269953459 2015 A2 Music Video Induction Video Killed the Radio Star 3

7/23/2019 269953459 2015 A2 Music Video Induction Video Killed the Radio Star 3

1/13

VIDEO KILLED THE RADIO STAR

AN INTRODUCTION TO MUSIC

VIDEO


2/13

8

FORYOURA2 COURSEWORKYOUWILLPRODUCE:

AMEDIAPORTFOLIO, COMPROMISINGAMAIN ANDTWO ANCILLARYTEXTS

60 MARKS RESEARCHANDPLANNING20 MARKS

EVALUATION 20 MARKS

MAINTASK

A PROMOTIONPACKAGEFORTHERELEASEOFANALBUM, TOINCLUDE:

AMUSICPROMOVIDEO 0 MARKS

PLUS:

A DIGIPAK CONSISTING OF AT LEAST SIX PANELS !CD PACKAGE"

#0 MARKS

A MAGA$INE ADVERT FOR THE DIGIPAK !CD PACKAGE" #0 MARKS

YOUWILLTHENBERE%UIREDTOANSWERTWO %UESTIONSINYOUR20#&

EXAMONYOURCOURSEWORK'

%UESTION#A!2& MARKS" WILLFOCUSONYOURSKILLSDEVELOPMENT

FROMASTOA2' YOUHAVEALREADYBEGUNPREPARATIONFORTHISDURING

YOURA2 INDUCTIONLESSONS

%UESTION#B !2& MARKS" WILLASKYOUTOANALYSEONE OFYOURPRODUCTSINRELATIONTOONEOFTHEFOLLOWINGKEYCONCEPTS

NARRATIVE

AUDIENCE

GENRE

REPRESENTATION

MEDIALANGUAGE


3/13

8

THEPURPOSEOFAMUSICVIDEO

A ()*+ -+./is a short flm or video that accompanies a complete piece o

music/song. Modern music videos are primarily made and used as a [marketing]device intended to promote the sale o music recordings. Although the origins o

music videos go back much urther, they came into their own in the !"#s, when

M$% based their ormat around the medium, and later with the launch o %&.

$he term 'music video' frst came into popular usage in the early !"#s. (rior to

that time, these works were described by various terms including 'flmed insert',

'promotional )promo* flm', 'promotional )promo* clip' or 'flm clip' )+ikipedia*

TASK#

#'WHATDOYOUTHINKARETHEMA1ORELEMENTSOFANALBUMMARKETINGCAMPAIGN!THEDIFFERENTWAYSINWHICHABANDARTISTSIDENTITYISMEDIATED

TOANAUDIENCE"3

think that there are many ways to successully promote and market an album- this

can be through the media social media, billboards, adverts etc. or me believe

that social media is biggest, this is because over the years there has been a huge

increase in the use o social media to promote and market key products and

campaigns to target audience. As right now today most bands and artist promote

through social media, whether this be acebook, $witter, nstagram or any other orm

o media. or e0ample 12isclosure3 uses both $witter and acebook to promote new

singles and albums, as well as upcoming tour / gig dates and music videos. Anotherkey way that artists use to market and promote an album or song is the $%. $his is

another important way o marketing as it reaches your target audiences straight

away, because millions o people all round the world watch television every day and

so any promotion that are presented on there as adverts are seen by most people.

&owever there is a slight issue with promotion on $% as you tend to only see adverts

about really amous artists and popstars such as 4anye +est and 5ne direction. $his

then means that up6coming artists or less well known such as the Maccabees and the

77 have to use social media and sites such as youtube to promote their new

releases. $he reason to why it tends to be the 1bigger3 stars as such, promoting their

new releases on the television because they are multi6millionaire stars meaning that

they are promoted on a much larger scale as they appeal to more viewers o the $%than those who are have a much small budget and scale.

2'WHEREHAVEYOUENCOUNTEREDTHESEELEMENTSINYOURDAILYLIFE3 encounter these elements very regularly in my daily lie, mainly through social

media. $his is because am constantly coming across promotions and adds on

$witter and acebook, but not only that also when watch $% in the ad6breaks there

is most usually an advert or music artist / band promotion. believe that social media

is the most e8ective way o marketing and promoting new releases 9$:, because

most people nowadays especially teenagers / you adults use social media. A great

e0ample o this again is disclosure as they are always releasing previews and little

snippets o their songs and music videos beore the actual release date. Another

e0ample too on acebook and $witter is the Maccabees posting mini clips rom their


4/13

8

;lastonbury perormance, which again encourages people to watch which then when

they like what they see they go and buy / download their music.

