Music Video Theory
Before I explore the purposes, styles and conventions of music videos. What is a music video?
The definition for a music video is : "A music video or song video is a short film integrating a song and imagery, produced for promotional or artistic purposes." Which in plain terms, means that a music video is a short film that combines a song and visual footage/images. In this guide I will be looking at all the different purposes, styles and techniques of a music video.
Purposes
Modern day music videos are normally made as a promotional/marketing device. With the main aim to make money from the sales off the song, and to increase the awareness of the artist and their work. Although there are also lots of other hidden reasons, to why music videos are produced. I will now breakdown a list of purposes and explain each one with a written and visual example.
To create revenue
Music video producers aim to do this for every music video, as at the end of the day its all about making money. The main income of revenue is from the sales of the song, used in the music video. Audiences often buy a song after viewing a music video as it has invoked an emotion and causes reactions that make the song easy to remember.After viewing a music video on sites such as vimeo, facebook or youtube links can often be included to stores such as itunes or the google store. Within one click you become closer to purchasing the song. The more successful and engaging music videos will often see a trend of more singles being sold than the less popular ones. It was estimated that Pinks "Just give me a reason" sold around 3.5 million copies at around $1.29 per single which created more profit for Pink, the record label and the music video producers.
This figure may well be higher now as the view count on the music video is currently, 342 million. Inside the description is a series of of links to albums, singles and a DVD from Pinks latest tour:
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Which if a music video is successful, then fans are more than likely to check our the links and buy the song and extras relating to the audience. So when producers are making a music video, they take into account what they are producing so they can try and maximise revenue through sales of song and additional pieces. After all music videos were created as "promos" for the original song and as per usual everything is about creating money.
Another way a music video creates revenue is by monetization on Youtube. By viewing a music video on youtube you help contribute to the funds they receive. As for every 1000 views its estimated they will earn $2. A key example is PSY's "Gangnam Style". It was estimated that when he reached the billion view count he earned around $800,000 - $2,000,000 just from viewing a video; it doesn't even include the money made from selling the single. A quote from a Forbes states: "Breaking down their figures, it can be surmised that Psy has earned just under $2 million from YouTube ads, almost all of which come from the “Gangnam Style” clip." In fact PSY had broke youtube as "YouTube's counter previously used a 32-bit integer, which is a unit used to represent data in computer architecture. This means the maximum possible views it could count was 2,147,483,647. " In fact "Gangnam Style" has been viewed 2.15 billion times which is how it broke the system. Here is the actual music video:
Not only can you sell the single, you can also sell the album. Albums usually sell for around £10 - £15, currently the best selling album is "Never Been Better " by Olly Murs.
The overall, top selling album in the UK (2014) is " X" by Ed Sheeran and if calculated by multiplying the minimum cost of £10 by the number of albums sold in the first week. This is 182, 000 X £10 would create £1,820, 000 million pounds in the first week. Albums can come in a phyiscal form and in a digital form. In this generation, digital is preferred as you can purchase and instantly listen to the music, meaning you do not need to leave the house.
Product placement can also generate income, the company that wants a product advertised will pay the music video production company to put there products into the video. The adverting company will then see a direct increase in sales. As, if your favourite artist is seen with " Must have products" than the audience is more than likely to buy the product; as they are being physiologically persuaded. A good example of a music video that contains product placement is " Telephone" by Lady Gaga:
To create an extension of incomeNot only can you sell the single, you can also sell the album. Albums usually sell for around £10 - £15, currently the best selling album is "Never Been Better " by Olly Murs.
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The overall, top selling album in the UK (2014) is " X" by Ed Sheeran and if calculated by multiplying the minimum cost of £10 by the number of albums sold in the first week. This is 182, 000 X £10 would create £1,820, 000 million pounds in the first week. Albums can come in a phyiscal form and in a digital form. In this generation, digital is preferred as you can purchase and instantly listen to the music, meaning you do not need to leave the house.
