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Welcome!
Aim and purpose
In this unit you will explore the
  purpose, styles and conventions of music
  video.
You will then develop, plan and produce a
  music video.
On completion of this unit a learner should:
1 Understand the purpose of music videos

2 Understand the styles, conventions, and
  techniques of music videos

3 Be able to originate and plan a music video
  production for a specific music track

4 Be able to work to complete production of a
  music video.
PRODUCT:
You work for a music video production company who are
looking for new clients. Individually, plan and deliver a 5
minute presentation aimed at encouraging bands and music
industry professionals to hire you. In your presentation, you
will comprehensively explain the purpose of music
videos, providing detailed examples of how music videos can
increase the popularity and sales of an artist.
PRODUCT:
Having wowed your potential clients with a stunning
   presentation on the purpose of music video, you now
   need to convince them that you are knowledgeable
   about the conventions of music video, and can create
   a video that suits their musical style and reaches
   their target audience.
 Individually, you will select a variety of music videos
   from different genres and record a voiceover that
   comprehensively explains the styles, conventions and
   techniques of music videos.
PRODUCT
Hot dog! You got the job! The band are desperate
 to hear your music video ideas for their new
 song. You will mindmap a variety of
 ideas, choosing an appropriate one and
 developing it in pre-production. Your client will
 want to see your preparation so you must
 complete all pre-production paperwork to a
 professional standard.
PRODUCT
You are now on a roll. Having planned your video to
  perfection, you are able to shoot and edit it with
  immense creativity and flair. You require little
  input from anyone else and work with motivation
  and focus. Your final video is a masterpiece and
  easily measures up to those on rotation on MTV.
 1929   - Bessie Smith, St.Louis Blues

 1940s– Panoram visual juke box1942 - Cab
 Calloway, Minnie the Moocher




 Panorams  were popular in clubs, cafes and
 bars in the 1940s, but lost popularity after
 WWII. Why do you think this happened?
 1950s  – Musical Films
1953 - Marilyn Monroe, Diamonds are a girl's
  best friend

1959 – The Big Bopper coins the term

      Music Video
        Baby!
 Late 1950s - Scopitones, Cine-boxes and
  Color-Sonics
 1957 - Elvis Presley, Jailhouse Rock




                     Don‟t show them
                     kids his snaky hips!
1964 - The Animals, House of the Rising Sun

1950s, 1960s – „Live‟ performance footage is
  standard.

1964 - The Beatles, A Hard Days Night

Bands as actors

1967 - The Beatles, Strawberry Fields Forever

Location clips, hand-held camera
  work, rhythmic editing, slow motion shots
  and reversed film
 1967   - Bob Dylan, Suterranean Homesick
 Blues

The first concept video?

1967 - Procul Harum, A Whiter Shade of Pale

The first political music video?
The first to use stock footage?
The first animated music video?

1969 - The Archies, Sugar Sugar
 1976   - The Residents, Hello Skinny

The first avant-garde music video?

1972 - David Bowie, John I'm only dancing

The first banned music video
TOTP – 1970s
- Played music videos when bands couldn‟t
  appear live
- Notable impact on sales figures of singles
- Viewers would tune in with hoping of seeing
  videos again the next week
1981 - Buggles, Video Killed the Radio Star

What is notable about this video?

1984 - Madonna, Like a Virgin

Would Madonna have been as popular without
 music videos? Why?

Madonna
   1983 - Michael Jackson, Thriller

1985 – VH1 launches

   1986 - Peter Gabriel, Sledgehammer
100s of hours in production

   1985 - Robert Palmer, Addicted to Love
A simple idea can go a long way

1988 – Yo!MTV Raps launches

   1988 - Public Enemy, Night of the Living
    Baseheads
Music videos representing sub cultures
1992 – Directors are listed along with the artist
  and song title

The start of the auteur music video directors

Michel Gondry

Spike Jonze

Everyone wants in on the act, including Martin
  Scorsese (Michael Jackson – Bad) and John
  Landis (Michael Jackson – Thriller, Black or
  White).
2002 – Music Videos formatted onto DVD for
  the first time. 33% growth for music videos
  worldwide

2005 – iTunes opens online video store. Within
  20 days of music videos being released on
  iTunes, 1 million songs had been downloaded
YouTube creates stars:

2006 - OK Go, Here it Comes Again

Viewed by over 1 million people within 6 days
  of being uploaded.

The phenomenon continues:

2011 - Rebecca Black, Friday
- Intertextuality
- Parody

Words of the era?

2011 - Rebecca Black parody
 “Apicture paints a thousand words” – highly
 visual culture

 Music
      television – set precedent, all singles now
 need a video

 Increase
         artist‟s presence – can see them „live‟
 when they are not performing (started on
 TOTP)
 Engage target audience through use of
 familiar generic conventions (e.g. Rap
 Videos)

 Exploit
        the physical attributes and visual
 image of the artist (e.g. Madonna, Lady
 Gaga, Beyonce)
 Enhance   the experiential power of a song

 Fans   feel more connected to the artist
   Expands the creative
    process, collaboration, mutually beneficial
    (directors like Michel Gondry)
   Innovative and original videos (e.g. OK Go)
    create greater interest in a song and a wider
    audience through word of mouth (LINK:
    advertising).
   Videos using groundbreaking or unusual special
    effects can get attention (e.g. Sledgehammer)
   Original ideas for an average song can lead to
    the video gaining cult status and gaining „classic‟
    status and lasting appeal (e.g. Addicted to Love)
   All of the above can lead to increased playability
    on music TV channels, radio, and
    therefore, more…
Readies
Dollar
             £
             Wonga