4'WHATFACTORSMAKEYOU5LIKE ABANDANDTHEREFOREDOWNLOADTHEIR

MUSIC, BUYTHEIRALBUMSORATTENDTHEIRCONCERTS3 HOWDOYOUDECIDE

WHICHBANDIS5COOL ANDWHICHISNOT3Me being a person who takes great pride in my ashion and the clothes hat

chose to where, is also one o the main elements to why would be interested

in a certain band, by their style. 5verall do listen to a wide range o genres,

however my avourites would have to be indie and electronic/2


5/13

8

TASK2

INTHESPACEBELOWLISTASMANYFEATURESCONVENTIONSOFMUSIC

VIDEOSTHATYOUCANTHINKOF'

(erormance/arrative

Bighting

Bip6syncing

Makeup / costume

%ariations o di8erent shots

(anning Ctoryline )narrative*

Delationship between the lyrics and the scenes within the video

Mise en scene )budget depending*

nstrument

A9;*+< M)*+ V+./* :

#' G/=/ C9>/=9>+E either a straightorward perormance video or a simple

narrative video )or mi0ture o the two* that illustratesthe meaning o the

lyrics and visualiFes the music in a straightorward way. t could be called

music video 1denotation3. A good e0ample o a classic mi0ednarrative/perormance video is (ulp3s Babies.


6/13

8

A(?+@9>+E the conventions demonstrated by the music video1auteur3 or creative director. C/he may use both perormance andnarrative, however, rather than simply illustrate the lyrics or sounds thisdirector will 1ampliy3 both with creative interpretation, unusual ideas andsurrealistic approaches. $here is still a direct link to the song, whether it

be the beat, sound or 1connotative3 link to part o the lyrics or song title.Cee Cpike )=/ E also created by 1auteur3 directors these videos arecompletelyabstract and have no obvious link to the music, lyrics, songtitle or artist. n this sense they are a point o 1dis>uncture3 rom the song.Cee Cpike


7/13

8

b* $he dominant musical arrangement that dictates the overall mood.$his could be a key guitar sound )the lead guitar in 1;et Bucky3 2at(unk* or a particular beat )1ptown unk3 Mark Donson*

5nce the director has identifed what he/she thinks is the key vocal ormusical element then this may be used to tap into the audience3s sense o

shared cultural history or interte0tuality e.g.

$he steel guitar N the American 2eep Couth and desert plains

An r3n3b beat or bass line N an urban environment

A group o choral voices N a place o religious signifcance e.g.H church or

graveside etc.

P/==(9/ V+./:

. :onventions o the band perormanceH a degree o authenticity o

the perormance is sought by the band and the director so we fndlip6sync close6up, mimed playing o instruments, repetition o chorusshots to enhance 1repeatability3, unusual camera shots and anglese.g. the micro camera shots attached to the neck o a guitar,sweeping crane shots to flm audience reaction to the band playingetc )see number O*

I. :onventions o solo artist perormanceH many o the above pluschoreographed dance routines to enhance 1repeatability3, a frstperson mode o address directly engaging the viewer through the

camera which involves many close up shots o eyes rolling andgesturing )see how these conventions have been adopted by 1(opdol3 contestants in a bid to appear proessional and authentic*and ithe video is a hybrid orm cutting between perormance andnarrative then the solo artist or band lead singer oten becomes parto the narrative story, acting as narrator and participant at the sametime )see or recordcompany will actually make that company any substantial proft.$his is why certain select proft making stars are manuactured,manipulated and marketed by the record label3s 1artist and


8/13

8

repertoire3 )AD* division so aggressively. $he star image oindividuals such as Michael


9/13

8

are now conventional or music videos. (lease look out or other

innovative e8ects.