Product placement can also generate income, the company that wants a product advertised will pay the music video production company to put there products into the video. The adverting company will then see a direct increase in sales. As, if your favourite artist is seen with " Must have products" than the audience is more than likely to buy the product; as they are being physiologically persuaded. A good example of a music video that contains product placement is " Telephone" by Lady Gaga:
If we look at product placement alone in Lady Gagas music video we see around a minute and a half of pure advertisement. Here is the advertisements in the music video:
The products advertised consist of: A triumph car, beats by dre headphone, a bwin poker table, virgin mobile, a dating website for big fish , campari alcohol, Mercedes and many more.
Another example of product placement is " I Feel Like Dancing" by All Time Low; which heavily promotes the energy drink Rockstar:
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They promote this by using voyuerism. This features women in provocative clothing who are stood holding the drink in their hands; whilst another walks past waving a flag depicting the logo of the product. This is heavily feature for around 10 -20 seconds and is brought up in a comical way. As the video focuses on taking the mic on music video conventions. They also go on to showcase voyuersim even more later on in the video.
Extension of income is generating/extending income for the artist/band, after the release of the music video. Music videos can still generate income, years after the release of a video. Profits are then used to fund the band/artist for future projects, and to create a profit for the music label and artists. For example, viral music videos are still remembered to this day and get views because of how unique and entertaining they are. This occurs from the spreading by the word of mouth/sharing on social media. For example, a music video that is very surreal and creative might be so good ; that the viewer feels obliged to show their friends. This can promote an artist or band for a long period of time, even though the music video was brought out years before hand. A good example of this "Here It Goes Again" by : OK Go:
The idea of 4 men on a treadmill wouldn't normally sound like an appealing video. However, because they turn something simple into a dance which is very well choreographed; it gets people talking. The video has so far got 24 million views and will have been shared across social media. OK Go's video continues to get regular views and comments everyday. The band has now become known for creating creative and quirky music videos and still creates music videos today. Their latest video "I Won't Let You Down" focuses on the idea of sitting on a small one wheeled device; while back up dancers use umbrellas to create images and a dance routine. A dance routine that ends up with masses of people making a giant square out of 4 colors. What is even more amazing is that its a one shot music video that uses no composition:
By making music video, it raises the audience awareness of who the artist/ band are. All the devices used in a music video are designed to try and persuade the audience to show interest into the singers. This can lead onto another section of "extending income" buying merchandise. If the audience is a big fan , they will spend their money on kit relating to the artist. As well as buying CDs, the audience may also buy T - Shirts, Calendars, Posters, Stickers, Wristbands, Backpacks, Hats, Bedsheets etc... etc... For instance on Ed Sheeran's website, there is a link to a store; which sells all of the above items that all have relation to Ed Sheeran in some shape or form. A big percentage of profits will go to the company who made the product, and the rest will go to Ed Sheeran.
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An artist can also get income through a tour which will have the singer performing all his songs of the album live. By making a music video that shows lots of "as live" performance/ prerecorded performance it shows of what the audience are to expect if they go to see them in concert. If the audience likes what they see, then they will invest in a ticket which creates more money for the artist. This can come under the purpose:
To inform about upcoming announcements (new albums, new singles and tours)
By announcing information about tours and albums in the music video, it directly tells the fans. It relates to income, because if the music video is really catchy/memorable it can make the audience want to keep rewatching it. By placing an announcement on a catchy music video, it makes it more likely that the target audience will see it and make them want to attend the event/buy the album. This works much more than a general advert, as the prime audience is paying attention to the music video; whereas on a TV advert they are often skipped and ignored/ are viewed by everyone.Announcements act as an informative purpose and as a promotional purpose; as its used to try and get the audience to buy something. Which is done by telling them about it, promoting the product and may show the product during the renouncement.
A really good example for announcing information is the music video "Straight No Chaser" by: Kristen Bell which features the announcement that the song is available now at the end of the video. This is a good example because the audience will have been listening to the song throughout, so if the like the video they are more than likely to like the song and vice versa. This creates synergy (see later on for synergy section) which increases sales of the song:
Another music video that has an announcement is " The Death of Me" by Asking Alexandra:
At the end of the music video, an end screen displays the dates for the "From Death to Destiny" tour. This was for the 2013 tour which had 3 dates in August, in the countries: USA, Canada, Japan, Europe, Australia and New Zealand. The music video contains lot of shots of the band performing. Which acts as a pre recorded preview, of what to expect in the tour. The vending machine and actress from the video are also on the end screen; which further promotes the tour as you've already seen bits in the video.
