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Purposes of a Music Video

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Submitted By aprilmoore
Words 616
Pages 3
Purpose – reason.

* Is to promote the artists and the song. * Convey ideas about the meaning of the song

MTV – august 1st 1986 first time airing.

After a while, people realised that music videos created a lot of money. This meant the videos on MTV were earning a lot more than ones that didn’t.

“VIDEO KILLED THE RADIO STAR”

MTV is an outlet of music/video. And the more outlets a music group/ artist has, the greater their success will likely be.

Examples of outlets:

MTV
Direct DVD sales
Cinema
TV

Another huge event was the 13minute music video for Michael Jacksons “thriller”
After thriller, “dire straits, money for nothing “ became the most popular.

1987 - 1.6million homes reached. Furthermore at the end of 1987, peter Gabriel’s sledgehammer.

After a while, more people became away that “star image” (looks) was extremely

1987- 1989 – MTV had reached 6.7million homes.

1990 – MTV UNPLUGGED.

* Music videos can promote directors as well as they gain artistic credibility.

SYNERGY – Music and TV - e.g 8 mile, Eminem

Product placement – Lady GaGa

Record Label / producer

Lesson two:

1981-1991 – “rise of the directors”

Chris cullingum – very strange yet artistic videos for music.

Style – the way in which something is said or done

Styles of music videos:

* Interpretive * In-concert “as live” * Animation (stop motion, digital) * Narrative * Surrealist - make less sense * Impressionist - * Pastiche – when you honor something (copy) * Parody – copy * Referencing – Tyler the creator “stab Bruno mars” * Homage - complete recreation * Influence of commercials - * Intertextual references – heavily referencing.

Each genre of music has multiple amounts of sub genres.

You can link the genre of music, to the content of the music video.

Technical Techniques – procedure or skill required.

* Cutting to and from the rhythm. * Miming and lip sync * Multi image * Chroma key
__________________________________________________________________________

In corporate promotional program production

* Understand codes, conventions and current practice * Codes and conventions = style, content and form

- Voiceovers
- Establishing shots
-Time lapse – taken over a long time and fitted into a smaller amount of time, making it seem like it was fast forwarding
- Nighttime
- Slow frame shots – video appears to be slow.

< Understand codes, conventions and current practice in corporate and promotional programming.

: CODES – hidden, abbreviated, symbols. Convey secrecy. Connotation.

Means that, in all videos communicate visually, this can be seen as hidden messages. Because audiences can read deeper meanings into the visuals.

Therefore, it can be said videos include codes.

- In the video about ERE video, the visuals implied you could trust ERE with your money, by showing things like hand shaking and calculators.

* Ethical issues: (religion, Gender, race)

-Representations in the media, is about how people, places and issues are represented, so they are easy to understand.

- The media has to communicate complex ideas and issues in a simple fashion.
By doing this, this leads to stereotyping and oversimplification.

* Race is an issue as the ERE video, contained more white people, which implied, other race people aren’t in it. * Gender representation mainly shows men.

Denotation – something that you see e.g. - you see a lot of men in the video

Connotation - Something it makes think of e.g. – men are more representative of a workplace.

Religion – The ERE video shows no people that appear as Muslims, this connotes the idea that the video is targeted at white European.
Media Audiences.

Demographic – quantifiable statistics (hard, factual measureable)

e.g. age, gender, race, physical disability, geographic, socio-economics.

Socio-economic – is a system of measurement to categorise peoples social and economic status – e.g. A = higher management= upper class.

Geographic - Classifies you, judging by where you live in the UK.
Slightly stereotypical

Psychographics – A more intelligent way of categorizing than the two above:

Based on:

Personality
Values
Interests
Attitude.

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