MUSIC VIDEOS

WHEN MUSIC VIDEOS WERE FIRST

ESTABLISHED?
In the autobiography of Tony Bennett in the 1950s he claimed to have created the first music
video, when he was filming along serpentine in Hyde Park in London 1956. with the result of the clip
being set to the song Stranger in Paradise.

In 1975 the second music video was of the story set in the US, starring Elvis Presleys song Jailhouse
Rock, the famous theme of prison rock, disseminated images in black and white.
The First music video that was aired on the channel MTV was on August 1, 1981. MTV's first day on the
air was rebroadcast on VH1 Classic in the year 2006, it was then uploaded to YouTube in 2010.
Killed the Radio star by The Buggles was the first music video to be aired on the channel.

http://en.wikipedia.org/wiki/Music_video

HOW THEY HAVE CHANGED

OVERTIME?
Music videos use a wide range of styles when making music video it includes
techniques, animation, live action filming, documentaries etc. Some music
videos blend different styles, such as animation, music, and live action.

After the 1950s when music videos were basic but began to become
popular when showing visual context of a song.
In 1967 the band The Beatles released music videos containing color
promotional clips with the use of other techniques including reverse film, slow
motion, dramatic lighting, unusual camera angles and color filtering. As this
was promoted for the song Strawberry Fields Forever
http://en.wikipedia.org/wiki/Music_video

WHY MUSIC VIDEOS ARE

IMPORTANT?
Music videos are a sector of the music industry that is able to bring together
sound and visual.
Videos are an entry point meaning that different genres like pop, Rock, drum
and bass etc. are viewed by different people by the way that particular
artist presents their music videos.
Without music videos artists would never become as successful as they do.
For example the song Gangnam Style by PSY is only famous due the video
promoting the dance, as then soon became global. Having a video to
make the world wide audience become aware of the dance fitting that
particular song.
Such as Crank that souljia boy by sojia boy and Teach me how to
dougie by Cali Swag District
http://www.slideshare.net/957303Hayley/the- http://www.slideshare.net/MsJMcLeod/the-purposeimportance-of-music-videos
of-music-videos

PROMOTING
When Promoting it raises awareness
Give the audience a better
understanding of the song

Entertain and show off the artist to make

them more successful within their music
career.
Sell the song and invoke the reaction so
that the audience remembers the song.
http://www.slideshare.net/MsJMcLeod/the-purposeof-music-videos?related=2

THE IMAGE
A certain style or change of an artists image can affect the success of their
music career, this could be due to the influence of the style of music like pop
and R&B.
For example Miley Cyrus changed her whole image within the music industry
which caused many shocked reactions from the world wide audience. She
found fame on the children's show Hannah Montana, singing pop songs and
has now changed to Pop and causing rebellious actions. She left Hollywood
records to join RCA records with the her new manager
Larry Rudolph who previously worked with Britney spears.
She related her change of image due to Puberty when
being interviewed by The Hots hits living LA.
http://www.thehothits.com/news/41825/miley-cyrus-on-her-image-change:-%27it%27s-called-puberty%27

OUTLETS
Years age music videos were aired on TV shows such as the Chart show and on music video channels
like MTV.
Music Channels the use of music channels allows the
audience to see the
music videos therefore creating a visual look to the music that certain
people enjoy increasing sales.
Websites - this allows the audience to connect with the artist
through a sites thats devoted to just them, as it increases
sales
with the selling merchandise etc.
Smartphones this allows the audience to gain access to the artists
songs/ablums at anytime through there smartphone e.g. ITunes to
purchase songs which increases sales.
YouTube YouTube is a way for the audience to view the music videos
for free buy they are a way of getting the artist promoted therefore
increasing sales.
For example CD sale increase through online sales such as ITunes and Spotify,
unlike the use of TV which allows you to watch music videos for free. ITunes
sell a music video for around 1.00-2.50 which helps to pay for new music
videos.