 Cash    £

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Music Video - LO2 - History

  • 2. Aim and purpose In this unit you will explore the purpose, styles and conventions of music video. You will then develop, plan and produce a music video.
  • 3. On completion of this unit a learner should: 1 Understand the purpose of music videos 2 Understand the styles, conventions, and techniques of music videos 3 Be able to originate and plan a music video production for a specific music track 4 Be able to work to complete production of a music video.
  • 4. PRODUCT: You work for a music video production company who are looking for new clients. Individually, plan and deliver a 5 minute presentation aimed at encouraging bands and music industry professionals to hire you. In your presentation, you will comprehensively explain the purpose of music videos, providing detailed examples of how music videos can increase the popularity and sales of an artist.
  • 5. PRODUCT: Having wowed your potential clients with a stunning presentation on the purpose of music video, you now need to convince them that you are knowledgeable about the conventions of music video, and can create a video that suits their musical style and reaches their target audience. Individually, you will select a variety of music videos from different genres and record a voiceover that comprehensively explains the styles, conventions and techniques of music videos.
  • 6. PRODUCT Hot dog! You got the job! The band are desperate to hear your music video ideas for their new song. You will mindmap a variety of ideas, choosing an appropriate one and developing it in pre-production. Your client will want to see your preparation so you must complete all pre-production paperwork to a professional standard.
  • 7. PRODUCT You are now on a roll. Having planned your video to perfection, you are able to shoot and edit it with immense creativity and flair. You require little input from anyone else and work with motivation and focus. Your final video is a masterpiece and easily measures up to those on rotation on MTV.
  • 8.  1929 - Bessie Smith, St.Louis Blues  1940s– Panoram visual juke box1942 - Cab Calloway, Minnie the Moocher  Panorams were popular in clubs, cafes and bars in the 1940s, but lost popularity after WWII. Why do you think this happened?
  • 9.  1950s – Musical Films 1953 - Marilyn Monroe, Diamonds are a girl's best friend 1959 – The Big Bopper coins the term Music Video Baby!
  • 10.  Late 1950s - Scopitones, Cine-boxes and Color-Sonics  1957 - Elvis Presley, Jailhouse Rock Don‟t show them kids his snaky hips!
  • 11. 1964 - The Animals, House of the Rising Sun 1950s, 1960s – „Live‟ performance footage is standard. 1964 - The Beatles, A Hard Days Night Bands as actors 1967 - The Beatles, Strawberry Fields Forever Location clips, hand-held camera work, rhythmic editing, slow motion shots and reversed film
  • 12.  1967 - Bob Dylan, Suterranean Homesick Blues The first concept video? 1967 - Procul Harum, A Whiter Shade of Pale The first political music video? The first to use stock footage?
  • 13. The first animated music video? 1969 - The Archies, Sugar Sugar
  • 14.  1976 - The Residents, Hello Skinny The first avant-garde music video? 1972 - David Bowie, John I'm only dancing The first banned music video
  • 15. TOTP – 1970s - Played music videos when bands couldn‟t appear live - Notable impact on sales figures of singles - Viewers would tune in with hoping of seeing videos again the next week
  • 16. 1981 - Buggles, Video Killed the Radio Star What is notable about this video? 1984 - Madonna, Like a Virgin Would Madonna have been as popular without music videos? Why? Madonna
  • 17. 1983 - Michael Jackson, Thriller 1985 – VH1 launches  1986 - Peter Gabriel, Sledgehammer 100s of hours in production  1985 - Robert Palmer, Addicted to Love A simple idea can go a long way 1988 – Yo!MTV Raps launches  1988 - Public Enemy, Night of the Living Baseheads Music videos representing sub cultures
  • 18. 1992 – Directors are listed along with the artist and song title The start of the auteur music video directors Michel Gondry Spike Jonze Everyone wants in on the act, including Martin Scorsese (Michael Jackson – Bad) and John Landis (Michael Jackson – Thriller, Black or White).
  • 19. 2002 – Music Videos formatted onto DVD for the first time. 33% growth for music videos worldwide 2005 – iTunes opens online video store. Within 20 days of music videos being released on iTunes, 1 million songs had been downloaded
  • 20. YouTube creates stars: 2006 - OK Go, Here it Comes Again Viewed by over 1 million people within 6 days of being uploaded. The phenomenon continues: 2011 - Rebecca Black, Friday
  • 21. - Intertextuality - Parody Words of the era? 2011 - Rebecca Black parody
  • 22.  “Apicture paints a thousand words” – highly visual culture  Music television – set precedent, all singles now need a video  Increase artist‟s presence – can see them „live‟ when they are not performing (started on TOTP)
  • 23.  Engage target audience through use of familiar generic conventions (e.g. Rap Videos)  Exploit the physical attributes and visual image of the artist (e.g. Madonna, Lady Gaga, Beyonce)
  • 24.  Enhance the experiential power of a song  Fans feel more connected to the artist
  • 25. Expands the creative process, collaboration, mutually beneficial (directors like Michel Gondry)  Innovative and original videos (e.g. OK Go) create greater interest in a song and a wider audience through word of mouth (LINK: advertising).  Videos using groundbreaking or unusual special effects can get attention (e.g. Sledgehammer)  Original ideas for an average song can lead to the video gaining cult status and gaining „classic‟ status and lasting appeal (e.g. Addicted to Love)  All of the above can lead to increased playability on music TV channels, radio, and therefore, more…
  • 26. Readies Dollar £ Wonga Cash £