Task 1 – Understand the
Purpose of music videos
History of Music Videos
Music videos are short films or a video that is supported by the usage of music
or generally songs. Over a period of time music videos have developed with the
use of technology alongside the generation of ideas conveyed.
For example one of the first music videos presented was around the 1920's, an example being Bessie Smith – Baby Won't you please come home. One purpose of the music video is for her to portray her feelings through the music video for Clarence Williams; the use of technology was at a minimal at that era therefore a use of images was presented. This did not stop meaning to be portrayed and the themes of love to be explored. The purpose of this music video in that era was presented to allow a connection to be made and a way to relate to individuals own experience.
For example one of the first music videos presented was around the 1920's, an example being Bessie Smith – Baby Won't you please come home. One purpose of the music video is for her to portray her feelings through the music video for Clarence Williams; the use of technology was at a minimal at that era therefore a use of images was presented. This did not stop meaning to be portrayed and the themes of love to be explored. The purpose of this music video in that era was presented to allow a connection to be made and a way to relate to individuals own experience.
Bessie Smith: http://www.youtube.com/watch?v=zCrtErmipXE
Music videos then went on to become more advanced in the use of technology allowing presentation of movement and in my perspective an actual start for music videos.
A major example and interest of this is Bob Dylan - Subterranean Homesick Blues, this was originally released in the 1965. Music videos developed in the success of having movement, this specific music video is very simple as it is produced from a single camera format. The individual holds the different slides of sheets with significant words for the duration of the song; the video expresses relevant messages as it looks at different people i.e. the users, cheaters. It also has some indication with the government and leaders.
Music videos have a set purpose; a major use of music videos is for the generation of money and wealth, this is one of the most common methods in producing a music video this being so that they are able to make a living out of their talents and gain great publication from the money and wealth. In addition to sell the song being produced, and invoke a reaction. This will allow individuals to become more memorable with the song presented to them. This allows in some cases better connection to be made with the song as it allows it be more relate-able and getting a reaction from the viewers will allow the music to have more recognition and awareness from the support of word of mouth.
Some may use music videos for marketing purposes in order to expose or expand the artist's portfolio. The artist would appear in the music video mainly to creates sales and create more self awareness and exposure for themselves. This purpose of music videos will be mainly done through the use of Performance based as it is cheap but also focused more on the artist. Another purpose of the use of music videos is to entertain, this being to present talents the musician has. This could be for example their dancing, acting or ability to play instruments.
Individuals may see the use of the music videos as a purpose in being able to allow viewers to have better understanding of the world, message or lyrics provided, this could apply to the use of a narrative based videos. This understanding will allow the artists to express their feeling but also connect with viewers, furthermore another purpose of the use of music videos may be purely down to wanting to sell CDS to their viewers, this allowing individuals to have a more memorable visual of the music and gain profit.
The song had great success and this may be down to the fact of the reaction created by viewers, the serious tone complemented well with the story put across. The use of the narrative allowed a positive reaction to be provided as the music video gives a contrast from the present and the past. An over voice is given of the old women, speaking about the past and her desire to go back for one day. The purpose of this music video is to evokes viewer's feelings and was done well as many may reflect on their past relationship and may find they feel the same with the situation presented. The video contains scenes of Katy Perry and her past boyfriend fighting, in addition scenes with the theme of love. Later on the song is taken too an elderly women standing by a fence and looking into the distance.
The development of this song is based on the incident of 9/11 this creating more awareness for the song as it is interacting with the daily lives of the viewers. The sensitivity of the song also makes the song popular as it is allowing us to reflect on what has happened and our behaviors. The song informs people what is wrong with the world.
OK Go: http://www.youtube.com/watch?v=dTAAsCNK7RA
An example of a successful music video is Michael Jackson "Thriller", it was listed by Guinness world Records in 2006 as the "most successful music Video." Michael Jackson's "Thriller" sold over 9 million. It also won a Grammy in 1985 for Best Video album. In addition People's Choice awards, USA awarded Thriller for Favorite Music Video in 1984. Thriller success expanded over the years as the "National Film Preservation Board, USA" awarded it for National Film Registry in 2009. Thriller is very successful as it has stayed memorable and popular. The reason for it huge success may be down to the fact it was different therefore creating more recognition.
Michael Jackson "Thriller": http://www.youtube.com/watch?v=sOnqjkJTMaA
CD Sales
Successful Record Labels
A successful Record label is Aftermath Entertainment; it is an American record label founded by Dr Dre. It is distributed through "Universal Music Group's Inters cope Records." In addition to this it includes artists such as Dr. Dre himself, 5O Cent, Eminem & many others. Aftermath parent company is Universal Music Group, it is founded in 1996, it main genre is Hip Hop.