To create an extension of outlet
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- Youtube
Youtube is video sharing website/ video search engine that allows users to browse to their desire; allowing them to watch any clip they find for free (with the exclusion of TV/Film). This outlet came around in the year 2005 and allows people all over the world to view the videos. This can be a massive outlet for a music video producer as if he can get a viral/global video trending; then more people are going to find out about the band. In fact the whole world may of heard of it, which is a really good way to widen an audience. For instance if I type in "Music video" the a series of music videos are displayed that have over 100 million views:
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This outlet can apply to everyone as this can be viewed on mobiles, tablets, computers and even TV's.
This outlet can apply to everyone as this can be viewed on mobiles, tablets, computers and even TV's.
- DVD Bonuses
Music videos can also appear as an added feature on a DVD. For instance if a TV has a theme song that is sung by a famous band/ artist they may add the music video onto the DVD of the show. For instants the F.R.I.E.N.D.S theme song is a song by The Rembrandts "I'll Be There For You". The music video starred the band and the cast of the show and was tagged along with the features on the Season 3 boxset/dvd; here is the music video:
- Websites
On the artists website there may be a link or the actual music video on their page. So if a fan has just listened to a song by the artist, they will check out the website. Upon inspection they will see videos of all the artists previous work and will check out the music videos. A really good example of this is the Robbie Williams website. On his homepage is advertisements for his latest album and tour, below this advertisments is a link to his latest music video:
This outlet can apply to everyone as this can be viewed on mobiles, tablets, computers and even TV's.
- Music Channels
Alongside some of the new outlets, is one of the originals music channels. Music channels will play the latest music videos that have been released. Some channels that do this are MTV and Smash Hit; sometimes these channels will have a request hour where the audience can chose which video comes next. This outlet doesn't get as much views as it use to, instead the digital world has took over and is easy to find a music video online. As you do not need to wait for the one you want, you can simply type in the name in YouTube and it will come up.
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- Social Media
Similar to a website, an artist may upload the video the facebook/twitter/tumblr/etc... when they have just released a new album or single. By releasing it on social networks means the video can be spread by the users to their friends and family. This is one of the ways in which a video can become viral. Here is a example of this happening:
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Here we see Katy Perry spread the word about somebody else's music video. The fact that another celebrity is spreading the world gives the video more credibility; fans may then check it out because their idol/aspiration is promoting it.
By having lots of mediums it doubles/triples the potential audience number as the music video is very easy to access. Although it doesn't mean that you need to listen to music to watch the video, as they can attract their own audience. Once the video has been released its very easy to spread the word about it, for example a facebook page might post about it , or the creators could tweet about it on twitter. To make the spread even more effective, promotions could tie in with the release: such as limited time offers on the single. Although by making it easily accessible, fans might go to sites such as youtube to watch the music video and listen to the music without paying for it. Which reduces funds for the band; although this doesn't seem to have that much of an impact at the minute. It can also makes the music video industry more competitive as there are tons of artists and music videos; so only the better quality ones will be remembered.
To create synergy
The literal meaning of synergy is:" the interaction or cooperation of two or more organisations, substances, or other agents to produce a combined effect greater than the sum of their separate effects." Synergy in music video terms means linking two areas of the media together. In this case one of the areas will defiantly be the song/ music industry and the second area is often film franchises. By linking two areas together, it allows for both products to be promoted. So for example a music video is released using a song from a recent movie. If the audience enjoyed the movie, then they are more than likely to enjoy the songs that go with it. In order to recapture the movie magic, the audience would then go and watch the music video and vice versa. These two products have now become interlinked an thought as one. which increases sales for both products. If only one of the products was released, it wouldn't do as well as it doesn't have the film/song media to back it up.A really good example of synergy is in Paramore's music video "Decode".