http://music--videos.weebly.com/purposes/extension-of-outlets

EXTENSION OF
INCOME

The product placement of own brand

Encourages the audience to purchases the singles and albums
Encourages ticket sales for concerts, tours and music festivals
Some artists are remembered years later due
to making a memorable music video
Hits on YouTube
For example Michael Jacksons song Bad cost
$2,2000,000 to produce, it included dancers
and created a standoff of West side story
making more of an income when this song
became very popular.

http://blog.tastebuds.fm/the-top-10-most-expensivemusic-videos-ever-made/

SYNERGY
Two areas of media working together. This can relate to a movie star releasing a
movie video featuring a scene from a Hollywood movie. It helps to promote the film
and the artist making them both very successful.
For example Paramores song Decode was the lead track from the film Twilight: New
Moon soundtrack. This synergy made Paramore reach a wide audience which was
made up of teenage fans around the world. It received 77 million views which
became their highest hitting music video on YouTube. This is a synergy because the
artist is working with a film which helps to promote both paramour and Twilight:New
Moon(http://youtu.be/RvnkAtWcKYg )
Another Example of synergy between the music
video and an advert is the Gorilla Cadburys
advert. It promotes the song In the Air tonight
by Phil Collins making the song known worldwide
due to it being used by a well known brand like
Cadburys.
http://www.slideshare.net/MsJMcLeod/the-purposeof-music-videos?related=2

MAJOR LABEL
Aimed mainly for a mainstream artist that want to become very successful like
Madonna who is the Queen of pop.
Generally charts high, sell lots of records and therefore tour and merchandise,

Large budgets for promotional material like music videos

For Example Vevo who have a partnership with Sony Music entertainment group
and Universal Music Group
However this effects the input that the artist has when portraying their song in a
music video
There is also lack of control for the direction the artist wants to take in their music
career. Its always down to the producers the idea and their image to the public
making them stand out in the music industry even if its not's the artists choice.
http://musicians.about.com/od/bein
gamusician/a/majorlabelpandc.htm

http://www.bbc.co.uk/music/introducing/advice/th
erightdealforyou/majorlabelsvsindies/

 http://youtu.be/F57P9C4SAW4

Katy Perry- California Girls

INDEPENDENT LABEL
The independent label is smaller, therefore it has a smaller budget for a niche market of
music genres like dance and indie.
Target audience and music artist often credit music video as a form of art. Its very
experimental when showing the use of techniques, equipment and the narrative.
However Funs for the music videos that are done
around this label becomes very limited as they are a lot
smaller. This means that they arent going to have an
extremely big impact on the
music industry as the major record labels.
What you Know By Two Door Cinema Club is an
example of an independent label due to the genre that
they are being indie, which is seen as a type genre
for this type of label. They arent extremely famous but
are able to create more personal and be experimental
with their videos more.

http://www.writeonafrica.org/independent-recordlabel-vs-major-record-labels/

SELF-PRODUCED(THE ARTIST)
Some artist decide that they would prefer to make their music videos
themselves. This allows them to be more in control with their video idea
actually relating the story through themselves to make it more personal.
Many artist that have some popularity will create parodies that make them
more famous through the use of taking the mick out of an existing music
video/ song.
However cons of this
particular type of label is that
there isn't a very big budget
which means that the quality
of the music video wont be as
big and popular and most of
the successful artists have.

http://musicians.about.com/od/beingamusician/a/s
elfreleasepnc.htm

http://www.slideshare.net/robertclackmedia/musicvideo-28407817

https://benray95.wordpress.com/2011/12/31/purpos
e-styles-and-conventions-of-music-videos/

IN CONCERT AND AS LIVE

Not in the studio, there is used footage from one of the artists concerts or gigs.
It shows the artists doing live performances of the song making it more personal and
showing the reaction and attraction they get from their audience.
This uses allusion which is when the audience is under the allusion that something is
happening then turns out to be
not as it first seems.
E.g. The song Changed the way you kiss
me by Example, portrays the video around
his own film concert/gig making it more
personal to his fans. The use of having his own
concert shown allow the audience to see how
big his fan base is making him more appealing
and increasing his music career.

