“Discuss the different purposes for music videos covering a range of examples from different era’s and genres” Intro: This piece of writing is about music videos and how they have changed through the decades of different genres. In class, we have been learning the conventions, styles and technique of music videos for this project, which will be shown in my knowledge bellow and examples we made. And I have been watching multiple music videos to gain an understanding to the industry and use as inspiration for our own music videos we’ve made. In doing so we had to understand what music videos are…
Part 1: About music videos Music videos are short films for songs, produced for promotional or artistic purposes, (Which was first used in the late 1970’s/ early 1980’s.) However, there are some cases when music videos are used in marketing campaigns to become more than just a song, creating a difference to the world. By the 1990s a great number of videos; representing many genres of music—from traditional to experimental rock for example, were being produced yearly. Although music videos have usually been aimed at a teenage audience, many videos of ballads or "soft rock" songs are now directed at older viewers. Considering the vast popularity of music videos, the style and content of them have strongly influenced advertising, television, film, and popular culture. A prime example of this would be “Video Killed The Radio Star” by The Buggles. Where history was made, when MTV made it the first broadcasted music video on August 1, 1981 at 12:01am. [1] (Which happens to be in the genre of pop.)
Part 2: styles There is a variety of music videos styles, these include….
Live footage Live footage videos are shot as though they are performing live / the video is happening live. They are more commonly used for indie and rock bands, as they may want to stray away from pop music genre videos. And a big reason for this is the difference in the main focus of the music videos; compared to pop ones. An indie example of a live footage music video would be ‘Video games’ by Lana Del Ray, released in 2011 [2]. Here you can see multiple shots of live footage of couples, celebrities and multiple famous locations, added with lip-syncing from the artist (Lana Del Ray). They tend to be shot to show the dynamic of a group and if shot in a studio, they create a sense of immediacy making the viewer feel close to the origin of the track. What’s most noticeable about live footage videos is that there are lots of jump cuts, from one clip to another. As well as this, what’s most recognisable is the fact that a lot of live footage videos have an unstable shot, for example shaking, which contributes to the live action effect of the video. A lot of bands/artists may use this style as it could cost less money if they used pre-filmed clips rather than producing all their music video from scratch. An example of this would be ‘DRUGS’ by RATATAT, released in 2010. [3] Where you see found footage twisted to create truly chilling effects. Only stock footage from the media agency ‘Getty’ was used, putting together actor’s show reels in a way it becomes increasingly unnerving as the song progresses. The purpose of live action music videos could be anything from making to viewer feel as though they are preforming the video live or to portray old footage in a certain way. It really depends on the artist and the message they want to convey through their music video.
Animation Animated music videos are ones made from animation software rather than footage of the real-life band/artist. They are a great part of the medium and a go-to for artists who don’t want to appear in their music videos or want to be creative in their video in an individual way. Also, they can create a strong brand like Gorillaz, who are known for their unique animated characters, an example of them would be their video ‘Clint Eastwood’, released in 2001. [4] And you can create a story behind your characters, again like Gorillaz, as they have shown how the characters have grown up through the music and their videos. Additionally, it creates a mysterious vibe behind the singers/band; which could draw viewers in. Music videos have also become a lot cheaper & easier to produce in recent years, so the number of cartoon clips have majorly increased as technology is more accessible; especially among smaller acts on a tight budget. A notable aspect to animated music videos is that lots of them share a captivating
story either from one video or across all the artist music videos, which often convey a message in their own original style. Plus, it can be a fun way to illustrate your song lyrics and can create an inspirational story or just an amazing animation. As well as this animated music videos give the artist more freedom & flexibility with visuals than you can do in live action music videos. An instantly recognisable feature would be the originality of the cartoon, each one is different, making animated music videos so special as you can create your own characters and maybe an alternative personality to your own. The music genres that suit animation the most would be, Alternative, rock, electronic and indie. An uncommon genre example would be ‘Anvil’ by LORN which is ‘Intelligent dance music’, released in 2015 [5] This track is set in the year 2100, and is about how ‘to combat overpopulation, the post-mortem social network “Anvil” is released.’ An example of a more commonly seen genre is ‘Do the Evolution’ by Pearl Jam, released in 1998 [16]. And the song is based upon the book 'Ismael'. Comparing to live footage videos, visually, animation is different because obviously, it is cartoon where live footage is not. And live footage varies in camera angles compared to animation. Also, live footage tends to be more realistic whereas the visuals to animation mostly is not. However, they both include many jump cuts. The purpose of animation in music videos varies depending on the artist but the most common one, would be to create a Surreal, fantasy story that cannot be done by live action footage. Another purpose would be to save money if you are on a budget, like some live footage videos to.
