows the same sort of style in The Wizard Of Oz.
In this video, Naughty Boy himself isn't in the video so I think it is narrative based and not performance based. He wants to get a certain message across and if he was in it, it wouldn't get the message across as easy as it does at the moment. At about 2:36 in the music video there is a tv on the screen, this is especially effective because it isn't easy to read but gets a message across and the message on the screen says "Hotel Cabana" which is Naughty Boy's new album so this is promoting their album without the audience realising really. I only realised it because I delved into this music video to see if there were any hidden messages. Overall this is my favourite music video at the moment, my opinion is bound to change sooner or later but this is my favourite at the moment just because of the good intertextual reference to The Wizard Of Oz and the catchy song.
Activity 2: Conventions found in music videos
Genre: Clothing: Behaviors: Video settings:
Hip-hop Blinged up clothing Fast cars/bling on them Street
Metal/Rock Dark/black clothes Playing electric guitars Live performance
Punk Tight, black jeans Skateboarding Skate park
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