Homework: Genres and Conventions of Music Videos

Assess 2a) Here is an exemplar for your structure & detail
http://ctkmedial3extdip16.blogspot.co.uk/2016/06/29-conventions-techniques-style-music.html 

Introduction - why genre conventions are necessary in music videos, purpose and function, repeated.

Pass: Describe the conventions with examples - 
MISE-EN-SCENE
Costume, Location/Setting, Colours, Choreography, Performance 

CAMERA & LIGHTING
Expressive/natural, silhouette, low key/high-key, lens flares
Shot types, angles, movements 

EDITING
Pace, lip synching, cutting, transitions, rhythmic montage, tonal montage

Merit: Explain their purpose and what they are used for - the effect they have on the audience or selling the artist image

Distinction: Detailed explanation and comparison across examples - screenshot specific examples & discuss

Prep work:
Read over Goodwin's 6 Conventions & Firth's 3 categories of Music Videos
http://leighmediaalmosta2.blogspot.co.uk/2012/05/approaches-to-music-videos-firth.html 

Read over the Prezi and make notes on Techniques of Music Videos
http://ctkmedial3extdip16.blogspot.co.uk/2016/06/29-convention-techniques-styles-of.html

Cover 26.9.16

Objective: to demonstrate your understanding of the purposes of music videos 

Task: In your teams of 3/4 complete the report using the structure below (if you wish) by the end of class. You must complete each Heading in 100 words to successfully achieve a PMD.

http://ctkmedial3extdip16.blogspot.co.uk/2016/09/11-assessment-purposes-of-music-videos.html?m=1 

There are hard copies on my desk in N111. 

Assessment: You will record a video presentation tomorrow as a team of 4 to assess your contribution 

Resources

1. Use the PowerPoint on the blog from session 1.1.1 to help you. 

2. Use the blog post on Synergy, Branding, monetisation and 

Pass: Describe each of the purposes of Music Videos and give examples

Merit: Explain the purposes of Music Videos with appropriate examples to demonstrate

Distinction: Fully explain & compare the purposes of Music Videos with analysis of detailed examples

1.2 Prep Work for Monday - GENRE Conventions of Music Video

Read over the following posts and make notes on terminology and the conventions of varying genres of Music Videos. 

Find a contemporary (current) example of each genre ready for class next week to analyse and compare

Test on Monday

Music video genre conventions from Ninthuja Saseetharan

http://monuarax.blogspot.co.uk/2012/12/different-codes-and-conventions-of.html

Different codes and conventions of music genres.

The following are different types of music genres and their codes and conventions. There are many differences within the genres that differ them from each other. If there were no differences between the genres than the audience will not be able to tell the differences of the genres. 

We have chosen the pop genre for our music video and we will try and follow all the codes and conventions so our audience will be able to tell it’s from the pop genre. We have chosen this genre because we are interested in the costumes pop artist wear which is designer labels and expensive clothing. When I analysed Rita Ora's RIP music video she had 6 costume changes and most of the costumes were designer brands and highly fashionable. We also aspire the type of lifestyle the pop artist live. In music videos they are shown to live a fun life with lots parties. They also live in expensive locations such as mansions, big beautiful houses and with swimming pools.

Genre	Codes and conventions
Pop Christina Aguilera a famous pop artist. Christina Aguilera a famous pop artist. Beach and the sun. Artist preforming in front of a wall of graffiti.	It is often performance based and the performance illustrates the lyrics.(Goodwin's theory) The pace of editing is very fast. Normally shot during the summer time. The artist mostly wears designer labels which suggest wealth. The female costumes are often revealing and tight emphasising the body figure and this also relates to the male gaze. If the music video is shot on the beach then the femalewould be wearing bikinis, other costumes may be high heels and short skirts. A prop used would be sunglasses which the main artist would be wearing this mightgive out a cool appearance.  Voyeurism.  Females in the video are often wearing heavy make up.  Mostly shot in luxurious and appealing locations such as beaches to connote a fun,party and not so serious atmosphere.On the other hand urban locations are also used such a the artist preforming in front of a wall of graffiti. Music videos typically incorporate a lot of bright colours in terms of clothing, props, and the overall editing of the video.  There is often a party atmosphere with the artist or crowds partying and dancing. In the parties there would be alcohol againconnoting a fun atmosphere.  Overall pop music videos are very upbeat and light-hearted to appeal to its generally younger audience. The lyrics are usually on the good things on life this is shown through the mis-en-scene.
Hip Hop and R’n’B Low angle to stimulate a live performance and the sexualisation of women in the background. Mansion behind the artist and a expensive spots car.	The picture on the left is one of the shots in a music video we see the artist in a low angle close up but in the background all we see is women's legs we do not even see their faces. This relates to the male gaze. Voyeurism. Locations are usually set in mansions, nightclubs, boats, and streets. All these settings are associated with the good life and rich people. The props used are also suggests wealth of the artist with cars, chains, jewellery, designer clothes and sun glasses. The picture on the left is a Ferrari, it is a sports cars and is extremely expensive.   The costumes are low slung jeans, trainers, tracksuit, highly visible designer labels. A ‘ghetto’ ‘thug’ ‘street’ look. They male are often seen to be hyper masculine with their performance and many girls around them this shows us that they are heterosexual.
Rock Prodigy a rock band. Instruments.	The theme of being dark, emotional and depressing. This is shown in the dark lighting, heavy and meaningful lyrics and a strong sound. Often, the colours black and white will be used to connote seriousness. Long and/or wide camera angles are normally used to allow the whole band to be seen and to show music instruments being played.There are also close ups of the artists playing the instruments. Performance in most videos shows the band performing and playing the guitar or drums. The costume of the band members are typically seen wearing black with heavy eye make up which is a style associated with the Goth culture. Piercing and tattoos are sometimes shown.