Surrealist Surrealistic music videos are very abstract, and don’t always have a relation to the music itself. These types of music videos are very artistic and creative and usually contain a variety of live footage and animation to add surreal effects or distortion. Plus, appear to be influenced by visions or dreams. An example would be ‘Bliss’ by MUSE, released in 2001. [6] Here you can see front man (Matt Bellamy), falling through a space like location into a galaxy. There are many extreme close up shots with live action and animation. This could or could not relate to the song as bliss means paradise/supreme happiness so his idea of bliss could be space or it could be as though he is dreaming. On the other hand, the situation is rather the opposite to bliss. However, the artist’s definition on the song is “it's a state of mind where you give out everything you have without any need for return. It's also a song aimed towards some-one's youth, someone who hasn't been exposed to stuff yet”. And the video could be representing youth falling, and becoming exposed. What’s recognisable from surrealist music videos is the absurdism and mind screwy aspects that lie within them and notably there is strong imagery often found in them to. The
music genres that would suit this style the most would be rock, alternative & indie. An example of a rock surrealist song would be ‘Everlong’ by Foo Fighters, released in 1997. [7] According to front man (Dave Grohl) this song is about “being connected to someone so much that not only do you love them physically and spiritually, but when you sing along with them you harmonize perfectly.” However, it seemed to me to be about drug addictions and bad habits, which could be relating to Kurt Cobain, (Who Dave Grohl was in a band with called Nirvana) considering her died 3 year earlier to the release of this song. And is a great aspect of music videos as they can have many interpretations. The video takes place partially in dreams, combining giant telephones, false skins and other ludicrous situations. Surrealistic videos are packed with unconventional aspects, and their purpose could be to gain attention with their shock factor. Another song with a preposterous music video is ‘Lullaby’ by The Cure, released in 1989. [8] This song is based on a recurring nightmare Robert Smith (The Cure) had as a child where he was eaten by a giant spider; he says the song is about the fear of sleep. It includes jump cuts from spooky parts of the nightmare to him sleeping, all kept in a surreal nature, to show the unpredictable world of sleeping. The lighting is kept dim to complement the image of the video and there are many types of shots and camera angles including: high angle, close up & slanted. Compared to animation & live footage, the visual aspects are different. For example, it is more distorted and possibly has less to do with the actual song itself. However, they all include many jump cuts, like I’ve mentioned before, and both live footage & surrealistic videos vary in camera shots.
Part 3: conventions lyric interpretation Lyric interpretation is the way in which you understand the lyrics, and this can be different for everyone as the lyrics may be interpreted in a variety of ways. It is important as it gives the listeners alternative views to the video and song, as well as helping them understand the song and getting an idea of the situation the artist may be in. And may make them become more passionate about it. An example of interpreting lyrics I did was for the song ‘Guns for Hands’ by Twenty One Pilots, released in 2011 [9]. From my understanding, the song is about depression and suicidal kids. ‘And you swearing to your parents, that it will never happen again’-This line I thought was about self-harming and how the parents don’t understand. I also thought that it could be about suicidal attempts considering another line in the song is ‘Guns for hands’. In which could represent how easy it is to attempt suicide, linking to America and how easily the guns are accessed. Or it could be relating to bulling and how the things they do may feel like gun shots, which relates to another line ‘Obviously best for them to turn their guns to a fist.’ Which could be sarcasm.
‘That you all have guns, and you never put the safety on’- could be how you are never safe from these horrible thoughts and feelings and you are constantly in a mind-set that can be triggered very easily, like a gun. ‘to take it, to take it, don’t take it. Take it, take it’ – This line may be about another type of escape, by taking pills they can “free you” from the world. ‘Let’s take this a second at a time…Together, let’s breathe’ – This line is about coping and calming down. And the following line ‘But that’s hope out the window’ – Is the singer comforting them and showing them what they have, to live for. ‘I’m trying, I’m trying to sleep. But I can’t, but I can’t when you all have. Guns for hands’ – This could be about how they can’t sleep with these horrible thoughts on their mind and alternatively could be about their mindset of what’s the point. And you could say it’s the representation of how depression and suicidal attempts are not being prevented, showing the little help there is for them.
extending or consolidating a song’s meaning Extending a song meaning in a music video is when you use symbolism and things to push the meaning of the song further / to add more of a meaning to a song or to just bring the lyrics together into a visual explanation of what the song actually means. For example, in the music video for LDN by Lilly Allen, released in 2006 [10], it is about how London seems to be all nice but if you take a second look you can see its true self. The video has 2 perceptions of everything, in which it’s all nice and bright until Lilly walks away, then everything becomes dull and grey. Which explain the lyrics in an effective but simple way.
