CATEGORIES OF MUSIC VIDEOS.

There are 3 main categories of music video which include:-

• Performance Based videos
• Narrative Based videos
• Concept Based

Performance Based videos:-

Performance based videos tend to show the band or artists performing there song (at a gig or studio setting)  Below are a few music videos demonstrating just this...

                                                               E-Whizz Airbourne - One for my city 

Above is a music video of a local underground band who attend my sixth-form. They are performing one of many of their songs. The rapper talks about his struggle to get where he wants to be and how he will always remember the city he came from and the people who made him into the person he is today.

                                                                             Green Day - American Idiot
Above is another example of a Performance Based music video but with a mainstream band instead.

Narrative Based videos:-
Narrative based music videos have a story line through out the whole of the video. 
A narrative based music video contains mostly footage that attempts to tell a story through the moving image. Usually involving actors, the story is sometimes linked to the lyrical content of the song.
                                                                     examples ...

                                                                          Bon Jovi - Always
The video entails Bon Jovi telling the tale of a relationship that went terribly wrong of his own doing. There are a use of flashbacks to show the audience just how romantic his relationship was later on showing how it went wrong...  The story in this video hasn't just been told using lyrical content, it had the help of actors and moving image.

                                                                   Alicia Keys - Teenage love affair
This music video uses lyrics, still images and moving images to tell the narrative of a 'Teenage love affair' 

This is a print screen of one of the still images that helped to tell the narrative.

The video tells the story of where their 'Teenage love affair' started ...
What it lead to ...
& how it lead to it ....

                                                                        Kelly Rowland - Stole

                                                                                   Beyonce -  Best thing I never had
Its quite obvious that in this post I have done the most research on Narrative based videos... 
                                        I bet your wondering why... 
                      hmmmmmmmmmm
I'll take you out of your misery and tell you ... Our music video will be a NARRATIVE BASED VIDEO!
Concept Based:- 

Concept based music videos tend to have no story line. They are generally a random concept and sometimes tend not to tie in with the band or theme of the song at all.
Below is a concept based video...

                                                                     OK GO - Here it goes again
INTERTEXTUALITY IN MUSIC VIDEOS

Intertextuality is when media text reference another media text, this can either be reflected in the style of the video (a pastiche) or done in a humorous way (a parody) it can help audiences take further levels of meaning away from the text.

Intertextuality is like a short cut to meaning, it uses people’s understanding of media texts to make new meanings. 

A good example of this would be the reference to the famous Kray twins renowned from their crime around east end London in the 1950s an d 60s in Kanye West & Jay-Z's song 'In Paris' the hook of the song ended with the words "That shit cray", giving those who have the foreknowledge of the Kray twins and indication of whatever their rapping about is crazy like the crimes committed by the twins.

The Kray twins

                                                                            'In Paris' music video
                                                                                                       (The hook is at 1:34)
Pastiche:-
Pastiche is the imitation of text's features by other text. The styles can be the same or a copy of the original and could be a style of a certain time period. Michael Jackson's 'Thriller' is a pastiche, its style is conventional of 1950s horror movies.

Michael Jackson - Thriller 

Beyonce - Work it out

 The video takes the style and time period of the 'Austin Powers' movie it also has actual features of the text.

Beyonce - Check on it

Another example of Beyonce taking the theme of color from the 'Pink Panther' film and features

of the actual text in the music video.

For the particular music video that we are creating for our A2 project I would probably use a pastiche to incorporate intertexual references...

I would do this by incorporating  the original 'Like a virgin'  by Madonna into the video..

e.g. having the song play off a iphone with the  CD single image on the phone screen before the music for the actual music video starts.

 

Parody:-
A parody is a comic version of the original. Parody often exaggerates features of the original.
Below is an example of a parody, based around the music video 'Call me maybe' by Carly Rae Jepson. The parody takes features from the original version such as the costume that was worn by Carly Rae Jepson and is worn by a man who is supposed to be her.

The Key of Awesome! - 'Call me maybe' (Parody)

                                                         Carly Rae Jepson - 'Call me maybe' (Original)

RESEARCH INTO THE MUSIC VIDEO INDUSTRY

HOW ARE MUSIC VIDEOS MADE ?

WHAT IS THE PRODUCTION
PROCESS !?

- This is what I typed into the google search engine : -                         'production process of making a music video'

The purple link in the image below is where I got 
the following information.

Step 1

- The director will think of an idea based on the visuals he/she sees while listening to the music, or on the lyrics of the song. The idea is sent to the label and they either approve or have the idea adjusted according to criteria from the label or artist (usually the label).

Step 2

- Once the idea is approved, the label gives the director the money theyre willing to invest to produce the video.

Step 3

- From there, the director hires a producer, the producer creates a budget, hires the crew, secures location, equipment, actors and other elements necessary for the filming of the video.

Step 4

- The video is filmed and sent to post-production.