Music videos then went on to become more advanced in the use of technology allowing presentation of movement and in my perspective an actual start for music videos.
A major example and interest of this is Bob Dylan - Subterranean Homesick Blues, this was originally released in the 1965. Music videos developed in the success of having movement, this specific music video is very simple as it is produced from a single camera format. The individual holds the different slides of sheets with significant words for the duration of the song; the video expresses relevant messages as it looks at different people i.e. the users, cheaters. It also has some indication with the government and leaders.
Bob Dylan: http://www.youtube.com/watch?v=xKkp8R35l2g
Music videos were also acknowledged also as a technique of promotion, this for
example is expressed in the “Top of the pops”, this is done by getting the
singer to provide a live performance and then engaging viewers to the song by
providing the video. Another recent
example of this is the movie Footloose that was promoted by Blake Shelton. A
current and on-going use of promotion of music videos is the MTV; the
first awarding was in the 1984. An award is presented by the cable channel of
MTV to honor the best music Videos. This is one way for music videos to gain
recognition and allows exposure for both the Music Video and artist.
The Purpose of Music Videos
The Purpose of Music Videos
Music videos have a set purpose; a major use of music videos is for the generation of money and wealth, this is one of the most common methods in producing a music video this being so that they are able to make a living out of their talents and gain great publication from the money and wealth. In addition to sell the song being produced, and invoke a reaction. This will allow individuals to become more memorable with the song presented to them. This allows in some cases better connection to be made with the song as it allows it be more relate-able and getting a reaction from the viewers will allow the music to have more recognition and awareness from the support of word of mouth.
Some may use music videos for marketing purposes in order to expose or expand the artist's portfolio. The artist would appear in the music video mainly to creates sales and create more self awareness and exposure for themselves. This purpose of music videos will be mainly done through the use of Performance based as it is cheap but also focused more on the artist. Another purpose of the use of music videos is to entertain, this being to present talents the musician has. This could be for example their dancing, acting or ability to play instruments.
Individuals may see the use of the music videos as a purpose in being able to allow viewers to have better understanding of the world, message or lyrics provided, this could apply to the use of a narrative based videos. This understanding will allow the artists to express their feeling but also connect with viewers, furthermore another purpose of the use of music videos may be purely down to wanting to sell CDS to their viewers, this allowing individuals to have a more memorable visual of the music and gain profit.
Narrative Based Video
A narrative based music video will mainly include footage that
tells a story through moving image. This usually includes actors; the story is
sometimes lyrically linked with the story being presented to individuals. This
type of music video is mostly popular for songs that feature movies and often
will include scenes cut out from the movie in the music video. An example of this being Pitbull - Back in time. (http://www.youtube.com/watch?v=LIDwgpBh0Aw)
The Success of a music video in my perspective depends on the
connection and impact it has on individuals, for example looking at "Katy
Perry- The one that got a Way" The song received mainly positive
reviews, it reached the top of Billboards for Hot dance club songs, adult Top,
Chart, Mainstream and Top 40 Chart. Overall from February
2012, the single sold more than 2 million digital copies in the United States
alone. In addition the Video had 130
millions views on VEVO.
The song had great success and this may be down to the fact of the reaction created by viewers, the serious tone complemented well with the story put across. The use of the narrative allowed a positive reaction to be provided as the music video gives a contrast from the present and the past. An over voice is given of the old women, speaking about the past and her desire to go back for one day. The purpose of this music video is to evokes viewer's feelings and was done well as many may reflect on their past relationship and may find they feel the same with the situation presented. The video contains scenes of Katy Perry and her past boyfriend fighting, in addition scenes with the theme of love. Later on the song is taken too an elderly women standing by a fence and looking into the distance.
The song evokes empathy and emotion as the narrative shows the
loss of a loved one, and the popularity of the music is generated from the fact
that some may be able to relate and connect with the song. The music video reaches a purpose in not only connecting with viewers but it
entertains, this is down by the presentation of Katy Perry in the
future and the past. For many this creates a fantasy and allows them to take a
step away from reality in their own deep thoughts. The music video presentation emphasizes this
great loss and yearning of love, gaining the attention of viewers as the song ends
with the car violently rolling over. The older version of Perry is left
standing at the spot of her former boyfriend.
His appearance allows a last minute connection revealing their matching
tattoos. Then reality is re-enforced as the ghost vanishes and Katy Perry turns
and silently walks off.
The song as a whole creates feelings, as the lyrics are at sync
with the narrative presented, but also the use of the ending bringing reality
back on viewers allows them to realize what was there and now. It allows many
viewers to reminisce in their own lives & memories and then breaks this
away by showing the reality. Katy Perry exposure developed from her previous songs e.g. Teenage dream, but this song allowed many to become aware of the
artist creating recognition which could be one aim for a music video.