allusion (pastiche / homage) Allusion (pastiche / homage) is visual references to films, events, or popular culture, which is used to draw certain viewers in and to express the artists’ fondness of a particular film, event or popular culture. For example, in the video ‘Centuries’ by Fall Out Boy, released in 2014 [11] as it is depicting a Roman Gladiator game, which would have taken place 264 BC, where typically three gladiators would fight to death. And some say it is a lot like the film ‘GLADIATOR II’. However, the actual idea of the song was as a "David vs. Goliath story."
Another example of this would be ‘Dope Hat’ by Marilyn Manson, released in 1994. [12] In this video you can tell straight away that it has a direct refence to the film ‘Willy Wonka and the Chocolate Factory’, but a more horrific and twisted version. Where the kids ride down a tunnel of blood as opposed to chocolate, and his oomph loompas are singing about anguish and pain as opposed to silly rhymes.
Part 4: Techniques Cutting to the beat Cutting to the beat is a way of editing a video so that each clip changes at the same time as the beat of the track. And most clips use a 'cut' transition, so you generally 'cut to the beat' of the music. Cutting to the beat is used as it helps create the rhythm and pace of the song, however it is not always the best way to tell your story in a music video as you should look at the video as a whole, not just a beat. An example of cutting to the beat in music videos would be ‘Hardest Button To Button’ by The White Stripes, released in 2003. [13] In the video you can see that every time there’s a beat a drum is moved, in which is done in many locations during the video. .
Effects Effects are modifications to a music video that enhance it, give it a different feel or give the video more of a narrative – often adding more excitement. For example, ‘Safe and sound’ by Capital Cities, released in 2013. [14] Here you can see singers, Sebu Simonia and Ryan Merchant dancing among many decades of iconic dancers. They used multiple effects during their video. These include; lightning on pictures, retro dancers photoshopped in, the singers being photoshopped onto numerous dancers, colouring/tone effects on dancers and image multiplying. These are all effective as they contribute to making the video unique and special, therefore without them it would be a boring and disappointing music video. Effects are used to first and foremost make the music video more ‘modern’ as well as to add a sense of creativity to it.
Miming and lip sync Miming and lip syncing gives the allusion of the artist singing and is used to link a video to a song. As well as this, it is an important way of adding feeling and emotion to a song; hence it being a technique used in majority of music videos. A clear example of strong emotion using miming and lip syncing is in the song ‘This is gospel’ by Panic! At the disco, released in 2013. [15]
This technique works very well for this music video as it is a song captivated in predilection, pushing the emotional meaning and origin onto the viewers. Also miming and lip syncing could help you understand the artist and song more – for example through facial expressions.
Conclusion In conclusion, the purposes of music videos vary, depending on; genre, era and artist themselves, however the main purpose of most music videos is for viewer enjoyment. And Purpose plays a key part to music videos as it is the stepping stone to creating a musical masterpiece.
Links [1]- https://www.youtube.com/watch?v=W8r-tXRLazs [2]- https://www.youtube.com/watch?v=HO1OV5B_JDw [3]- https://www.youtube.com/watch?v=KhrteSZXFzM [4]- https://www.youtube.com/watch?v=1V_xRb0x9aw [5]- https://www.youtube.com/watch?v=CqaAs_3azSs [6]- https://www.youtube.com/watch?v=eMqsWc8muj8&list=PL14B7A38E941BAE7E&index=7 [7]- https://www.youtube.com/watch?v=eBG7P-K-r1Y&list=PLD1B29CC2E3CD4EAA&index=9 [8]- https://www.youtube.com/watch?v=sS6t56U9tBg&index=29&list=PLD1B29CC2E3CD4EAA [9]- https://www.youtube.com/watch?v=Pmv8aQKO6k0
[10]- https://www.youtube.com/watch?v=wmYT79tPvLg [11]- https://www.youtube.com/watch?v=LBr7kECsjcQ&list=PLVw7QlYJFb4dsJqdxFksFdjqRu4a4xLY1 [12]- https://www.youtube.com/watch?v=Mq1sHDwpgqo [13]- https://www.youtube.com/watch?v=K4dx42YzQCE [14]- https://www.youtube.com/watch?v=47dtFZ8CFo8 [15]- https://www.youtube.com/watch?v=tGE381tbQa8 [16]- https://www.youtube.com/watch?v=aDaOgu2CQtI