BightingH 90pressive lighting a key eature o music videos. 90tremeartifcial light to create the 1bleaching3 e8ect on pop stars aces )making

them seem ageless*. Also the use o switching rom colour to black

white or sepia to indicate a shit rom chorus to verse. Also lighting e8ects

such as strobes or @ashing needs to be identifed. $his obviously links into

the use o :; in dance music videos to enhance the atmosphere.

Mise6en6sceneH look or the overall artistic concept in a video. s there a

theme such as the historical period e.g. the si0ties )Madonna3s 1GeautiulCtranger3 with its interte0tual link to the Austin (owers flm* or the

seventies )$he Geastie Goys 1Cabotage3 video which parodies the 1Ctarsky

&utch3 Q#s $% :op genre...also an interte0tual link*. 2oes the video3s

mise en scene ollow the need or authenticity in perormance videos by

using the concert hall or rehearsal studio setting. 5r is there an intentional

1parodic3 setting to e0aggerate star image as in many rap and rb videos

with a ocus on glamorous icons such as e0otic locations, beautiul cocktail

bars and stunning beachside houses with infnity pools )see Dick Doss

1&ere Am3*.

TASK4

TEXTUAL ANALYSIS OF MUSIC VIDEOS

ALL ON SCREEN SHOTS ARE CLEARER ON MY BLOG


10/13

8


11/13

8

TASK ANSWERALLTHE%UESTIONSBELOW THISISEXACTLYTHESORT

OFTHINGYOULLNEEDTODOWHENEVALUATINGYOUROWNCOURSEWORK'

#' W; .+. ;) */ >/ >/> ;) 9=/ 99;*+oy the song

2' I 9> >/> .+. ;) /)>/= +>3

rom liking their previous songs and seeing it on social media

4' W9> +)// . ;) >+J >+* >/> (+ 9-/ 9.

;)= +>/=?=/>9>+ >/ >/>3

A positive one, it makes you eel good and so gives o8 good vibes

' W+ -/>+* >/ />3

$hey are an indie alternative band, and so the clothing in which they are

wearing during the video is your typical 1indie/cool3 style clothing, shirts,

>ackets etc

&' T 9> />/> ./* >+* >/> *>=/> >/ -/>+* +>*


12/13

8

$he props used, the styling and the setting all link well together and ft the

indie category

6' W/=/ 9. ; ./* >/ >/> ./?9=> =( >/ -/>+*

>/ *=> ?/=* ./* +> 9**)(/ ;) 9=/3

?oung, di8erent, cool, trendy young adult.

' W9> 9**)(?>+* *//( > / (9./ 9)> ;)= 9**, 9;3

Middle to high class, your typical 9nglish background, probably rom a city

such as Bondon.

#0' W9> +>/=/*>* ./* +> 9**)(/ ;) 9-/3

##' W9> =//-9/ ./* >/ >/> 9>)9; 9-/ = ;)3

t3s a good tune, that won3t be over6played thereore will less likely

become boring

#2' W9> J/. >9J/ = /.3

$hat you understand their style o music and what a typical big city is like

on a daily basis 6 busy

#4' T 9> />/> . ;) =/*/(/ >/ +./9 =/9./= >9>

>/ -+./ *//J* > ?*+>+ ;) 9*3

am an older teen, who has a good taste in music, is cool, and dresses in

a indie and alternative style who has a keen interested in music


13/13

8

#' A=/ >/=/ 9; >9/ *+>* + >/ -+./* *>;/ !9. +

*, 9> . >/; +--/"3

#&' W9> =/*?*/* ./* >/ -+./ *//( > /?/> =(;)3

#6' H ?/ > /+9>+ +* ;)= =/*?*/ !9=/ ;)

+-+>/., +*>=)>/. = /=/. > =/*?. + ?9=>+)9=

9;*"3

%ery, you can interpret the video however you wish, with the part

perormance and narrative video- you take rom it what you see. believe

this again links with their uni=ue style in genre and singing and so their

videos re@ect this.

#' I* >/=/ 9; ?/9>; = > =/*?.+< + >/ /?/>/.

9;*3

o not at all

#8' T 9> />/> . ;) @. ;)=*/ =/9.+< 9

>/ / >/> 9. >/

Documents

269953459 2015 A2 Music Video Induction Video Killed the Radio Star 3