The song "Decode" was the lead song from the final installment in the Twilight franchise, "Twilight New Moon". Through out the video there are intercuts/cross cuts to scenes from the movie. This is a really clever way to show the connection between the two areas of media; as they are combing new footage of the band performing (Performance style of music video) along with clips from the film. This creates a really strong link between the videos, as the intercutting allows the audience to see how closely the two are connected. Not only does the intercutting do this, but the location of the music video is set in a similar style to the clips shown; the band members are also seen acting out scenes as if they were in the movie.
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By linking the music video so closely to the film, it gets the film viewers interested in the song more as they can relate to the movie. But the fans of the song can also get interested in the movie, as if the clips are acting as intisments. By doing this, it will also attract more fans to Paramore as the target audience for the Twilight franchise is teenage girls. So including the song in the film, gets the film audience interested in Paramores works as they instantly relate it to Twilight.
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What is also interesting is that this music video has currently received 115, 967 , 781 views which is the highest any Paramore music video has ever received. Recent releases by Paramore ,"Hate to see your heart break" for example , have just peaked around the 2 million marks which is 1/50th of the views they received for "Decode". Highlighting the strength of synergies.
Another really good example of synergy is the song "You know my name" which was the lead song for the James Bond movie "Casino Royale".
Whats really iconic about his music video is that it is creating a synergy with a really well known franchise "James Bond" which at this point was on its 21st film. Like the previous example, there are lots of clips from the film , although there are lots more inter-cuts in this music video. It also features the artist, Chris Cornell in scenes as if it belonged in the movie. It also shows the artists performance which allows the music video to show of the artists talent whilst promoting the movie as well. This is done by having lots of close ups of the actor singing in the mic towards the end of the music video, along with him playing the guitar in the start.
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Not only is the link between the two heavily referenced in the music video. A cross promotion is also involved on the image released along side the single. In the film "Casino Royale" the soundtrack is used in the opening title sequence. Because the song is at the start of the film and is in the title sequence it makes the song easy to remember, as we generally remember the start and finish of a film.
Whats special about this, is that the opening is very surreal and gets people talking. In the opening we see an animated sequence that features guns shooting out the different suits from a pack of cards. We also see the suits being shot into people, with the result of them turning into hearts and disintegrating. This is also done with people physically fighting and instead of turning into hearts, they turn into diamonds. In with the mix of animation, we also see a physically form of "James Bond" portrayed by Daniel Craig, and the Bond girl who appears after a crosshair goes over a queen which is also from a pack of cards. Of course the music carries the title credits through, so when the audience thinks of the crazy opening they will relate it to "You know my name".
Promotional
The following things follow under promotional purposes: publicity/artist recognition/selling an artist's image and promoting a music label. Ever since the first music video, considered to be "Subterranean Homesick Blues" by Bob Dylan. Music videos act as a promotional short film for an artist. In every music video it is more than likely you will see the artist acting/performing. This gives the audience an idea of what they are like from the first couple of seconds of the music video. This purpose, promotional , is done to raise awareness of the artist but to also show the fans who is behind the creation of the music video. Given the bases that if they like the current music video they are watching; they may also like other productions they have created.
The different styles of music video, means that there may be more focus of an artist in one music video than the other. For instance a "as live" music video will just focus on the artist/band: for example "Closer to the Edge" by 30 Seconds To Mars focuses on them performing live at one of their gigs for parts of the music video:
You can also happen in , performance music videos that focus on the band performing the song, this is done prerecorded. For instance "I Alone" by Live does this:
Other music videos can also just focus on the artist. For example in "H.E.S" by Robbie Williams the whole music video revolves around him; whilst he moves from location to location whilst miming/ lip syncing the lyrics. Which is used to purely promote the artist:
Not only can music videos promote the artist, they can also promote the music label that helped promote the video. This promotion usually occurs at the end of the video with a line of text that reads " Copyright : Music Record Company Name". This can been seen at the end of Katy Perrys "Dark Horse"
Also promoted by Katy Perry is VEVO. Which is a joint company between Google, Sony Music Entertainment and Universal Media group. Vevo is a video hosting service that offers music from 2/3 major record labels. Warner Music is currently partnered with MTV.