http://jordankhan.blogspot.co.uk/
http://laurensmusicvideo.blogspot.co.uk/

ANIMATION

Is the rapid display of a sequence pf images to create an illusion of movement. This type of style is
usually cheaper to produce since the whole video is entirely digital and other equipment like cameras
and props arent needed. This usually compliments a song as it suits a certain mood or is aimed at a
ranged target audience.
For example this song Feel Good Inc by Gorillaz is a prime example of this particular style as
throughout the whole videos the use of animated characters are shown to represent each member of
the band. They are presented in a cartoon version of themselves making it more personal to them.
Green Screen is used to protect images onto the back of the screen to show as if theyre at another
place. An example is the Buddy Holly music video by Weezer.

https://benray95.wordpress.com/2011/12/31/purpos
e-styles-and-conventions-of-music-videos/

INTERPRETATIVE
Where the audience make their own interpretations based on what they think
the music video is about.
For Example Rhianna's music video for Russian
Roulette is a prime example of interpretative due
to the video dent having a clear meaning giving
the audience time to interpret what the want. Due
to the storyline being
based on her being in a Russian prison where the
guards arent nice to her, this gives the audience
many interprets of why she is in the prison? What did
she do? And why?

Its telling a story through a music video.

Presented as a short story or film, this
engages the audience showing them
types of experiences through music like
break-ups, loved ones death and
Romance.

NARRATIVE

A particular example of this style would be

Lego House by Ed Sheeran. Its based on
an obsessed fan, who tries to follow the life
of Ed Sheeran. Its presented in an
effective way as the video isnt based
around the artists as he is only shown
towards the end when the fan is taken
away for going backstage to try and
https://benray95.wordpress.com/2011/12/31/purpos
meet him.
e-styles-and-conventions-of-music-videos/

http://liambelchmusic
video.blogspot.co.uk/
2012/10/conventionsof-music-videos.html

http://www.scribd.com/doc/150378840/MusicVideos-Styles-Conventions-and-Techniques-2#scribd

LYRIC INTERPRETATION

When a music video is created, one of the main conventions used is the lyric
interpretation. The music video needs to be interpreted with the lyrics that is
telling a story, it creates a visual version of the meaning behind the lyrics.

For example Rebecca Blacks song Friday even though the video got
negative and positive responses its extremely good when the video itself is
strictly sticking to the lyrics, portraying them visual as well as verbally.

http://www.slideshare.net/JosephBWO/impressio
nist-music-video

https://matikettell.wordpress.com/2012/01/23/purpos
e-styles-and-conventions-of-music-videos/

IMPRESSIONIST
The impressionist style is typical amongst animation and surreal music videos as it is
easy to create different types of feeling and scenarios involving animated
characters and scenes.

Gorillazs song Clint Eastwood this is a typical example on this type of style this
is due to the unrealistic scenario that is shown like the ghost/demon and
undead gorillas in a graveyard which isn't something that happens out of the
ordinary. This proves how animation is able to create imaginary scenarios that
give different impressions to their audiences.

SURREALIST
Surreal is where a film or video is presented as if its dreamlike through the use
of unreal elements.
For example of this would be Katy Perrys Song ET this is due to the imaginary
and stock of footage that is used throughout the video and appears to have
no rhyme or reason, but can be see towards the audience as a creative
statement.

PASTICHE

https://benray95.wordpress.com/
2011/12/31/purpose-styles-andconventions-of-music-videos/

This particular style of music video is

where there are adaptions of existing
videos used.
For example this song Youll Always
Find Me In The Kitchen At Parties is a
typical of this style as the video uses a
80s themed party, with types of retro
clothing but is placed within a
modern environment. Towards the
end of the video the artist are
dancing on the kitchen ceiling giving
it a more unique appeal to its
audience.

http://juliaaacaa.blogspot.co.uk/2012/01/musicvideos.html

PARODY
For example the song Tik Tok by
Ke$ha has been made into a parody
by The Midnight Beast. They have
changed the lyrics to take the mick out
of the song itself therefore making it
more entraining for the audience. The
use o the music creates a funnier video
making it more memorable.