Step 5

- When in post-production, the video is cut, visual effects and color correction area added and the video is delivered according to the speficiations given by the label upon agreeing to hire the director/producer.

Step 6

- As a postscript, there are usually two ways when dealing with labels (especially majors): either the label uses an agency or company to shoot videos for them or an independent director/producer will approach a label or band about shooting a video. This is less frequent with major labels.

Step 7

- Often, too, a band may pledge allegiance to a particular director, so he/she is given consistent work with a band or bands. For example, Hype Williams, has done most of Busta Rhymes' videos and a few of Missy Elliot's.

                                     Examples of videos directed by Hype Williams below ...

Busta Rhymes - Put your hands where my eyes can see

                        Missy Elliot - The rain

WHAT IS THE PURPOSE OF A 

MUSIC VIDEO FOR THE COMPANIES/ ARTISTS THAT MAKE THEM ?

A music video is produced for promotional purposes. They are primarily used as a marketing device intended to promote the sale of the music recordings by the companies/artists.

The purpose of a music video is to:- 

- Sell the song and create a reaction so that the song is always remembered.

- Give the listener a better understanding of the song. (If the video is narrative)

- To entertain (show off other talents that the musician may have e.g acting or dancing)

 (An artist this frequently is Beyonce who i renowned for her ability to move whilst singing in live performances.)

                                                        Example of one of Beyonce's dance videos

- To sell CD's and DVDs to viewers. Creating a memorable visual for the song increases its chances to sell.

- Marketing for the purposes of exposure and expansion of the artists/companies profile.

- It sometimes serves a conduit to attention from the label but serves a bigger purpose for more song downloads.

FAMOUS MUSIC DIRECTORS:-

Below is some information on a few famous music directors ...

JONAS AKERLUND

• Jonas Akerlund is a swedish film and music video director.
• Akerlund has worked on a series of pop music videos with famous pop star Madonna such as 'American life', 'Ray of light' and 'Jump'.

                                          Example of one of the Madonna videos Akerlund directed.

• In 2008 he worked on Pink's music video 'Sober' 

& Lady gaga's 'Paparazzi' music video ...

• Akerlund is best known for directing music videos that are often mock forms of movie trailers and short films. 
• His video for Madonna's 'Ray of light' won a grammy for best video and a record seven awards at 1998 MTV video music awards, including video of the year.

                                                                  Madonna - Ray of light

PHILIP ANDELMAN

• Andelman is an American music video director.
• Philip has been nominated for numerous MVPA awards including director of the year in 2007.
• He worked on John Mayer's music video for 'Waiting on the world to change' and Colbie Caillat's video for 'Realize' in 2007.

                                                      John Mayer - Waiting on the world to change

                                                                                       Colbie Caillat - Realize

JONATHAN DAYTON & VALERIE FARIS

• Dayton and Faris are a team of American music video directors who are also a married couple.
• They are most known for their critically acclaimed film directional debut 'Little miss sunshine'
• They have received international fame for their music videos for bands such as:- Oasis, Red hot chill peppers and the Bestie boys.
• They won 6 MTV music video awards for 'Tonight Tonight' by the Smashing pumpkins.

                                                      Smashing pumpkins - Tonight Tonight

DAVID FINCHER

• Fincher is an American film director and music video director.
• Fincher has directed big-budget music videos for artists such as Madonna - 'Vogue'  and 'Express yourself' (videos below)

• He also directed a music video for the Rolling stones - 'Love is strong' and Michael Jackson - 'Who is it'. (both very popular artists)

FINALLY THE MOST FAMOUS OF ALL DIRECTORS .....

GEORGIA DUBERRY &

TYLER DONALDSON

• A team of British directors.
• Famous for their work on a thriller opening called 'Love me'

Example of previous media project


HOW MUCH MONEY IS USUALLY SPENT ON THE AVERAGE MUSIC VIDEO ?

• According to research the average amount of a low budget music video would cost a minimum of £50, 000 this could range up to $500, 000 or even more e.g. Michael Jackson's music video 'Scream' cost $7,000,000.

• The cost of the music video depends on how well known the band/artist is, if the artist is fairly new their budget is more likely to be low compared to large scale artists such as Beyonce.

HOW DO AUDIENCES ACCESS MUSIC VIDEOS? 

WHERE CAN THEY BE SEEN ?

• There are a number of ways audiences can access music videos whether the videos are old or new.
• The most popular way to watch a music videos in this day and age is YOUTUBE,  I use YOUTUBE to upload the music video examples onto my blog not only is it a good way to watch music videos it helps with other areas such as school work. Millions of user use it because the videos are easy to access.
• Some artists have their own channel to promote their videos on YOUTUBE, this channel is called VEVO.

• Another way to access music videos are to watch music video channels such as; MTV base, Flava, KISS which have special shows such as 'Top 10 in the charts' or  'Top 40 countdown'

• Bits of music videos are shown on adverts between TV programmes, the videos shown are usually new released music videos.