Music Videos..Classwork..

Music Videos

The use of music videos for artists have been around since 1920, artists used to make videos that would simply accompany their songs. Bessie Smith was one of the first to make videos to accompany her music. What the music video consisted of was Bessie in a simplistic, low key and low expenditure setting such as a bar. She just simply sang at the camera and did not make a performance or a dance. This was usual to many music videos that followed in this time frame, simplicity was key.

Their are pioneers in the music videos just like Bessie Smith whom people believe where the first to bring new aspects and codes and conventions to music videos. Bob Dylan is supposedly the first example of modern music videos, with the 1965 "Subterranean Homesick Blues". In which in this video below Bob Dylan uses key cards with his songs lyrics written on them. This aspect paved the way for a lot of bands/artists to know that they can play around in their music videos and most importantly be creative and quirky. A lot of indie bands especially take on these codes and conventions but are also used a lot in RnB music videos. 

 

In the 1970's their was a new breakthrough within making music videos, as the record industry discovered TV shows as a great way to promote artists. Short promos were the main focus in the beginning of new music videos. This meant that the record labels artist or band could be in more places at once, instead of having to do live performances. This new system enabled them to replace the artists on the stage to being constantly available on the TV. 

Another pioneer was the band Queen and their music video for "Bohemian Rhapsody" in 1975. This is the first music video for a band that is highly considered by many as the first music video promo. This video alone set new media codes and conventions for music videos. 

Camera Work (Technical Codes)

 When making a music video camera movement, angle and shot distance all need to be analysed. When making a music video the shots that are predominately used are close-ups and mid-shots. They are asked to be used by the record label, as it makes the artist or band recognisable and creates a relationship between them and their fans. When it comes down to the editing of a music video fast-montage is the most common form of editing. It renders many images all at once thus making it impossible to grasp all of the content in the music video from the first time of viewing it. Meaning that you need to watch it multiple times, this then means that the artists video will generate more views and possibly more fans. Some artists like to tackle the usual codes and conventions of music video editing such as Wiley, Ok Go and Lisa Loeb have all made music videos with absolutely no cuts.

Wiley- Cash in my pocket:
http://www.youtube.com/watch?v=s6bNKS8QAjM   


Lisa Loeb- Stay (I Missed You):




OK GO- This Too Shall Pass:



The modern music video's contain these processes firstly video recording, editing and lastly effects such as chroma-key or green/blue screen. In the 1990's a new form of editing was brought in, a fast cut montage became popular as this meant people would have to view the music video multiple times to get all of the information, about the singer/band and music video. They also incorporated split-screens in to music videos as a new form of editing process for them. In 1980's releasing a music video became standard for all genres, for e.g. stage performances in rock videos, dance routines for pop music videos.

Goodwin's codes and conventions for music videos:

1.Music videos demonstrate genre characteristics.
2.There is a relationship between lyrics and visuals.
3.There is a relationship between music and visuals amplifies, illustrates, contradicts.
4.The demands of the record label will include the need for lots of close-ups of the artist and the artist may develop motifs, which reoccur across their work. (A visual style).
5.There is frequently reference to notion of looking (screens within screens, telescopes etc.) and particularly voyeuristic treatment of the female body. (scopophila)
6.These often have an intertextual reference (to films, TV programmes, other music videos etc.)

Intertextual references:
Intertextual references are referencing any form of media through another form for paying homage of a film in a music video by making a spoof of a particular scene from that film. When looking in to intertextual references, the audiences will all have different responses. Obviously some are hidden and the more intelligent people, perhaps will recognise these references first. Upon recognising them the audience will understand and feel privileged to notice these obscure references. For those of whom don't understand the more obscure references, their will be easier references. Advertisers use product placement works as an easier form as it is selling you an item for e.g. a mobile phone in a music video, which thus recognising the item and why its there will also make you feel inferior. This is also a ploy to get you to buy it as you may wont to look in to the product more. However more importantly product placements are used to make you want the item because primarily in the music video it's used by your favourite band or artist. TV shows such as "Family guy" and "The Simpsons" often use intertextual references to look at many media platforms such as films, other TV shows, music, celebrities, books and technology such as brands like "Sony" or "Apple".

Two music videos that use it are:


Beastie Boys- Sabotage:



This music video by the Beastie Boys was shot in the style of a 70's cop show. It is also in the style of a spoof to make fun out of American cop shows.

George Michael- Outside:



This music video was to use intertextual references, to refer to the media coverage George Michael was getting at the time, he was referring to news articles and headlines through a variety of media platforms. Not just newspapers but TV also.