Another way to promote the record label is by having a opening sequence with their logo and name on it. This can be seen in Idina Menzel & Michael Bublé's, "Baby It's Cold Outside"
This is also done in Taylor Swifts "Blank Space" but instead of the logo of the music labels, a title screen and with text is used instead. This is also done at the beginning of the music video. From the examples we have saw, the music video labels put their names on the end or the beginning and not during the video. This can be so the audience knows at the start and they can relate it to other videos they have watched; or at the end so they may find more videos by the label.
Funnily enough, even bad publicity is good publicity in this industry. If you create a controversial music video, that has the potential to gets banned , it gets people talking. With conversations often going " Did you see what ___ did in there latest music video, it was crazy especially the part where _____" It often still becomes available to purchase, and is normally bought because its controversial. Because a video may contain convertisol subjects then it gets the rest of the media world talking; whether its an article in a newspaper, to a tweet on twitter, it gets people talking. An example of this is "Megalomaniac" by Incubus.
This was marked as controversial because of the depiction of Hitler as a hero and a savior, a scene also shows Hitlers head morph back and forth into Jesus's. There was also a scene where George Bushes head is replaced by an eagle, after this transformation his head is eaten by the eagle. There are also scenes of people eating oil. This was also set around the time the Iraq was going on which Bush was involved with. As a result of the controversy the music video was not allowed to be played during the day on MTV. Despite this, the song was at the top of Billboard's Modern Rock Tracks for 6 weeks.
We will look at an artists image, in an upcoming section.
To tell a story/narrative
In a film, there is a set structure of a beginning a middle and an end (ACT 1 -3). This can applied to some music videos that act as short films. The artist/ music label will produce a video that tells a story with the music playing in the background. Music labels do this to show of the creativity and uniqueness of their product. This can be known as artistic satisfaction; as they are not doing it to promote but to narrate instead. In some cases, the lyrics aren't followed with the beat of the music carrying the narrative through. A great example of a music video that has a narrative is Michael Jacksons "Thriller"
Which has been voted as "the most influential pop music video of all time". The story told within "Thriller" is: After running out of fuel, Micheal and his girlfriend walk into the forest leaving the car behind them. In the forest Micheal ask his girlfriend to marry him, in which she happily says yes. Until Micheal reveals himself to be a werewolf. Causing the girlfriend to flee, which ends up with her being attacked by a werewolf form of Michael Jackson. The narrative then cuts to a movie theater; which depicts Michael and his girlfriend watching the Scene in a Vincent Price horror movie "Thriller". The start is used as if the girlfriend is re enacting the movie thinking it is real.
As after the cut we see the girlfriend flee as she is too afraid. Michael also leaves the cinema and after catching up to her says "It's only a movie". At this point the pair begin to walk to a path which is covered in fog, Michael bursts into song and teases his girlfriend about what just occurred. Until they come across a graveyard, the dead start to rise and Michael suddenly turns into a zombie. During the instrumental of the song Michael and the zombies dance in time with each other.
The zombies approach a house to which the girlfriend has fled to for safety. Zombie Michael Jackson reaches for the throat of the girlfriend when it is revealed to be a nightmare. Michael then offers to take the girl home and the pair walk away, as they leave Michael looks at the camera and his eyes glow to those of a werewolf. In this we can see the first scene was Act 1, the cinema to the graveyard was Act 2 and the zombies to the end was Act 3.
Another music video that tells a narrative is: "Take On Me" by a-ha. This music video uses a mix of pencil-sketch animation and live action. This effect is known as rotoscoping in which live action footage is traced over in each individual frame to create realistic motion.
After the opening sequence which depicts a racer winning in a comic book. A girl is een drinking coffee whilst reading the comic in a coffee shop. The waitress brings her the bill whilst reading and the comic hero winks at the girl from the book. The narrative of the music video follows the girl mixing reality with fantasy. As at one point she ends up trapped in the fantasy world/ comic book. At the end of the video we see the comic book hero coming to life in human form. The girl, who has desired the hero from the beginning, hugs him. The narrative finishes in the start of the bands next music video "The Sun Always Suns on TV". This counts as narrative as the music video has a beginning, middle and the end.
