8. Lesson objectives
• To understand the history of the evolution
of the MV
• To reinforce lesson 1 especially relating to
the purpose of MV
9. How it all started
• 1900 Gramophone invented
• 1920 Fischinger sound/vision
synchronisation
• 1927 1st sound film
• 1940’s Hollywood musicals
• 1939+ Panarom
• 1963 Ready Steady Go (ITV)
• 1964 TOTP (BBC) + Beatles
10. How it all started
• 1981 MTV +Pop clips on Nickelodeon
• 1983 CMTV + Thriller
• 1984 Music Box in Europe
• 1985 VH1 begins + MTV take over
• 1987 MTV Europe to 1.6 million homes
13. MTV UK weekly reach %
0
2
4
6
8
10
12
Factors for decline
• Proliferation of pop
channels
• Proliferation of cable TV
• YouTube
14. MTV Europe subscribers 2001
• MTV Central 33, 208, 517
• MTV Italia 15, 866, 816
• MTV European 10, 547, 850
• MTV UK & Ireland 10, 149, 761
• MTV Spain 8,029,854
• MTV NL 5,385,120
• MTV Nordic 5, 279, 559
• MTV France 5,261, 625
• MTV Poland 1,620, 325
• Hotel Room 218,235
• Total Free To Air 4,580,000
• Total 100, 147, 662
23. Essay title
The evolution and changing role of the Music
Video from 1900, and it’s likely development in
the future.
• 800 - 1000 words
• Word processed
• Illustrations allowed
• Referenced
• Copy on blog + Paper copy for feedback
• Deadline Friday 4th July
• Details on blog
24. Lesson Objectives
• To understand the key characteristics of
an MV
• To begin to apply formal analytical
techniques to MVs
27. Andrew Goodwins Analysis
• Andrew Goodwin
• Dancing in the Distraction
Factory
• Published 1992
• Suggests 7 characteristics
of MVs
• Not all MVs show all 7 -
but many do
28. 1 Lyrics and visuals
Relationship between lyrics and what is
shown on screen
• Illustrating
• Amplifying
• Contradicting
Eg - Showing an image of a dead dog when
the lyric “dead dog” is sung.
29. 2 Music and visuals
Relationship between music and what is shown on
screen
• Illustrating
• Amplifying e.g. pace
• Contradicting
• Cutting visuals in time to music
• Shot-count v bpm is relevant
30. 3 Genres exists
There are MV genres
• They are often associated with specific musical
genres
Examples of genre include
• Stadium performance
• Studio performance
• Location
• Narrative based
• Others?
31. 4 Artist close ups
Record companies require that the main
artist is strongly featured (in close up?)
• Artistic branding
• Celebrity making
• Artistic portrayal
• Implications on
looking good
32. 5 Star iconography
Artist may develop their own star
iconography
• Branding
• Style
• Brand values/USP
e.g. Spice Girls
33. 6 Voyeurism
(esp in treatment of women)
Concept of seeing something you
should/would not usually see
• Nudity/near nudity/revealing clothes
• Exhibitionism
• An intimate location e.g. bedroom
• Screen within screen
Mirror shot
Door/window framing
Cameras or binoculars
34.
35. Voyeurism
• What is acceptable?
• Too much - limits audience
• Too little - uninteresting
36. Voyeurism -
Frame within a frame
• Not overtly “sexual”
• Image surrounded by something acting as
a frame eg. Doorway, window etc
43. Summary
Further activities
• Practice applying Goodwins to a MV of
your choice
• Visit Blog link to see detailed Goodwins
analysis of a Rihanna video
45. Essay title
The evolution and changing role of the
Music Video from 1900, and it’s likely
development in the future.
• 800 - 1000 words
• Word processed
• Illustrations allowed
• Referenced
• DeadlineFriday 4th July
46. Aims
• Understand the practical application of
Goodwins Analysis
• Try the application
53. Aims
• To gain further experience of the analysis
of MVs using Goodwins as a framework
• Understand that some MV’s exhibit some
aspects even at the expense of others
54. Aims
• To gain further experience of the analysis
of MVs using Goodwins as a framework
• Understand that some MV’s exhibit some
aspects even at the expense of others