MEDIA TIMELINEA2 Coursework: Research & Planning

INTRODUCTION

• Before starting further research into my chosen media platform and genre I have created a slideshow displaying initial research into their history and development.

• As I have chosen the promotion package for the release of an album - including a promo music video, CD cover and magazine advertisement - I will look into the history and development of the music video platform, the acoustic music genre as well as both of them combined.

• This will help me understand how music videos have developed over time and have become what they are today, allowing me to apply my own research and new found knowledge to my very own music video to hopefully make it as successful as can be and appeal to the targeted consumer.

HISTORY OF THE MUSIC VIDEO

• Music videos that are produced in present day have come a long way since they first originated. Some may argue it is hard to depict a certain or specific time when the first music video was actually created, however it is said that the music video was formed even before films were associated with music themselves.

• For example, in the 1920s music was combined with projected images that acted as the visual element. This can be viewed through Spooney Melodies which is a prime example of what could be considered an early music video. (http://www.youtube.com/watch?v=6FB3koxdXzE)

• Vitaphone Shorts are additionally an early example of when music was combined with a moving picture. Vitaphone was a sound film system which were used for feature films - a very successful piece of technology which combined phonograph discs and a projector to display the visual element accompanying the sound. Warner Brothers used this Vitaphone method in order to produce many short and successful films, such as The Howard Brothers (http://www.youtube.com/watch?v=6V0uHdgQSpk) and The Jazz Singer promotional video (http://www.youtube.com/watch?v=FpjhEj9R_qU) which was a huge success in late 1927.

HISTORY OF THE MUSIC VIDEO

• Following on from the Vitaphone, rock and roll became popular amongst the television platform. More music artists were reaching out and trying to promote themselves and their sounds, helping the music video to develop. Musicians were experimenting with promotional material, with a high focus upon creativity. An example of an early music video is Bob Dylan’s Subterranean Homesick Blues (1965):

• http://www.youtube.com/watch?v=FKfrjk6suAQ

• Moreover, the late 1960s and early 1970s saw more unique and surreal forms of visual elements within the music video. It could be argued that the music video was experimenting with its boundaries and trying new things to appeal to different audiences. The music industry was growing and the need for new and exciting videos to promote the new sounds were becoming more challenging and demanding.

• E.g. Bohemian Rhapsody by Queen - http://www.youtube.com/watch?v=fJ9rUzIMcZQ

HISTORY OF THE MUSIC VIDEO

• One major impact on the music video was MTV, Music Television, which broadcast its first music video in 1981 ‘Video Killed the Radio Star’ by The Buggles. This was a major hit and the success of such music video attracted the attention of alternative music artists such as Michael Jackson to produce more music videos to accompany his tracks, reaching a wider breadth of audience. Music videos were becoming increasingly popular and the demand for them were ever increasing.

• Video Killed the Radio Star - http://www.youtube.com/watch?v=W8r-tXRLazs

• As technology has improved over the years, music videos are becoming more diverse and creative in present day. Advances in what technology can offer has led to a range of styles and narratives within different motion pictures. Music videos can be a form of expression, and in present day self-expression is becoming a major element promoted in everyday life. Some artists may chose a certain style of video to express a message, such as bullying, or to show a narrative which relates to the lyrics. Many music videos however focus on relationships, money and sexual expression through body language, location and props which can be a controversial debate.

• Examples of present day music videos include - Pink’s ‘F**kin’ Perfect’ which focuses on peer pressure and self worth (http://www.youtube.com/watch?v=ocDlOD1Hw9k).

HISTORY OF THE ACOUSTIC GENRE

• As my chosen song is of the acoustic genre I have looked into the history of acoustic music.

• Acoustic music is where a music artist solely uses an instrument without the addition of ‘electronically modifying’ the sounds through the instrument itself. For example, the difference between an acoustic guitar and an electric guitar is simply the sound created as a result of the ‘electric’ technology associated with the electric guitar, whereas the acoustic guitar sound is a result of the instrument on its own.

• Acoustic artists may electric amplifiers to increase the sound of their music however this does not affect the natural original sound of the instrument.

• Acoustic music has been popular since the beginning of the musical industry as technology hasn’t always been advanced to modify sounds. Artists only had the original sounds created solely by the instrument to work with, however as technology has developed and newer sounds have been created the acoustic genre can be argued has fallen behind. However, more artists are including acoustics within their work and reproducing acoustic versions which can sometimes sound like a completely different song which shows how much technology had made an impact on the genre.

• In 1990, a television show called MTV Unplugged displayed acoustic performances by music artists which promoted the newly branded “unplugged” versions.

• Example - Original vs. Acoustic version of David Guetta’s ‘Titanium’ ft. Sia.