The story the band tell, is that the worlds of reality and fantasy do not mix and are distinctive in their own sense. Although, you may think your fantasy has come true, sadly it has to end, which is seen when the human comic book hero transforms back into a cartoon.
By having a story, it makes the music video more unique and creative; compared to a music video where the band perform. If a story is really good, again it can get people talking.
For artistic satisfaction
Although, music videos don't have to be made for promotional purposes. Artists may produce a music video to show off their artistic skills and ideas. This can link into the purpose and styles of music video of "To tell a narrative" as some can focus on a narrative. Although, its typical these types of videos may have no relation to the song, but are created for creative purposes and will often focus on a concept.
An artist who does this is Fatboy Slim with "Rockafella Skank"
An artist who does this is Fatboy Slim with "Rockafella Skank"
The music video doesn't closely follow the words (apart from every now and then) of the song, but instead creates a visual to go with it. In the video lots of techniques and concepts are put to use, which highlights why it was chose as an example of artistic satisfaction. We see lots of jump cuts to people moving locations, we also a timelapse/speed up footage. There is also a car that has all its main features spinning on an axis, lots of movement in time, slow motion and reversing footage upside down. Last of all, there is individual letters that put in a sequence of a shot each spell out "Right about now". Which is why it makes it creative and not so much promotive. What is important about an artistic satisfaction is that the artist must work with the director to produce this. Otherwise they will have different ideas and the final product will be rubbish.
This purpose can also be applied to the OK Go clips we looked at earlier. For example in "WTF?" by OK Go
The whole video was using the delayed image effect and was used so the band could show off their artist ideas and concepts. All the ideas used in the video such as tape and beach balls were from a discount store in the US, like a US poundland. Like all the other videos they have done, it focuses on one concept as the band come out with something creative and wacky each time.
Another example is Gotye's "Somebody That I Use To Know"
The video uses stop animation when creating the backdrop for the background. The artist is also fully naked throughout the whole video. As the video goes on the background gets more and more colors and creates a design for the background. Once the wall is fully covered, the stop animation transfers onto the artists arm. Which starts to take over the whole body like an infection. The final image looks like a piece of art and through the directors and artists produce a music video that is artistic. As we see another human come into the picture, we see how they are both blending in with the wall. As the song comes to an end, the other person in the music video loses all their color using the stop animation technique. Which creates symbolism and an overall result of artistic satisfaction.
To create/change an artist's image
Before the internet and music videos, bands were only generally scene in public or in newspapers. When music videos came along we saw a lot more of the artist/ the band; and by their actions and clothing in the music video the audience gets an idea of what the artist is like. This is known as the artists image. The artist image is created slowly overtime by the genre of music, the style of music video and their clothing.For example the Spice Girls generated their image from their music videos. The band is a pop group and their image is based on the music genre.When the band was launched the group were given individual nicknames in a magazine, which was meant as a joke. The trend kicked off and made them known worldwide. The nicknames were put across in the music videos and their image was born.
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The nicknames were:
Posh Spice: Victoria Beckham was nick named this due to her upper class background. Her hairstyle was a bob and is brown, she would wear desinger clothing and high heels.
Scary Spice: Was Melanie B's nick name because of her attitude and her loud leeds accent. She would also wear leopard print outfits alongside her curly Afro hair.
Baby Spice: Was Emma Buntons nickname as she was the youngest memeber of the band. She would wear her hair in pig tails and wore babydoll dresses.
Sporty Spice: Was Melaine C's nickname because she would wear tracksuits with her long ponytail, she also had a sporty/tough attitude.
Ginger Spice: Was Geri Halliwell's nickname as she had flaming red hair and was very lively. She would often wear outrages outfits.
In the Spice Girls first music video "Wannabe":
The bands nicknames are brought through which starts to create the bands image. Mel C was wearing a bright blue tracksuit along with an orange sports bra. Emma Bunton was seen with her pig tails along with a white babydoll dress. Victoria Beckham was wearing a designer dress, Geri H was seen with her red hair and her sequenced top which were joined with some leggings. And Mel B was seen with her crazy hair and lime green top. This trend was set from the beginning of the band and was put in place for all the other music videos.