http://www.slideshare.net/957303Hayley/styles-andtechniques-for-music-video

HOMAGE

Home page is a demonstration of respect or dedication to someone famous

or something well known.
It this case Chris Browns song She Aint You was dedicated to Michael
Jackson. The first thing that is shown before the song begins is a message
from Chris say Dedicated to my biggest inspiration of All time, I Love You.
R.I.P Michael Jackson. Then throughout the song he does Michaels signature
dances move to keep his dancing going even after he died.

http://www.slideshare.net/charliesexton/musicvideo-genres-28444662

INFLUENCE OF COMMERCIALS
The influence of commercials is where the style
or narrative of a music video is influenced by the
world of advertising and commercialism.

This video is a prime example of influence of

commercials as it features girls, posing as if they
are on the front of a magazine from the 50s.
advertising the commercials of fictional vintage
magazines. The pin-up covers of footage from
Williams trademark of female video models.

http://www.slideshare.net/charliesexton/musicvideo-genres-28444662

CUTTING TO THE BEAT

When a series of shot have been
edited together to make each shot
move to the beat of the music in a
certain movement.
For Example again the song She
aint You shows cutting to the beat as
each scene changes between Chris
brown dancing within two different
locations. Cutting to the beat is more
effective and unique for music
making it more appeal towards their
audience. This techniques makes the
video more memorable.

http://liambelchmusicvideo.blogspot.co.uk/2012/10/
conventions-of-music-videos.html

EFFECTS
All shots are cut together like a to make the final product, there are many
editing techniques used within music videos like editing techniques and
transitions, they often just use jump cuts because most music videos can jump
from scene to scene without ruining continuity. This therefore does not need to
de-emphasize the editing so more time can be spent on effects and stylizing
the video.
Again Examples song Changed the way
you kiss me also use different effects that
can be used like the effect of a video being
black and white making it more effective to
an audience. The use of jump shots
between him getting ready to go on stage
and when he is performing live.

http://www.slideshare.net/charliesexton/musicvideo-genres-28444662

MIMING AND LIP SYNC

In every music video artists have to mime and lip sync their produced songs.
Lip Syncing is important to making your video a technical success but its
easy to get it wrong
With the popularity of Video Sharing sites like Youtube, fans utilised the lip
syncing techniques to make and share
their own videos.
For example Rap god by Eminem the fast
lyrics need to be made in time with his lips
moving and each time your cant retake
from the same position you mucked up
singing it live so you have
to practice the movements in time.

http://www.slideshare.net/charliesexton/musicvideo-genres-28444662

MULTI-MAGE
A multi mage is when you use
multiple images throughout the
video.

For example I Bet That You Look

Good on the Dance Floor by the
Arctic Monkeys. This song has been
proven to be this type of techniques
due to the various images that have
been used within the music videos

http://www.slideshare.net/charliesexton/musicvideo-genres-28444662

CAMERA MOVEMENT/ANGLE
A tracking shot is where the camera moves across with the subject and a
panning shot is where the camera moves on the shot. This will be used to
cover any sort of movement. Close ups will be used to capture emotion, and
establishing shot is used to set the scene of the video, a high angle shot is
used for showing somebody's innocence and a low angle will show
importance's and respect.
For example Sigmas song Changing feat. Paloma Faith, is a prime example
of these types of techniques as throughout the music video the variation of
the shot angles and camera movement enable us as an audience to
interpet the video from different ways. Like the use of the high angle makes
Paloma faith more powerful and strong whilst sing the song.

THE EFFECTIVENESS
OF TECHNIQUES OF
MUSIC VIDEO
This shows that the questionnaire was
effective when collecting primary
research.
Answer suggest the effectiveness of each
technique
Proving each one is important when
producing music videos.
Having the questionnaire helps me out for
when I need to produce a music video as
I will know the type of techniques I need
to have an good effect on my audience.

QUESTIONS