Katy Perry: http://www.youtube.com/watch?v=Ahha3Cqe_fk
Concept Based Video
Another major aim in music
videos may be to get a message across, by presenting a concept to individuals
and the song "Black Eyed Peas - Where is the love that" does this
well. The music video has "topped 13 international charts."
From the video you can see
that the main purpose is to present a message and this is being emphasized from the use of one image that is being re
- enforced throughout in different ways. The music video looks reaching a message by concentrating on themes this being: love, discrimination, hate & anger, Killing and people dying. This
generally being the negative influence of life and the song questions
"Where is the love" It looks at what we are surrounded by in today's
society and how we are acting. The message of this video is to open our eyes to
the reality that’s other may be going through and how we are taking things for
granted and not showing no love but being influenced by meaningless factors e.g.
Drama and gossip as mentioned in the song.
The development of this song is based on the incident of 9/11 this creating more awareness for the song as it is interacting with the daily lives of the viewers. The sensitivity of the song also makes the song popular as it is allowing us to reflect on what has happened and our behaviors. The song informs people what is wrong with the world.
The purpose of the song from
black eyed peas is to get a message across from the lyrics of the song provided
therefore the music video is aimed at individuals and a re-accruing question
mark to allow individuals to think in relation to what is being presented and
provided to use.
In relation to this, the music video Christiania Aguilera- Beautiful has also a main purpose of conveying a message; she is presenting a message that no matter who you are, you are beautiful. This connection can be made for many going through a hard time or finding it hard to express who they are. The video for Christina Aguilera aims at different people and how they are affected, this including Homosexuality, Anorexia, Bullying and so on. This not only targets at those people but also allows individuals to question their own action to society and the way we behave. In my perspective it puts across this message that we should appreciate our life's and respect others.
In relation to this, the music video Christiania Aguilera- Beautiful has also a main purpose of conveying a message; she is presenting a message that no matter who you are, you are beautiful. This connection can be made for many going through a hard time or finding it hard to express who they are. The video for Christina Aguilera aims at different people and how they are affected, this including Homosexuality, Anorexia, Bullying and so on. This not only targets at those people but also allows individuals to question their own action to society and the way we behave. In my perspective it puts across this message that we should appreciate our life's and respect others.
Christiania Aguilera: http://www.youtube.com/watch?v=eAfyFTzZDMM
Black Eyed Peas: http://www.youtube.com/watch?v=WpYeekQkAdc
Performance Based Video
These are music Videos that feature the artist, band or group performing the song through the majority of the music video. It is probably the cheapest method for a music video production. A good example of this would be Foo Fighters - Best of you. Within the music video it is mostly performance based.
Another great example is OK
Go "Here it goes again". The Video consists of the band performing a
routine on treadmills; it is an abstract and original idea that is not done in
other music videos. This allows more recognition and
also allows the music video to be more memorable. It is very simple and yet effective as it gives the band good promotion and success.
Foo Fighters: http://www.youtube.com/watch?v=h_L4Rixya64
Black Eyed Peas: http://www.youtube.com/watch?v=WpYeekQkAdc
Performance Based Video
These are music Videos that feature the artist, band or group performing the song through the majority of the music video. It is probably the cheapest method for a music video production. A good example of this would be Foo Fighters - Best of you. Within the music video it is mostly performance based.
The video is made up mostly
of shots showing the band performing the song or Dave Grohl lip syncing the
song with a microphone in front of him. However they have made the music video
interesting by including clips other then members of the band. This makes
the video more interesting and allows a creative edge to be displayed for example
it includes waves from a beach. The video was done after the death of one of the band
mate's wife and is a notion on dealing with pain in life. The video features
the band playing on top of an abandoned hospital and gives a creative
edge by presenting clips that display pain, depression or anger. E.g this being
a baby crying for instance or the snarling wolf that is presented to viewers.
Foo Fighters: http://www.youtube.com/watch?v=h_L4Rixya64
Successful Music Videos
An example of a successful music video is Michael Jackson "Thriller", it was listed by Guinness world Records in 2006 as the "most successful music Video." Michael Jackson's "Thriller" sold over 9 million. It also won a Grammy in 1985 for Best Video album. In addition People's Choice awards, USA awarded Thriller for Favorite Music Video in 1984. Thriller success expanded over the years as the "National Film Preservation Board, USA" awarded it for National Film Registry in 2009. Thriller is very successful as it has stayed memorable and popular. The reason for it huge success may be down to the fact it was different therefore creating more recognition.