For instance a year after "Wannabe", "Spice Up Your Life" was released. This music video was alot darker than the first but the artists style still carried through. Victoria was still wearing her designer clothing, Geri still had her crazy outfits and bright red hair. Mel B still had her curly afro, whilst Mel C was still wearing a sporty vest and tight leggings. Although Emma didn't have her pigtails she still had an all in one dress.
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Although, instead of maintaining an image. Artists can also use music videos to change thier image. For years Miley Cyrus was known as her alias Hannah Montanta. Which was created in a TV show where Miley Cyrus played "Miley Stewart" and had to life a double live as a schoolgirl and popstar. Because this was a Disney production it set Cyrus up as an idol and her appearance and action were set to be played to a younger audience. This occured for 5 years and made Miley Cyrus well known for this as a singer and an actor. All this was done durings Cyrus's younger years which made her career. Although after Hannah Montana ended Cyrus needed a new career. Cyrus decided to go back into the music industy ,after a brief acting career , but under her own name.
She kept her nice image of her being innocent and sweet for a short period of time. Until she wanted to show the world she is no longer a Disney characther and that she is an fully blown adult. Although instead of showing a gradual change in her image; she did it in a shocking a ground breaking way. With her release of "Wrecking Ball"
The first thing we see is Miley Cyrus with short hair, which is an instant change from her Hannah Montana days. We then see Cyrus with a sledgehammer, wearing a pair of pants and a sports style top and brown leather boots. Which also collides with her days when she would wear dresses and jackets with high heels. The colors are also basic and not as bright as the Montana times. The fact that she is wearing less clothing than usual also tries to give Cyrus sex appeal which would not of happened on a childrens TV show. The crashing of the wrecking ball is used to show the audience that her personality has changed rapidly and out of know where and is used to shock the audience. As the wall the ball breaks is the audiences persception of Miley Cyrus. To add to the shock factor we also see a naked and tattoed Cyrus swinging on a wrecking ball show that she enjoys her new look. All in all, this is used to shock the audience to show how she has changed from what she is known for. Again it can also help promote the artist as the shock factor causes contrverosry and gets the audience talking. Because it has caused gossip it is more likely to get shared around the world. Which caused over 700 million people to view the music video alone.
Although, Miley Cyrus hasn't stopped shocking audiences as she continues to do the unexpected. She even started to "Grind" on Robin Thicke live on stage at the music video awards. Whilst his wife was in the crowd, she also used a foam finger to touch his crotch. Which was saw worldwide, to families all over the globe ; breaking the role model she once was.
Artists/Bands can't always get their full meaning through in there songs. So in their music videos they extend the meaning, by showing a visual representation of the songs hidden/deeper meaning. Thier meanings generally make a statement relating to modern day life. In this section we will be looking at some examples of songs that strengthen the meaning/ make a statement that isn't normally understood from the single itself.
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Which is a song created after a recent breakup with her boyfriend. In fact "Adele summed up "Rolling in the Deep" as her reaction to, "being told that my life was going to be boring and lonely and rubbish, and that I was a weak person if I didn't stay in the relationship. I was very insulted, and wrote that as a sort of 'fuck you'." " In the music video lots of symbolism is used to express how Adele feels about the breakup and her connotations of love. I will look at some of the shots within the music video and explain how they build upon the song.
For instance:
Throughout the video, we have several cross cuts to a pile of broken cups, with another being smashed and joining the pile in each shot. Although we see a pile of cups, the broken crockery symbolise the singer's broken heart and the throwing represents the feelings towards her break up. These shots are used throughout and match up with the emotive language Adele uses to create an extending meaning. Later on we see this shot, in the music video:
In this shot we see a city made out of paper, which is lit on fire by sparks creating by pyrotechnics. The use of explosive devices connotes the sense of danger, this is combined with the lyric "the scars of your love" and suggests that the relationship has left a physical mark behind. As a scar never truly heals.
