The document provides a history of music videos from the 1930s to present day. It begins with early examples like films that paired music and image in the 1930s. Television and films helped spread music videos in the 1950s-60s as artists like the Beatles used them to build their image. MTV launched in 1981 and greatly increased the popularity and production of music videos. Today, videos like Adele's "Hello" can gain hundreds of millions of views on YouTube. The document examines examples like Whitney Houston's "I Wanna Dance With Somebody" to illustrate typical conventions for relating imagery to lyrics, sound, and establishing the artist as a star.

1. Session 1
History & Theory
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2. projectmusicvideo.blogspot.co.uk
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3. The Day
• history & theory of the promo
• making a music video
• you pitch
• talk with music video director
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4. What is a MusicVideo
• lasts the length of the song (sometimes longer)
• features the artist (but not always)
• can tell a story (doesn't have to)
• visually memorable/worth repeated viewing
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5. How did we get here?
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6. 1930’s
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7. Music and Image
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8. 1940’s
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9. Soundies
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10. 1950’s
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11. TV
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12. Film
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13. 1960’s
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14. The Beatles join Elvis in
constructing artist image through film.
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15. Thursday, 26 November 15

16. Scopitones
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17. Scopitones
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18. Scopitones
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19. 1970’s
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20. The birth of the pop promo?
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21. Thursday, 26 November 15

22. 1980’s
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23. MTV
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24. Thursday, 26 November 15

25. The Special ‘Rat Race’
• 1981
• 56th video played on MTV
• first black artists
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26. Pop promo becomes mandatory
for getting TV play!
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27. Case study
‘I Wanna Dance With Somebody’
Whitney Houston
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28. TASK
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29. • How many different
shots/framings?
• How much screen
time is taken?
• Can you spot any
music video camera
conventions?
TASK
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30. • 17 out of 21 shots are different
• 21 seconds of screen time (a cut a second)
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31. Thursday, 26 November 15

32. Can we establish any camera conventions?
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33. • lots of close ups & extreme close ups
• irregular framing and fragmented bodies
• looking at the camera
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34. Thursday, 26 November 15

35. Conventions?
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36. Framework for Analysis
Andrew Goodwin (Dancing in the distraction factory )
• Genre characteristics
• Relationship between lyrics & image
• Relationship between sound & image
• Sells artist as a star
• Voyeurism/notion of looking
• Intertextuality (references other media)
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37. Genre characteristics
• Females solo artist
• Performance expected
• Dance music has
dancing
• Pop palette/bright
colours
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38. Relationship between lyrics & image
• Simple narrative ‘I want
to dance with some
body’
• multiple potential dance
partners
• Night time?
• Don’t you want to
dance?
• Consistent themes!
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39. Relationship between sound & image
• Visuals change with the
tone of the music
• Colour, light and motion
change with pace & key
• Editing on the beat and
paced with tempo
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40. Sells artist as a star
• Potentially a lonley heart
song turns star into object
of desire
• Lots of romantic attention
• Obsessive close ups
• Plays role of ‘actor’ with
multipe costume changes
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41. Voyeurism/notion of looking
• Frames within frames
• Looking over wall
• Looking through windows
• Fragmented and
objectified bodies
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42. Intertextuality (references other media)
• film Strip
• range of film looks and
pop culture references
• multiple dance genre eg.
flamenco, street, disco
• numerous costume/set
changes
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43. You can do it too!
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44. Thursday, 26 November 15

45. 1990’s
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46. massive budgets
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47. • Only 40 x $1m music video
• Scream, Michael Jackson ,1995 ($10,870,714)
• 27 between 1987-2002
• 5 of the others Ayumi Hamasaki (Japan)
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48. • Kanye West, Janet Jackson, Madonna &
Britney are only others who have made
$1m + videos since 2002
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49. Others were trying new things!
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50. Pharcyde
‘Drop’
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51. Thursday, 26 November 15

52. 2015
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53. What now?
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54. Adele’s ‘Hello’ gets
485 million youtube views
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55. • 27.7 million views in 24-hour
• fastest video to reach 100 million views (5 days)
- beating Miley Cyrus ‘Recking Ball’
• viewing peaked at 1.6 million per hour
- beating Star Wars trailer
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56. "[The video] is highly unoriginal. The lyrics are 'Hello, it's me'
and then you see someone picking up a phone.
I'm not good at imagining super conceptual videos. I just
thought it would be nice to have her walk around the house
and make phone calls and end up in a forest, with maybe
some flashbacks in it."
Xavier Dolan, (behind the concept of the music video)
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57. The look beats the idea!
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58. Themes are developed fully!
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59. Detail is vital!
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60. It’s still about looking!
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61. Thursday, 26 November 15

62. 10 minute break!
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