Discuss the different purposes for music videos covering a range of examples from different era’s and genres A music video is a short film approximately about 3-5 minutes long followed by a single song that fits in within the video. The purpose of a music video is to sell the song and to create a reaction, making the song memorable. Also it gives the listener a better understanding of the song, whether its interpretative or illustrative. In the 1950s and 60s, music videos have developed by the use of technology. For example, French artists such as Serge Gainsburg, Françoise Hardy and Jacques Dutronc produced short films and used a visual jukebox to accompany the songs that they created. On the other hand, this was the era when music genres found their name. Singer J.P. “The Big Bopper” Richardson was the first to come up with the phrase “rock video” which is still known to this day. The main reason for the development with modern music videos was the video “A Hard Days Night” by the Beatles. This music segment set out the basic visual terminology of todays music videos. This specific music video choice influenced a large majority of current musicians and pop, rock music videos. Besides The Beatles, another important influence for the development of music videos was the American TV series “The Monkees”. In each of there episodes, it includes a variety of specially made films that were used to accompany their songs in the series. The key improvement in the development of modern music videos is how it gets recorded, along with the process of editing involving effects such as chroma key. Chroma key is a special effect that streams two videos or images together depending on the chroma range. This effect is very popular when it comes to removing a background from a photo or video, especially in cases such as video games, news casting and motion pictures. The way its used is to make the top layer transparent which allows the image behind it to reveal. This technique is mainly used in post and video production. The reason why artists would use them in their music videos is because it creates an illusion that would catch the audiences eye, making it appealing and possibly to get people to re watch it. An example of chroma keying in a music video would be many of Katy Perry’s songs. A specific one that I have chosen is “Wide Awake”. This is a very good example of chroma keying being used because throughout the whole video there are special effects used to make the video more surreal and entertaining to watch. Another main technique that is used in the music industry is Synergy. This is when the interaction of two or more elements work together to make a bigger effect. Synergy happens when different sections in a media company promote each element. For example, a film studio promotes
film and a record label promotes a soundtrack. The film clueless is a good example because it is a film from the 90s but then its brought back when Iggy Azalea releases her song “Fancy”, promoting the clueless film by dressing up as the main character Overtime, music videos have changed the way we enjoy music as it allows us to get a visual representation of a song which can change our experience to a particular song. Nowadays they normally consist of a story being told to an audience within the music, including the lyrics. In the past, music videos were usually just recorded at live performances due to lack of technology as editing equipment wasn’t as developed. In 1983, Michael Jackson’s song “Thriller” was the most successful music video of all time. Its 14 minutes long costing around $800,000 just to film. The reason behind why this music video was so successful might be because of the techniques and conventions used in it. An interpretive video is where you have to figure out the meaning of the song as the lyrics wouldn’t relate to the video. Illustrative is the opposite meaning as it is meant by using an example to explain an explanation. The lyrics would relate to the narrative, making it obvious what the video/song is about. Music videos have grown in popularity and is one of the major parts in the music industry today. One of the first companies to acknowledge music videos was MTV. Music videos are popular to this day as they are seen as a way of interacting with with other people, meeting someone who has the same interests as you, is a reason why music videos are so relevant to the modern day. The amount of money that is spent on music videos vary depending on the use of props and location. They usually cost around $500,000 or more. Michael and Janet Jackson’s video for their 1995 track ‘Scream’ is the most expensive music video made, costing approximately $7million. Music videos in advertising is essential as it involves creating music for the artists as well as the audience. Michael Jackson Thriller was seen as one of the most ground breaking videos of all time which was directed by John Landis. It cost around $100,000 to produce. This video was so popular due to its most memorable dance routine where zombies are dancing to the well-known “Thriller”. This video includes a narrative that we are introduce to as soon as the video begins. It starts as a horror story using Michael as a very petite female character. After it finishes it instantly cuts to this scene where there is a cinema full of people watching a film, this shows that the horror in the video was not realistic. The music video
is 13 minutes long; the music begins after a couple comes out of the cinema. As they are seen walking out it Is revealed to us that they have seen a film called ‘thriller’ which introduces the entire video. After this, we see Michael begin the famous “thriller” dance in a graveyard. The image of the graveyard makes us connect the song to death, as they’re are clear links between the lyrics and visuals. This video was created in 1983 and was a typical pop record of that time. Considering how long ago it was made, at that time it was seen as one of the most advanced music videos of the generation. Due to the development of equipment overtime, music videos created now are a lot more advanced that this. In this era, the success from this music video can be seen in the 6 MTV music video awards that it was nominated for, selling over 50million records worldwide. Coldplay Paradise is an alternative rock band. To sum up most of their music videos, they are usually seen as quite morbid and unique. The music video “Paradise” is mainly a narrative and abstract video as it uses visual effects for the meaning of the song to get across. When the video starts, it has an opening scene with a mid shot of an elephant cage looking trapped and isolated. Due to the mis-en-scene in the shot, the audience can’t really get an idea of what is happening but yet we still feel some sort of emotion towards the elephant in the cage. This contrasts with the title of the song as the song is called “Paradise” which represents freedom and happiness. However, we think differently when the opening scene begins. Iconography is presented in the music video when parts of London such as the underground sign and the telephone box, are shown within the music video, representing that the band are British associating them with London. Some of the shots in the music video are seen as cinematic such as the scene with the aeroplane and the island are demonstrated during an interlude of instruments from the song. Its brought together with the music to create a peaceful, calming atmosphere which would effect the audience positively by making them feel happy about the elephant escaping from the cage. The music video then cuts to the band performing to a live audience which would represent their fan base by the amount of people who have turned up to see them perform. It implies that they are a popular and successful and could possibly show that Coldplay’s idea of paradise is to perform in front of many fans. The narrative of this music video can be linked with Todorov’s theory of narratives as there is a symmetry where everything is balanced. For example, when the elephant is at the zoo, there is a sudden distribution of when the elephant wants to escape. The when the video ends, it’s a better balance as the elephant is free and then finds it friends.
When the video starts, the first thing that we would notice is the how its all set out to look like it was a theatrical trailer as there is no clear lyrics or melody. Eminem’s song “Stan” is about an obsessive fan called Stan who writes a number of letters to Eminem saying that they should be together, but he never gets a reply from him which makes him realise that he can’t be with Eminem. Therefore, he kills himself along with his pregnant girlfriend. The use of fade transitions is used in the opening shots when the camera zooms towards a window and then onto the heavily pregnant lady to exaggerate her stage of pregnancy. This song falls under the genre of hip hop. However, compared to other hip hop music videos, it is a very unconventional video. This is due to lack of lightning and setting as it is set in a very dark and dull place whereas other hip hop videos are filmed at house parties, mansions etc. However, the rap in the music does relate to the hip hop genre. This video shows that it does not have to fall into the conventional genre to be a success as it was No.1 in the UK and Australia. Also, when the video was released the second time 2 years later, it was nominated for ‘Video of the year’, ‘Best rap’, ‘Best direction’ and ‘Best cinematography’ at the MTV Video Music Awards. In the video, most of the music cuts to the beat. For example, there is slight transition within a clip that differs every 4 beats. The music video “Single Ladies” by Beyoncé contains many characteristics to fit into the R&B genre. For example, the video involves a lot of energetic dancing, constant up beat tempo and the lyrics symbolises that the song is about love. As soon at the music starts playing, she starts dancing continuously throughout the whole music video. This then focuses on the physical abilities.