Music videos have evolved over time and the conventions have changed. MTV which began broadcasting in 1981 was a massive influence on the music industry and there was a rise in music TV. Michael Jackson was very successful with his high-budget productions such as Thriller (1983) and Bad (1987)
Some artists started to propel to mega-stardom, bypassing in some cases the traditional route of live performance videos, a good example of this is Madonna who;s videos have always been high profile an innovative. the emphasis on image, performance, choreography and the use of close-ups have arguably been especially helpful to the evolved success of female acts.
Some artists started to propel to mega-stardom, bypassing in some cases the traditional route of live performance videos, a good example of this is Madonna who;s videos have always been high profile an innovative. the emphasis on image, performance, choreography and the use of close-ups have arguably been especially helpful to the evolved success of female acts.
What is a Music Video?
A music video can be anything, they have specific conventions, can tell a story or be completely different to the lyrics but most importantly they have to be visually memorable and worth watching over and over. Modern music videos are primarily made and used as a marketing device intended to promote the sale of music. Music videos can use a wide range of styles of film making including animation, live action, documentaries and non-narrative/abstract approaches.
"A distinctive art form which can allow really interesting creative opportunities" (P.Fraser 2005)
According to Andrew Goodwin (Dancing to Distraction 2003) the six points of a music videos are:
Molly
A music video can be anything, they have specific conventions, can tell a story or be completely different to the lyrics but most importantly they have to be visually memorable and worth watching over and over. Modern music videos are primarily made and used as a marketing device intended to promote the sale of music. Music videos can use a wide range of styles of film making including animation, live action, documentaries and non-narrative/abstract approaches.
"A distinctive art form which can allow really interesting creative opportunities" (P.Fraser 2005)
According to Andrew Goodwin (Dancing to Distraction 2003) the six points of a music videos are:
- Genre characteristics
- Visuals/Lyrics
- Visuals/Music
- Need to sell artist
- Intertextuality
- Voyeurism
By this Andrew Goodwin is stating that there should be or is...
- A relationship between the lyrics and visuals with the visuals illustrating, amplifying or contradicting the lyrics.
- A relationship between the music and visuals again with visuals illustrating, amplifying or contradicting the lyrics.
- Particular music genres having their own music video style and iconography, for example heavy rock tend to incorporate live performances.
- There is a demand on the part of the record company for lots of close ups of the main artists/vocalist.
- Star iconography, in and out of their videos over time they becomes part of their star image.
- A likely reference to voyeurism, particularly in the treatment of women.
- A likely intertextual reference either to other music video, films or TV texts.
- as a guarantee of 'authenticity' of a bands musical virtuosity by showing them on stage performance or rehearsal room.
- To establish a relationship to familiar film or TV genres in a narrative based video.
- As a part of voyeuristic context by suggesting a setting associated with sexual allure, such as a sleazy nightclub boudoir.
- or, as John Steward suggests, to emphasize an aspirational lifestyle, as in the current emphasis on the latest gadgetry.
Typical conventions of a music video:
- Typical locations-urban areas, gigs, clubs.
- Typical Characters-musicians, singers, dancers, band, love interest, protagonist.
- Typical Mise en Scene- glamourous, instruments microphones, appropriate costume to genre.
- Typical Narratives-violence, people enjoying the music, playing instruments, cross cutting between artists and story, chasing the love interest.
- Typical Media Language- fades from scenes, close ups, bright lights, dynamic use of camera, lip synching, lyrics linking to the visuals.
- Typical Ideologies- love is important, passionate about the music and genre of music, music is a lifestyle not just a career.
Molly
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