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Page 1: AS Media Studies - Music video intro

AS Music VideosWhat you need to know to produce your own successful production

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The rules

You may work individually or in a group of 2 or 3 (no more). Everyone will need to have a defined role within the group and

you will be marked according to the work they have contributed.

Your video needs to last the entire length of the track (3 – 5 mins)

Your video must follow the codes and conventions of existing music videos (no skateboarding videos!).

You must suit the style of your chosen artist and genre

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Not allowed…

It is not allowed to look like the original video

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You will need 4 basic elements

Change of costumeChange of locationVariety of camera workTitles at the start and end

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Andrew Goodwin

Goodwin’s theory is based on 6 main principles.

Links between lyrics and visuals Links between music and visuals Genre characteristics Intertextual reference Notions of looking at the artist Voyeurism Demands of the record label (representation of the artist) Performance based, Narrative based or Concept based music videos

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Links to lyrics

This convention explains how Goodwin noticed a music videos visuals either had a complete similarity or direct contrast to the lyrics of the song.

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Links between music and visuals (thoughtbeats)

Goodwin identified that the visuals within a music video may be edited in time to the lyrics/change in pace of the song. He also stated that these visuals are commonly repeated within a chorus to emphasize the repetition in lyrics and beats.

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Genre Characteristics

Goodwin recognised that most artists have a trend of repeating certain actions within their music videos in order to establish this as their ‘trademark’ action and therefore making their songs recognizable due to it reoccurring often. This represents the style of the music the artist is representing and is a marketing strategy in order to be remembered in later years.

Genre is also shown by location like, for example, songs within the indie genre are often filmed in an abandoned and lonely place to convey an individual in an isolated location.

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Voyeurism

Goodwin recognized that many music videos included voyeuristic angles of women in order to entice a male audiences interest in the artist and also the lyrics to which the shots represent. This is used to sexualise the artist and cause a voyeuristic connection for the male audience.

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Record label demands

Goodwin identified that it is a common feature for record labels to use close ups of the artist/vocalist in order to promote the sales in the single. This convention is used in order to show the artist throughout the video but it is most common with female artists as provocative angles are often used to sexualise the artist following “Laura Mulvey’s Male Gaze Theory” causing a voyeuristic gaze from the audience upon the artist.

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Intertextual references

Goodwin recognised that it was not uncommon to recognise either the visuals or lyrics of a song to be a direct reference to another media text. This is used to engage the audiences and provide them gratification if they recognise it.

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Narrative, Performance or Concept

Narrative = mini story

Performance = performance by the artist

Concept = random theme

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Narrative and Performance

All American Rejects Narrative – Gives you hell Performance – Move along

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Narrative and Performance

Goodwin explains that music videos should ignore common narrative. It is important in their role of advertising.

Music videos should demonstrate repeatability. Narrative and performance work hand in hand - it makes it easier for the audience to watch over and over without loosing interest.

The artist acting as both narrator & participant helps to increase the authenticity however the lip sync and other mimed actions remains the heart of music videos. The audience need to believe this is real.

Songs fail to give us the complete narrative

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Steve Archer

“Often, music videos will cut between a narrative and a performance of the song by the band. Additionally, a carefully choreographed dance might be a part of the artist’s performance or an extra aspect of the video designed to aid visualisation and the ‘repeatability’ factor. Sometimes, the artist (especially the singer) will be a part of the story, acting as narrator and participant at the same time.

But it is the lip-synch close-up and the miming of playing instruments that remains at the heart of music videos, as if to assure us that the band really can kick it.” (Steve Archer 2004)