Michael Jackson "Thriller": http://www.youtube.com/watch?v=sOnqjkJTMaA
CD Sales
Successful Record Labels
A successful Record label is Aftermath Entertainment; it is an American record label founded by Dr Dre. It is distributed through "Universal Music Group's Inters cope Records." In addition to this it includes artists such as Dr. Dre himself, 5O Cent, Eminem & many others. Aftermath parent company is Universal Music Group, it is founded in 1996, it main genre is Hip Hop.
Another successful record lab is SONY BMG Music Entertainment. The
former type is a joint 50-50 venture between Sony Corporation and Bertelsmann
AG. Sony Music Entertainment is owned by
Sony Corporation of America. The label was founded in March 3, 2004. This in comparison
to Aftermath Entertainment does not have a specific genre and ranges from
different types of artists such as T-Pain, Mariah Carey, Destiny Child and many
others.
Video Directors
Video Directors
David Fincher directed "big
budget music videos" for artists such as Madonna, Paula Abdul, Don Henley's, Roy
Orbison and many others. One of David Fincher Music
Videos that gained my interest is Sting "Englishman in New York"
produced in 1987 alongside his album. Sting Record label put a remix that
played with the same introduction and some of the instruments used. The new
version reached number 15 in the UK.
The song having such great success in
the 90's is in my opinion down to the direction that David Fincher took the
music video. One being the use of the black and white allows the video to be
more stylish. In some ways the use of black and white creates the contrast
between sting and New York.
In addition the music video reached the ideology that sting is trying to present, this is done through the end of the video as the song fades with an elderly women sat smiling. We can interpret this in many ways, one being her journey and adaptability in New York which has made her happy or in my viewpoint the ambition and desire to meet people causing her to feel more welcomed in New York. This is down to the fact that sting is singing "I'm an alien I'm a legal alien", therefore could mean an alienation from people.
Another popular director of my interest is Julien Christian Lutz know as Director X, he is a Canadian music Video director. One of the music videos of my interest is Justin Bieber "Boyfriend", this music video been very successful reaching 8 million views in 24 hours. In my perspective the success of this music video came from the simplicity that Director x placed in the music video. For Justin Bieber it provides a new look, a more adult and grown up look. This gaining the viewers attention as it stands out from the previous work Justin bieber has produced. Including Cars, girls and just young people hanging around allowed this to fit well. The close up and effects behind Justin Bieber allow a creative edge to be displayed alongside the simplicity of the setting.
Looking at the Directors production in Music videos you are able to see how directing over the years has changed. We can see that the popularity of the use of black and white has faded and more introduction of color. At that time, taste and interest of music videos was different and today we are able to see that the availability of advanced technology has allowed this change. The presentation of special affects and software's for editing has allowed more dynamic and creative music videos to be presented.
In addition the music video reached the ideology that sting is trying to present, this is done through the end of the video as the song fades with an elderly women sat smiling. We can interpret this in many ways, one being her journey and adaptability in New York which has made her happy or in my viewpoint the ambition and desire to meet people causing her to feel more welcomed in New York. This is down to the fact that sting is singing "I'm an alien I'm a legal alien", therefore could mean an alienation from people.
Sting "Englishman in New York":
http://www.youtube.com/watch?v=d27gTrPPAyk&feature=related
Another popular director of my interest is Julien Christian Lutz know as Director X, he is a Canadian music Video director. One of the music videos of my interest is Justin Bieber "Boyfriend", this music video been very successful reaching 8 million views in 24 hours. In my perspective the success of this music video came from the simplicity that Director x placed in the music video. For Justin Bieber it provides a new look, a more adult and grown up look. This gaining the viewers attention as it stands out from the previous work Justin bieber has produced. Including Cars, girls and just young people hanging around allowed this to fit well. The close up and effects behind Justin Bieber allow a creative edge to be displayed alongside the simplicity of the setting.
Jusitn Bieber "Boyfriend" :
http://www.youtube.com/watch?v=4GuqB1BQVr4
The Director of my final
interest is Colin Tilley, he is an award winning music video director and has
written and directed music videos for artist such as Justin Bieber, Chris
Brown, Justin Timberlake, Keri Hilson and many others.
One of his music
videos of my interest is his recent, Chris Brown "Don't Judge Me." In
my opinion his work stands out and makes an entrance. The song's meaning and
narrative are performed in the journey Chris brown makes. The special effects and green screening allows a creative piece to be delivered. Once again simplicity is inputted such as the
scenes on the couch to allow a mixture and keep the viewers attention.
Chris Brown "Don't Judge Me" : http://www.youtube.com/watch?v=z29nI8RQV0U
Looking at the Directors production in Music videos you are able to see how directing over the years has changed. We can see that the popularity of the use of black and white has faded and more introduction of color. At that time, taste and interest of music videos was different and today we are able to see that the availability of advanced technology has allowed this change. The presentation of special affects and software's for editing has allowed more dynamic and creative music videos to be presented.
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