• http://www.youtube.com/watch?v=QA_CNajQpJY (Acoustic Cover by Boyce Avenue) - http://www.youtube.com/watch?v=JRfuAukYTKg (Original by David Guetta)

ACOUSTIC MUSIC VIDEOS• Acoustic music videos have ranged over time yet still have the same conventions such as featuring the artist playing an

instrument, most commonly an acoustic guitar.

• Acoustic music videos appear to either, as stated, just feature an artist playing and singing in a studio/stage or follow a narrative such as Colbie Callait’s ‘Bubbly’ (http://www.youtube.com/watch?v=AWGqoCNbsvM) or Jason Mraz’s ‘I’m Yours’ (http://www.youtube.com/watch?v=EkHTsc9PU2A).

• From looking at acoustic music videos such as the ones above, I feel as if they follow a style which reflects or connotes a laid back attitude. The acoustic sound itself can be regarded as quite calming and relaxed as it is smooth, natural and not harsh to the ear when listened to. However, even the mise-en-scene such as location and props generally portray an easy relaxed atmosphere - e.g. the use of the beach and surfing shows people leisurely enjoying the sea and having a good time.

• Acoustic music is also merging with other genres such as Acoustic Rock and there has been a documentary where the relationship between the rock genre and music genre has been discussed. (http://www.bbc.co.uk/programmes/b0141myx). In addition, rock songs ‘go acoustic’ where they are stripped of their electronic technology and focus on an acoustic version of the track.

THE DIGIPAK• A digipak is a form of packaging which can contain CDs and DVDs in a heavy cardboard structure or a similar material, as

opposed to traditional jewel cases. Many digipaks contain three sections, including a plastic case for the main content (CD/DVD) and have two other sections which open out (these can feature photographs for example).

• Digipaks were first created by MeadWestvaco in 2000, which trademarked the name ‘Digi-pak’ for this new innovative type of packaging. However as these forms of packaging developed, more manufacturers adopted the same approach and the term ‘digipack’ is now a general term for soft packaging for CDs and DVDs.

• Digipaks can be argued as more environmentally friendly as they can be made using recycled paper and card in an environmentally friendly way. They are more aesthetically pleasing than the jewel case and offer more space, which may appeal to bands and record labels.

• However they are more expensive to produce and despite looking better, they do not offer as much protection as traditional jewel cases. The disc inside may become damaged and the paper/card material of the digipak is more susceptible to wear and tear after use so therefore this form of packaging is not always the first choice made by the producer/band/record label.

MAGAZINE ADVERTISEMENT• Advertising plays a large role in the magazine industry as one advert from an

exterior source included in a magazine can gain a profit. Exterior sources, such as record labels or music producers pay a certain amount for a magazine to put their advertisement within their pages. By doing so, the advertisement reaches a much wider breadth of audience and aims to sell the product more successfully.

• Companies will chose specific magazines that will address their target audience so usually advertisements within magazines are tailored to the interest of the reader. For example, a new clothing brand may feature in a women’s fashion magazine such as Vogue, whereas a new brand of guitar may feature in a music magazine, Total Guitar for example. The target audience is a large factor when deciding what magazine to place an advert in.

• Over time, magazine advertisement has become more popular as more emphasis has been placed on the power of the media. Advertisements are becoming more creative and serve to capture the interest of the consumer, appealing to them aesthetically to convince them to buy the product they are trying to sell.

• Some music advertisements will feature a house style which will be featured on the new album, to create a visual link between the advert and actual product. Some appear minimal, as the music itself can be difficult to express through a paper advertisement. However some mention particular titles of songs which have already been released which may draw the attention of the reader and appeal to such consumers.

INFLUENCE• From conducting this research it has allowed me gain a better understanding of how the music

video has developed and how environmental and exterior factors of society can impact upon the content of what goes into a video. I have learnt that music videos can reflect society during the time, and can be a form of expression reaching out to wide breadths of audience.

• I have also gained a better understanding of the acoustic genre, and this will greatly help my work. As I have looked upon existing acoustic music videos I have noticed several conventions such as a laid back atmosphere created through the mise-en-scene of location. I will incorporate more outside locations to help conform to what I have seen in existing videos - acoustic and natural sounds are better portrayed in natural settings, such as fields and open spaces.

• In terms of cinematography, establishing shots showing the environment will help create an atmosphere and a sense of freedom, which I found in many existing music videos such as ‘Bubbly’ by Colbie Callait. Close ups will be used to show and express the emotions of the actors included in my video, as this is a key feature amongst music videos in general.

• For our own music video, we aim to use a song similar to this (Joe Brooks - Holes Inside: http://www.youtube.com/watch?v=zCPlkVgMUDw) and the music video shows an outside location and the use of natural light. It also uses the difference between day time and night time to create a contrast which I found an interesting concept which I may include in my own work.