Task 1C - 1.1 Homework Assessment Report - Purposes of Music Videos Framework for Presentation

Prep Work due today

Examine Music videos by a major, indie and self-produced (unsigned) artist - http://leighmediaasmusicind.blogspot.co.uk/2015/03/previous-students-label-case-studies.htm

Starter - contemporary History of Music Videos & Visualisation https://youtu.be/sULEcqTSssA

Debate - what is the function of a Music Video https://youtu.be/XVzKNenKJC8

Context?

Task 1: Purpose of Music Videos

-To Sell the Song

The purpose of a music video is to ......... For ....... And ......

One way they would do this is to .......

An example of this is ........

-Promotional for the Artist 

Promotion of the artist is key in a music video for the future success of both ..... And the ......

This is especially important if the artist is ......

This is often done by giving the artist as much ......... As possible using different ......

or making the video..... in order to get the public talking about this new artist. 

An example of this is ..........

-Exposure and Expansion of the Artist 

Exposure for any new or current artist is hugely important. 

Music Videos play a vital part in the exposure of an artist because ......

Music Videos can be used on widely seen outlets such as ..... Or ...... To reach an audience of potentially millions of viewers, such as ......

However for unsigned artists like ...... the numbers are more in the .....

-To sell the song, invoke a reaction from the audience

Some music videos are designed solely for this purpose. They are often used for new and upcoming artists to ......

This also generates more money for the artist themselves and more importantly the record company. 

One example of this type of music video is ......

-To give the audience a better understanding of the song

Often songs have a meaning. Music Videos are often used to develop the meaning behind the song and use a ...... Approach to give the audience ...... Of the song from a visual perspective and from a different outlet. 

one example of this would be ...... which is designed to ........

-Product Placement

Product placement is used in almost all Entertainment outlets as a way to increase revenue. 

It is especially popular in music videos for ....... companies and ...... related products such a ......... 

Nearly all artist will use this technique within their videos as companies will ....... to see an artist ..... 

Using Product placement with extremely ...... artists also makes the product more ...... 

An example of this is ....

-Promotion for music and Album 

Promotion of an artists music or album is hugely important for the success of that product, so the music video ........ 

In this example ........

-Synergy 

Synergy involves .....

Generally ...... Labels will use this approach due to their ......

Like product placement it is designed to sell the products of the individual companies as well as promote them. 

This is seen in the examples .....

-Promotion of film 

Often artist will write songs that are specifically for a film, The music videos for these songs then often feature ....... or use backdrops or sets that ...... 

This is done in order to ........

The music video can also be shown on more outlets than the film alone so also works as a ....... 

An example of this is ....

-Promote festivals 

Music videos are often used to promote other music related products. 

In the last decade Festivals and tours have become  more important because ...... Example of this would be ......

-Opens up new market

Music Videos open up new markets for the Artists and Record Companies to sell their songs by .......

This increase in outlets such as ......., increases the amount of people who are likely to hear/see the song and buy it, therefore making it more successful.

....... Is an example of a video that opened up an artist to a new market.

-Generates new market for Record Company

Record companies such as .......... And ........ will use music videos as an extension of income for the song.

The do this by making the Video as widely accessible as possible on as many different outlets as possible in order to ........... By .........

An example of this is ........

-Selling an Image 

Artist will often sell an image or look to .........

A clear example of this is ........

As a result of this .......... sales increased and the song became hugely successful. 

1.1 Music Video Terminology Revision & Test

1.1.3: Purpose of Music Videos 3: Monetisation Synergy etc.

4. Synergy

Synergy

http://www.factmag.com/2015/03/11/pongping-video-game-library-music-service/

Posted on October 11, 2011

Synergy is where two products or companies combine to make a video, and use the video as a platform to give them success in their respective areas. For example a music video may be made to increase publicity for a film, but may prove successful in its own right. One example is the music video ‘You know my name’ the official video for the James Bond film Casino Royale (2006) starring and sung by Chris Cornell

http://www.youtube.com/watch?v=_XdO3BYbqY8

A very successful film, it helped to increase sales of the song and soundtrack for the film, the music video remains popular and has won Cornell several awards.