Last of all, we see the paper city burn:
The use of the fire represents the feelings of Adele, which are pain and anguish as well as matching the first line "Theres a fire starting in my heart". The burning of the city also creates the connotations of, even the magnificent and beautiful cannot last forever and when something bad happens. It will strike quickly and destroy those around it. The use of the fire also juxtaposes with the city and suggests that only Adele feels the pain of the break up while the rest of the city stays strong. This is also supported by the fact that Adele is alone in the room suggesting only she feels sorrow in the relationship.
The interesting thing about the music video is that it takes the lyrics of the song; and amplifies the meaning through the visual symbolism extending the meaning of the song. Now lets look at a music video that makes a statement. A really good music video that does this is "All I Need" by Radiohead:
Throughout the music video, the screen remains in a split screen. Which shows the parallel lives of two children that are the same age in different countries. For instance we see a happy and normal child who lives in a middle class Western surrounding; compared to a child in a shoe factory in a third-world country. One of the first statements is that whilst you're leading your everyday life and enjoying playing and talking to your friends; elsewhere in the world is a child slaving away making shoes. Making shoes all day long, whilst not getting paid or having fun and getting a small portion of food. This also uses the technique of multi image (see later on for more details)
The interesting thing is instead of having crosscuts, the editor puts the clips side by side. To show how similar the two are and that the events are going on at the same time. For instance at dinner time we see the Western child take a big bite out of his sandwhich whilst smiling; compared to the child in slavery scrapping a tiny tub for food. The biggest statement is that "Some things cost more than you realise" which we see unfold that the shoes the slave is making; the western child is wearing. Of which he doesn't release the effort and strain it took a slave elsewhere in the world to make. With the overall statement being that our world is full of objects that are made by slaves, still to this do whilst we carry out our everyday lives.
To entertain
Last of all, one of the most important things a music video must do is to entertain. If the music video offered no enticement to keep the audiences attention; then the audience would switch off. Which certainly wouldn't help promote the artist or receive any income. Music videos use a series of conventions and techniques ,which we will discuss later , to do so; but the actual content itself also makes up the video. A music video doesn't have to go viral to be entertaining, as long as it maintains the captivation of the audience. For example a music video could be: action packed, comical, animated and so on, I will now include some examples of videos that I find entertaining. I will also include an explanation for what makes them work/ why they are entertaining.
"To Me, To You (Bruv)" is a music video that was released by Tinchy Stryder & The Chuckle Brothers. I find this video very entertaining as its simple and silly. First of all, the video uses several references towards the career of the Chuckle Brothers and uses the well known catchphrase " To Me, To You" which is also visually represented with the pair fumbling on with a set of ladders. Which brings back old memories of Chucklevision. The Chuckle Brothers characters are also presented in the music video with their personalities shining through. The camera angles are of the set up like a rap music video, because Tinchy Stryder is a rapper . This makes the video further entertaining as the Chuckle Brothers don't specialise in rap, and are not well trained rappers; the facial expression are also very amusing during the repeated lines "Oh dear... Oh dear Oh dear". The most spectacular part of the video is where the Chuckle Brothers attempt to dance with their bling and sunglasses which generates lots of comedy and laughs.
"Fell in Love With a Girl" by The White Stripes uses the concept of animating lego bricks to create their music video. The most entertaining thing about the video is how they get it like a normal music video shot with a camera. The shots are also edited really well and the animation looks amazing. Because it amazes me, it will also amaze other viewers and get them more engaged in the band and video. Which helps meet the purposes listed above. A normal music that isn't funny or animated can also entertain such as:
"Wake Me Up" by Avicii is a narrative music video that focuses on moving on from something if your not happy. As we see a town that doesn't like the female lead in the music video. In order to create happiness the lead travels to a different city and finds she fits in and is welcome so they both move somewhere else. The use of a visual story acts as a metaphor in this case. Instead of physically moving city to make yourself happy, the metaphor is that if your not happy change. Change so that you feel welcome and yourself so you are no longer bringing yourself/feeling down. You should also find people who are like you, which is resembled by the symbol of the tattoo in the music video. When the others who have tattoos meet they are also shown to be having fun and getting along; telling the audience that when your with people who are like you, you can achieve happiness. This is entertaining because the cinematography lots excellent and the editing fits nicely to the beat of the music. The flow of the narrative also keeps the audience captivated and thats what makes it entertaining.