A music video helps to provide synergy for the artist starring in it; a popular music video helps to expand their audience but also serves to increase their power in the industry.

If a video is shown on YouTube for example companies may pay to advertise on the video or through product placement, this would give them synergy through the video-they would be associated with the video and hopefully improve publicity.

Sometimes music videos homage other videos or films for inspiration. An example is:

http://www.youtube.com/watch?v=gUPrnu3BEU8&ob=av2e

This video was a homage to Goodfellas and gained a lot of success because of this.

I think using synergy is an advantage to a music video it helps to connect with the audience and makes it more entertaining for the audience it helps to figure out stories and themes for the video and could help to raise finances for the video. On the other hand using too much synergy detracts from the video inventiveness; some may argue a music video should stand by its own success rather than relying on that of the soundtrack it is telling.

Chase and status music video synergy from LewisDunn

http://leighmediaasmusicind.blogspot.co.uk/search/label/Synergy

2.1.1 Purpose of Music Videos 3: Major, Indies and Self Produced

Prep Assessment:

Starter: 

Madeon Pop Culture

Come to Daddy

The horrible crows

http://blogs.wsj.com/speakeasy/2016/06/30/the-10-most-popular-music-videos-of-2016-so-far-according-to-youtube/

Pass: describe the strategies (budget, outlets where the video is distributed, how it is monetised, how many views, what types of video, genres, how they create image)
Merit: compare and explain the differences in their strategies
Distinction: evaluate the strengths and weaknesses of each

Resource Case Studies on Major and Indie labels

http://leighmediaasmusicind.blogspot.co.uk/2015/03/previous-students-label-case-studies.html

Producer Types 

Major record label: As of 2012 there are only three companies that have the titles of major record labels they are: Universal Music Group, Sony Music Entertainment and Warner Music Group. 

Pros

• Larger Budget
• More options of style 
• More resources 
• Good promotion 
• Better work force

Cons 

• Less control over the work 
• Less time and more stress 
• Might get put behind bigger artists in the label
• Might be tied to things they don't want to do
• Possibility you could get dropped
  

Indie Label: An independent record label or indie record label is a record label that operates without the funding of or outside major record labels. Many bands and musical acts begin their careers on independent labels. An example of a indie record label is Hopeless records, they have big bands signed like 'All Time Low' and 'Neck Deep'. http://hopelessrecords.com/​
Pros

• More close work relationship 
• More open and longer deadlines 
• More input about how things work 

Cons

• Less budget 
• Worse resources 
• Less promotion 
• Less experienced work force 

Independent: An unsigned artist, unsigned band or independent artist is a musician or musical group not under a contract with a record label. An example of a independant band is The 1975, an alternative rock band that is not signed by any label and words themselves.
Pros

• Full independence
• Personal Input 
• Well liked style  

Cons

• Less experience 
• Poorer quality 
• Extremely small budget (depending on person) 
• No work force 
• Hard to promote 
• A lot of competition 

Task 1b): Using your own examples of Case Studies:

Pass: Describe the strategies used by Major, Indie Labels and Self-Produced Artists to promote using Music Videos - consider the following:

Image

Budget and production value 

Synergy and Product Placement

Audience they are appealing to (size and types)

Strategy used to get attention or to promote

Monetisation of outlets

Merit: Compare the differences between strategies of the Major, Indie and Self-Produced Music Videos and explain the purpose 

Distinction: Evaluate the benefits and limitations of their strategies with detailed reference to examples

2.1.2: Purpose of Music Videos 2: Branding and Image - Miley, Gaga &Minaj

To examine the construction of star image (Dyer) and it's appeal to audiences

Pass: To describe how the Star Image has changed across campaigns

Merit: To explain how Star Image is constructed through music videos and styling 

Lady Gaga and Postmodernism by gobld0015427 on Scribd

Miley Cyrus Star Profile from larapaigeeardley

Assignment 6 pp version from Buckeroosgang

7 Things We Can Learn About Social Media from Nicki Minaj. from Michael Street

Create a Prezi to demonstrate each aspect you can find – pair up and educate each other (split todefine each aspect)

Extension (Distinction)
Reading on one of the following articles - Summarise the analysis of their role using feminism and post-modernism


http://www.racialicious.com/2010/04/08/quoted-menda-francois-on-nicki-minaj-and-feminist-contradictions-in-hardcore-female-rap/

http://www.out.com/entertainment/music/2010/09/12/curious-case-nicki-minaj

http://gagajournal.blogspot.co.uk/2010/08/cant-read-my-poker-face-postmodern.html?m=1

http://www.authorstream.com/Presentation/Kklick1564-375048-lady-gaga-post-modern-feminist-postmodern-feminism-entertainment-ppt-powerpoint/